Recover abandoned carts in your store with Email Marketing flow
4 min of reading
Index:
1º What is email flow?
2º Types of flow
3º Why do customers abandon their shopping carts?
4º Benefits for your company
5th Example of Strategy
6th Conclusion
Email marketing continues to be one of the most powerful and effective tools for companies in this current era. Within this strategy, the concept of email flow is essential to maintain a fluid and personalized communication with customers.
In this blog we will delve deeper into what an email flow is, its importance and even how it can be used to improve the customer experience and maximize conversions.
What is an email flow?
An email flow in the context of email marketing refers to an automated series of emails that are sent to subscribers based on specific actions they have taken, and even stages they are at in the sales funnel.
These "flows" are designed to guide users through their customer funnel journey, offering relevant and personalized content at each stage the customer is at.
In addition, they canbe especially useful for sending emails, or an automated flow of emails, to people who have abandoned their shopping cart. These emails are often used as a reminder for the customer to return to their abandoned cart, and complete the purchase.
The importance of this strategy lies in obtaining the customer's or prospect's email address in order to be able to contact them later.
Types of email flows
Onboarding: Designed for new subscribers, it is a flow focused on welcoming and introducing the brand, products or services, and even the benefits of being part of or belonging to the community.
2. Education: Streams that educate subscribers about a specific product or service, to help them understand how they can benefit from the content they are receiving.
Lead nurturing: This type of flow is focused on nurturing leads that are not yet ready to buy. In this flow, information and even relevant content is provided to move customers through the sales funnel.
4. Re-engagement: This type of flow seeks to re-engage inactive subscribers who have not purchased or interacted with the brand for some time. It seeks to rekindle that interest. Sometimes offers or discount coupons are used in this type of flow.
5. Post-purchase: Encompasses communication after a purchase, including confirmations, thank yous or feedback requests.
The importance of contacting the customer who leaves a cart abandoned
The most critical email marketing flow is the abandoned cart recovery flow. This flow is triggered when a customer adds products to their shopping cart, but does not complete the transaction.
Why do customers abandon carts?
Unexpected additional costs: Shipping costs or taxes that have not been shown until the end of the purchase process.
Complicated checkout process: Too many steps or forms to fill out in order to complete the checkout process.
Price comparison: This is a very common type of customer, who compares prices on different sites before making a purchase decision.
Technical problems: Errors in the web site that hinder the purchase.
Lack of trust: Concerns about the security of the transaction or unclear return policies.
Benefits of recovering abandoned carts
Increased revenue: Automated abandoned cart emails can recover a significant amount of lost sales.
2. Improve the customer relationship: Showing concern and willingness to help complete the purchase can improve brand perception.
3. Obtaining feedback: Understanding why customers abandon their shopping carts can provide valuable information to improve the shopping experience.
Example of strategy
Keep in mind that this requires patience, testing, and even some great email copywriting. In this paragraph we are going to roughly summarize what the strategy can be, so you can understand it.
An example could be, when a shopping cart is abandoned, to send a first email, an hour later or even a little earlier. If possible, make it personalized, with the person's name, reminding them that they have left an abandoned product in the cart.
If there is no interaction with that email, 24 hours later, another email is sent again, indicating again that the cart has been abandoned. Shortages can be created, indicating that there is little stock left, or other persuasion techniques.
If there has been no response or interaction with the second email, send a third email, 24 hours later, with the same purpose.
There are companies that use time-limited discount coupons to add purchase urgency. This type of strategy is very effective and can be adapted to automated mail flows.
Conclusion
Email marketing, and in particular, email flows, are essential tools to maintain communication and customer relationships in an efficient and personalized way. Contacting customers who leave abandoned carts is essential to recover lost sales and even improve the user experience.
Using well-designed automated email strategies can turn a potential loss into an opportunity to reinforce customer loyalty and increase profits.
Successful email marketing relies on personalization and a deep understanding of customer needs and behavior. With an effective email flow strategy, brands can maintain a constant and valuable presence in the customer funnel journey.
We hope you liked it, if so and you have questions, contact us to learn how you can implement an automatic email flow for your company.
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