Email flows are the unsung heroes of email marketing. They are the easiest and most convenient way to increase long-term sales, personalize your customers' experience, and nurture lasting relationships. In this blog, our team of expert copywriters, designers, account managers, and quality assurance experts who have worked with 200+ ecommerce brands share their insider tips for setting up effective email flows that resonate with your audience and drive results.
What advice do you have for brands new to email flows?
(Sofia, Account Manager)
For a brand new to email flows, it’s essential to start with the core sequences: Welcome, Abandoned Cart, Post-Purchase, and Win Back Flow. Make sure to get to know your audience well,and segment them based on demographics like age,gender, location, or shopping habits to provide a more personalized experience. And always adhere to regulations like GDPR and CAN-SPAM, by ensuring an easy opt-out process for your subscribers. These foundational steps, combined with a personal and engaging approach, will lay the groundwork for a successful email marketing journey.
What are some AB tests you can experiment with while creating email flows?
(Santiago, Account Manager)
In my experience, one of the most impactful things to AB test and improve right away when it comes to Flows and automations is the sign-up forms. Lately, we’ve been AB testing different types of signup forms, such as Flyouts vs. popups. These tests led us to discover that pop ups tend to perform better on homepages, but Flyouts outperform popups on product pages, with 3X the conversion rate. I think an important factor is that customers and the audience in general are getting fatigued by seeing so many popups, so Flyouts are a good alternative.
Once you've identified the best-performing or highest-converting sign-up form, you can start getting more granular and test different elements within the form, like phrasing, CTA text, design, background, etc.
How can design enhance email flow performance?
(Raine, Design Team)
Keep It Consistent: When working with flows, we want the email to follow the same theme for all the emails involved in the flow. This forms a distinct connection between them, which makes it connect to the target audience better. It doesn't have to be the same template, but you can mix and match some elements or use the same style of elements to tie them together.
Add a unique touch: Depending on the type of flow, it's always a nice touch to give context to it through providing clear visuals that it's not just a regular campaign. One example would be for Welcome Flows, they have to strongly reflect the overall branding of the client since this is going to be the relationship builder that starts the journey of the customer. It has to be a little more special than regular campaigns.
Don't Stray Away from the Email Objective: Every design choice should support the email's goal, whether it's making CTAs stand out, ensuring coupons are prominently displayed, or using visuals to clarify important instructions. Thoughtful design decisions can significantly enhance the effectiveness of your email flows.
What are some copy tips for crafting email flows?
(Anushree, Copywriting Team)
When it comes to email flows like welcome sequences, it's tempting to share everything with your customers. However, considering that the average reader spends just 8 seconds scanning an email, it's crucial to keep it simple by focusing on one objective per email.
For instance, the first email could welcome the customer with a personal note from the founder, the second could introduce key products or services, and the third could be an educational email linking readers to your blogs or informational videos. You can also make your emails easier to scan by emphasizing key words, breaking up your sentences, and using actionable CTAs.
What’s one thing you should check for before activating your email flows?
(Diga, Quality Assurance Team)
Before activating your email flows, it's important to double-check that all the triggers, conditions, and timing for emails are set up correctly. Make sure that the logic of the flow and any codes that preview products are functioning properly and have the right tracking parameters, especially if you're conducting an A/B test.
When setting up basic flows like the Abandoned Cart, Welcome Series, Post-Purchase, and Browse Abandonment Flows, remember that each flow is triggered by specific actions. For example, the Abandoned Cart Flow is activated when a customer begins checkout but doesn't complete it. You can then set follow-up emails at intervals like 24, 48, or 96 hours, offering discounts or incentives to encourage the customer to complete their purchase.
Similarly, the Welcome Series Flow starts when a new customer subscribes to your website via a newsletter or welcome popup. You can offer them special deals related to their first purchase or membership.
As customers interact with your emails, you can further refine these flows based on their actions, directing them to relevant emails with offers that match their engagement level. The key is to ensure that each flow is triggered by the right actions and that customers receive timely, relevant emails that encourage them to take the next step.
The journey to mastering email flows is a continuous one, filled with learning and experimentation. By starting with the basics, testing different strategies, and keeping your audience at the forefront, you can develop email sequences that not only engage but also convert. We hope these tips from our team help you navigate this path with greater confidence and success
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