For good or bad, WooCommerce stores always use a third-party email marketing tool. But how to choose it and how to best use it – it’s often trial and error.
Now, you don’t have to go through that.
In this article, we highlight the most important things you need to be able to do with your email tool, coming from our experience and daily communication with WooCommerce store owners.
Also, one of those owners shares his inspiring success story. He managed to bump up their email marketing conversion rates by 10%! How – he contributed his tactic to our list.
The first thing your readers notice and judge on is how your emails look. And chances are they’ll quickly decide to delete the message if it doesn’t look professional.
That’s why the design of your emails is as important as their content.
Your brand logo, social buttons, colors and so on give identity and credibility to an email.
Good email tools for WooCommerce like Metrilo allow you to do that in a way that shows off your brand.
Images, different blocks, buttons, and links – all these are a must if you want to run all your email marketing through one platform.
One hidden gem to look for is the ability of the email tool to pull product data directly from your site, instead of you manually putting everything in every time.
Metrilo automatically inserts product names, price, and picture as they appear on your store’s site.
If your tool integrates email and ecommerce CRM like Metrilo does, you can use the data from the CRM to send highly converting emails.
Their behavior will show you what they’re looking for and tailor your emails accordingly – this is maximum personalization.
A few examples of specific actions that you can respond to with relevant offers:
Thanks to the CRM data you have, you can further segment your Woo store customers into completely separate flows and differentiate their experience.
Especially if your email tool works with past or historical data, the opportunities for extra sales are endless.
You’ll have a huge amount of info to work with – for example, Metrilo gives you instant access to past orders, old clients’ contacts, historical overview of product buys and so on.
This way one group with specific behavior will have a totally different experience than another’s! For each segment, your email marketing can vary in messaging, frequency, offers, and even tone.
Some examples of customer segments are:
One group will get special offers while another will enjoy location-specific promotions. A third will get reorder discount for its favorite product but the fourth will receive new product alerts.
They’ll see and appreciate that you’re not blindly showering them with generic promotions, but instead taking into account their actions and reactions.
How often it’s ok to send emails is a common question by WooCommerce store owners.
The answer is that event-triggered emails are best because they make sense and people understand why they get them. When unwanted, email communication is less converting and often marked as spam.
So, what are event-triggered emails? It’s when a customer/ user does something and you have an email automation in place to respond to this action with a relevant message.
Such trigger actions can be (all available with Metrilo):
Because the emails they get will always be related to what they view, interact with and buy on your site, users will always feel like you’re doing personal marketing to them.
This also gets them into the habit of opening your emails because they’ll learn your emails are relevant and useful. So in the long term, well-timed emails perform better.
What we mean is your WooCommerce email marketing should not be impersonal and detached. It’s not just a receipt with a strict format.
It’s more than that. An opportunity to communicate with your customers.
You can share your values and ask for their opinion; you can inform and entertain; you can be in constant contact. Don’t send the next generic email that will only annoy them and do no good.
The best thing about email marketing is that it’s a safe, private space where it’s just you and your reader. No intermediary – like Facebook or Google – decides when and to whom to show your emails.
You can reach any customer and you have the space to tell them anything you want. So use it well.
And now, to illustrate how a WooCommerce email tool helps stores grow, here’s the experience of AMR Hair and Beauty.
AMR Hair and Beauty sell professional cosmetics and salon supplies online across Australia.
They use Metrilo daily to keep track of customer analytics, weekly to compare conversion rates and to evaluate trends and changes on their site over the long run.
But their greatest wow moment came with Metrilo’s email feature. Before they had Metrilo, they’d spend hours trying to track down cart abandoners manually.
With Metrilo’s automated abandoned cart emails, they were able to recover a large number of customers who’d have been lost otherwise. This moved the needle in sales significantly:
“With this automated campaign, we have been able to achieve an increase in sales and a 10+% conversion rate for these customers.”
All they had to use is Metrilo’s in-built email campaigns (“abandonеd cart” is a ready trigger to use, no additional setup work needed) and the email creation tool to trigger emails on a certain event. Once you set such a campaign, it starts working for you in the background and you only get to enjoy the recovered sales.
The team admits that a big plus for them is Metrilo’s tracking of email campaigns and customer behavior.
”It makes it easy to see what campaigns are performing and which ones need working on.”
You too can boost the results of your email marketing. Metrilo has a 14-day trial so you can test ALL features and make some extra sales for FREE.
Metrilo’s mission is to help you build your ecommerce brand and win your place in the customer’s heart. We share what we learn from our daily work with product innovators and founders here. Subscribe to our weekly newsletter to get the freshest lessons and conquer your niche.