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Email marketing remains one of the most effective tools for driving sales, especially when leveraged strategically through automated email flows. Unlike one-off campaigns, email flows are automated sequences triggered by specific actions or behaviours, guiding potential customers through a personalised purchase journey.
If you’re looking to boost sales, here are 3 powerful ways to use email flows to your advantage.
The first interaction a customer has with your brand sets the tone for their entire journey. A well-crafted welcome series not only introduces your brand but also begins building a relationship from the get-go. Here’s how you can maximise its potential:
A warm welcome email introduces your brand, values, and what sets you apart from your competitors. This is your chance to make a memorable first impression and develop increased loyalty from your customers.
Encourage the first purchase by offering a discount or special offer in your second email. This incentive can tip the scales in your favour, turning a casual browser into a paying customer.
Showcase your best-selling or most popular products in the third email. You can also use dynamic features to your advantage to show back products that your potential customer has already shown interest in. In your third email you should be focusing on building credibility and trust by Including customer testimonials or reviews.
A well-executed welcome series not only increases initial engagement but also sets the stage for a long-term relationship, ultimately driving more sales over time.
Basket abandonment is a common challenge in e-commerce. Purchase journey remarketing email flows are a powerful tool to recover these lost sales by reminding customers of their unfinished transactions. Here’s how to optimise these flows:
Timing is crucial. You should try to send the first reminder within a few hours of the basket being abandoned, as the products are still fresh in the customer’s mind.
Use language such as “Hurry, your basket is about to expire!” or “Items in your cart are selling fast!” help to increase urgency and spark quick action.
You may want to also include an incentive to help push the customer that one step further in their journey. Often it’s better to offer a discount after first giving the customer an opportunity to finish their purchase, so as to not unnecessarily lose profit margin.
By addressing the reasons for leaving the cart, sending reminders and offering incentives, abandoned cart email flows can recover a significant portion of lost sales.
The sale doesn’t end when a customer makes a purchase. In fact, the post-purchase period is a critical time to deepen your relationship with the customer and encourage repeat business. The timescale for post-purchase engagement will differ depending on the ticket value and the nature of the product.
Post-purchase engagement should be tailored to suit your industry and customer behaviour. You can use emails such as:
Sending a thank-you email that confirms their purchase, expresses appreciation for their business and allows the customer to feel considered as an individual. This simple gesture goes a long way in building customer loyalty.
In a follow up email you can provide helpful guides and tips on how to best use or care for the purchased product. This adds value to the relationship, helps the customer to feel supported even after making the purchase and reduces the likelihood of returns.
Use the opportunity to upsell or cross-sell by suggesting complementary products based on their purchase. This can increase the average order value and encourage repeat purchases.
It’s always a good practice to encourage customers to leave reviews after a reasonable time has passed for them to have fully experienced their product. This not only keeps you company in their consideration for future purchases, but shares their experience with others to help build trust.
Email flows are a game-changer for businesses looking to optimise their email marketing strategy and generate more sales. Implementing a well-planned strategy that engages with customers throughout the whole purchase and post-purchase journey, creates a seamless and personalised customer journey, that drives revenue and builds long-term loyalty.
