Ecommerce Email Cheat Sheets

Potential
Empowered
DIGITAL
COMMERCE
Ecommerce Email
Workﬂows + Cheat Sheet
What’s included :
Shopping Cart Abandonment Email Sequence
Post-Transaction Email Sequence
8 Little Tricks to Make More People Click On Your Emails
One of the most important parts of any business is customer interaction – adding
that human touch can make site visitors go back to their abandoned shopping carts
and customers happier posttransaction.
Since in eCommerce you can’t converse with your customers face-toface, you’ll need
to rely on email. That’s why we’ve put together two workﬂows and a cheat sheet to
help you decrease shopping cart abandonment, increase customer satisfaction, and
get more people to click on your emails.

Hi {{first.name}},
We noticed there are items in your cart, but that you didn’t finish shopping.
Did you encounter any issues preventing you from checking out? If so, you can call
{{phone number}} and/or live chat here {{live chat link}} at any time
We can only store your cart for X hours to ensure that the following products in your
cart are still available:
{{ Pull data from their shopping cart. If you have pre-transactional form information,
such as what they wanted to use your product for, include it here.}}
You can access your shopping cart here {{URL to unique shopping cart}} to continue
with your purchase!
All the best,
{{Your Name}},
((Your Role, Company Name}}
Shopping Cart Abandonment
Email 1 – Service-Oriented
www.binaryic.com ISO 9001 & ISO 27001 Certified
DIGITALCOMMERCE

Email 2 – Discount Incentive
Hi {{ﬁrst.name}},
Uh oh, looks like your cart at {{Your Company Website}} is full, but you didn’t
ﬁnish shopping.
We can only store your cart for X hours to ensure that the following products
in your cart are still available. As an appreciation of you browsing our site,
if you complete your purchase within the next X hours, we’ll give you
{{discount}}.
You can access your shopping cart here {{URL to unique shopping cart}} to
continue with your purchase.
All the best,
{{Your Name}},
DIGITALCOMMERCE

Email 3 – Comparison/Decision Making Email
Hi {{ﬁrst.name}},
Need some help deciding what to purchase on {{Your Company Website}}?
Here’s a {{link to a buyer’s guide, comparison materials, etc.}} that you can reference
while making your ﬁnal decision.
Remember, we can only store your cart for X hours to ensure that the following
products in your cart are still available. You can access your shopping cart here
{{URL to unique shopping cart}} to continue with your purchase!
All the best,
{{Your Name}},
DIGITALCOMMERCE

Email 4 – Community/Content Email
Hi {{ﬁrst.name}},
Looks like you’ve got a few items in your cart but haven’t ﬁnished shopping!
Need help deciding what to buy? See what others are saying about these
products:
{{ Pull data from their shopping cart, including links to customer reviews of
each product. }}
Unfortunately, we can only store your cart for X hours to ensure that the
following products in your cart are still available. We hope these reviews
help you decide!
You can access your shopping cart here {{URL to unique shopping cart}}
to continue with your purchase.
All the best, {{Your Name}},
DIGITALCOMMERCE

Hi {{ﬁrst.name}},
Thank you for shopping at {{Your Company}}. Here’s your transaction number:
{{transaction number}}. You can view it at any time here
{{link to transaction web page}}.
Summary of transaction:
{{Pull product data from their purchase.}}
Like what you bought? Make sure you share it with your friends!
{{social sharing buttons}}
All the best,
{{Your Name}},
Post-Transaction
Email 1 – Conﬁrmation/Social Sharing
DIGITALCOMMERCE

Hi {{ﬁrst.name}},
Now that you’ve bought {{product name}}, we wanted to pass along this useful
guide to make the most of it!
{{Example 1: If your customer purchased a laptop on a landing page indicating
he needed it for work, send a set-up email with information on its uses for
business.
Example 2: If your customer purchased a cashmere sweater, send them
cashmere care instructions as well as a complimentary guide to how that
sweater was made.
Your goal is to increase the life-time value of your customers by
delighting them.}}
We hope you ﬁnd this {{set-up/support}} helpful. You can reach us anytime at
{{phone number/link to live chat}} with any questions or concerns you have.
All the best,
{{Your Name}},
Post-Transaction
Email 2 – Set-up/Support Email
DIGITALCOMMERCE

Hi {{ﬁrst.name}},
We’d love your feedback on your recent purchase! Do you have a few minutes
to take the survey below? {{consider offering an incentive, like a discount for
their next purchase, or the chance to win an iPad.}}
{{ NPS Survey Here – you can use most survey tools to create these.
You will need to pull the customer’s purchase data if you are asking for the
NPS of each product.
Alternately, you can ask the customer to rate their overall shopping experience.
Recommended scale for each answer are 1-10.}}
You can reach us anytime at {{phone number/link to live chat}} with any
questions or concerns you have.
All the best,
{{Your Name}},
Post-Transaction
Email 3 – Net Promoter Score (NPS) Survey
DIGITALCOMMERCE

Hi {{ﬁrst.name}},
{{ Suggestion:
NPS score of 1-6 (these are lower end of scores): should get immediate customer
support email from a real, monitored inbox. This can help ease dissatisfaction
and increase the LTV of your customer.
NPS Score 7-8: follow up with a quick 1 question survey asking what your company
could do better next time.
NPS score 9-10: follow-up with social sharing call-to-action. Consider using
pre-made “lazy” tweets (instructions in cheat sheet). }}
Thanks for shopping at {{Company Name}}, we hope to see again you soon!
All the best,
{{Your Name}},
Post-Transaction
Email 4 – Response to Net Promoter Score
(NPS) Survey
DIGITALCOMMERCE

