So you visit a website, add that sweet new item to your cart, but then leave. Within an hour, you get an email saying “Hello? Forgetting something?”, maybe with a little discount sweetening the deal enough to get you to purchase. This is just one example of an automated email journey that can get your customers more engaged with your business and foster deeper connections with your base.
Let Me Automate Ya
Email journey campaigns are automated sequences of emails sent out based on how your initial customer segment interacts with them. For example, if you send Email A and 35% click it (Awesome job!), you can them send them Email B and then send the remaining 65% Email C and customize those emails based on what you want them to do next. They may seem intimidating, but if you’re set up in an automated email platform like Klaviyo, it’s super easy! The key is to get a couple journey campaigns going. Below are some journeys On Par Digital recommends getting set up right off the bat.
Welcome Journey
Every business should have a welcome journey, triggered by a customer signing up for your emails. A great welcome journey includes that initial “Thanks for signing up!” email within 1-2 hours of signing up, maybe with a little discount or exclusive offer to get them hooked, followed by another email a couple days later explaining your business, your offerings and what makes you unique (aka your Unique Selling Proposition). From here, we recommend setting up reminders for customers who didn’t use your welcome discount and sending another couple emails spaced out a week apart highlighting your bestselling product or service and why it’s so great or a new product or service line you want to get in front of this new customer. The overall purpose of this journey to get this customer to better know your business and your products or services and get that initial engagement started.
Abandoned Cart Journey
If you have an e-commerce business, an abandoned cart journey is a must-have. This is an email sent within 24 hours of a customer leaving an item or service in their cart with the goal of getting them to come back and finish the transaction. For best results, we recommend sending this email within 1-2 hours of the customer leaving their cart and enticing them to come back with a discount. Something as simple as 10% off can be enough to get your customer to come back and close that sale!
Recommendation Journey
This journey is super great for e-commerce or service-based businesses such as spas or salon. This journey is set up by segmenting your customers based on their past purchase history, then recommends another product or service your offer that they may also love. A great example of this is if you own a salon. You could segment customers based on those who got a haircut in with last 45 days, then create an email recommending a facial or other spa service. You can recommend other services and branch this journey out based on their interactions! This journey helps educate customers on your other offerings, while also really fostering that bond with your customers so they feel that you really truly get them.
Re-engagement Journey
A re-engagement journey is one of our all-time favorites at On Par Digital. This journey targets a segment of customers who either haven’t purchased or been to your website in 60+ days. The purpose of this journey is to re-engage these customers and get them back on your site and to purchase. It’s similar to a welcome journey where you’re educating your subscribers, but also reminding them that they once loved your business and should again. The key to this journey is to offer a small discount initially, but then continue the journey with those who still don’t bite at that initial discount by reminding them of your business’ Unique Selling Proposition and how awesome it is to get your products/services. For this journey, I wouldn’t recommend doing more than three sends to avoid annoying this segment to the point where they unsubscribe.
Getting Started
Get started on your email journeys by getting set up on an email platform that has automation built in, such as Klaviyo or Hubspot. Once you get your data connected, you can start making your emails! We recommend updating them every couple months to keep your content fresh and re-segment customers based on how they grow with your business.
Need some assistance? Our team at On Par Digital is here to help get you started or finesse your journeys for you!
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