From First Sale
To Loyal
Customers: E-commerce
Email Flow Strategies

October 17, 2023
Are you an e-commerce business owner looking to attract and retain more customers?
Over the years, we've had the privilege of working with numerous e-commerce brands, all with one common goal: optimizing their email flows.

Here's how we do it in 5 simple steps.
Step 1: Setting up the Right Email Sequences
When it comes to optimizing your email flows, starting with the right email sequences is essential. Your growth depends on it, and email sequences can provide you with the cash flow you need to expand your business.

You might be wondering, "How do I know which emails to prioritize?"

Well, think of it as the "Buy-Buy, Hi, Bye-Bye" framework.

It's all about starting closest to the purchase. Begin with a checkout abandonment and cart abandonment series.

The "Hi" stands for greeting your subscribers who haven't made a purchase yet. Welcome flows should exclusively target non-customers, as they need a different approach from customers. Getting newcomers to make that first purchase is crucial for your business.

Finally, we have the "Bye-Bye" emails, which include post-purchase and exit intent sequences. The post-purchase series aims to get customers to buy again quickly. Show appreciation and get them excited about purchasing more. The exit intent series is a last ditch effort to capture emails/SMS of a bouncing visitor from the site and selling to them afterwards.

Following the "Buy-Buy, Hi, Bye-Bye" framework will help you set things up in the right sequence and unlock the 80% of flow revenue you may be missing out on.
Tip: Did you know that cart and checkout are two separate events, each triggering different emails? Treating them differently, based on the information you have about why people are abandoning, can lead to an immediate 2% increase in your monthly sales.
Step 2: Crafting Engaging Email Copy
If your e-commerce store generates significant revenue, you've probably realized that the way you write emails can significantly impact your success. There are four critical elements to great email copy: Attention, Clarity, Offer, and Call to Action.
Critical Elements to Great Email Copy
The subject line and headline are all about grabbing the reader's attention. The headline then hooks them into engagement, and images in the email support this engagement. The body copy plays a crucial role in making the reader want to click.

Clarity is essential, especially in the call to action. You should clearly communicate what you want the reader to do in your CTA. Remember that people can't buy within an email; the email's job is to lead them to your website, where the conversion happens.

Your copy should also differentiate between customers and potential customers. Tailor your messaging to each group.
Step 3: Dialing in the Design
When it comes to email marketing, the design plays a pivotal role. You need to consider if your product is something that people buy visually. For example, you can't expect to write someone into buying a visually-dependent product like clothing; they need to see it.

However, for services, complex products, or unique items, well-written copy can work wonders. Your design shouldn't distract from the clarity and purpose of the email. Instead, it should support and enhance it.

One of the most critical elements of design is the call to action (CTA) button. Make sure it stands out. The design should also reflect your audience. If you're a local business, your emails should look local. If you pride yourself on being a small, non-corporate company, your emails should have that authentic, non-corporate look.

Matching your design to your brand and product is essential. It's about sending the right visual signals to your audience, whether you're a luxury brand, a food and drink business, or a budget-friendly brand.

Remember, design can help catch attention and, most importantly, make that CTA jump out. Your design should guide the reader toward taking the desired action.
Step 4: Ensuring Deliverability
All your hard work will go to waste if your emails end up in the spam folder. Deliverability is crucial. If you're segmenting your list and your open rates are below 50%, there might be some deliverability issues.

We follow the "DELIVER" acronym to optimize deliverability. It stands for:
The Deliver Framework
Many people only focus on DNS, but we look at all of these factors. This ensures that your emails reach your audience's inbox, not the spam folder.
Step 5: Getting the First and Second Sale
The final step is to secure the first sale and then quickly follow it up with a second sale. Waiting for a year for a second purchase can strain your finances. You want to capture 80% of your Lifetime Value (LTV) within 60 to 90 days.

Identify the products that are both interesting and profitable for new customers. Tailor your welcome series around that product. Analyze the most common follow-up purchase that is not only popular but also profitable and quick. This product should become the focus of your post-purchase series.
Let's Talk Email

Our clients earn a 38X monthly ROI from their email program.

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