You’ve reached a brand new buyer with the right product advert. They noticed it at precisely the best time after they had been already trying to purchase a product that’s identical to yours.
Having accomplished their due diligence, they’ve seen that your product overview scores are glorious, so that they’ve began the checkout course of.
However then catastrophe strikes.
They hit the cost web page, seen the delivery prices, and vanished—almost definitely within the path of your largest competitor.
It’s an all-too-common story.
Certainly, in accordance with the Baymard Institute, additional prices—similar to delivery, taxes, and costs—are the main explanation for cart abandonment.
As internet buyers, we’ve come to take free delivery without any consideration—a lot in order that we really feel a compulsion to keep away from paying something in any respect for delivery, in any situation.
Let’s dig into simply how a lot of a chokehold free delivery has on client habits.
4-fifths of individuals say free delivery would make them extra prone to store on-line.
That very same proportion expects to obtain free delivery when ordering a sure greenback quantity of things, whereas two-thirds anticipate free delivery on each single order, in accordance with analysis from Jungle Scout.
Not solely that, however 68 p.c often spend greater than they initially deliberate to unlock a free delivery supply, with the common client spending over $21 extra in consequence.
Or, to place it one other approach, free delivery is a fairly large deal to your clients.
So it’s undoubtedly one thing to advertise in your e-mail advertising and marketing.
This is the reason I’ve rounded up these seven extremely persuasive free delivery e-mail examples.
Free Transport Electronic mail Examples 101
Instance #1: Provide Free Transport As a One-Off Incentive
Free delivery is a problem for some retailers.
Reality is, your margins won’t be excessive sufficient to justify it—particularly when you have a relatively low common order worth.
And particularly when you additionally have a cumbersome product that may’t be simply packaged and dispatched for a low value.
Sadly, clients are an unforgiving bunch.
They don’t care about your backside line; they need free delivery they usually need it now.
So quite than launching a sitewide sale, why not supply free delivery as a limited-time promotion?
That’s what L’Occitane en Provence does right here:
This method has the advantage of sparking urgency in your e-mail recipients.
And as everyone knows, FOMO is a extremely efficient device for compelling clients to take motion.
Instance #2: Promote Free Transport Within the Topic Line
The topic line is arguably crucial piece of actual property in a buyer’s inbox.
Virtually half of the respondents determine to open an e-mail based mostly on the topic line alone, whereas two-thirds report e-mail as spam based mostly solely on the topic line, in accordance with one examine.
Writing the good ecommerce topic line is troublesome.
You solely get a restricted variety of characters to play with (analysis reveals that topic traces with between 36 and 50 characters get the perfect response charges), so that you must assume lengthy and onerous about your messaging.
On condition that we already understand how a lot shoppers love free delivery, wouldn’t it make sense to reference it in your topic traces?
Right here’s an instance of how this might look, courtesy of Profit Cosmetics:
As an apart, I like the usage of emoji right here. Whereas they’re not for each model, emojis may help your topic line stand out in a busy inbox. Certainly, one examine discovered that manufacturers utilizing emoji of their topic traces see a 56 p.c upturn in distinctive open charges.
One other factor that works nicely on this free delivery e-mail instance is the usage of a promo code for folks to assert their free delivery:
That’s sensible, with a survey from Blippr discovering that internet buyers who use coupon codes spend 24 p.c greater than buyers who don’t use them.
A closing level right here: it seems that promo codes and e-mail advertising and marketing are pure bedfellows.
Based on Blippr’s analysis, 88 p.c of shoppers want to obtain coupons through e-mail, so it undoubtedly is smart to mix the 2.
Throw in a free delivery supply and also you’ve obtained all of the substances for e-mail advertising and marketing success.
Instance #3: Spell Out How Your Free Transport Provide Works
Prospects don’t need to really feel misled.
When you promise them free delivery, they’re going to carry you to it.
And if the truth doesn’t match their expectations, there’s an excellent likelihood they’ll bounce.
(Keep in mind, surprising prices are comfortably the most important explanation for cart abandonment—in truth, they result in twice as many abandonments because the second-biggest trigger.)
So it is smart to spell out precisely how your free delivery proposition works.
That approach, nobody’s going to be confused or dissatisfied.
Nonetheless, it’s price noting that customers have brief consideration spans.
On common, folks spent simply 10 seconds studying the common model e-mail in 2021, down from 13.4 seconds per e-mail in 2018.
Which means you need your most essential messaging to seem as excessive up the e-mail as doable.
Most frequently, that’s going to contain discussing the product you’re launching or the {discount} you’re providing, quite than the phrases and circumstances of your delivery coverage.
City Outfitters will get round this by utilizing the e-mail footer to elucidate its free delivery proposition:
This works nicely as a result of as shoppers, we’re educated to go looking out this type of dull-but-important info within the footer part.
