Before we talk in detail about the various mechanics, let us remind you that trigger mailings are automated messages that: activated by certain events or customer actions; make interaction with the audience more targeted, relevant and effective. They can be used to increase conversions, improve customer retention, and create more personalized customer experiences to achieve your eCommerce goals. To create such mailings, you will either need to use a special service or write its analogue, which, given the overall quantity and quality of services provided by various mail services, will take longer and be significantly more expensive at the start. Let's say that you use one of these services and have set a business goal in the form of sales growth by increasing the conversion rate of your online store.
In this case, you can’t do without trigger mailings, and the following 7 mechanics can
Email List be adapted and used in your work. Abandoned cart This mechanic is activated when the user adds items to the cart but does not complete the purchase. In our experience, in such a situation the following would be appropriate: abandoned cart reminder with discount offer The user is sent a message reminding them that their purchase is pending and is offered a discount or promotional code to encourage them to complete the purchase. providing additional information about products If there is an abandoned cart, you can send a potential customer more detailed information about those products that he added to the cart but did not purchase to help him make a purchasing decision. tips about popular products In addition to a direct reminder of an abandoned cart, you can show the client similar products to those that interested him, products from the same or related categories.
The “abandoned cart” chain in any of its variations must be launched in a timely manner : not immediately after the client leaves the site, but not a week later, when he has already forgotten what and where he looked. An example of an abandoned cart from LinguaLeo (image from their archive by the author) (image from the author’s archive) Main mistakes when using mechanics: Too frequent mailings : constant reminders about abandoned carts can irritate customers; lack of personalization : mailings should be personalized and contain information about specific products in the cart, and not be purely informational; Lack of incentive : If the email doesn't have some kind of incentive to complete the purchase, the recipient is likely to simply ignore it. Useful material on the topic: Should a business prepare content using neural networks?