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Email marketing automations, or flows as Klaviyo calls them, are some of the most powerful tools you can have in your marketing toolkit. They allow you to customize your email marketing to your subscriber base depending on the actions they take, while building meaningful relationships with your current and potential customers.
According to Klaviyo, automated emails drive over 14x higher revenue per recipient than manual ones. Not only that, they’re incredibly low-key. Just set up your triggers and filters, and your email automations will do all the work for you. As the old saying goes: work smarter, not harder.
Let’s break down some of the top email automations for your e-commerce business.
1. Pre-Purchase Welcome Series
Whether in real life or over email, you want to make a good first impression with your potential customers. This is where a pre-purchase welcome series comes in. These emails are your chance to introduce your brand, tell your story, and start building relationships with your new subscribers. You can even offer limited-time promotion as a thank you for subscribing. Generally between 3-5 emails long, this series may include:
Email 1: Welcome message and promotion, to be sent ASAP
Email 2: Brand story and unique value proposition, to be sent 24 hours later
Email 3: User-generated content, press, social proof, or best-sellers
Email 4: Letter from the founders and/or company mission
Email 5: Promotion expiration reminder to create a sense of urgency
2. Abandoned Cart Flow
Research indicates that nearly 70 people out of 100 abandon their carts when shopping online. Don’t let them be the ones that got away! Use an abandoned cart flow with dynamic content blocks to remind shoppers about their carts (and all the great items inside). Pro tip: offer a limited-time deal to incentivize shoppers to come back to your site.
Email 1: Cart reminder, incorporating reviews and UGC
Email 2: Cart reminder and promotion
Email 3: Promotion expiration reminder
3. Browse Abandonment Flow
Rather than targeting those who left items in their cart, a browse abandonment flow targets those who browsed your site but didn’t add anything to their cart. Use dynamic content blocks to pull in the items they viewed on your site and offer a limited-time promotion to sweeten the deal.
Email 1: “Something catch your eye?”
Email 2: Reminder and promotion
Email 3: Promotion expiration reminder
4. First-Time Customer Post-Purchase Thank You Flow
Congratulations, your subscriber has become a new customer! Now that they’ve made a purchase, it’s time to show your appreciation and strengthen customer loyalty with a personalized post-purchase thank you series. Take it one step further and encourage your new customer to follow you on social media.
Email 1: “Thank you for supporting us!”
Email 2: “While we’re getting your order ready, follow us on social media.”
5. Customer Winback Flow
Like the name suggests, a customer winback flow is used to “win back” customers who haven’t shopped on your site in a while. Incentivize customers to re-engage with your brand by offering a special discount code and set a time limit on the deal so they’re even more compelled to shop.
Email 1: “We miss you – here’s what’s new with us.”
Email 2: Promotion, incorporating reviews & UGC
Email 3: Promotion expiration reminder
6. Sunset Flow
Goodbyes are hard, but sometimes they’re necessary. When a subscriber hasn’t opened an email, purchased an item, or been active on your site for the past 180 days, it’s probably time to send a sunset flow. This is important for keeping your subscriber list up to date so that you’re reaching the right people and, ultimately, making sales.
Email 1: “We hate goodbyes, are you still interested in hearing from us?”
Email 2: “This is the last time you’ll hear from us, let us know if you want to remain on our list.”
If they’re still unresponsive after the second email, mark the subscriber as unengaged to be removed from your list.
Feeling overwhelmed by all these email automations? Let us help. Here at LaRose + Co. we create personal and powerful email marketing automations so that you can go back to doing what you do best: filling orders and running your business. Get in touch with us here to get started!