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Eight E-Mail Scenarios That (Actually) Work


Article reading time: 6 min

Tags: # conversion # e-commerce # marketing

The first main challenge for any business is creating a contact list. Building it takes a lot of work, which is why you must optimize it over time. Keep in mind that your acquisition strategy brings you immediate revenue: 70% of your customers will not end up making a single purchase if you don’t increase their engagement. In total, an acquisition strategy costs you approximately seven times more (source: Les Echos) than a loyalty strategy. So the two go hand in hand.
Establishing e-mail scenarios adapted to each of your contacts lets you improve their engagement with your brand and create a more profitable business model. Let us explain.

1.    The welcome scenario

This is the very first contact with your prospect or new customer. You have just collected their personal information, because they signed up on your site, and maybe already made a purchase. Take the opportunity to tell them a bit more about your brand, your services, turnaround times and guarantees, etc. This will demonstrate your commitment and will reassure your new contact.


2. The post-visit reminder

Advanced e-mail marketing tools allow you to monitor and log your contacts’ behavior on your website. This behavioral data improves your customers’ profiles and allows you to automatically create highly personalized e-mails. Then, you can send your members reminders with products they viewed, others from the same category or even special promotions. Your contact will receive content that truly interests them, and their purchasing process will be simplified. Tip: although this scenario is used less frequently than the abandoned cart reminder, it generates more income.


3. The new item alert

This is the most profitable scenario for companies with regularly-updated product catalogs, such as the entertainment industry, for example, with daily releases (DVDs, books, CDs, etc.). A good e-mail marketing platform automatically detects new products that correspond to your contacts’ areas of interest, and sends alerts instantly. This scenario boosts your revenue.


4. The price drop alert

The price drop alert works on the same idea as the new item alert. With this scenario, you can tell people who have shown interest in your on-sale products about your promotions without wasting time with various approaches. The product name is also automatically entered into the e-mail subject line, which optimizes the open rate. This smart targeting also pleases your contacts who are no longer spammed by e-mails sent to everyone that don’t necessarily interest them. And there you go! Two birds with one stone ✌


5. The abandoned cart reminder

This is an essential scenario for e-commerce. It allows you to recover approximately 10% of your revenue considered “lost.” In certain sectors, this could even reach a record level of 30%! To learn more about this scenario, which is a favorite among our clients, you can also read our 14 tips to reduce your abandoned cart rates.


6. The cross-selling scenario

The purpose of the cross-selling scenario is to sell your customers additional products—such as, for example, offering conditioner to customers who purchase shampoo. This kind of scenario may seem simple, but proves difficult to set up without an automation tool. And it has proven to be effective quite often: 6% of your openers will purchase one of your products.


7. The birthday scenario

This simple yet effective scenario allows you to remind your contacts that you know them and you know what they like. Birthday scenarios generally begin about one month before your customer’s birthday, and can include one or two reminders. However, you can bend the rules a bit to be unique and stand out from your competitors. A very large e-commerce site specialized in ready-to-wear fashion even established the “belated birthday” scenario—the idea being to send an apology e-mail two days after the birthday, explaining that an error occurred: “Oops! We didn’t forget your birthday, Charlotte, but we encountered a technical issue.” Add a promotion for a range of products they like; this will help build your customers’ engagement and won’t hurt your revenue.

8. The inactive reminder

The purpose is to surprise your contact to encourage them to open their e-mail. Don’t hesitate to be sentimental to pique their interest. The message should be concise and clear—in general, two links will be offered to them: one bringing them to the site to continue the adventure with you, and another to leave you. Don’t underestimate this scenario; the idea is not to convert your abandoned cart contact to a buyer in just one e-mail. Rather, it is for you to have a high-quality database, better deliverability of your e-mails and more reliable open rates. This also means savings in your e-mailing budget. What more could you ask for?