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How To Build Email Marketing Automation
for eCommerce from SCRATCH
Kristina Pototska
Real-time personalized emails
Still Looking Around?
Email Marketing Automation
Are we still welcome in your inbox?
Penny for your thoughts…
STEP#1
Let’s choose email service provider
How to choose service provider
• Integration available
Install plugin
Analyze customers behavior
Send personalized
emails
• Features
• Pricing
• Data security
STEP#2
Which emails do you want to send?
Browse Abandoned
• Customer viewed same page
at least 2 times • Visited your website not for
the first time • Item price is higher than $X
Item / Category page was
abandoned
1
Viewed item
Product recommendations
CALL-TO-ACTION
Browse Abandoned
Time of sending
Email # 1 during 1 hour
Email # 2 24h
Email # 3 in 3 days
Cart Recovery
• More than 2 items left • Item(s) price if higher than $ X • Your best customer abandoned • «Window shopper» abandoned
Item(s) were left in a shopping cart
Try to use different offers and discounts in order to fit your customer needs…
2
Left item(s)
CALL-TO-ACTION
Lovely picture:)
Abandoned Carts
Time of sending
Email # 1 during 1 hour
Email # 2 in 2 days
Email # 3 in 5 days
Email # 4 in 2 days
Welcome Emails
• Say «thank you» • Tell your brand story… • Introduce your team • Offer a discount on a 1st purchase • Send «Trendy now / On sale» items
Customer signed up on your website
This is your chance to turn «window shopper» to your frequent buyer…
3
Tell your story
«On sale» products
CALL-TO-ACTION
Welcome Emails
Time of sending
Email # 1 immediately
Email # 2 in 3 days
Email # 3 in 7 days
Email # 4 in 12 days
Post-Purchase
• First-time shopper • Spends more than $X • Browsed before purchasing • Abandoned before purchasing • Purchased any specific product
Successfully completed an order
Add some special offer / message in order to drive your customer to his next purchase…
4
Delivery information
Help offering
Your BRAND benefits
Post-Purchase
Time of sending
Email # 1 immediately
Email # 2 in 7 days
Email # 3 in 20 days
Email # 4 in 35 days
Best Customer• Reward program • Are close to reaching «VIP’s» • Secrete sale offer • Totally spent more than $X • Total number of purchases
more than $X
Frequent shopper
Create your rewards program, send special offers, discounts, secret sale invitations to
your best customers…
5
Special offer
CALL-TO-ACTION
Thank you:)
Best Customer
Time of sending
Email # 1 immediately
Email # 2 in 7 days
Email # 3 in 25 days
Win-Back Emails
• Non-Purchaser • Last purchase 90/180/360 days ago • Customer exceeded predicted order
date • You can not afford to lose this
customer
It’s been a while since the last
purchase
Try to win-back all the following customers, offer them something special…
6
Upset headline
CALL-TO-ACTION
Special offer to bring customer back
Win-Back
Time of sending
Email # 1 30 days
Email # 2 90 days
Email # 3 180 days
Email # 4 360 days
Replenishment
• «Top performing» items • «Other customers also bought this
one…» • Frequently bought together • New size / color available • Would you like to try a new one?
Frequently bought products
Add more options for re-ordering. Offer to try a new one / trendy / on sale / another
color, size, variation…
7
Replenishment offer
Special discount
Kind reminder
Replenishment Emails
Time of sending
Email # 1 immediately
Email # 2 in 2 days
Email Greetings
• Happy B-Day email • Anniversary purchase • Sign Up anniversary • Happy Holidays • Special occasion
Everyone loves presents:)
There are some many ways to make your customer smile.Add a discount to make him
even more happy…
8
Say something nice…
Set some limitations
Birthday present
Give your customer an explanation
Gift offering
Happy B-Day
Time of sending
Email # 1 3 days before
Email # 2 the B-Day
STEP#3
Sender’s Name and Email
3 times higher OPEN-RATE
Sender’s Name
TriggMine
TriggMine Team
Kristina, TriggMine
STEP#4
Smart Segmentation
Abandoned Shopping Cart
Would 5% OFF help?
Complete your order today & ENJOY 10%
OFF
Direct
Search
Ads
Product recommendations
Purchase history
Number of visits
Browsed items
Browse Abandoned
We are always there to help…
FREE SHIPPING on orders $100 or more!
Total number of orders
Previous items purchased
Average Order Value
Win-BackProduct
recommendationsMost likely to purchase next
The most expensive
items
FREE delivery
STEP#5
Start designing your emails
49%In 2015
emails were opened through mobile phone
In 2016
53%were opened through mobile
78%in 2017…
Smart Watch
Will grow up
to 25%
during the
next 5 years
STEP#6
Add some value:)
Discount Gifts Free delivery
Most popular
STEP#7
Set up the time of sending
STEP#8
Press PLAY ▶
STEP#9Let’s see
what we’ve got
Average conversions
0
25
50
75
100
April May June July
Open rate = 35,1 %
Click rate = 8,86 %
Conversion rate = 16 %
STEP#10It’s time for
improvements
The amount of emails
Time of sending
Subject
Email body
«Values»
Add more email workflows
What to improve?
Thank you:)
I’M READY FOR YOUR QUESTIONS:)
Thank you
Email Marketing Autom
ation
is EASY AS PIE
www.triggmine.com
