The Power of Email Flows - Steal This Blueprint
Background
This US clothes retail brand was stuck in a cycle of sending daily emails to get traction sales their audience. They were exhausted!
Our goal was to reduce their reliance on manual campaigns and design them an automated series of flows that would make money while they sleep. The premise was - this would make more money and annoy the customers less. More targeted and tailored to their position in the funnel means better response rate and happier subscribers!
We increased their revenue from email from $59k to $105k - with plenty more room for growth as they double down on Meta ads to fill the funnel.
How we did it
Here is the breakdown of the flows we optimised and the exact strategy - so you can steal it!
Image Source: Nguyen Kim
Welcome Flow:
Email #1: (immediately)
Welcome the new subscriber to the brand
(One paragraph about why this brand exists, what differentiates your brand, or what experience to expect after buying your product)Deliver the offer - X% discount
Remind benefits of subscribing to the newsletter
(exclusive sales, new arrivals, or VIP early access to events)CTA should be only #1 with the goal of taking them back to website to use the code
Email #2: (After 1 day)
Educate subscribers on the brand's story.
(Mention things such as how it started, our mission, and where they are today)CTAs should be best sellers and new arrivals
Email #3: (After 1 day)
To get them to follow you on other channels like FB and Insta or TikTok
(Use angles such as Here’s how to stay in touch with us going forward, Let Us Feature You, or take a peek behind the scenes and see what’s new.)CTAs should be 2 to 3 social channels
Email #4: (After 1 day)
To handle common objections with reviews. We are building trust in this email.
(Common objections would be things such as delivery time, product quality, customer service, shopping experience. Reviews should be recent reviews and star rating along with name should be included.)CTAs should be Shop Now and See More Reviews
Email #5: (After 1 day)
To Inform customers their discount code will expire in the next 24 hours.
Benefits of choosing this brand over others
(3 to 4 snappy bullet points such as Free shipping on orders over $X, Fabrics that make you feel amazing and etc)
Post-Purchase Flow:
1st Time Customer Email #1: (After 1 hour)
Thank the customer for their purchase and welcome them to the brand. (one line)
Eliminate concerns about your shipping and return policy
(In the form of Qs&As, When will I receive my order?, and Can I return my order?)Create awareness about the Loyalty Program
(In the form of Qs&As, How can I earn rewards?)Offer help through email for any issues with their order
CTAs should be Shipping policy, refund policy, and loyalty program1st Time Customer
Email #2: (After 2 days)
Introduce the loyalty program, how to earn points, and how to redeem (one line)
Examples of way to earn: signing up to program, Placing an order, Celebrating a birthday, Signing up for Text, or Referring a friend
CTA should be only #1 which directs to loyalty program signup page
1st Time Customer Email #3: (After 4 days)
Offer subscribers X% off their next purchase as appreciation for choosing you for their first purchase.
Add a paragraph about the variety of catalog and name some categories
CTA should be only #1 which directs to website to use the code
2nd Time Customer Email #1: (After 1 day)
Thanks for choosing us again and Here’s how to redeem your reward points
Examples of ways to redeem: X$ off coupons by tiers
CTA should be only #1 which directs to website to use their points
2nd Time Customer Email #2: (After 5 days)
To offer the subscriber X% off their next purchase
Recommend products based on their recent purchases
CTA should be only #1 which directs to website to use their code
Results
Monthly traffic increased by 166%, with email flows revenue percentage from total revenue rising from 10% to 17.6%.
Unique placed orders from email flows increased by 81%, and click-through rate improved by 31%.
Forms submit rate saw a significant increase of 55%, indicating improved customer engagement.
Monthly email flows revenue surged from $2,900 to $11,700 on average.
Yearly revenue from email flows forecast jumped from $59.9K to $105.4K.
This case study shows that it doesn’t have to be complicated to automate your email marketing so you can rely less on ‘spamming’ your audience. By crafting personalized and timely email flows tailored to different stages of the customer journey, businesses can enhance customer engagement, foster loyalty, and ultimately, boost revenue.
