7 Core Flows Explained: Online Brand Edition (Beginners)
Mehdi Tait ??
Founder @ Nord Advertising | Scroll-Worthy Email & SMS Marketing, R?A Travel Marrakesh |?#MockupMondays
Establishing a strong email marketing strategy
1. Welcome Series:
A warm welcome sets the stage for a positive customer journey. It's your chance to introduce your brand, communicate values, and entice that first purchase with a memorable impression.
2. Abandoned Cart Series:
Cart abandonment is a common hurdle. These emails aim to recover potentially lost sales by addressing concerns, providing additional information, and offering incentives.
3. Post-Purchase Series:
The journey doesn't end at the checkout. Post-purchase emails nurture the relationship, gather feedback
4. Win-Back Series:
Customer retention
5. Browse Abandonment Series:
Capitalizing on customer interest is vital. These emails re-engage users who showed interest in products, providing personalized recommendations
6. Replenishment Series:
For brands with consumable products, this series ensures timely reordering. It enhances customer convenience while fostering repeat purchases and loyalty.
7. User-Generated Content
Your customers' experiences are your most potent marketing tool. UGC adds authenticity, and this series encourages customers to share, building social proof and enriching your marketing materials.
As an agency, after managing and optimizing countless flows, we have come up with a list of 7 flows that are necessary to have as an ecommerce business (DTC/CPGs) in 2024. With consumer spending being an issue for most online retailers, efforts in retention should be at the forefront. ________________________________________________________
1. Welcome Series:
Number of Emails: 3-4 Topics: - Email 1: Welcome and Introduction to the Brand - Email 2: Highlight Key Products or Collections (1-2 days after Email 1) - Email 3: Set Expectations, Brand Story, and Values (2-3 days after Email 2) - Email 4 (Optional): Reminder Offer/Discount Expires (2-3 days after Email 3) - Email 5: (Optional): Reasons for not purchasing (use to collect data 2 days after Email 4)
Importance: The welcome series sets the tone for your relationship with the customer. It's an opportunity to make a memorable first impression, provide key information, and incentivize the first purchase.
2. Abandoned Cart Series:
Number of Emails: 2-3 Topics: - Email 1: Reminder of Abandoned Items - Email 2: Highlight Product Benefits, Address Concerns (1-2 days after Email 1) - Email 3 (Optional): Limited-time Offer or Discount (2-3 days after Email 2)
Importance: Abandoned cart emails aim to recover potential sales by reminding customers of items left in their cart. Providing additional information and incentives can encourage them to complete the purchase.
领英推荐
3. Post-Purchase Series:
Number of Emails: 3-5 Topics: - Email 1: Order Confirmation and Thank You - Email 2: Product Care Tips or Usage Ideas (1-2 days after Email 1) - Email 3: Request for Product Review or Feedback (3-5 days after Email 2) - Email 4: Cross-Sell or Upsell Related Products (1 week after Email 3) - Email 5 (Optional): Exclusive Loyalty Program Offer (2 weeks after Email 4)
Importance: Post-purchase emails nurture the customer relationship after a sale. They encourage brand loyalty, gather feedback, and present opportunities for additional purchases.
4. Win-Back Series:
Number of Emails: 3-4 Topics: - Email 1: Re-Engagement with a Special Offer - Email 2: Product Highlights or New Arrivals (2 weeks after Email 1) - Email 3: Exclusive Win-Back Offer (2-3 weeks after Email 2) - Email 4 (Optional): Final Incentive or Countdown (1 month after Email 3)
Importance: Win-back series target inactive customers, aiming to rekindle their interest with special offers and incentives. It's a strategy to prevent customer churn.
5. Browse Abandonment Series:
Number of Emails: 3-5 Topics: - Email 1: Reminder of Recently Viewed Products - Email 2: Similar Products or Recommendations (1 week after Email 1) - Email 3: Limited-Time Offer on Viewed Items (2 weeks after Email 2) - Email 4 (Optional): Highlight Product Features or Customer Reviews (2 weeks after Email 3) - Email 5 (Optional): Exclusive Offer for Returning and Browsing (3 weeks after Email 4)
Importance: Browse abandonment emails target users who have shown interest in products but haven't made a purchase. They provide personalized recommendations and incentives to drive conversions.
6. Replenishment Series:
Number of Emails: 3-4 Topics: - Email 1: Reminder to Reorder Consumable Products - Email 2: Product Benefits and Exclusive Offers (1-2 weeks after Email 1) - Email 3: Limited-Time Discount or Loyalty Program Offer (2-3 weeks after Email 2) - Email 4 (Optional): Final Reminder or Special Incentive (1 month after Email 3)
Importance: Replenishment series focus on products that need regular replacement or replenishment, encouraging customers to make repeat purchases.
7. User-Generated Content (UGC) Collection:
Number of Emails: 2-3 Topics: - Email 1: Request for Customer Reviews or Testimonials - Email 2: Showcase Customer Reviews with Visuals (1 week after Email 1) - Email 3 (Optional): Exclusive Offer for UGC Contributors (2 weeks after Email 2)
Importance: User-generated content adds authenticity to your brand. UGC collection emails encourage customers to share their experiences, which can be leveraged for social proof and marketing materials.
_____________________________________________________________
If you have any questions about the above flows, feel free to reach out to me at [email protected]
_____________________________________________________________
Follow us on Instagram: https://www.instagram.com/nordadvertising/
Free Resources: https://nordadvertising.gumroad.com/
Join our Private FB Group: https://www.facebook.com/groups/klaviyobynordadvertising/