6 EMAIL AUTOMATION FLOWS TO MAXIMISE SALES

Email automation flows are possibly the most under-utilised marketing channels used in companies to maximise sales. The statistics that result from a well-executed email strategy can provide an increase in sales or product with minimal effort and spend.

Epsilon Email Insitute reported that automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. DMA reported that their email campaigns account for 21% of their email marketing revenue with triggered campaigns bringing in over 75% of email revenue, rather than one-size-fits-all campaigns.

We’ve put together our top email marketing flows that you should be integrating into your email marketing as soon as possible!

1. WELCOME EMAIL FLOW

Purpose:
This email does exactly what it suggests, it welcomes a user. Most companies will implement this flow with a single email triggered upon sign up. What you should be doing is taking advantage of the fact that someone has gone to the effort of trusting you with something as personal as their inbox.

How to use this email flow to your advantage:
Use this opportunity to educate your new subscriber on your service or product. Introduce yourself, introduce what you do and set an expectation of how many emails and what type of emails your new subscriber can expect from you.

Example flow:
Email 1:
Welcome the user to your email database. Introduce yourself and remind the subscriber of how they came to be a part of the list and set the expectation of how many emails they can expect from you.

Email 2:
Introduce what it does. Explain how the subscriber can benefit from the products or services of your company and familiarise them with your product offering or service.

Email 3:
Now it’s time to walk the walk. Show the past successes of your company and build credibility. This can be done through providing examples of customer testimonials, examples of your service or product at work or through examples of positive media exposure.

2. NEW CUSTOMER EMAIL FLOW

Purpose:
This email is slightly different to your welcome email, as this person has joined your list after purchasing your product or service (if you are using this method ensure that subscribers are aware that they can opt-out, and that the subscription forms a part of your terms and conditions). This workflow can be used to build further rapport with the subscriber and again, welcome them into the community.

How to use this email flow to your advantage:
Similarly to the welcome email, use this flow to introduce yourself to the new subscriber and set an expectation of how many emails they can expect to receive from you on a weekly, or monthly basis.

Example flow:
Email 1:
This email is primarily for the user to see their proof of purchase. Use this opportunity to briefly introduce yourself and thank the user for their purchase. Keep it short and simple.

Email 2:
This is where you can become a bit more friendly. Tell the user more about yourself, what your company does. As they have just purchased a product from you, it would be useful to provide the user with tips on how to best use what they have bought to maximise their experience.

Email 3:
So this user has purchased your product, they’ve been using it for a week or so now. This is your opportunity to suggest some other products that people also bought after the same purchase. Don’t make it a hard sell. Keep the email light but to the point.

3. UPSELL EMAIL FLOW

Purpose:
This email automation flow is used to upsell the customer to a larger size of the initial product bought, or complimentary products to the initial purchase.

How to use this email flow to your advantage:
This email is a great way to introduce customers to more products in your range.

Example flow:
Email 1:
As with your ‘new customer email automation flow’ keep this email short and sweet. The primary purpose of this email is to provide a receipt of purchase. It does not hurt however to have suggested products below the receipt.

Email 2:
This email should follow-up on the customer and ensure that they are enjoying their product. This email should focus on other products that compliment their initial purpose and the benefits of using the products together.

4. ABANDONED CART EMAIL FLOW

Purpose:
To convert an abandoned cart into a sale.

How to use this email flow to your advantage:
This email should be triggered straight after the abandonment has taken place. Your abandoned cart email automation should not last longer than 3 days.

Example flow:
Email 1:
Keep the email short and straight to the point. Remind the user of what product they abandoned and nudge them to complete the process.

Email 2:
You don’t want to come off desperate here, but you do want to create a sense of urgency around the completion of the purchase. This can be done through creating a subject line that creates this sense of urgency or gives the user the impression that the product is nearly out of their reach – “complete your purchase X is almost sold out!”

Email 3:
This is your last chance to convert the user to a sale. Offering a time-based discount can help in getting customers over the line.

5. RE-ENGAGEMENT EMAIL FLOW

Purpose:
To re-engage a subscriber who has stopped opening your emails.

How to use this email flow to your advantage:
This email has two advantages:
It can help you clean your database so that you are not sending to unattended inboxes. This helps with your sender reputation.
You will re-engage a subscriber to remember your company and its benefit to the user.

Example flow:
Email 1:
This email should have a subject line that makes it obvious that the email is not a regular marketing send – “Is this goodbye”. This email should give the user a reason to stay subscribed to your database, it should also have a clear option for the subscriber to opt-out should they wish to.

Email 2:
This should be sent to users who did not open the first email. The content can be kept the same with a more urgent subject line – “Open me to keep receiving ‘company name’ news”

If a user hasn’t opened the second email, it’s time for you to let go. Add them to your unsubscribed list.

6. PURCHASE CYCLE REMINDER EMAIL FLOW

Purpose:
To create a repeat customer and make a sale.

How to use this email flow to your advantage:
Every product has a lifespan. This email is a reminder for users who are using your product that it’s time for a refill, or repurchase, or update. This will depend on what you are selling. This email automation flow forces users into a habit of purchasing with you again. The more a customer purchases your product the more loyal they are likely to be to your products.

Example flow:
Email 1:
This email should be triggered a week or so before the purchase needs to be made. It should be a friendly reminder that the customer will need to restock soon, so why not think ahead and purchase now.

Email 2:
This email should create a little more urgency around the purchase and should be sent 1 day before the lifecycle of the product ends.

Email 3:
If the customer still hasn’t purchased, this email should be sent as a reminder of the benefits of the product and that it’s not too late to purchase. If possible, offering free express shipping could push the customer over the line.