4 Top-Performing Email Flows for Your eCommerce Business
Email marketing is a great way to connect and educate your customers. And if done correctly, it will drive sales without you having to spend thousands of dollars on paid ads.
As effective as email marketing is, it’s not enough on its own. The key to email marketing success is in automation otherwise known as email flows. The right emails at the right time to the right people is a surefire recipe for *CHACHINGS!*
Keep reading for the 4 top-performing eCommerce emails from my business - KinkyCurlyYaki
Welcome series
Abandoned cart
Post-purchase flow
Winback flow
Before we dive in, you’ll need to know that an email flow is an automated sequence of emails that is set in motion by specific triggers.
Welcome Series
The very first set of emails you should send your customers after they sign up from that pop-up is the welcome series. A welcome series flow is meant to introduce subscribers to your brand and convert them into first-time customers.
You want to thank them for joining the list, set expectations as to what they will be seeing from you and if you promised them a discount drop it in this email. In the following emails, you can tell them about your company, your mission, values...your why. You can also ask subscribers to follow you on social media or to refer a friend to your business.
Abandoned Cart Series
Have you ever received an email that said “ Hey...you forgot this!”
That’s an abandoned cart flow. An abandoned cart flow can convert would-be customers into bonafide customers. These types of emails can be customized based on what a potential customer had in their cart when they were logged into their account.
This email series is a high performer and every eCommerce business should have one.
Post-purchase (Thank You) Flow
Yay! Your welcome + abandoned cart email flows did their job. The subscriber became a paying customer. Now, you want to move them over to a new segment and send them post-purchase emails.
A post-purchase flow is meant to show appreciation to your customers and let them know about related products they might be interested in. This is also known as the upsell email.
Yes, they just made a purchase and this email is going to ask them to buy more. And there’s a very good chance that they will.
Win-Back Flow
But what happens if your customer purchases and doesn’t come back to buy anything else? Then we engage what’s called the win-back flow.
A win-back flow for customers who purchase but then don't come back to buy again. These types of emails are customizable based on the products they've purchased and how many purchases they've made.
This segment of customers you need to keep an eye on. If they don’t buy from these emails, you move them to a quieter segment for campaigns like seasonal emails or sales.
If you are selling products through Shopify, WooCommerce or Big Commerce, you definitely need to be using email flows to grow your eCommerce business.