3 Must-Have Marketing Automation Workflows for eCommerce Brands in 2020
Updated: Jun 16
Boost ecommerce sales with 3 easy-to-set-up email workflows
If you’ve launched your online retail store or you are thinking about launching one, email marketing and automation are definitely going to be a big part of the process.
When we think of marketing automation, the first thing that comes to our minds is email marketing or newsletters for promotions, but automation can actually be really helpful to nurture leads and walk them down the funnel, improving conversion rates.
In this post we list 3 email workflows that you should have if you are running an eCommerce business.
#1- Abandoned cart recovery with promotion
Abandoned carts are one of the most common pain points of that eCommerce business have to manage.
Cart abandonment is a major issue in the eCommerce industry with abandonment rates as high as 71.39% per year. This abandonment rate results in a ton of lost potential revenue, totaling up to approximately $18 billion per year.
The good news is that email workflows can help improving conversion rates by connecting with the customer that left items on the cart. According to Soundest, sending a series of three abandoned cart email reminders brings 131% more orders than a single email.
The sequence can include just follow up emails reminding the customer that they left items on the basket or a series of follow up emails with discount codes and more.
How to get started:
These emails will be sent to a dynamic list or segment, and depending on the marketing automation tool the set up would be slightly different – some tools have already pre-built shareable workflows exactly for this scenario that you can install in one click, other tools require a bit more work.
In the example below, you will see a sequence of three follow up emails being sent to the person that left items on the cart.
People will exit the workflow if they complete checkout.
If after email #3 they haven’t converted then an offer might be applied:
- If they are a first time customer
- If no promotions have been applied
- Then free trials and discount codes are sent based on the products that the customers left on the basket
Source: Screenshot from workflow I’ve set up in customer.io
The workflow above is good to engage with customers in general, but especially to get first time customers to convert. It also shows different offers to different potential clients which is quite customised compared to the simple abandoned cart follow up emails.
If you have any question on how to set up your own, feel free to contact us.
#2- Customer referral workflows
Customer referral programmes are great to promote your brand using your customers’ network. You can set up some quick workflows to notify both parties.
These campaigns work great with free-trial programmes as well.
The workflows are quite simple, and in most cases, you will just need one email for each person, however the dynamic variables need to be created or set up for this programme.
The flow looks like this:
1) Person A recommends your product to Person B, entering Person B’s email address on the website for the referral programme.
2) Person B gets an email: The email that is sent on behalf of a customer to their referred friend after customer submits their email address.
Please note: For these emails you will have to create dynamic variables for both Person A and B. See below.
1) If Person B signs up after uses the free-trial, or buy a product, then Person A will get a notification email with credit added to his/her account.
#3- Newsletter sign up discount code
These lead magnets are great to increase your data base size and target potential customers via email, while at the same time giving them a discount code to shop on your site.
Add a pop-up form or footer to your website offering a discount code for those singing up to your newsletter.
The kickback email with the discount can be set up easily. You will have to create a discount code in Shopify for instance, and then create a campaign using your marketing automation tool.