The 4 Type Of Email Sequences We Create To Increase Your Profits
We work with 4 main types of sequences to increase your profits: Post purchase email sequences, Cross-sell email sequences (and up-sales), abandonment cart email sequences, and broadcast email sequences.
These are the main sequences we used to get eCommerce stores increasing their email revenues up to 30% of their total sales.
These 4 Sequences Have Been Battled Tested In Hundreds Of Online Stores.
Before we get into the nitty-gritty of each sequence, here’s the summary of each of them:
🗹 Post Purchase Sequence: This sequence can be up to 13 emails and it has built-in mini-sequences with different purposes. The main focus is to increase the AOV (Average Order Value), create raving fans that will promote your brand and some other cool things.
🗹 Cross-sell Sequences: When you get the right message in front of someone that just bought from your store, they’ll be more than happy to buy additional items. The main purpose of this sequence is to increase the AOV (Average Order Value) while making them love your Brand.
🗹 Abandonment Cart Sequence: There are a lot of reasons why someone may abandon your website after they’ve clicked “checkout”. Their kids may interrupt, the waiter or waitress may just have arrived, maybe they’re sneaking from their job for a second, they’re in the middle of a game, lots of different reasons. We can help them get back to where they left so they can buy! The main purpose of this sequence is to increase revenue.
🗹 Broadcast Sequences: This goes from content, pre-launches, special days and holidays, and any “one time” email you send. The main purpose of this email is to make more sales and increase profits.
#1: The Post Purchase Sequence
A lot of Shopify email post purchase sequences go like this: Purchase > Order Confirmation > Up-sell > Order arrival > Review. That’s a lot of money left on the table!
How do you decrease the number of refunds? How do you create excitement before they get their product? How do you make your customers promote your brand? How do you make sure you get a surge of reviews (on video!). And how do you make more money in the process?
Your Shopify Post Purchase Email Sequence Could Go Like This:
While brand has different products and audiences, below is a good example of how a post-purchase sequence may look like:
🗹 Email Sequence before receiving the item. We create a three email sequence that are sent to create trust, familiarity with the brand, welcome the person to the brand, create excitement and entertainment.
The first email goes out right after they purchase (not your typical confirmation email). The other two are sent before they receive their item.
🗹 Cross-selling / up-selling sequence. After they’ve received their item and they’re excited about it, we create a sequence of four emails that it’s setup like a mini product launch. This sequence is sent filtering customers that have already bought the product you’re cross-selling / up-selling.
This is two emails to build momentum. One email to launch the sale with a deadline and the last email is sent to close the opportunity.
🗹 Advocate / Contest Sequence. This email is designed to engage your customers as “brand ambassadors” and increase their participation by running a specific type of contest.
They’ll share your products and brand with all their friends and connections!
🗹 Customers insights. OK, now you have customers that love your brand, have potentially bought multiple times and they may have shared about your store with their friends and connections.
After that it’s time to get feedback from them and gain market insights to be able to improve your products and even be able to know what new products you should launch! (This could be huge!).
🗹 Review Request. How would your store look like with hundreds customer reviews? Thousands maybe? What if they were on video?
Imagine adding those video testimonials of customers saying amazing things about your products….on your products pages, on your marketing, on your social media, ads…
This is one of the best “trust assets” you should be building for your company. And we’ll help you do that.
#2: The “Raving Fans” Post Purchase Sequence for your Shopify Store
This sequence is for the customers that already love your brand. How do you know they do? Because they’ve bought multiple times from you.
It focuses on dynamically cross selling to your “raving fans”, acknowledging they’ve bought multiple times, bringing them closer to the brand and allowing them to engage with the brand a little bit deeper. You (or your brand) will be communicating with people that already love your products!
Your “Raving Fans” Shopify Email sequence could go like this:
Showing appreciation to your loyal customers is important. These are special customers to your brand and you should let them know they are special. When you show your (brand) raving fans how much you appreciate them, you’re creating a stronger feeling of connection with a brand (or person) they love! They’ll go from “raving” to “over the top” fans.
🗹 Engaging Content: Customers that already bought multiple times don’t need to be sold, they need to be engaged with your brand. We’ll send them to specific engaging pieces of content that lead to products and open the door for additional purchases from products they haven’t bought.
