Key email automations (flows) your brand should be running
Altum
Key email automations (flows) your brand should be running
Use this guide on key email automations to turn your email subscribers to VIPs
By
Nathan HoareNathan Hoare
Make your emails work better for you, from subscription to VIP.
Email is one of the highest converting channels for e-commerce so getting email automations right is an integral part of growing your brand. The personalised content connects your business with people who are interested in your products.
Learn how different email flows, based on individual customer interactions, have the power to foster stronger relationships with your subscriber base, leading to more loyal customers and ultimately more sales.
Look out for our top tips where we show you how to elevate your email automations to the next level.
Welcome Email
These emails are often the most well received as new customers are interested in the brand, and intrigued to learn about benefits. They have 4x the click rate of non-automated email campaigns.
- Introduce your new subscribers to your brand.
- What makes your company tick? How are you unique?
- A personal message from the company’s founder has proven popular.
- Remember to link all of your social media and be sure to have links back to your website so customers can find your best selling products easily!
Abandoned Browse Email
These email flows recreate window shopping- everyone’s favourite pastime especially during the holiday season. They have a conversion rate of 1% of recipients to sale and while this might not sound like a lot, adds up over time.
- Send subscribers an email with a couple of items that they had been browsing to jog their memory and incentivise a sale.
- This email flow is more of a gentle reminder than a call to action so in terms of text- less is more.
- Try ‘remember this?’ or ‘this would look great on you!’.
- The image of your product should sell itself: remember, the subscriber has already expressed interest.
Abandoned Cart Email
You got the item to the basket- congratulations! But now your customer has abandoned their cart. How do you regain that potential sale?
The Baymard Institute says that 70% of British shoppers leave items in their baskets without checking out. This is a large customer base that this form of email automation is open to. Abandoned cart emails have a conversion rate of 4% of recipients to sale.
- Similar to above this email is a gentle nudge towards the sale.
- Do not include cross selling in the email, remember the customer has already expressed an interest in purchasing.
- Consider adding a discount code to seal the deal.
Order Thank You Email
In a world of competitive selling and surplus ‘stuff’ this subscriber chose your product. That is something to be proud of and grateful for. A small thank you goes a long way in fostering stronger relationships with your customers and are more likely to retain subscribers in the long term.
- Warm, friendly, and genuine
- Keep the aesthetic in line with your brand and products
- Some of the most effective thank you email automations look like a letter or note from an individual. That way it doesn’t look like it’s going to thousands of other people, even if it is.
Instructional / Informational Email
Wow customers with the benefits of your product, whilst offering industry-related knowledge that, paired with your product, could improve a customer’s quality of life.
These emails are less angling towards a sale and more about fostering stronger relationships with customers. They have the added benefit of cutting down on customer service questions as they serve to educate customers about your product.
- Link blog posts within this email to start discussions
- Connect customers to others in order to build a community.
- Subscribers will be invested in the industry surrounding the products, and will also (hopefully) be loyal customers, willing to share details with friends and family.
Back in Stock Email
Prompt your customers to sign up for a ‘back in stock’ email if products are unavailable. This makes customers feel appreciated as you reach out to them personally when products become available.
- Image of the product to jog memory
- Ensure that the number of people that you email about products being back in stock does not exceed the amount of stock available to purchase as this may lead to some dissatisfied customers.
Customer Winback Email
This is the email that you send to the customers who have not interacted with your brand in a while, typically six months or more, designed to win them back. These emails increase the lifetime value of subscribers who may otherwise have not returned to your website and products.The average open rate of winback emails is 29% (according to Klaviyo data)
- Sweeten the deal with added discount codes not available online.
- Remember to remind them of your best selling products.
- Add information about how to get the most out of buying from your brand.
Altum is a Klaviyo Silver Agency Partner. We manage email marketing services for our clients; building email lifecycle plans, and helping them generate more revenue on their website. Check out our work here.
Interested to learn more about Klaviyo or even sign-up for a free account to get started - simply follow this link: Sign-up to Klaviyo.
tags
Email marketing
Nathan Hoare
Digital expert with extensive global marketing experience
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Let's talk about growing your brand
Hit the button below to book your Business Growth Audit with one of our experts to see how we can take your brand to the next level.
Talk to us
Email Marketing
Key email automations (flows) your brand should be running
Use this guide on key email automations to turn your email subscribers to VIPs
By
Nathan HoareNathan Hoare
Make your emails work better for you, from subscription to VIP.
