Companies that sell products over the internet are part of an industry called eCommerce. These brands, like companies in any other industry, need to use email campaigns to drive sales. One important type of email that eCommerce brands use is the automated email flow, also known as a drip campaign. These are templated emails that are, in general, designed to work in a series. Most email marketing software offers the option to use these email campaigns, which are triggered by conditions or actions and automatically sent by that software.
Examples of conditions that set off automated email campaigns include page abandonment, cart abandonment, visits to specific pages, a placed order, time between events, and more. You can also funnel different subscribers into specific drip campaigns using filters, such as their location, a specific customer segment, a user’s previous email activity and engagement, and their purchase history.
In a way, email drips act like a personal concierge to your subscribers. They remind customers about your store at moments when the recipient is more inclined to engage with your brand (even if it’s just to read the email), make a purchase (whether it’s a first-time purchase or a repeat order), and research your company or products (before they even reach out to your customer service or sales teams).
Brands have six distinct email campaigns they should consider automating.
In a way, email drips act like a personal concierge to your subscribers. They remind customers about your store at moments when the recipient is more inclined to engage with your brand (even if it’s just to read the email), make a purchase (whether it’s a first-time purchase or a repeat order), and research your company or products (before they even reach out to your customer service or sales teams).
Brands have six distinct email campaigns they should consider automating.
The first is browse abandonment emails, which is triggered when a shopper visits a product page but doesn’t add the item to their cart or place an order, and then they leave your website. Cart abandonment emails are a step beyond, in which a shopper visits your site, added products to their cart, but then failed to complete the purchase.
Next, are post-purchase emails, which have become expected by consumers. In these transactional emails, shoppers receive order confirmations and shipping updates. Lead nurturing emails help engage consumers at the top of the funnel (who aren’t ready to make a purchase) and introduce your brand and products.
Post-chat emails are for users who have a conversation with a chatbot or customer service rep through the chat feature on your website. The email follows up to make sure the chat helped the user, and they don’t have any further questions.
Finally, brands can use win-back emails. That final option — the win-back email — is one of the least common, but most effective. This type of automated campaign helps brands win back previous customers.
Automated emails, or drip campaigns, are an important tool for email marketers, especially those in eCommerce. The following infographic helps explain drip campaigns and can help you see how they work.
Automated emails, or drip campaigns, are an important tool for email marketers, especially those in eCommerce. The following infographic helps explain drip campaigns and can help you see how they work.