3 Must Have eCommerce Automated Email Funnels
Posted July 6, 2018 by Alicia Burns in Content Marketing, Digital Marketing, Ecommerce Marketing, eCommerce Website, Marketing Strategy
Operating a successful eCommerce store requires more than adding products to a website and patiently waiting for sales to flood in. There are many other aspects of owning an operating your online business that will ensure it thrives. One of those key components is email marketing. There are 3 kinds of automated email funnels that are essential to obtaining customers and enticing those customers to purchase. These email funnels are the Welcome Email Series, the Browse Abandonment Email Funnel and the Abandoned Cart Email Funnel.
WELCOME EMAIL SERIES
There are multiple reasons why you should spend a considerable amount of time planning, designing and organizing an efficient welcome email series. These emails have an average open rate of 58%. So if you throw a discount or offer into a welcome email, you are sure to make sales. Additionally, 75% of customers expect to receive a welcome email. Don’t start your relationship with customers off on a bad note by neglecting to follow through on a common and reasonable expectation.
A good welcome email series usually contains 3-7 emails. The first email in this series is critical in establishing how you want to represent your band. It should accurately portray who you are, what you do and what makes you unique. As previously mentioned, the first email in the welcome email series is also a great place to insert your initial offer. This will entice the new customers to make a purchase ‘right off the bat,’ and is an opportunity to create a loyal repeat customer.
BROWSE ABANDONMENT EMAIL FUNNEL
The next, and one of the most sales-centric, automated email series your eCommerce store should have is a browse abandonment email funnel. These email series are specifically targeted to visitors on your site that were “window shopping” and did not put anything in their cart. You are able to collect data on what the visitor was viewing through your marketing automation platform (such as Klaviyo). This data then will feed into your browse abandonment email funnel and send that visitor emails that are centered around the products they were viewing. Pretty neat huh?
Although a browse abandonment email funnel does not generate as much revenue as an abandoned cart email funnel, it does have a broader pool of potential customers that allow you to create an engaged audience to either convert within the browse abandonment email funnel or convert by sending promotional content.
Browse abandonment best practices would be to ensure you are sending recipients emails that display the exact product or product category they were viewing on your site. Additionally, these emails should escalate in what you offer; for example, if the first email offers a 10% discount then the second should offer something like 15% or 20%. Timing is also important when it comes to sending browse abandonment emails, you don’t want to send visitors an email for every product they viewed – that would be too many emails. To only send recipients emails based on products they are truly interested in, Rejoiner suggests dynamically adding customers to your browse abandonment email funnel after they viewed a product 3+ times and did not place that item in their cart.
ABANDONED CART EMAIL FUNNEL
Lastly, the email series that can provide a 10-20% revenue lift, the famous abandoned cart email funnel. An abandoned cart email funnel is targeted towards converting as many customers as possible who added items to their cart but did not complete their checkout. According to Shopify, an overwhelming 67% of online shoppers abandon their carts without checking out. So, if your company could convert even a portion of those abandoned carts, that’d be quite a significant revenue increase.
An abandoned cart email is actually quite simple to set up. As long as you are able to collect visitor data from your eCommerce platform (such as Shopify), you can integrate your eCommerce store with your email platform (such as Klaviyo) and send dynamic email drips to the customers who abandoned their carts. This dynamically pulled data is invaluable to an abandoned cart email funnel. It will allow you to display their exact cart items with a link back to their cart, which is critical for many reasons: (1.) it shows the email is personalized, (2.) it reminds the customer of what they left behind and (3.) it makes it easy to complete their purchase.
Similar to a browse abandonment email funnel, abandon cart emails perform better when presented with an offer. Since 25% of carts are abandoned due to extra checkout costs (such as shipping), try offering free shipping in your abandoned cart email funnel. If offering free shipping isn’t an option for your company, try offering a discount on their order to beat your competition – since 17% of customers abandon their carts to compare prices.
An abandoned cart email funnel is also a great place to be creative with copy, especially in the subject line and pre-header. A subject line that says “You Left Something Behind!” creates a sense of curiosity and worry that will entice the recipient to open the email.
Lastly, timing is extremely important for an abandoned cart email funnel. The first email should be sent within minutes after the customer leaves their cart, regardless of the reason they abandoned. You will likely only have a few hours to win them back. The second email should be sent no more than 24 hours after the first email and the third should be sent no more than 48 hours after the second.
In conclusion, an eCommerce store requires more email marketing efforts than it may seem. However, implementing these email funnels is a guaranteed increase in revenue and will provide a substantial return on your initial investment.
Need help setting up your own eCommerce Welcome, Browse Abandonment and Abandoned Cart email funnels? Springboard Marketing can help; let’s talk!