How can we improve the shopping experience with email marketing?

The impression that users have when they make a transaction in an e-commerce is fundamental not only for them to repeat on future occasions, but also for the user to have a good perception of the brand and thus form a powerful and trustworthy brand image.

In this post we will look at 3 emails that improve the user's shopping experience and make the transaction process much more complete and efficient.

Email of product in stock

You have probably found on many occasions that the product you wanted to buy is not available at that precise moment. When this happens, the brand or company loses the possibility of the user making the transaction and forgetting about the product or looking for it elsewhere. However, if we implement a form for them to leave their email address and notify them when the product is available again, we will considerably reduce the two previous scenarios. As soon as the product is back in stock, the interested user receives an email notifying them of its availability, so that they can buy it easily.

With its implementation, not only do we have the opportunity to recover a "lost" transaction, but we also avoid the user having to constantly visit our site to check whether or not the product is available again, making the shopping experience much easier and giving them a good impression of how our e-commerce works.

Here you can see an example of Ugg.

Transactional emails

As already we discussed earlierTransactional emails are often forgotten by brands. However, they provide information of great interest to the user and help to make their shopping experience satisfactory.

Remember that its function is to communicate to the customer everything related to his transaction: booking confirmation, generation of an e-commerce order, purchase receipt, shipping notification and tracking information, etc.

The user will always be interested in receiving information about their order to know, for example, how the shipping process is going and to get a more detailed idea of when they will receive their order. Receiving this type of communication instils confidence in the customer and allows them to have greater control over the process and feel involved at all times.

Here is an example of Etsy.

Email explaining the use of a purchased product or service

This type of email focuses on helping the customer get the most out of their recent purchase, be it a product or a service. How?

• Explaining how it works properly
• Providing you with related information
• Showing you what to look out for
• Giving you tips on how to get the most out of it
• Attaching a video that may be of interest to you

The possibilities are multiple and will depend on the characteristics of each product or service. However, the objective is common. This campaign focuses on complementing the customer's recent purchase and improving their experience as a user of the brand or company.

Here you can see a good example from the cosmetic brand Iliawhere they explain how to apply the purchased product correctly.

Do you agree with us about the importance of these 3 emails for the user and their shopping experience? Do you have any other emails implemented in your company?