Combining email marketing with chatbots – work with your customers more effectively

A combination of two strong tools that complement each other perfectly – email marketing and chatbots – can help you both win and reach out to new contacts.

Reach out, catch their interest and do not lose the contact

The average conversion rate of a healthy online store in Czechia sits at around 2 to 5 per cent. Most stores put the overwhelming majority of their attention on exactly those visitors who completed a purchase. That is logical – they are the ones who bring immediate revenue.

But what about the silent majority, the 95 to 98 per cent of visitors who do not complete a purchase? If you do not reach out to them yourself, they leave the site and you lose the chance to contact them in the future.

Now imagine a different scenario. A customer has not found what they need on the site and is about to leave. At that moment a chatbot steps in and tells the visitor they can get an e-book with interesting content – and a 5 % discount on their next purchase. All they have to do is subscribe to the newsletter.

So the customer did not buy, but they left the door open for further communication. The chatbot sorts and categorises the data, which you then use in your email marketing tool, where you can keep working with it.

The ideal email marketing tool to pair with a chatbot is Ecomail. Besides broad segmentation options and ready-made templates for reactivating leads, it provides tools for setting up automatic outreach to potential customers at different stages of their life cycle – which is where you make full use of the data the chatbot collected.

Lead generation chatbot: a smart helper for winning enquiries automatically

We live in a fast, digitised age and the ordinary customer today has neither the time nor the appetite to search for anything on your site or fill anything in. They expect you to reach out to them, catch their interest and give them advice. If that does not happen and they do not quickly find what they need, they leave for the competition.

A lead generation chatbot works by automatically reaching out to visitors to your site in order to support their interest in your product and services.

That shows the potential customer that you know they are there and that you want to help them buy. Most customers appreciate that gesture alone and rate it positively as part of their customer experience, regardless of whether they end up using the chatbot's help. Data from AAA Auto, for example, revealed that a chatbot catches the interest of 30 % more website visitors on average than a static message.

All of that steers the lead generation chatbot towards its main goal – winning enquiries. By pointing out interesting discounts and campaigns, it motivates visitors to hand over a contact. Thanks to that you will be able to reach out to them in the future even if they do not complete a purchase.

That way you automatically gain a large number of new contacts every month from visitors you would otherwise have lost forever. The company ASKO – NÁBYTEK, for example, gains an average of 600 new email contacts a month thanks to Smartsupp products.

With Ecomail an abandoned basket does not stay empty for long

The email marketing tool Ecomail lets you pick up smoothly where the lead generation chatbot left off. If you manage to win a contact, you should not forget about it and leave it lying idle. Every contact you gain needs further care – you need to keep reminding them about you and gradually move the potential customer closer and closer to a purchase. Ecomail, a retention tool for email marketing, is made exactly for these situations and offers specially prepared automation templates, for example for an abandoned basket or a discount on a first purchase. Thanks to the ready-made scenarios you launch each automation in a few clicks.

The success of these campaigns is confirmed, for example, by the experience of the online store Grizly.cz, which uses Ecomail. Email marketing makes up 15 % of its total revenue, and 32 % of that revenue is generated by automated campaigns. The template for a discount on a first purchase had a conversion rate of 20 % in that case.

On top of that, Ecomail assigns tags to contacts, which lets you segment potential customers into individual audiences. That way you offer potential customers highly personalised content matching their buying behaviour and preferences.

Most online stores deal with a large number of unfinished purchases – abandoned baskets – every day. That can be caused by a complicated ordering process or a high delivery price, but also simply by the customer stepping away from the computer and not finishing. Either way, set up the abandoned basket automation, remind them of the goods they liked and try to bring them to a purchase through email.

The conversion rate of abandoned basket automations can easily beat even the best performing campaigns. According to Ecomail's data, 45 % of people open an email reminding them of the goods in their basket, 21 % click through to the store and up to 11 % complete the purchase.

You can read about the other advantages of this email marketing tool and find more detail on the individual features in an article directly on the Ecomail site.

Try the combination of Smartsupp and Ecomail for free

Find out how pairing chatbots with email marketing can help your business, and how to make your processes and your work with potential customers more effective.

You can now get the Smartsupp product package in the full version free for the first 14 days. On top of that you can use Ecomail free for the first 2 weeks – just send an email to support@ecomail.cz.