What did come first – chicken or the egg?
The same question I ask my clients, when it comes to their online stores. And sometimes, they ask me before I ask them.
Should we build the email marketing automation first or start driving the traffic?
My answer is always the same – you need to have basic email marketing automation before you start driving the traffic.
There is a very low chance, that the traffic you drive to your site will actually be financially productive from the first visit.
However, it is more likely that customers will make a purchase after they opt-in to the mailing list, and through the series of emails, you will nurture them and convince them to buy.
There are four types of email marketing automation, which are fundamental for your ecommerce business. However, I will start from the first two, which are the highest priority and will generate most of your money. In other words, like cool marketers say, you will get the highest ROI (return on investments) 🙂
So lets start.
There are four types of automation, which you need to create:
- Abandonment Cart email marketing automation;
- Exit Intent email marketing automation;
- Pre-Purchase email marketing automation;
- Post Purchase [New Customer] email marketing automation.
Let’s go deeper into each one of them.
Abandonment Cart Email Marketing Automation
Abandonment cart is the automation, where you will follow up with the subscriber, who started the checkout process but never finished it. On this site, you can find two resources, which will help you to create one and optimize it.
- How to create Abandoned Cart flow in Klaviyo – since I work exclusively on Klaviyo platform, this is the step by step tutorial how to create the Abandoned cart automation in Klaviyo.
- Abandoned Cart Email Strategy And Optimization
Exit Intent Email Marketing Automation
This is the secret weapon automation, which I learned about from Ezra Firestone.
What is the exit intent automation?
Somebody visits your site, and they check your product page, your product category page, or cart page, and they try to leave the site after they checked any of those pages. The pop-up form will show up with 10%+/- offer for their first purchase.
Here is the example of the pop-up form.
After they opt in, you deliver them the code. I highly recommend for the code to be unique and have some kind of expiration time.
Pre-Purchase Email Marketing Automation
This automation also known as Welcome automation or lead nurturing automation.
This automation is only for subscribers, who opted in to your mailing list but made zero purchases in your store so far.
The goal of the entire automation is to convert the subscriber into the customer.
That said, I do not recommend to be pushy in this automation. I would gradually introduce the brand and the product to the subscribers. After the certain number of emails, if they still do not buy, you can incentivize them with some kind of “first time buyer” discount.
Post Purchase [New Customer] Email Marketing Automation
This is a series of automatic emails, after customers make their first purchase in your store.
It can be a simple “Thank You email” after they buy.
I would recommend to add extra work here, and create a few emails, which will benefit you long term. You don’t want to sell them once. You want this customer to be the true fan of your brand. You want them to come back and buy 2nd, 3rd and 4th time.
In the post purchase email marketing automation, in addition to the “Thank You email”, you should include the following emails:
- How they can contact you if there is a question or an issue.
- What they should know before using your product.
- Survey your customer and get feedback from them.
- Ask them to join you on social media.
- Ask them to leave you a feedback about the product.
Those are just a few ideas. You do not need to use all of them but I highly encourage to think about it, and create the automated communication with your customer.
By the way, please do not confuse marketing email and transactional email. I do know that your ecommerce system sends them transactional email, which says something like “THANK YOU FOR THE PURCHASE”. But in addition to transactional email, you need to have marketing emails as well.
Those four types of email marketing automation are crucial for your online store, before you start driving the traffic. You can disregard the campaigns (newsletters), which you need to send on weekly or monthly basis, but the email marketing automation is a must.
As I always say to my customers, you need to invest your time and resources ones, and the system will work for you over and over with no extra involvement.
It does not have to be perfect, you can improve it later.
But it is a must because then, it gives you the power to focus on driving the traffic to your store.
Also, I do recommend you to read a similar article to this but with more examples on how other businesses do it Email Marketing Strategy For Online Stores (Ecommerce)