7 email flows your eCommerce business needs to maximize in 2021

WarehouseQuote’s e-commerce customers have generated millions of dollars of sales through the direct-to-consumer channel. 

Email marketing is the foundation for generating predictable revenue through an e-commerce website. But, when it comes to email marketing, most merchants do not take full advantage of automated email flows.

The average expected ROI is $42 for every $1 you spend on email marketing. Email flows are integral in scaling this ROI for your company. 

So, today we are going deep into how you can turn your automated email marketing flows into an asset for your business.

Table of Contents

  1. What is an email flow?
  2. Welcome Series
  3. Repurchase Reminder
  4. Customer Win-back
  5. Post purchase 
  6. Birthday
  7. Abandoned Cart
  8. Customer Feedback and Reviews

What is an Email Flow?

An email flow is a series of automated emails that are sent based on the subscriber’s contact information, behavior, or preferences. Often, these emails are sent with a goal like onboarding a new customer, getting customer feedback, upselling products or services, or winning back lost customers.

7 email flows to level up your direct-to-consumer sales

Automated email flows are simple to set up and can provide a revenue stream to your business for months or years to come. Here are 7 email flows that are proven to work time and time again.

1.) Welcome Series

The welcome series is a staple email flow for any ecommerce business. As the first email interaction for most of your customers, it is crucial that this email is impactful. Use the welcome series to give prospects a full introduction to your brand to get them feeling emotionally involved with your company vision. Bando executes the welcome series flow email opener by providing a 10% coupon code, beautiful lifestyle imagery, and a great design layout.

2.) Repurchase Reminder

The replenishment reminder email is traditionally sent to “remind” past customers that it is time to stock back up on a product. This flow is key for generating repeat purchases, especially in the consumer packaged goods, food & beverage, and retail industries. 

Clinique takes a unique approach to the replenishment reminder email by directing the message towards female customers with the goal of buying more product for their significant other. The copywriting stands out in this email, emphasizing the smooth legs you will have by using this shaving cream. Clinique also gives the user the two additional purchase options at the bottom of the email, with a goal of increasing average order values.

3.) Customer Win-back

Reconnect with lost customers with a customer win-back email. These emails are typically sent 50-100 days after a customer last made a purchase. In this example, Vidlogix offers a 10% off code as an incentive for customers to come back. This simple, slick design makes it clear to the user what Vidlogix is offering. Using a customer win-back email like this is a great way that you can lower churn and keep more customers around for longer.

4.) Post purchase

Turn your customers into repeat “VIP” customers with a post purchase flow that incentivizes them to come back. Crate & Barrel attempts to execute this strategy with a 10% off code as a way to say thank you. The expiration date added to the code provides a sense of urgency to make prospects act quickly.

5.) Birthday

Does it make you feel good when someone recognizes you? Make your customers feel that warm and fuzzy feeling with a happy birthday reminder! Columbia’s happy birthday email includes a special birthday treat for newsletter subscribers. 20% off! What a great way to make your customers feel involved with your brand.

6.) Abandoned cart

Please allow us to introduce this wonderful abandoned cart email from Chubbies. We’d be happy to. This email from Chubbies does a fantastic job of brightening the mood. As a staple in any email strategy the abandoned cart flow brings consistent purchases in from customers who *almost* converted but decided to leave at the last second.

7.) Customer feedback and reviews

Finally, our non-purchase related email flow is the customer feedback flow. Social proof is critical to the success of a direct to consumer marketing strategy. Implementing an automated email flow to improve your review count will set you up for success long term.

Closing thoughts on e-commerce email flows

And there you have it. 

Email flows are an effective way to connect with your customers, build repeat purchases, and increase brand affinity for the long term.

For this strategy to work, it’s important that you consistently A/B test different components of your emails. Subject lines, creative, and copy should be included in these tests. 

There are many ways to use email flows, they’re great for abandoned carts, welcoming customers, and reconnecting with customers. All you need is consistency to execute on creating the flows. A little creativity helps, too.

WarehouseQuote supports e-commerce customers looking to scale. Many of our customers use email flows just like these, and are able to scale up sales with the help of our fully managed D2C supply chain operations. If you’re looking to scale your brand, you can get started here.

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