In this guide, I will detail 4, more advanced, flows that you should set up as soon as possible within your Email Marketing Automation program.
1. Returning Customers
These are customers who have placed 2 or more orders on your website. On top of the traditional emails where you say thanks, and you ask for reviews, this second order is a great opportunity to give away a Friends & Family coupon. Give your new returning customers a few coupons that are worth something (not $1 off a $100 order) so he has something to share with their friends and family. This will be a great opportunity to get new clients!
2. Cleanup Flows
A cleanup flow should automatically pick up your inactive subscribers and customers.
It is very important for you to not send emails to subscribers who are not opening them. To do this, you need to set up segments that get populated with inactive subscribers and customers.
What is an inactive subscriber or customer will be different from store to store depending on what you sell, how active you are with email marketing, and how seasonal your business is. The rule of thumb here would be to ask yourself: “If I were a customer, how often should I buy from my store and how often would I open these newsletters”.
Based on your answers build 2 segments:
- inactive customers – populate it automatically with customers that have not purchased in X months – send them a great offer – bring them back – if they don’t convert, give them a break and try to reignite the flame after a few months
- inactive subscribers – populate it automatically with customers that have not been active (opened your emails) in the last X months – send them a great offer with a great subject line – if they don’t open remove them from your mailing list
3. Replenishment Campaigns
These campaigns will work only for specific products but you can get creative for sure!
Pet and household supplies will be great here.
Supplements and beauty products can also work.
But, why stop there? Apparel also works!
- Most people buy a new jacket each year, and a new pair of boots too.
- Underwear and tank tops need to be replenished too.
- Special occasion dresses purchased around specific holidays can also trigger a “Get ready for {holiday}! We have new styles from {designer} available”
- Activewear needs replenishing much more often (i.e. running shoes, gym clothes, and gear) – ties these up with getting more data from your customers like what sports are they practicing and how often – this will help you to better anticipate their needs
4. Related Products
The customer just placed an order for a pair of jeans and you have just the right tank top that would go great with them. This is happening every day to everyone but you can make a change.
Get your best-selling products or types of products down on paper. Then figure out what would be great related products and cross-sells for each.
*Related products are products that go great together! i.e. spoon, fork, and knife
** Upsell products are products that you, the merchant, would rather have the customer buy instead of the product he’s looking at
*** Cross-sell products are very inexpensive related products – think about impulse buys
Create a few flows where you offer Free Shipping until midnight if the customer orders the related products too and make a rule within Fulfilment to delay fulfillment for those specific products or product types.
We have always seen a great response from this flow because we know better than the customer what he needs on top of what he’s getting. We have a lot of data to look at from other customers. We just need to use it!
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