The word ‘flows’ should be music to your ears if you’re a business owner or manager.
Email marketing automations or ‘flows’ help your business run more efficiently. It minimises time spent doing repetitive tasks—giving you more time to focus on doing what you love. Not only that, but email automations capture all those pesky pieces of runaway revenue – when it comes to email marketing, automation might be your new best friend.
Whilst it makes sense to send some content in one-off campaigns, most recurring email communications can be set up once and sent automatically, based on a prospect or customer’s behaviour, interactions with your messages, visit history, important dates, and more. It’s these nuggets of data that really set your automations apart from the rest and keep your customers revisiting again and again and again.
So, shall we dive into how we can put your flows into gear? Are you sure you’re ready? LET’S GO!
What are flows?
Before we jump in, let’s backtrack a bit.
What exactly do we mean when we say “automations” or “automated email workflows” or even just “flows”?
‘Automations’ or ‘Automated email workflows’ or ‘email flows’ are email sequences triggered by an action or a subscriber’s behaviour or preferences.
For example, if a customer subscribes to your email newsletter, you could create an automated ‘welcome’ campaign that would be sent to their inbox upon verifying their email.
Marketing automation flows are beneficial for several reasons, such as:
– They save you time and effort
– Ensures these critical campaigns are sent
– Helps you connect to customers in a unique way
– Enables you to build a relationship with your customers
Aside from these benefits, the results of automated email workflows speak volumes. Email campaigns like these have a 70.5% higher open rate and a 152% higher click-through rate than generic email newsletters.
Rather than sending emails to customers when you remember to, automating these actions has a profoundly positive impact on your eCommerce business (and sanity).
With that said, let’s take a look at a few automation workflows you can automate and start sending to customers.
Here’s the list—and reasons for automating these messages, too:
1. First-Time Customer/Welcome Flow
First impressions matter. We all know this – and it couldn’t be more true for email flows. Once a client steps foot into your business and starts to think that initial purchase you need to make them feel welcome with a branded welcome flow that is designed to make them feel top priority and a number 1 customer. As a brand, you can do this by enticing them to make their first purchase – think a lovely little discount code or perhaps a free guide? If you’re a service business than a FREE piece of content always goes down a storm.
That way, when a new client signs up for their first class or service, they’ll immediately receive an email that:
- Greets them warmly
- Showcases your brand voice
- Treats them to a lovely discount or piece of content!
- Includes specifics they’ll need to know – like what they’ve purchased!
Depending on your business, your welcome email might include:
- What to expect
- How to prepare for their first class/service
- How to use your new product
A welcome flow is really as simple as 1,2,3 – and can be key when gaining the trust of new customers, pushing them over the line of purchase and ensuring that they’ll be coming back time and time again.
2. Nurse your customers with a Nursery Flow
You know the people who are interested in your business, maybe they’ve purchased once – but haven’t purchased again yet? An automated drip campaign helps nurse them from a one-time customer to a loyal customer—with less outreach from your team.
But what differentiates a nursery flow from a welcome flow? A nursery flow is for those visitors who have visited your site, maybe they have signed up to your newsletter, made a purchase – but the crucial thing is that they have not made a secondary purchase.
When writing your nursery flow, think about what will push your customers into that secondary purchase and might want to read. Put to rest any hesitations they might have and make your business as accessible as possible. For example:
- What concerns can you address?
- What frequently asked questions can you answer?
- What additional content/resources can you provide?
If you cover off these concerns, then rest assured your customers will be back – and this time, they’ll be putting their hand into their pocket again!
3. Happy Birthday Flow
When building customer relationships, it’s the little things make your business stand out. Recognising birthdays, for example, makes clients feel special and shows that you care.
Thankfully, you don’t have to keep track of every individual birthday. Instead, set up an automation that syncs with your business software and sends a birthday email and/or text message on their big day. Make the message(s) even sweeter by including a birthday discount or freebie.
4. Loyalty Program Flow
Prioritise client retention by rewarding your clients. With a loyalty program automation, you’ll celebrate class or service milestones, and thank them for their loyalty to your business. By looking deep at your analytics, your team can celebrate with customers in-person, too.
The loyalty program flow lends really well to other marketing activity like direct mail. Don’t silo your marketing channels – when they work effectively together, you’re for sure on your way to revenue dreams.
5. “We miss you” aka Winback Flow
Keeping track of who you haven’t seen in a while is a challenge. With automated emails and flows, you can pinpoint customers based on how long it’s been since they’ve been to your business. Take all of the work out of this with the “we miss you” automation.
Snag back those pesky customers with a cheeky discount or offer that they can’t resist.
And there you have it! The top 5 email automations that you need for your eCommerce business. If you’re looking to level up your email marketing then check out how other brands and businesses have been using their email marketing as revenue drivers here or get in touch here today!