A Thorough Checklist for E-Commerce Websites: No.8: The E-mailers

24 Oct

When you are creating a website, there are a few things you need to make sure are there. These things take the perspective of the consumer into consideration, pay heed to what bigger e-commerce businesses have done after resourceful research, and finally look at what really is going on by using analytics and feedback from the site.

In this blog series, we take you from the general site-wide checks to individual page-wise checks that you need to do to set-up a good foundation for the website and for further digital marketing efforts, without falling into the traps of common mistakes and oversights.

Strictly speaking, e-mails can’t be categorised under the website component. However, e-mail does often play Man Friday on the website, so its place in this blog series has been clarified.

Repeat customers buy more than new ones. And e-mail is an excellent medium to connect with people, inform them and keep their interest in your brand whetted.

The E-mailers Checklist

  • Add the shopper’s name to all e-mails you send them. This personalises the communication and doesn’t make the exchange feel robotic and detached. Moreover, it prompts them to read on.
  • E-mail can be used to at the check-out to track visitors who don’t complete the buy, and to find out why they didn’t. It should also provide the option for them to go back and complete it.
  • Thank you’ e-mails should be sent to a purchaser after the transaction has been completed to firstly let them know it was completed successfully, and to reflect their order. Don’t forget to add your help-desk coordinates here.
  • E-mails must keep shoppers informed. For instance, for them to know their order status each time it has been updated. Remember to keep these simple. As with the check-out page, breaking up the order delivery process into a few simplified steps – (processing à packaging à shipping à local courier etc.) – and showing progress after each step is completed keeps them in the loop and updated, and saves you anxiety-ridden calls from customers wondering where their parcels are.
  • Again, by tracking who purchased from you, send them an e-mail to review your site or the product. Then use this review to either a) post on your website to encourage other shoppers looking at the same thing, or b) if it’s not a good review, use it to strengthen the weak link so you don’t lose other shoppers looking at the same thing because they are facing the same problem.
  • Enticing content sent out to previous customers or potential ones familiarises you name with them. Remember to keep the content exciting and the selling subtle.
  • Always include your brand logo to reiterate the image.
  • Plan your drip campaigns with automation features from services like Mailjet or MailChimp. Use the marketing cycle of AIDA to assist with planning the campaigns, and the automation features to trigger a particular set of e-mails when certain actions are taken. This way you can also track the effort.
  • Furthermore, use automation to make personalised product recommendations, which can be very intuitively designed to generate great results.

These are the highlights where e-mails are concerned with the website. But always keep in mind the general principles– that direct and simple subject lines, clear and decluttered content, a hooking image and an unambiguous CTA will remain a constant rule of this medium. Remember how people browse through their e-mails and can delete uninteresting and irrelevant ones without even having to open them. You don’t want to go straight to the trash without a chance.

This checklist pertains to details about a website’s product listing or catalogue pages. To read on for other individual-page checklists or even a site-wide checklist, you can follow this series on our website.

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