Email is one of the highest converting channels for e-commerce so getting email automations right is an integral part of growing your brand. The personalised content connects your business with people who are interested in your products.
Learn how different email flows, based on individual customer interactions, have the power to foster stronger relationships with your subscriber base, leading to more loyal customers and ultimately more sales.
Look out for our top tips where we show you how to elevate your email automations to the next level.
Welcome Email
These emails are often the most well received as new customers are interested in the brand, and intrigued to learn about benefits. They have 4x the click rate of non-automated email campaigns.
- Introduce your new subscribers to your brand.
- What makes your company tick? How are you unique?
- A personal message from the company’s founder has proven popular.
- Remember to link all of your social media and be sure to have links back to your website so customers can find your best selling products easily!
Abandoned Browse Email
These email flows recreate window shopping- everyone’s favourite pastime especially during the holiday season. They have a conversion rate of 1% of recipients to sale and while this might not sound like a lot, adds up over time.
- Send subscribers an email with a couple of items that they had been browsing to jog their memory and incentivise a sale.
- This email flow is more of a gentle reminder than a call to action so in terms of text- less is more.
- Try ‘remember this?’ or ‘this would look great on you!’.
- The image of your product should sell itself: remember, the subscriber has already expressed interest.
Abandoned Cart Email
You got the item to the basket- congratulations! But now your customer has abandoned their cart. How do you regain that potential sale?
The Baymard Institute says that 70% of British shoppers leave items in their baskets without checking out. This is a large customer base that this form of email automation is open to. Abandoned cart emails have a conversion rate of 4% of recipients to sale.
- Similar to above this email is a gentle nudge towards the sale.
- Do not include cross selling in the email, remember the customer has already expressed an interest in purchasing.
- Consider adding a discount code to seal the deal.
Order Thank You Email
In a world of competitive selling and surplus ‘stuff’ this subscriber chose your product. That is something to be proud of and grateful for. A small thank you goes a long way in fostering stronger relationships with your customers and are more likely to retain subscribers in the long term.
- Warm, friendly, and genuine
- Keep the aesthetic in line with your brand and products
- Some of the most effective thank you email automations look like a letter or note from an individual. That way it doesn’t look like it’s going to thousands of other people, even if it is.
Instructional / Informational Email
Wow customers with the benefits of your product, whilst offering industry-related knowledge that, paired with your product, could improve a customer’s quality of life.
These emails are less angling towards a sale and more about fostering stronger relationships with customers. They have the added benefit of cutting down on customer service questions as they serve to educate customers about your product.
- Link blog posts within this email to start discussions
- Connect customers to others in order to build a community.
- Subscribers will be invested in the industry surrounding the products, and will also (hopefully) be loyal customers, willing to share details with friends and family.
Back in Stock Email
Prompt your customers to sign up for a ‘back in stock’ email if products are unavailable. This makes customers feel appreciated as you reach out to them personally when products become available.
- Image of the product to jog memory
- Ensure that the number of people that you email about products being back in stock does not exceed the amount of stock available to purchase as this may lead to some dissatisfied customers.
Customer Winback Email
This is the email that you send to the customers who have not interacted with your brand in a while, typically six months or more, designed to win them back. These emails increase the lifetime value of subscribers who may otherwise have not returned to your website and products.The average open rate of winback emails is 29% (according to Klaviyo data)
- Sweeten the deal with added discount codes not available online.
- Remember to remind them of your best selling products.
- Add information about how to get the most out of buying from your brand.
Altum is a Klaviyo Silver Agency Partner. We manage email marketing services for our clients; building email lifecycle plans, and helping them generate more revenue on their website. Check out our work here.
Interested to learn more about Klaviyo or even sign-up for a free account to get started - simply follow this link: Sign-up to Klaviyo.
tags
Email marketing
Nathan Hoare
Digital expert with extensive global marketing experience
Discover more marketing knowledge
Email Marketing
Unlocking Email Success: A Guide to A/B Testing in Email Marketing
Read More
Email Marketing
How to set up DMARC authentication
Read More
Email Marketing
Unravelling the Mysteries of Email Deliverability: A Comprehensive Guide
Read More
EXPLORE all posts
Let's talk about growing your brand
Hit the button below to book your Business Growth Audit with one of our experts to see how we can take your brand to the next level.
Talk to us