5 Must-Have Email Automation Flows To Skyrocket Profits As An eCommerce Store
How awesome would it be to set up an email campaign that operates on its own, nurturing new leads, converting them to buyers, and re-engaging them once they go inactive?
Prepare to have your mind blown away. These types of campaigns actually exist and are called Automation Flows.
In essence, Email Automation Flows are campaigns that are 24/7 active, sending content to a segment of your newsletter list, based on specific triggers.
For example, a new potential buyer sign-ups to your newsletter and automatically receives a welcome email (oops, spoiler).
Let's cut to the chase and explore the seven email automation flows to implement in your eCommerce store and skyrocket profits.
1. Welcome series
The foundation of your email automation strategy - your welcome flow. This flow is the starting point of your lead nurturing journey.
It's the stage where you welcome new potential buyers to your brand, and you showcase the points that make your products and services stand out from the competition.
Craft a compelling email with targeted copy and eye-catching design and suggest following your social media and interacting with your brand.
Pro tip: Leverage an exit-intent popup to collect leads.
2. Browse Abandonment
It may surprise you that the average "Add To Cart" rate is only under 10%.
That's because people love window shopping. So, why not capitalize on this insight?
By setting up a browse abandonment flow, you can create a virtual window shopping experience that converts visitors to buyers.
Just by getting visitors' emails, you can send targeted email campaigns to remind them about the items they've been looking at and give them an incentive to make the purchase.
It's crucial to keep your messaging simple and on point, with only one CTA and no cross-selling.
Customers have already shown an interest in the specific products. You simply need to give them a (gentle) push to complete their shopping.
Pro tip: Segment your subscribers based on purchase activity and customize the flow's copy and trigger frequency.
3. Cart Abandonment
Once we get the buyer to add the products to their cart, our job is done, right? We wish it would be so easy.
In reality, about 80% of buyers abandon their carts without proceeding to purchase the items.
But that doesn't mean that the battle is lost. Implementing a cart abandonment flow is what will attract them back.
The flow's job is to remind these buyers about the products they've left behind and lure them to return and complete the purchase.
Get creative with the subject lines and experiment with different types of cart abandonment emails to identify the ones that work best for your audience.
In addition, A/B test time delays. Higher ticket products tend to have a lengthier consideration stage than cheaper products, so the prompt's time change can significantly improve the conversion rate.
Pro tip: Create a series of cart abandonment flows to nurture buyers.
4. Post-purchase flow
Once the purchase is completed, it's time for the "thank you" phase. Showing your gratitude for their preference and trust in your brand is what's going to spark a long-time customer relationship.
The post-purchase flow consists of the email(s) sent after the checkout to thank the buyers, establish that everything went smoothly and that their order is being processed.
It's a fantastic chance to express your brand's personality and make a memorable, positive impression on your buyers.
A/B the email's design and content to identify the ones with a higher response from your buyers.
Pro Tip: Upsell with complementary products flash sale.
5. Customer reviews
Even after reminding the visitors about the products they've been looking at, getting them back to our store, converting them to buyers, and sending a "thank you" email, our job is still not done.
What's left to do? Getting the coveted "Customer Review". User-generated content can make or break your eCommerce game.
Positive customer feedback enhances your brand authority and trustworthiness. It validates your product's high-quality and your business' excellent customer service - exactly what a potential buyer wants to read before making a purchase.
Set a trigger time delay and request your customer's feedback. To get the maximum value, make it extremely easy to answer.
Pro tip: Include a "Stars Rating" bar in your email to receive immediate feedback.