Email marketing can be a big revenue driver for most eCommerce businesses. Brands can generate anywhere between 25-35% of their annual revenue through email! Strap yourself in as we go over the main goals of emails marketing, cover the list of core email flows, and give you some guidelines to know which email flows you should build first in order to grow the revenue of your eCommerce brand.

An Overview of Email Marketing

Email marketing is divided into flows and campaigns. Flows are a set of automated emails that are delivered based on preset conditions, and campaigns are one-time emails that brands usually send 1-3 times per week. 

We’re going to go over the core email flows your brand should implement first to help you prioritize those that will be most useful to business growth. 

Trust us, you really want to set up your core email flows as soon as possible! These will become big revenue streams with a high return on investment.

Firstly, Why Email?

There are 4 billion daily email users across the world, and 99% of them check their inbox every day.

We are rapidly moving towards a privacy-first digital marketing ecosystem, where people will think twice before giving out their personal information. This makes it harder for brands to target, retarget and deliver a personalized digital experience to customers.

Email allows you to have a more intimate and personalized relationship with your customers! It helps you build trust by delivering quality content, and in turn, get higher levels of engagement and retention. 

The Main Objectives of Email Marketing

Email markeing can have a variety of goals, but your brand should definitely be looking towards the following:

  • Turning visitors (nonbuyers) into customers.
  • Turning one-time customers into repeat purchasers.
  • Driving repeat sales throughout the year.
  • Increasing customer engagement and retention
  • Increasing the lifetime value of your customers.
  • Learning from your customers to be able to deliver a more targeted/personalized shopping experience. (which more and more people are now expecting from brands) 

List of Core Email Flows

Email flows are divided into Pre-Purchase and Post-Purchase (users who have already purchased at least once, and those who have not). 

Pre-Purchase Flows:

  • Welcome Series for Non-Buyers: This flow triggers the moment someone subscribes to your newsletter without a prior purchase. The goal is to provide an introduction to your brand, unique value proposition, showcase your top-selling products, and provide customer testimonials. Send between 3-5 emails. 
  • Site Abandonment: This flow triggers when someone visits your website and then leaves without looking at any products. Since this can be a bit creepy, focus on entertaining and educating users, not selling.
    Send only 1 email.
  • Browse Abandonment: This flow triggers when someone views a product on your site, but they do not add that product (or any other) to their cart. The goal is to remind them of the product they saw.
    Send between 1-2 emails.
  • Abandoned Cart: This flow triggers when someone adds a product to their cart. The goal is to get users to complete a purchase.
    You can send 1-2 emails and test including a discount on the second email.
  • Abandoned Checkout: This flow triggers when someone reaches the checkout stage but abandons it. The goal is to get people to complete a purchase.
    You can send 1-2 emails, test including a discount, and also test by including a link to chat with your customer service or a link to your FAQs. 
  • Back in Stock: The name speaks for itself! This flow triggers when someone signs up to get notified when one of your products comes back in stock. You can use this opportunity to re-introduce customers to that product and why they should buy it.
    Send between 1-2 emails.  

Post-Purchase Flows:

  • Standard Customer Thank You: This flow triggers when someone places an order. You can personalize it based on whether someone is a new customer or a returning customer. The goal is to boost engagement by educating customers on the product they are about to receive.  
  • Customer Thank You + Customer Review Request: This is a variation of the standard thank you email. All you need to do is wait 14 days after purchase (or sometime after the product gets delivered) and ask for a customer review. This is also a great opportunity to ask customers to follow you on social media. 
  • Cross-sell & Upsell: This flow triggers X number of days after someone purchases a product (you can decide on the number of days). The goal is to get people to purchase another similar/related product. This is a great way to turn one-time customers into repeat purchasers.
    Send between 1-3 emails. 
  • Bounceback: The goal for this flow is to increase same-day AOV, so send this email 15 mins – 1 hour after purchase. Include a discount code or an add-on (focus on impulse buys).
    Send a maximum of 2 emails, and send only once every 6 months. 
  • Replenishment Reminder: Customize this email depending on your buyer’s cycle, and if your product requires any sort of replenishment. You can send 2-3 emails reminding customers to purchase again. 
  • Customer Winback: This triggers X amount of days after a customer made a purchase (but has not purchased again). The goal is to get your customers to come back and purchase again before it’s too late. Test the number of days, it could be 60 – 120 days.
    Send between 2-4 emails. 

Which Email Flows Should You Implement First? 

It depends on your business goals:

  • Does your brand have any core email flows set up already? 

If you are just starting with email flows, focus on setting up a welcome series for non-buyers, one of the abandonment series (site, browse, cart or checkout) and a customer thank you + customer review series. 

  • Are you looking to turn your blog/website visitors into customers? 

Focus on setting up a welcome series for nonbuyers and also a browse/cart abandonment series. Focus your content on education and showcasing your product features. 

  • Are you looking to turn one-time customers into repeat purchasers?

Here you want to focus on creating a personalized cross-sell/upsell series, as well as a bounceback series. The back in stock and replenishment flows are also a great way to drive repeat purchases. 

  • Are you looking to improve customer retention (decrease churn rate)?

It is crucial to implement a well-timed Winback series. Here, you showcase new collections/products, achievements your brand is proud of, social commitments, or any new highlights that you think can help in driving another purchase. You can also reduce customer churn by sending value-based email campaigns. We will be talking about these in a future blog post

Final Thoughts

Email marketing is a foundational element to growing your online business. It is time-efficient, low cost, and allows you to learn from your customers. All the while, driving repeat purchases and increasing their lifetime value! It also helps to boost all of your paid marketing efforts through retargeting. And if you’re wondering, oh yes, we’ll definitely talk about this last part in our next email marketing blog post. 

If you’re interested in learning how to run and scale Facebook Ads profitably, read our latest blog post Scaling Facebook Ads in a Post iOS 14.5 World