Email Marketing Tips for Results: Optimise These Three Essential Flows
Let’s get straight to the point. If you don’t have the right messaging within your automated flows, you are missing out on cash.
But start slowly. You don’t need 16 email flows to succeed.
Instead, focus on the three flows that do 80% of the work for 20% of the effort.
The following email marketing tips will turn your automations into key growth drivers.
Abandoned Checkout Flow: Email Marketing Tips For Conversions
A second chance to seal the deal, even if they did give the middle finger to your checkout process.
(Quick note, if you're seeing a lot of drop off at this point, consider fixing the root of the problem — get on Shopify and enjoy a friction-free checkout that’s proven to convert the most).
Quick Take:
Emails: 3-4 max
Timing: 1 hour post-abandonment, follow-ups at 24 and 48/72 hours
Segmentation: New vs. returning customers
Content: Friendly reminder, social proof, and (if needed) a discount to close the deal
Not So Quick Take:
Here you are with implicit rather than explicit consent. These potential customers have entered their email at checkout, but listen to your common sense, the fact they didn’t ask for these emails should be respected. Inject creativity and value to achieve a welcome surprise rather than a ticket to the spam folder.
Segmenting your audience by new vs returning customers is an absolute must. For someone new to the brand, two emails is all we recommend. If they’ve ignored you twice, trust that they would ignore you again if given the chance. For returning customers, you can send a third or even fourth email, anything more and you’re pushing your luck.
The first email should hit inboxes about an hour after the abandonment takes place, and if no dice, send a second email 24 hours later. This is the end of the road for new customers, for brand fans — tempt once or twice more a few days later.
In terms of messaging, use a friendly reminder to start and if that fails you can be sure they didn’t just “forget”, and that you’re going to have to be a little pushier. Social proof is effective: reviews, UGC etc.
If you’re comfortable with offering discounts, towards the end of the flow you can offer 10% off to sweeten the deal. Consumers are savvy these days. Believe it or not, many will abandon checkout in expectation of that discount code.
Subject lines that made us say “That’s Nice Copy”:
“Finish what you carted.”
“Complete your order in a couple clicks.”
“We saw you checking us out.”
“Your basket is having abandonment issues.”
Welcome Flow: Email Marketing Best Practices to Make You Memorable
Here’s where first impressions count.
Quick Take:
Emails: 3-5
Timing: Immediate welcome, followed by 24 and 48 hour follow-ups
Content: Offer, hero product highlight, sprinkle of social proof
Not So Quick Take:
In terms of email marketing best practices, the Welcome Flow is where you introduce your brand and show newbies what the hype is about. Once again, shoppers will expect a welcome offer — it’s an easy way to guarantee some sales.
Premium brands — discounts cheapen your image. Consider an engaging message instead, expressing your gratitude for their interest.
Beyond the obligatory ‘WELCOME10’ email, you can showcase whatever you like in the welcome flow, but don’t turn it into a vanity project. Remember, the customer's needs and desires always come first, so forget your favourite USP, and get inside their heads.
Send your first email as soon as you’ve collected the address, follow up 24 hours later and then 48 hours after that. If adding more, consider a lengthier gap every time. It’s important to keep your brand name front of mind, but think of this as the early stages of a relationship. You don’t want to be considered desperate.
Your hero product or range deserves a dedicated email. Use social proof, pain point vs solution messaging, or both. Beyond that, you can talk about the birth of the brand — just make sure it’s an interesting story.
If you did start off with a welcome discount, remember to apply scarcity tactics and send a “last chance before it expires” email at the end of your flow.
Browse Abandonment Flow: Email Marketing Strategy for Re-Engaging
They weren’t ready to buy, but that doesn’t mean they can’t be convinced.
Quick Take:
Emails: 2-3 max
Timing: 1 hour post-browse, with a 24 hour follow-up
Content: Offer similar products, address doubts, build trust with social proof
Not So Quick Take:
Keep your messaging light rather than forceful and be as helpful as possible, addressing any doubts that might have caused them to bail. When recommending similar products, use social proof — your customers' opinions will be trusted more than anything you say.
Two emails is enough; one an hour after browsing and a follow-up 24 hours later. Once again think of this as the dating stage, show interest but don’t chase or you’re at risk of causing ick.
Subject lines that took our fancy:
“Let’s help you decide.”
“Go on, treat yourself.”
“[Product] and you are a match.”
“You left before we got to the good part…”
Grow With The Flow
All in all, we’re talking three flows and a maximum of 12 emails, but it could be as few as eight.
Let’s touch on a few quick rules:
Keep your emails tight
Make your CTAs crystal clear
Spend time on your subject line
Still feel like you need some help nailing the flows? The That’s Nice Copy Email Marketing Flow Template is our gift to you.
If you don’t have time to focus on email marketing best practices, subscribe today and brief us on each flow — you can pause or cancel when you’re done.
