In the summer of last year, we published a blog post on replenishment emails, looking at:
- what they are (automated, data-driven emails reminding a customer to reorder consumable product/s when they are about to run out)
- who they are targeted at (those who have bought consumable products)
- why they’re so important (they have an average open-rate of roughly 40 per cent)
- top-notch examples from leading brands sending them
Fast-forward over 12 months, and some things have stayed the same; replenishment emails are still incredibly important, helping retailers retain existing customers (and not lose out to competition!) by making it easy as pie for them to shop again.
Other things, however, have changed. The level of personalisation consumers today expect from all forms of ecommerce marketing has rocketed (according to our research, 72 per cent of consumers find it frustrating when they receive emails featuring products that are not of interest).
In this blog post, we offer an update on the art of the replenishment email, taking a look at:
- Subject line, preheader text, content and product recommendations
- Calculating the optimal send-time