Journey or behavior-based emails
These emails are strategically used to create a hook and induce anticipation. They play a pivotal role in increasing engagement and looping users back to your product.
1.Celebrating important milestones
Call it gamification or a means to remind customers how important they are, milestone emails help celebrate the journey of your users within your app.
These emails can be sent for birthdays and anniversaries, sometimes along with a personalized offer to make your customers feel extra special.
Grammarly's weekly stats email is a great example of a milestone email. It tells you how much you've written, how unique your vocabulary is, and how close you are to the next badge. When you hit a writing streak, you get a badge. This is not only a rewarding experience but also drives users to keep using the product and avoid them from churning.
2. Request to review emails
Reviews are truly an asset of any business. They are a testament to how good a business is, what lengths the business goes to keep the customer happy. Reviews increase the credibility of a business and are instrumental in promoting the business.
Airbnb is built on a community and reviews help their members choose a good place to stay. The higher the positive reviews, the more likely it is that the place will get rented out.
Airbnb’s ’request to review’ emails are sent when a guest's stay is over. This lets them write a review while the memories of the experience are still fresh. And what makes the email stand out is that it emphasizes why reviews matter and how it takes only a few minutes to complete them.
3. Reminder to upgrade emails
Your users are unlikely to remember when their subscription or trial period ends. Automated reminders help notify users that their trial or subscription will end soon. These emails are super helpful in reminding users that your business will attempt to charge their card on file.
A good reminder to upgrade email should hint what they stand to miss out on once the trial period is over. It should also give them a clear path to update their billing or choose a plan.
Shopify is an app that lets people set up their online store. Shopify sends a timely reminder to users when their free trial is going to expire. The email highlights what will happen to the store and what steps their users can take to ensure minimal disruptions.
4. Back in stock emails
This one works well for businesses that sell a product or service to their customers. When you have a high-demand bestseller on your sleeve, it's likely to get sold within a short period. For customers who were late to the party, a back in stock email can do wonders. Not only do they remind people when the product is back in stock but also ensure that they are likely to make a purchase.
Adidas lets people submit their email addresses to receive an email notification if a product they love is out of stock. But what they do next is customer service at its best. If the product isn't expected to be back in the stores, they send an email stating the same. Adidas also offers personalized recommendations in case the customer is ready to settle for the next best item.
5. Cart abandonment emails
For popular online stores, cart abandonment emails are effective ways to reach out to a shopper who added items to their carts but did not check out. These emails induce a sense of urgency, bring shoppers back to the site, and entice them to complete the purchase.
In 2019, the average cart abandonment rate was about 77.13%, which is approximately 3 out of 4 shoppers. On the bright side, cart abandonment emails have at least a 40% open rate. Google store's cart abandonment email makes an impact. It's cheeky, minimalistic, and takes users back to their cart.
6. Order/ Shipping status emails
Shipping confirmation emails are a form of post-purchase emails, delivered after a sale. They are used to update customers with real-time locations. Though they enjoy a high open-rate, they are primarily useful in increasing customer delight.
Fitbit's order confirmation emails give users details of their product, the expected delivery time, the reference number, and where they can track the package. All the essential information is included for the users to stay on their toes.
7. Post-purchase emails
Post-purchase emails are significant in retaining customers in their journey. This gives you more opportunities to cross-sell or upsell to your existing customers. Think about an iPhone user, their journey with Apple may not necessarily stop with an iPhone. Apple tries to cross-sell their AirPods, the MagSafe charge, and more.
Your post-purchase emails should give customers a sneak-peek into things they can buy for an elevated experience. By adding discount codes and offers, your customers will feel valued and will keep shopping with you.
How to create effective email notifications
Email notifications are a key asset to your email marketing strategy. Despite their high open rates, they are underutilized. Email notifications are mostly sent when the users are expecting them. They not only validate an action that has happened but also provide plenty of opportunities to upsell and cross-sell to existing users.
Best practices to create stellar email notifications
Notification emails perform an important task. They convey updates or changes that are yet to happen. Unlike promotional emails, it's easy to keep sending email notifications and break the user's trust.