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Chapter 1: E-Commerce Email Marketing Basics
What is ecommerce email marketing? Ecommerce email marketing is the method of sending emails to generate sales, keep email subscribers engaged, and build customer loyalty for your ecommerce business. Email marketing is one of the most critical tools for your ecommerce store because it is an "owned" marketing channel. In other words, your business owns the audience (your email list) and controls the content. Unlike paid marketing channels (ie. Facebook, TikTok, Google) and earned marketing channels (ie. press coverage), email marketing gives you full control over your content, direct access to your audience and you don't have to pay to reach them. This makes email marketing a powerful marketing strategy to nurture, convert, and retain customers by building long-term relationships. Why is email marketing important to grow your ecommerce store? It has one of the highest return on investment (ROI): on average, e-commerce businesses earn $40 for every $1 spent on their email marketing and email marketing generates 20-30% of their business revenue. This makes email marketing one of the most effective channels to generate revenue & convert customers. Here are some of the ways email marketing can generate sales for your ecommerce store: 1. Promoting new products and promotions Announce new product launches...
Evaluation
Abandoned Cart Flow
The Abandoned Cart Flow generates revenue by recovering sales of customers who didn’t complete the checkout process. By targeting high-intent visitors with timely reminders & incentives to drive urgency, this flow reduces your cart abandonment rate on your e-commerce store.What’s An Abandoned Cart Flow?The Abandoned Cart Flow is a series of emails sent to shoppers who started the checkout process but didn't complete it. These shoppers not only added products to cart, but actually clicked the “Checkout” button on your site & may have started entering their shipping & billing info.Some of these shoppers may be new to your brand while others may be returning customers exploring new items or thinking about repurchasing products they’ve already tried. This is one of the most important & highest ROI flows you can build for your DTC e-commerce store because these shoppers were so close to converting!# Of Emails: 4Flow Length: 3 daysWhat’s the goal of an Abandoned Cart Flow?To get these shoppers who started checkout to complete their order which:Reduces your abandoned cart rate & increases your website conversion rateCan increase your average order value (through recommending other products & using incentives)Gets potential customers to make their first purchase faster (i2. the amount of time it...
“In preparation for Black Friday and the holiday season, Longplay did a great job helping us to create a strategic and comprehensive email strategy.
“In preparation for Black Friday and the holiday season, Longplay did a great job helping us to create a strategic and comprehensive email strategy. We had a lot we were trying to accomplish and offer customers, with specific offers targeting different kinds of customer segments. Longplay not only executed but helped refine which customers to target, when, and how best to get their attention. The team was able to provide both a significant amount of strategic support as well as the ability to independently execute. We would not have had the same level of success without them.”
Expansion
Cross-Sell Flow
The Cross-Sell Flow recommends additional products to customers based on their past purchases. By introducing & selling existing customers with complementary items, it increases the number of items per transaction and showcases your product range, leading to higher average order values and customer loyalty.What’s A Cross-Sell Flow?A Cross-Sell Flow is a series of emails to promote other products to existing customers or upsell them to higher priced products. It is an effective and important method for e-commerce stores to drive revenue and increase customer lifetime value.# Of Emails: 3Flow Length: 7-13 daysWhat’s the goal of a Cross-Sell Flow?To get customers to purchase other products, from other product categories or upsell to different product types like a recurring subscription which:Increases your repeat purchase rate by getting more customers to return to make additional purchasesGets customers to return for their next purchase faster (ie. the amount of time it takes for a first time customer to place their second order, or a repeat customer to place their next order)Gets more customers onto a recurring subscriptionGets customers to spend more over the lifetime with your brand (through increasing AOV, number of purchases, or upselling them into a subscription)Introducing customers to other products (ie. the number of different products...
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Retention
Winback Flow
The Winback Flow re-engages lapsed customers with personalized offers & product recommendations. It’s an effective strategy to reactivate and win back customers to increase customer retention & lifetime value What’s A Winback Flow? A Winback Flow is a series of emails for lapsed customers, which are customers who are at risk of being lost because they haven’t made a purchase in a while. Some of these customers may have simply forgotten about your brand, others may have not liked the product, and others may just not have browsed to find other products they like. # Of Emails: 3 Flow Length: 3-5 days How A Winback Flow Can Grow Your Business To winback customers by getting them to make a next purchase which: Gets more customers to return to make additional purchases Gets customers to return for their next purchase faster (ie. the amount of time it takes for a first time customer to place their second order, or a repeat customer to place their next order) Gets customers to spend more over the lifetime with your brand (through increasing AOV, number of purchases, or upselling them into a subscription) Introduces customers to other products (ie. the number of different products a customer is purchasing) Reduce...
