Using Triggered Emails for B2B Ecommerce

Using Triggered Emails for B2B Ecommerce

Author: Lori McDonald / Source: Practical eCommerce Email marketing is a powerful tool, one that many B2B companies do not take advantage

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Email marketing is a powerful tool, one that many B2B companies do not take advantage of. Triggered emails are a good way to get started. They are event-driven, based on a customer’s behavior, typically. Once they are set up, triggered emails require no additional time or resources.

In this post, I’ll address few types of triggered emails that can increase B2B ecommerce sales.

Welcome Email Series

When someone subscribes to your email newsletter, send her a welcome email. Include offers that encourage her to place an order. These could be a gift or a discount with her next purchase, as seen in the example below, from Demco, which provides furniture and equipment to libraries and schools.

Demco offers a free tote bag in its welcome email.
Demco offers a free tote bag in its welcome email.

Welcome emails can include content other than free product. For example, a welcome email can confirm the subscription and inform the recipient of current and future promotions, such as this example from Fisher Scientific, which sells laboratory supplies.

Fisher Scientific sends a simple confirmation after a customer signs up for its email list.
Fisher Scientific sends a simple confirmation after a customer signs up for its email list.

A welcome email series can be multiple messages over a few days to invite subscribers back to the site while they are still interested.

Abandoned Cart Email

Many ecommerce shoppers add items to their shopping carts and then leave without completing the purchase. An automated, triggered email can remind these shoppers to complete their order. The email’s subject line and content are critical. They should remind the shopper of what…

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