Optimization Checklist
1) Send your email from a person, not the
company.
When you send email from a real person, your email open rate increases -- plain
and simple. This is because -- based on past tests we've conducted --
recipients are typically more likely to trust a personalized sender name and
email address than a generic one. During several A/B tests we ran on over
50,000 recipients, we found that personalizing the sender name and email
address increased the open rate an average of 3%. So:
It may be best to do this ...
Sender Name: Paul Smith
Sender Email Address: psmith@company.com
...and not this:
Sender Name: Marketing Team
Sender Email: marketing@company.com
DIGITALCOMMERCE

This is the text that follows the subject line in most email client inboxes. Preview
text sounds like exactly what it is -- a text preview of the content inside the email.
Use it to provide a short, to-the-point synopsis of what you're offering (keep it to 50
characters or less).
When you don't set the preview text, the client will automatically pull from the body
of your email, which not only looks messy, but is also a wasted opportunity to
engage your audience.
Here's an example of what my Gmail inbox looks like with:
1) Short, pre-set preview text
2) Run-on, pre-set preview text
3) No pre-set preview text
Which email would you be most likely to open?
2) Pre-set the preview text.
Not every recipient is going to see the beautiful, HTML, rich-text version of your
email. Some clients don't support HTML-rich emails, while other times, a person may
simply choose to only view messages in plain text.Not every recipient is going to see
the beautiful, HTML, rich-text version of your email. Some clients don't support
HTML-rich emails, while other times, a person may simply choose to only view
messages in plain text.
When you don't optimize the plain-text version of your email, this is what happens
when someone views it (it's scary):
3) Modify the plain-text version.
DIGITALCOMMERCE

Your ultimate goal in email marketing is to get people to click through to a webpage.
One way to increase the clickthrough without littering the copy with links is to add a
link to your images in the email.
You can simply click on the image and then use your email tool's "Insert/Edit Link"
option, or you can link an image in the HTML editor using the following code:
<a href="HTTP://YOURLINKHERE.COM"><img src="YOUR IMAGE SOURCE HERE.
JPG"/></a>
4) Add links to your images.
Many email clients will set the default image viewing option to off. That means a
good chunk of your audience may not see your beautiful, optimized CTA. Instead,
they see this:
When you set an image's alt text, though, you let recipients who can't view images in
their email know exactly where to click to complete the action:
You can either edit the alt text in your email tool's rich text editor (just right-click the
image and edit away), or you can manually enter it in the HTML editor of your email
tool like this:
<a href="HTTP://YOURLINKHERE.COM"><img src="YOUR CTA BUTTON IMAGE
SOURCE HERE.JPG" alt-text="YOUR ALT-TEXT GOES HERE"/></a>
You should also add alt text to ALL of your images. Essentially, this turns every linked
image into another CTA. So even if someone doesn't see the snazzy GIF of my latest
offer, the alt text beckons them with a "Click here to download the ultimate content
creation kit."
5) Add alt text to your call-to-action buttons.
DIGITALCOMMERCE

Increasing the number of people who see your link will increase the number of
people who click on it. So, be sure to extend the life of your email by adding social
sharing buttons.
Many email tools will come with templates that have built-in social sharing buttons
that make it easy -- just ﬁll in the destination URL and you're good to go. If you don't
have built-in capabilities, here is a cheat sheet to creating social sharing buttons.
I want to stress this point: If you want to increase clicks, you want to add sharing
buttons, not follow buttons. The former will allow your email recipients to pass along
the offer URL in your email to their followers. The latter will prompt them to like,
follow, or add your company social media channels.
6) Add social sharing buttons
For recipients out there who are too lazy to tweet the wonderful content you
sent them via email, you can make it easy for them by creating a lazy tweet
and linking it to a social sharing button.
Here's one simple way you can do this:
Go to clicktotweet.com, a free custom tweet link generator. Type in your tweet,
desired destination URL, and hashtags:
7) Simplify sharing with ready-made tweets.
Click "Generate Link!" and then grab that link. You can link it to your Twitter sharing
button.
Or, if you're segmenting your list by attributes such as "has Twitter" or "topic of recent
conversion: social media" (you'll need marketing intelligence software for this), you
can even include it in your main email copy, like this:
7) Simplify sharing with ready-made tweets (con’t)
DIGITALCOMMERCE

Another way to extend the clicks on your email beyond its shelf life is to prompt your
audience to forward the offer.
You can add a little PS at the end of your email copy, such as "Not responsible for
your company's social media? Feel free to forward this ebook to a friend or
colleague using social media marketing."
Link the call-to-action to a pre-made email complete with subject and body -- all
someone has to do is enter their associates' email addresses and hit send.
You can highlight text or an image and add the URL via your email tool's rich text
editor and then enter a mailto:? link. Here's what this looks like:
mailto:?subject=Your%20subject%20here%20&body=Your%20email%20body%20
text%20here.
8) Add a ready-made email forwarding option.
You can also create this in your HTML editor. Here's how to attach a mailto:? link to
text:
<a href="mailto:?subject=Your%20subject%20here%20&body=Your%20email%20
body%20text%20here.">forward this ebook</a>.
And here's how to attach your mailto:? link to an image, such as a sleek call-to-action
button that says "Email This Offer":
<a href="mailto:?subject=Your%20subject%20here%20&body=Your%20email%20
body%20text%20here."><img src="YOUR IMAGE SOURCE HERE.JPG" alt-text=
"YOUR ALT-TEXT GOES HERE"/></a>
Just make sure you use the "%20" tag to separate words! Otherwise, your message
willreadlikethis (not too appealing, right?).
8) Add a ready-made email forwarding option (con’t)
DIGITALCOMMERCE

Let’s Connect
www.binaryic.com
connect@binaryic.in
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Ecommerce Email Cheat Sheets

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