“In preparation for Black Friday and the holiday season, Longplay did a great job helping us to create a strategic and comprehensive email strategy.
“In preparation for Black Friday and the holiday season, Longplay did a great job helping us to create a strategic and comprehensive email strategy. We had a lot we were trying to accomplish and offer customers, with specific offers targeting different kinds of customer segments. Longplay not only executed but helped refine which customers to target, when, and how best to get their attention. The team was able to provide both a significant amount of strategic support as well as the ability to independently execute. We would not have had the same level of success without them.”
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Intent
Add to Cart Flow
The Add To Cart flow targets visitors who have items in their cart with emails to encourage them to proceed to checkout. Through timely reminders and addressing objections, it helps convert shoppers who are showing buyer intent.What’s an Add to Cart Flow?The Add To Cart Flow is series of emails targeting customers who added product(s) to cart but didn't start checkout. Some of these shoppers may be new to your brand while others may be returning customers exploring new items or thinking about repurchasing products they’ve already tried.# Of Emails: 2Flow Length: 36 hoursWhat’s the goal of an Add to Cart Flow?Get shoppers who added a product to cart but didn’t start checkout to make their purchase which:Converts more new email subscribers into paying customers (which means more revenue!)Gets potential customers to make their first purchase faster (ie. the amount of time it takes someone to go from being aware of the brand to becoming a customer)Gets more revenue out of each lead you drive to your website (which means lower CPAs & more value from your website traffic)Gets more shoppers purchasingAdd to Cart EmailsEmail #1: Reminder EmailA simple reminder email of the product(s) they added to cart & reducing the friction for them to purchase...
Consideration
Browse Abandonment Flow
The Browse Abandonment Flow re-engages customers who browsed products on your site but didn’t add anything to their cart. By sending personalized recommendations and building trust with these shoppers, it nudges them towards completing a purchase to turn interested shoppers into customers.What’s A Browse Abandonment Flow?The Browse Abandonment Flow is a series of emails sent to shoppers who have showed an interest in your products which we know, because they viewed a product on your website, but left without adding anything to cart or making a purchase. Some of these shoppers may be new to your brand while others may be returning customers exploring new items or thinking about repurchasing products they’ve already tried. Think of these as “window shoppers” who are interested enough to browse, but didn’t have anything catch their eye!# Of Emails: 2Flow Length: 36 hoursWhat’s the goal of a Browse Abandonment Flow?The goal of this flow is to get these shoppers to add some products to cart & make a purchase.Converts more new email subscribers into paying customers (which means more revenue!)Gets potential customers to make their first purchase faster (ie. the amount of time it takes someone to go from being aware of the brand to becoming a customer)Gets...
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Retention
Replenishment Flow
The Replenishment Flow sends reminders for customers to reorder consumable products. Ensuring customers don’t run out of what they need, this flow strengthens customer retention and maximizes lifetime value.What’s A Replenishment Flow?A Replenishment Flow is an email automation series that helps ecommerce businesses remind their customers to repurchase certain items. This flow is only relevant for consumable/replenishable products, such as supplements, food/beverage, or beauty products, where a customer would rebuy the same product multiple times. # Of Emails: 3Flow Length: 10 daysWhat’s the goal of a Post-Purchase Upsell Flow?To remind customers to repurchase a consumable product that they’ve already purchased which:Gets more customers to return to make another purchaseGets the average customer making more purchasesGets more customers to upgrade to a recurring subscriptionGets customers spending more over the lifetime with your brandReplenishment Flow EmailsEmail #1: Running Out Soon + Subscription UpsellA simple reminder email for the customer to repurchase & to urge them to do so before they run out which can include:Urgency that they’re going to run out of their supply soon & to re-order before they run outUpsells to start a recurring subscription order to never forget about re-ordering againReminder of the benefits of long-term use of the product (for supplements/beauty)Info about...
