3 automatic email flows that increase sales on your webshop

• Welcome Flow
• Abandoned cart flow
• Winback of inactive customers

An email flow is, as the name suggests, a flow of emails. In short, they work by sending the first email based on a so-called "trigger". A trigger can be many different things, such as a customer signing up to your newsletter - or a customer who has placed items in their basket but for some reason has not completed the purchase.

Whatever triggers your visitors to enter the email flow, you can then structure your flow based on how each individual responds. This way, you can personalise the flow and build it to suit your webshop and your customer segment.

The possibilities are endless, and if you're a whizz at setting up the right flows based on the customer journey, you're guaranteed to increase your revenue and save precious time.

That's why you need to set up automatic email flows today:

• Increase your turnover
• Maximum exposure for minimum effort
• Time-saving
• Can be adapted to your business

If you have a webshop, you probably also have a newsletter that your customers can sign up for. There are often different reasons why they sign up, so your welcome flow should be structured accordingly.

Because of course you want those who have signed up to your newsletter without ever making a purchase to actually make a purchase - and thus become customers.

And how do we get them to do it?

1. mail

An obvious option would be to offer them a discount code that gives them either a small percentage discount or free shipping. You already have a huge advantage in that your subscriber has already shown interest by signing up to your newsletter in the first place - and you should of course take advantage of that.

BUT... a lot of your subscribers do sign up when they make a purchase. And there's almost nothing worse than receiving a discount code EVEN after you've made a purchase. So you need to make a difference and instead make this category of subscribers aware of what they get out of being part of your newsletter instead of giving them a discount code.

This could be access to your blog posts (if you have a blog), or that the person is now the first to receive various promotions and discount codes in the future. In short - let them know the many benefits they now get from being part of your newsletter.

2. mail

If your customer has not made a purchase with the discount you have given, it is a good idea to give a little reminder. You can therefore send a follow-up email 5-7 days later, just reminding the person that the discount code will expire in the near future.

3.- 4.- 5. mail

From there, you can build on your flow as you see fit. If you have a trustpilot account, this flow is an obvious opportunity to get more reviews. You can also share valuable content like blog posts and guides about your products.

The most important thing is that you consider what can bring value to your subscribers when you design your flow.

Main elements of the welcome flow:

• Make the subscriber aware of USPs - such as fast delivery, long return period, etc.
• Let your subscriber know what they get out of signing up.
• Get your subscriber to engage - either by using discount codes, reading blog posts, etc.
• Only share content that provides value to your subscriber.

Now is the time to give them a carrot!

There can be many different reasons why visitors to your webshop do not complete their purchase. Often it's small details, like their card is in the bag, or they may have regretted when the shipping was added. In short - it can be many different things.

The fact is, however, that as many as 70% of all items put in the basket on online shops do not turn into purchases. So this is a flow you really want to get going for your subscribers.

Whatever the reason for the failure to complete the purchase, what is common to all abandoned carts is that the individual has come so close to converting that it probably does not take much to make them do so.

1. mail

The first email you send out should alert the customer that they have items in their basket waiting for them. However, it is very important that you send it as soon as possible so that your potential customer does not move too far away from your webshop.

In other words, you need to "catch them" right where the products are still fresh in your mind. In addition, it is important that you make it as easy as possible for them to get to the basket as quickly as possible - if possible, show the specific products that are in the basket.

2. mail

Of course, if your potential customers haven't completed the purchase, you want to do more to make sure they actually convert. Depending on the price range of your webshop and how much money is in the basket, you can offer a certain percentage or free shipping.

Depending on which email system you use, you can set conditions for when each individual should be offered discounted or free shipping. Here you can take into account the amount of money in the basket.

No discount?
If you're not interested in giving any kind of discount, it might be a good idea to send an email with info about your return policy - like a shipping label to make it easier to return. The point of this kind of email is for you to think about any reservations that may have caused the purchase not to be completed - such as the return policy or similar.

3. mail

The third email can be a follow-up email if you have given a code that either gives a small discount or free shipping. Let them know that the code still works.

Main elements of the abandoned cart flow:

• Get an email out as soon as possible.
• Make it easy to go to the basket - if possible, show the products.
• Talk to the reservations that may have kept them from completing the purchase.
• Follow up after a few days.

There may be many reasons why your former customers have not shopped with you for a while. And in the physical world, you could do absolutely nada about it.

But that's exactly why email marketing - and automated flows in particular - are so effective. You have a unique opportunity for maximum exposure - for free.

Specifically, your trigger in this flow must be a certain number of days since your customer made a purchase. When determining the number of days, it is important to determine it based on your industry. For example, there is a big difference if you sell makeup products or furniture. Therefore, the flow should also be structured differently depending on your type of business.

Here is an example of a flow that can be activated after, say, 60 days.

1. mail

For example, the first email could be an email to let your customer know that it has been a while since they last shopped with you. In the email you can point out some of your USPs, such as fast delivery, or you can point out your best-selling products.

2. mail

If your customer hasn't converted after the first email was sent out, you can go a step further and provide a discount code for either free shipping or a small percentage off their purchase. Of course, this also depends on the type of business and industry you are in.

If you are not interested in giving a discount, you can send a follow-up email pointing out some of your other USPs or send some material that inspires them to take a look in your webshop.

Main elements of Winback of inactive customers:

• The flow should be built according to your type of business
• Inspire and engage the customer to give your webshop another look
• Use your USPs to remind customers of the benefits of shopping with you

Then please feel free to contact me or one of my colleagues. At Webamp , we work with email marketing in a targeted and data-driven way, and can help you set up the right flows for your business. Feel free to send me an email at seo@webamp.dk or get in touch with one of my colleagues at info@webamp.dk.