🗹 Cross-selling: When customers buy from your brand multiple times which means they’re “all in” with your company, they don’t only like to receive information about additional products, new products and things related to the brand. They’re eager to hear from you. That’s why cross selling is so important for the customers that love your company.
You’ll be doing a disservice to them if you don’t offer them other products that will complement what they already bought.
#3: The not-your-typical Cart Abandonment Sequence
When done right, this email sequence could be one of the most profitable sequences for your Shopify store. Because these potential customers and in a “hot” purchasing state, you want to create a frequent sequence that it’s setup to last a week unless they purchase before that.
The main goal of this campaign is to close the sale. Most sequences Shopify builds are usually one email and that’s one of the reason the don’t close the sale.
Our Cart Abandonment Email Automation Sequence
There are a lot of extensions that solve the “technological issue”, however they don’t solve the main issue: Making your sequence highly successful. That means, while you can solve the technological problems using one of the extensions provided, you won’t create a lot of success from it.
Take into consideration that is not rare to find 50% to 80% cart abandonment depending on your store and products, so not doing this right is leaving you a lot of money on the table.
Here’s how a cart abandonment sequence could be for your Shopify store which could go from 6 emails to 10+ emails:
🗹 24 hour double touch: This sequence touches the potential customer twice in a 24 hour period which is when the person is in the “hottest” buying state. We’ve seen this sequence generating a a combined conversion rate of 18.6%.
🗹 Content / discount sequences: Depending on the current assets your brand has, after the 24 hour double touch we’ll create email sequences that may utilize assets you have (reviews, media appearances, relevant blog content, etc), to create engagement and keep touching visitors to entice to purchase from you.
If you don’t have assets, a strategic discount sequence will work as well.
#4: Manual Broadcasts (non-triggered based campaigns)
A manual broadcast email is an email campaign that is not automated after the visitor makes an action but a programmed email sequence for special days, holidays, etc.
Most Shopify E-commerce stores will send two emails when doing a promotion: one with the sale and another one as a reminder that the sale is ending. The ones we’ve seen have more success is a 4×2 day email sequence (4 days 2 emails a day).
Isn’t Two Emails Per Day For Four Days Too Much?
Think about how many emails people receive in key days like black Friday, Valentines day (and any other “excuse” we use to make more sales and send a broadcast email, like the company Anniversary…).
Would you have people unsubscribe and even some complaining? As a general rule, yes. And if you’re not used to email your list often that will increase as well. It’s part of the game and you need to be ready for it.
More of the right emails = More Profits = More than “usual” amount people unsubscribing
By the way, a 1% unsubscribe rate is very common. If you’re below that, you’re probably not emailing enough ;).
🗹 Morning and evening: The two daily emails are sent in the morning and in the evening. The reason is simple: Some people spend time on their email in the morning and some people in the evening.
That means some people may only see one of them because of when they check their emails.
🗹 Some people won’t buy: And we also have a strategy for that. We don’t leave anything to the fairies…
#5: Jesus, This Sound Like A LOT Of Work, How Much?
If you’re thinking this is a lot of work, you’re right.
And this is only the eagle’s view of the automation campaigns. We haven’t mentioned the branding, messaging, developing content assets, A/B testing, setting up the triggers, rules, segmentation, filters, etc. in your marketing automation software, the time that it takes to know your audience and tackling some challenges that may arise during the process., which like in every business, they’ll arise…
OK, Jesus Tell Me About The Pricing
The pricing depends on two variables:
🗹 How much can I help your company?
In this case there are two main possibilities I usually find.
For some companies an increase of 3% in email sales means millions of dollars in extra revenue and for other companies it’ll take a 20% increase in sales. Depending on how developed your current Shopify email marketing automation have been perfected, I may or may not be able to help.
Two good examples could be:
1) A company that is in the $100k/mo to $450k/mo in sales and doesn’t have an good email marketing system setup with a 5% of total sales from email.
2) A company that is in the $500k+/mo in sales and have a decent email marketing system responsible of 15%-20% of total sales.
If I don’t see I can do a big difference for your company, they I’d tell you so.
🗹 Can my work pay for itself?
This is pretty simple: if I can’t create profits for your company that are enough to pay me a minimum of $6k/mo we won’t work together (it usually goes above that).
That means, if your email sales are 5% of your total sales and I can bring it to 25%, would the 20% extra profits pay for the minimum I charge, or for way more than what my minimum is?
If yes, let’s chat and make you money.