Purchase
Post-Purchase Upsell Flow
The Post-Purchase Upsell Flow recommends complementary products to buyers immediately after their purchase. It maximizes revenue by suggesting additions that enhance their purchase, effectively increasing the average order value & increase repeat purchase rate.What’s A Post-Purchase Upsell Flow?# Of Emails: 3Flow Length: 3-5 daysWhat’s the goal of a Post-Purchase Upsell Flow?To get customers who just purchased to make their next purchase immediately which:Increases repeat purchase rate (ie. the % of customers who make a second purchase)Increases the average # of purchases per customer (ie. the average # of purchases a customer makes after their first purchaseIncreases LTV (ie. the average amount of money a customer spends on the brand)Reduces the time to next purchase (ie. the average # of days between purchases)Post-Purchase Upsell Flow EmailsEmail #1: Offer AnnouncementA promotion announcement or plain-text email that there is a limited time offer & convey the urgency to make a purchase now:Recommendations of other complementary products to their purchaseThanking them for their purchaseSatisfaction guarantee/warrantyFree shipping & returnsSocial proof (eg. testimonials, X reviews)Email #2: Product RecommendationsReminding customers of the offer & recommending specific products or educating customers on how to decide what to purchase next which can include:An FAQ-style email to address specific objections on a product/categoryProduct catalog email to introduce...
Interest
Discount Offer Flow
The Discount Offer Flow converts more email subscribers into customers by sending them a compelling, limited-time promotion to create a sense of urgency. It drives sales by targeting those who need just a little nudge to take action.What’s A Discount Offer Flow?A Discount Offer flow is a series of emails targeting email subscribers who have been on your list for a while. These subscribers have gone through the Welcome Flow & received campaign emails, but still haven’t converted. This gives them a higher discount to get them to make their first purchase and try your product.# Of Emails: 3Flow Length: 3-7 daysWhat’s the goal of a Discount Offer Flow?To get email subscribers who joined the list 60 days ago to convert into customers.Increasing the non-purchaser conversion rate (ie. % of customers who join the list as non-purchasers to become purchasers)Reducing the time to first conversion (ie. the amount of time it takes someone to go from being aware of the brand to becoming a customer)Increasing the $/lead (this can be from increasing the % of customers who convert or increasing the AOV per customer)Discount Offer Flow EmailsAll emails in the Discount Offer flow are structures similar to a promotion campaign series:Email #1: Offer AnnouncementA promotion...
Adoption
Post-Purchase Nurture Flow
The Post-Purchase Nurture Flow maintains engagement by thanking customers, educating customers on how to use the product & sharing content relevant to their challenges. It targets recent buyers, fostering a post-purchase relationship that enhances customer loyalty and lays the groundwork for repeat business.What’s A Post-Purchase Nurture Flow?A Post-Purchase Nurture Flow is the first few emails a customer gets after they make a purchase (besides transactional emails like an Order Confirmation). This is one of the most commonly underused but important emails for a DTC ecommerce brand because it builds brand loyalty with purchasers.The best way to keep customers is to make sure they have a great experience of your brand and products, so they return to make future purchases.That’s why building a great Post-Purchase Nurture flow is the first step to retaining more customers, getting more repeat purchases & increasing customer lifetime value (LTV). An effective Post-Purchase Nurture builds brand loyalty by thanking customers, educating them on how to get the most of your products.# Of Emails: 5Flow Length: 10-15 daysWhat’s the goal of a Post-Purchase Nurture Flow?To nurture customers to become repeat customers & raving fans which:Increases your repeat purchase rate by getting more customers to return to make additional purchasesGets...
Interest
Welcome Flow
The Welcome Flow is a series of emails to greet new email subscribers. It builds trust & generates revenue by sharing your brand story, introducing them to your products & encouraging them to make their first purchaseWhat’s A Welcome Flow?A Welcome Flow is the first point of contact between your brand and a new email subscriber subscriber. Once a website visitor opts-in to your email list through your website pop-up, the Welcome Flow introduces the lead to your brand & products.# Of Emails: 5Flow Length: 5-10 daysWhat’s the goal of a Welcome Flow?To get non-purchasers to make their first purchase by introducing them to the brand & guiding them towards the product(s) they should purchase which:Converts more new email subscribers into paying customers (which means more revenue!)Gets potential customers to make their first purchase faster (ie. the amount of time it takes someone to go from being aware of the brand to becoming a customer)Gets more revenue out of each lead you drive to your website (which means lower CPAs & more value from your website traffic)Generates a higher average order value (AOV) for first-time customers by introducing them to more products that they may be interested inWelcome Flow EmailsEmail #1: WelcomeAn email to welcome...