Email marketing flows are an automation feature that allows a brand to tailor communications to its customer base. They are triggered by certain actions, such as placing an order or abandoning a cart. Put simply, these automated emails allow you to send the right message to the right people, at the right time. This is an extremely powerful feature for e-commerce stores.
Here are the top 4 email flows that you should be setting up for your e-commerce store.
1) Welcome flow
The welcome series is one of the most valuable ways you can increase your customer base. You can set this up by creating a pop-up on your website offering your customers an incentive to sign up, such as a unique discount code. As the name suggests, you should use this flow to welcome your new subscribers to your brand. Highlight what makes your company unique, and tell your brand story to build interest. Research shows that many people nowadays don’t trust newly discovered brands, so a well-crafted email flow will increase credibility.
2) Abandoned cart
In this flow, you can trigger an email to customers who have added to their cart, but abandon it later down the track. This is a highly-effective way of following up during the customer’s shopping process. In fact, a recent report from Klaviyo reveals that businesses using cart recovery emails earn back 3%–14% of lost sales. When creating an abandoned cart email flow, it is extremely important to prioritise A/B testing. For example, you can test different time delays when sending an email. Data shows that for brands selling high-ticket items, it’s best to wait longer before sending a follow-up because customers typically take longer to make a decision. However, if you sell cheaper products, then a shorter delay is best as you want to act on that impulse buy.
3) Thank you email flow
The thank you series is a great way to leave a lasting impression with your customers. It’s also how you can build customer loyalty by expressing gratitude for making a purchase, and showing your customers a more human side to your brand. As people say, a small thank you goes a long way. If you have a strong relationship with your customers, use these emails to ask for feedback, have conversations and build trust.
4) Product review automation
Use this as your chance to learn from your customers. It’s easy to think you know best as a marketer, but you should always remember to listen to what your customers have to say, This is why you should be using this flow to ask questions about your products and receive honest feedback from the market. This flow will also help you identify who within your customer base are your brand ambassadors.
Automated marketing email flows are not only an extremely valuable asset for e-commerce businesses, but they can also be a cost-effective way for you to keep in touch with your customers and build brand loyalty!
