We know more than enough that Email Marketing is a useful and practical technique, as well as an economical one, which has the advantage of establishing - in an appropriate and non-intrusive way - a direct flow of conversation between clients and brands. A tool that, normally - and with an appropriate strategy in its implementation - usually generates very good results.
We cannot forget, therefore, that this is a technique that has a multitude of advantages. Some of them are the following:
It is undoubtedly inexpensive, lower than other communication techniques that pursue exactly the same purpose. At the same time, it is also simple and fast , and easily adapts to the businesses and needs of each person. It allows for quick and ad hoc customization for each user.
And, of course, it generates a high return on investment (ROI) compared to other tools, the statistics it can offer are extremely complete and it allows A/B testing to adapt the brand more easily to each cluster or group of users, personalizing, among other things, the content to be sent.
Now, which sectors can it be applied to? Which ones can be most profitable and exploited?
Well… Having said that, we now fully understand (although we are sure that if you are a faithful follower of this blog, you already had it more than clear) what Email Marketing is and what makes it such a successful technique among the different ones that exist.
One of them, without a doubt: the logistics sector .
The importance of Email Marketing in the logistics sector
We can say one thing with absolute certainty: Email Marketing can help logistics companies to better manage their inventories, as well as recover abandoned shopping carts.
You don't believe it?
Keep reading.
We'll tell you a story: many years ago, in a small garage in a small American town, a young man with a brilliant mind was trying hard, day after day, to sell books. It was hard, laborious work throughout the months and years that it lasted.
Email Marketing or Social Media? How do we combine both techniques?
Today, that garage has moved to a powerful city in the United States and has become a large logistics operations center where, at its entrance, you can read Amazon.
Without a doubt, we can say that if Amazon had, in its early days, an ally in its daily life that helped it become the giant it is today, it was Email Marketing. A tool that drove traffic and sales to its site, helping the brand to provide exhaustive and continuous follow-up to the orders that were carried out. And, it even did so even before the complete sale of the product had been made.
Just imagine for a second what it would be like for you today to place an online order on Amazon (or any other digital platform and/or eCommerce) and not have any kind of information about your purchase: no order confirmation email, no payment confirmation email, no email with access to tracking, no delivery confirmation email. Nothing at all.
Wouldn't that be highly frustrating for you?
And there is nothing more direct, clear and decisive than an email sent at the right time.
As we know, behind any online business there is a whole set of perfectly connected pieces that work simultaneously and allow the business to exist. Without them, if any of them were to fail at any time, the business would possibly lose its way.
One of those pieces that we must highlight is, indeed, Email Marketing. And, in fact, it is one of the most important factors to take into account when achieving an adequate customer journey . Because if a customer's experience when making a purchase on our site was good, there is a high probability that, at some other time in the future, they will make another transaction again. But if, on the contrary, they are not satisfied, we can give up on them. 100%.
6 effective tips to apply in Email Marketing
In this way, with Email Marketing campaigns we manage to keep the customer satisfied and attended to at all times: from the moment they start their activity within our site, until the end of the process. And with something as simple and economical as automated emails. Emails that do not even generate an excessively high human effort on the part of the brand, because, as their name indicates, they are programmed and subject to being launched at the moment in which a user performs a certain action.
In this way, the correct flow in Email Marketing should be integrated vp technical email lists into the daily operations of an eCommerce that has logistics delivery and is as follows:
First of all, it is extremely important that the user can track their purchase 24/7, so you should send them –after they make the purchase– an email confirming their order and notifying them that it is ready.
Subsequently, when the order leaves your warehouse, you must again send them another automated email notifying them of this action (“It’s almost time! Your order is on its way”). You must then provide them with a tracking link informing them, firstly, who their logistics operator is and, secondly, the transport flow that their order will follow (if it is in the warehouse, if it is being delivered, if it has been delivered correctly, if – on the contrary – the delivery has failed, etc.)
Don't forget, either, that it is extremely important that you can provide your user with a contact person to turn to in the event of a delay in their order : here, it is more advisable that this contact be directly with your own brand, rather than with the logistics operator, since the user is your client, and it is he who you must and have to take care of: he has trusted you to make his purchase, so you must reciprocate appropriately , and never by delegating the delivery of his purchase to a third party.