So that you get to speak all of the essential, technical stuff with out consuming up useful house on the prime of your e-mail.
Instance #4: Point out Free Transport Above the Fold
What when you merely can’t incorporate any free delivery messaging in your e-mail topic line?
The subsequent smartest thing is to reference it in a distinguished place throughout the e-mail itself—ideally above the fold.
As we mentioned within the earlier part, consideration spans are brief, so don’t depend on folks making it a number of scrolls deep into your e-mail newsletters. If that’s the place your free delivery supply is lurking, solely a small proportion of your viewers goes to see it.
Ideally, you’ll point out free delivery on the very prime of your e-mail, like Too Confronted Cosmetics does right here:
Clearly, there are phrases and circumstances hooked up (that are spelled out in full within the footer, a la City Outfitters).
However the top-of-page messaging is tremendous clear.
Free delivery, mixed with a large {discount} on purchases, makes for a gorgeous supply.
Instance #5: Use Free Transport to Drive Buyer Registrations
The extra about your clients, the simpler it turns into to achieve them with extremely focused, personalised presents.
With 71 p.c of shoppers anticipating corporations to ship personalised interactions—and 76 p.c getting annoyed when this doesn’t occur—it’s simple to see why manufacturers are so desirous to pay money for as a lot buyer information as doable.
A lot in order that estimates from the European Fee claimed the worth of personalised information would attain €1 trillion in 2020.
However what does all this must do with free delivery?
Nicely, on this e-mail, NYX Skilled Make-up demonstrates how free delivery can be utilized as a device to steer extra clients to register their particulars when making a purchase order:
This can be a sensible tactic, particularly when you promote a product with respectable margins that’s comparatively simple to bundle up and ship at a low value.
Give it some thought: providing a buyer free delivery may cost a little you $5.
However in return, you’ll get a bunch extra extremely useful information from them.
This implies extra impactful e-mail advertising and marketing and, hopefully, a greater lifetime worth from every buyer who takes benefit of your promotion.
Instance #6: Promote Free Transport As a Secondary Incentive
Free delivery is likely one of the strongest incentives for driving gross sales.
Certainly, analysis from Retention Science discovered that internet buyers are twice as doubtless to answer free delivery presents than worth reductions.
Analyzing 100 million on-line transactions, it discovered that:
- Free delivery presents convert at a price of 0.22 p.c – 1.9 p.c
- Proportion-discount incentives convert at a price of 0.1 p.c – 0.8 p.c
However why does it must be one or the opposite?
Suppose what number of extra conversions you may drive by combining free delivery with another sort of {discount} or promotion.
That’s exactly what EyeBuyDirect does on this free delivery e-mail instance:
This method works particularly nicely on a buy-one-get-one-free supply as a result of the very last thing clients need is to pay twice the anticipated delivery prices by buying two merchandise quite than one.
Instance #7: Goal Free Transport To New Prospects
The longer a buyer sticks with your corporation, the upper their lifetime worth turns into.
On the flip facet, they’re price nothing in the event that they by no means really feel compelled to take the leap and make that all-important first buy.
That’s why numerous manufacturers goal promotions particularly at new clients—people who find themselves sufficient to enroll in their e-newsletter however are nonetheless but to transform.
A technique to do this is by providing free delivery particularly for brand new clients like Inexperienced Chef does right here:
This technique is very helpful for subscription-based corporations like Inexperienced Chef, for whom the preliminary buy might end in months—and even years—of repeat enterprise.
It’s all about trying on the massive image right here.
Positive, providing free delivery to newbies may minimize into your common order worth within the brief time period.
However in the long term, you’ll be able to probably land a bunch of loyal clients.
That’s undoubtedly an excellent factor, with KPMG analysis revealing that:
- 86 p.c of loyal clients will advocate an organization to family and friends
- 66 p.c will write a constructive on-line overview after an excellent expertise
- 46 p.c will stay loyal even after a dangerous expertise
Conclusion
Free delivery emails will be an extraordinarily efficient technique for driving gross sales.
However spending a bunch of time “doing emails” is not any assure of success.
What you want is a solution to construct longer-lasting, higher-value buyer relationships—and Drip may help you do it.
Our highly effective segmentation and personalization instruments make it simple to interact your viewers with dynamic e-mail content material that hits the mark each time, whether or not you’re planning a free delivery promotion, sending an deserted cart reminder, or crafting personalised product suggestions.
(Or sending some other kind of e-mail communications, for that matter.)
These instruments helped The Spice Home replicate its in-store expertise on-line, leading to:
- A 90 p.c year-on-year improve in gross sales
- A 183X return on funding
- A 40 p.c improve in e-mail record measurement
Able to turbocharge your e-mail advertising and marketing?
Strive Drip completely freed from cost for 14 days—we gained’t even ask on your bank card particulars.
