You need these key flows in any email marketing strategy
Email marketing is a great way to keep your customers engaged with your brand and to inspire purchases. However, relying on campaigns alone can make it difficult to generate revenue and customer loyalty. If you’ve been considering adding some automation to up the ante and create an ‘always on’ strategy, there are a few we recommend starting with first, no matter what you sell. They include:
The Welcome Series
A welcome series triggers when someone submits a signup form on your website. It’s typically a way to say hello and provide them access to a welcome discount code. But, it is so much more than that. A welcome series is also the gateway to forming loyalty with your customers. It provides them access to information they may not have available on your website or information they may not have made the time to read (such as your About Us page).
Learning about your brand, your morals, ethics and the CEO can help these customers form a human connection with your company. When it comes time to buy, a good welcome series will push them to choose you over one of your competitors due to the relationship you have fostered.
In a welcome series, consider the following content: A hello, coupon code, about the brand, a way for customers to reach out, links to your socials, recommended products and any ‘give back’ initiatives you may be running.
The Post Purchase Thank You
A post-purchase thank you is a wonderful way to thank your customers for shopping and choosing your small business over others. Having a personal message from the founder here is a powerful way to continue to build loyalty, even after a customer has completed the purchase transaction. At Email By Design, we recommend splitting the PPTY flow based on whether customers have purchased more than once in the past or not. This way, you can alter the language to suit their stage in the purchase cycle.
If they’re up to their second purchase (or more), you may even offer them a discount on their next order as a thank you for their ongoing support.
These flows should be simple but can add significant value to your email marketing strategy. Read our recent blog ‘Other Benefits of a PPTY Flow’ for more information.
The Abandoned Cart Flow
No business owner likes it when customers leave products behind in their cart, especially when they get so close to completing their order. However, there is a way to recover some of these customers to help drive revenue and minimise drop-off points. That is the abandoned cart flow. Sending this email 2 hours after they’ve abandoned their cart allows you to target customers who are likely still thinking about your products, but may have gotten stuck at the ‘place order’ page. This may be due to the cost of shipping or doubts about the product’s effectiveness.
When sending this email, we recommend keeping it plain and letting the products your customer initially had in their cart do the talking. Try not to add too many distractions, such as blog features or loyalty program information, as this can pull them away from your desired action.
You may feel inclined to offer these customers a discount to help them purchase too. But, be wary! Offering too many discounts can make your customers adverse to paying full price!
The Email By Design Team Can Set Up Your Basic Flows
Time poor? Don’t know where to start? Let us handle it for you! At Email By Design, we have a range of marketing packages that can help you make the most of your email database and generate the most revenue possible. Book a free 15-minute consultation to get started. or choose any of the setup package we have for Email Flows 👇
