邮件营销是最“古老”的营销沟通渠道之一。“古老”指所存在时间之长久。第一个邮件客户由 MIT(麻省理工大学)于1965年创建。虽然一些营销专家和企业大亨一直宣称营销渠道是“邮件的终点”,但这种方式在第一封邮件发送之后数年依然得以广泛使用。
邮件是非常实用的沟通方式,可以将您和用户连接起来,建立友好的关系、信任和忠诚。邮件是将首次用户转为忠诚的顾客的最节约成本的方式。 作为营销人员来说,维护好与老客户的关系获得的好处远比投入精力获取新客户要多。
当然,所有老客户曾经都是首次买家。所以并不是说不需要投入时间挖掘新客户。根据很多研究(如BAIN&COMPANY),老客户的花费比首次买家高出33%。这一关系的影响很明显,所以不论是什么行业,都应该非常重视老客户资源。
那么邮件的重要性体现在哪里呢?使用邮件增加客户保留率的关键就是把每次购物结束看作重启购买旅程的机会。也就是说利用好购买后邮件 确保顾客不会流失。而感谢邮件是这一策略的第一部分。
邮件营销策略的主要目的是把订阅简讯且同意接收营销邮件的客户变为品牌的粉丝。通过发送有趣的邮件,很容易把订阅者变为购买顾客。
感谢邮件是营销沟通的重要部分,也是提升老顾客忠诚度的重要资源,信任度会增加,实现再次购物。下面我们一起来看一看感谢邮件在电商行业的作用。
规划在线营销活动时,应该有清晰的目标。感谢邮件可以有多种不同的格式,但目标都是让目标群众感到受重视。
比如,如有顾客订阅简报,关注某项产品或购买了某个产品和服务,都可以发送感谢邮件。
如上所述,感谢邮件有多种形式。
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欢迎感谢邮件一般是在顾客订阅简报之后发送。除了表示感谢之外,还用以确认顾客的订阅和展示今后发送的内容类型。
感谢购买邮件是在下单购买之后发送的。这类邮件可有效提升顾客的忠诚度,也能借机推荐顾客可能感兴趣的产品。
这类邮件的目的就是感谢用户参与某项活动(线上或线下),其目的就是询问用户对活动的反馈,让用户间互相分享感受。
本文中的模板就是感谢邮件举例,可以在顾客下单之后发送。
Thank you for placing an order with us! We’re delighted to see your interest in our [products or services].
We want to ensure that our products meet your expectations and that you’re satisfied. As such, we’d love to hear from you once you’ve had a few days to tinker around with [product name].
Please use this form [link to the form] to share your opinion, or simply respond to this email with a few words about [product/service].
Your opinion will help us improve our future offers.
Best,
The Customer Success Team at [company]
Thanks for shopping with us. We hope [product or service] will meet your expectations and you will purchase from [online store’s name] again!
While you wait for your package, check out other [products/services] that may be a great addition to your [product or service ordered].
See you around!
[name and surname]
Owner of [online store’s name]
We are really happy to see you placing a new order at [online store’s name]!
There’s nothing more rewarding for us than to know that first-time customers trust us and come back to order more [product/services]. We hope to see you around even more often!
Here’s a small gift from us: [a/an X]% discount code for your next purchase to show our appreciation.
[Discount Code]
Use it at the checkout and enjoy your next shopping experience with us!
The Customer Service Team at [company]
Thank you for visiting our store and placing your first order!
We are glad that you found the [product/services] you were looking for in our store.
Our goal is for our clients to always be satisfied, so let us know how your experience with us was during your first time shopping here.
We look forward to seeing you around again soon.
Sincerely,
Your friends at [company’s name]
Thank you for placing your order with [company’s name/e-store’s name]! We really appreciate that you chose our store, it means the world to us!
We want to let you know that we will inform you about the subsequent stages of order processing via separate emails.
Have a great day!
The [team’s name] at [company’s name]
请注意:这类邮件应该在回头首次购物一年之后发送给顾客。
Dear [customer’s name],
We are delighted to inform you that you have been our customer for [period of time]!
This message is to thank you for being part of our [family/family of customers/community/group of loyal customers].
We are truly grateful for your constant support and loyalty. We are aware that we wouldn’t be here without devoted customers like yourself.
You could have chosen any other e-store, but you picked and still shop with us. We appreciate you sticking with [company’s name].
Thanks again, and have a wonderful day!
Best,
[company’s representative, can be a decision-maker]
感谢信有多种类型,选哪一种由您自己决定。不过在发送第一封感谢邮件之前,不要忘了邮件针对的是您的顾客,不是您的家人。
感谢邮件的类型包括:
是的,每次有人下单之后,都应该发送一封短小的邮件。当今,顾客会收到很多类型的邮件:确认邮件、感谢邮件、商品货运通知邮件等,顾客对这些邮件已经见怪不怪了。如果下了订单却没有收到邮件,这才会让他们担心。
感谢邮件的目的是表达谢意。所以邮件内容不应该过长,或包含过多内容。恰恰相反,感谢邮件应该短小精悍,仅包含有用信息,如预计到货日期、顾客忠诚项目获即将推出的促销活动。
您也可以使用感谢邮件向上或交叉销售您的产品和服务, 不过,即使是感谢邮件内包含的销售内容也应该相对短小和直接。
一般情况下是的。感谢邮件是一种礼貌邮件,用于感谢顾客对公司的关注以及对产品的信任。当然,感谢邮件还有其他目的,如向上销售、交叉销售或增加博客区的浏览量。除了满足这些目标之外,还应该谨记其主要目的——与老客户建立和培养积极的关系。
所以,建议每次购买之后都发送感谢邮件。您可以使用自动化工具让整个过程自动化。不过,一定要让顾客能够取消订阅。最好在邮件底部插入取消订阅的链接。
是的,花样设计同样很重要。感谢邮件模板应该与品牌指南相一致,包括字型和品牌颜色。当然感谢邮件可以加入一些俏皮的风格,不用那么正式,但是一定要与其他发送给顾客的信息,博客、网站或社交媒体的文章风格相似。如果一般是发送简答的文字,那么所有感谢邮件应该保持一致的风格。
不论您发送的邮件有链接、五颜六色还是仅有文字,不要忘记人们阅读网络信息的习惯。大多数顾客不会把长篇大论的感谢信读完。您在设计邮件内容的时候要注意能够让读者快速浏览。否则,他们就没有兴趣打开邮件了。这到最后会影响邮件的 打开率以及发送人的名声。
感谢邮件是一种营销手段。虽然没有指明,但是顾客必须要同意接收才能发送。通常情况下,顾客应该在网店创建账户之后才会同意接收不同的营销信息。就是顾客在同意发送邮件处打勾。
而且因为感谢邮件是一种营销手段,所以顾客应该可以选择接收邮件还是取消订阅。如上所述,取消订阅的链接或按钮应该插入邮件中。这与感谢邮件不一样。
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