You have email marketing running for your ecommerce store. You’re sending all the foundational emails that make your business run: welcome emails, order confirmation emails, and other transactional messages.
Now, it’s time to add targeted email sequences to the mix.
Why should ecommerce stores use email sequences?
An email sequence is a series of emails created specifically to nurture your subscribers and move them through the sales funnel.
If that sounds intimidating, don’t worry. Email sequences are surprisingly simple to create. Even better, they’re automated, so once you launch them, you can
sit back and relax focus on your other marketing projects.
Ecommerce stores that use automated email sequences drive nearly 16x more orders per subscriber than regular “batch and blast” emails, according to Mailchimp.
That doesn’t mean you need to automate everything right now, though. Eventually, your email sequences will be filled with a variety of high-performing emails. Companies with advanced email marketing programs often have dozens of automated sequences running at the same time. But that doesn’t happen overnight.
Start small with one segment of your list
If you’re new to email marketing, start small. Take the time to map out one email sequence targeted toward one audience segment. Then, use what you learn to scale your email marketing and create more sequences in the future.
Here are some audience segments you might consider.
Frequent shoppers who spend significantly more than average
|Increase customer lifetime value (CLTV) by giving your most profitable customers an incredible customer experience|
Customers who have bought something from your store in the past
|Increase CLV and “win back” customers who haven’t made a purchase in a while|
|Highly engaged subscribers|
Email subscribers who haven’t bought anything yet but regularly read your emails and/or browse your website
|Drive sales by converting subscribers who are actively engaging with your brand and need a little nudge to make a purchase|
Subscribers who joined your list via a lead magnet
|Drive sales by nurturing subscribers who entered your sales funnel via a piece of content|
Remember: Email nurturing only works when you have an end goal. Otherwise, what are you optimizing for?
A simple email sequence for content-qualified leads
Nurturing leads who are further down the sales funnel (in other words, more likely to make a purchase in the short-term) is relatively straightforward. You need to send them a series of targeted emails designed to compel them to make a purchase.
But content-qualified leads take a little more work. That’s because they’re typically at the top of the funnel, in the awareness stage.
They’ve filled out a form to access a piece of valuable content, so they’re aware of your brand. But they may not be aware of your products yet.
That doesn’t mean you can’t convert them to customers, though! They just need a little extra love.
Here’s a simple email sequence you can use to convert your email subscribers.
Subscriber joins your list: The subscriber fills out a form to access content on your website and joins your email list. Use your email marketing platform to add them to a list or tag them so you can easily see which asset they interacted with.
Step 1: Send an autoresponder welcome email that includes the content they downloaded and/or other related top-of-funnel awareness content.
Step 2: A few days later, send a mid-funnel piece of content on the same topic. This piece shouldn’t be a sales pitch, but it should introduce subscribers to your products in a non-salesy way. You can also begin to seed your emails with relevant products.
Step 3: A few days later, send another content + product email. Make sure the featured products are related to the content the subscriber has been reading. For example, if your company sells sporting goods and the first piece of content they downloaded was ‘A Beginner’s Guide to Training for a 5K,’ you can promote products like running shoes, water bottles, etc.
Step 4: Add subscribers to your email newsletter list when the sequence is complete, whether they’ve made a purchase or not.
You can also add additional steps to this email flow to keep people engaged for longer. Just make sure you’re continually providing value and not just promoting your products in every email. If you want to get really fancy, you can even use journey retargeting to advertise related products to those subscribers.
By following a flow like this one — nurturing subscribers with more relevant content, introducing them to the problem your products solve, and finally, promoting your products — you can move them through the funnel and convert them into customers.
Feature image provided by Maxime Lebrun