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Did you know that automated emails generate 320% more revenue than non-automated emails?
If you’re not using automation for your eCommerce email marketing, you’re missing out on more than three times the revenue you’re earning right now — yikes!
Thankfully, with a tool like Sendlane, you can easily set up automations for your eCommerce store and get those sales pouring in!
In this post, we’ll show you how to build 3 revenue-generating automations:
- Welcome funnels
- Abandoned cart funnels
- Customer retargeting funnels
We’ve also included two bonus funnels to help you take your store to the next level!
Ready? Let’s get started.
1. Welcome funnel
When a customer makes a purchase, subscribes to your newsletter, or joins your email list for any other reason, you need to welcome them with open arms.
Or, in this case, with an email series!
But welcome emails are more than just warm and fuzzy hugs.
With an average open rate of 91%, welcome emails are your brand’s chance at making a great first impression and forming a profitable relationship with your customer.
Here’s an example of a welcome email from Cozy Earth that offers a 10% discount to buyers on their first purchase:
How to build a welcome funnel in Sendlane
Instead of manually sending out an email every time a contact joins your list, you can simply create an automation, sit back and let Sendlane do the heavy-lifting for you!
Here’s how you can set up a welcome series automation in 3 simple steps:
- Inside your Sendlane dashboard, click on Automation → New Automation.
- From the dialogue box that pops up in front of you, choose Start From Scratch, and name your automation.
- Choose a trigger for your welcome series by clicking on + Add Trigger. For example, you can select Subscribes to a list from the drop-down menu.
- Hit the + button, and select Send Message from the options on your left to add your welcome email. You can customize your email in Sendlane’s email builder.
- When you’re done, click on Active at the top-right of your screen to activate your welcome series automation.
Here’s what your automation workflow should look like:
You can add more layers to this automation by clicking on the “+” button at the end of your current automation.
For example, you can add another email to follow up.
Studies show that a welcome email series can generate 3x more revenue than a single welcome email!
Or, you could add a wait time of 2 days before triggering the second email.
Here’s an example of a welcome email sequence you can create:
- First email sends immediately
- Email 1: Thank contacts for subscribing. Let them know what they can expect from subscribing to your emails!
- Wait 24 hours
- Email 2: Share your brand’s story or mission statement.
- Wait 2 days
- Email 3: Share your value prop/the problem your product solves
- Wait 2 days
- Email 4: Offer a discount on their first purchase.
An effective welcome email is friendly, concise and action-driven.
It focuses on taking subscribers to the ‘next step’ — this could be learning more about your product, browsing other products in your shop, or sharing a review on your website!
//[inject:ad-demo]
2. Abandoned cart series
Did you know that 70% of online shoppers abandon their carts? An effective abandoned cart email series lets you win back these customers and recover the lost sales.
And it works, too!
Studies show that abandoned cart email campaigns drive 19% more purchases than promotional email campaigns.
But wait, it gets better...
If you send a second email as part of your cart abandonment automation, that number goes up to 54%!
If you’re using Sendlane, you can easily integrate your online store with your email account and create dynamic abandoned cart emails as part of your automations.
This means you don’t even have to worry about the content inside your cart abandonment emails, let alone the triggers and timings!
Here’s an example of an abandoned cart email from Specialized that offers a free shipping coupon to win back shoppers:
How to build an abandoned cart funnel in Sendlane
Before you can create an abandoned cart email sequence, you need to integrate your online store with Sendlane.
Once you’ve done that, follow the easy steps below to create the automation:
- Inside your Sendlane dashboard, click on Automation → New Automation.
- From the dialogue box that pops up in front of you, choose Start From Scratch, and name your automation.
- Choose a trigger for your abandoned cart series by clicking on + Add Trigger.
- Click on the Shopify tab on your left, and select Customer abandoned checkout to configure your trigger. Edit your store name, limit per contact, and the time Sendlane should take to consider the cart as abandoned.
- Hit the + button to add an action, and select Send Message from the options on your left to create your cart abandonment email.
Here’s how the automation would look like set up in Sendlane:
You can add more layers to this automation by clicking on the “+” button at the end of your current automation.
Here’s an example of a cart abandonment email sequence you can create:
- Wait 4 hours max
- Email 1: Remind shoppers about the products they left in their cart. Include product images and scarcity in copy.
- Wait 24 hours
- Email 2: Share information and testimonials (aka social proof) about the abandoned product. Include product images and incorporate urgency in copy.
- Wait 1 day
- Email 3: Share value prop and offer a discount coupon or free shipping.
- Wait 2 days
- Email 4: Remind shoppers their discount is about to expire.
- Move to a new automation
Cart abandoners are shoppers who have already shown interest in your products, so you can try to win them back by sending reminders and creating urgency.
For example, add a countdown timer that shows the cart is about to expire soon, or share the number of items left in stock if you’re about to run out.
You can also offer incentives like discounts and free shipping to increase your chances of making a sale!
3. Customer retargeting funnel
Your website isn’t the only place your contacts spend their time online.
They’re also scrolling through their Instagram or Facebook feeds every few minutes, and checking their email several times a day.
If you’re not present on any of these platforms, chances are that shoppers are going to forget about you once they exit your store!
Retargeting helps you stay on top of your customers’ minds by reaching them on channels other than your website, such as Facebook. The result? Conversions!
But don’t just take our word for it.
Studies show that retail shoppers are 70% more likely to convert after seeing a retargeted display ad!
Here’s an example of a retargeting ad from Barner that takes shoppers to the relevant product page:
Learn more about retargeting your email audience on Facebook.
How to build a customer retargeting funnel in Sendlane
In Sendlane, you can easily set up multi-channel retargeting funnels that let you reach your website visitors on both email and Facebook.
Before you can build a retargeting automation, you’ll need to set up Sendlane Beacon on your website. This is how Sendlane will know who to retarget!
Once you’ve done that, follow these simple steps to create the automation:
- Log in to your Sendlane dashboard, click on Automation → New Automation, and click on Start from Scratch. Name your automation.
- Alternatively, you can use Sendlane’s pre-built retargeting funnel template by clicking on Cross Channel & Retargeting.
- Choose a trigger for your retargeting funnel by clicking on + Add Trigger.
- Choose Event Triggered and select Site Tracking as the event. Enter the URL of your website page where you’ve enabled Sendlane Beacon.
- Click on + to add an action, open the Facebook tab, and select Add to custom audience.
- Click on + to add another action, and select Goal to set a goal for your retargeting funnel. For example, you might want the automation to stop when a contact opens any campaign or when they make a purchase.
- Add another action to Remove from custom audience once the goal is reached so your contact doesn’t keep seeing your retargeting ads on their Facebook feed.
Here’s how the customer retargeting funnel would look like:
Retargeting can help you drive picky shoppers and cart abandoners back to your store and make a purchase.
To squeeze more conversions out of your retargeting ads, make sure they lead to a relevant landing page that gives shoppers what they were promised.
Also, make sure you use familiar information, such as brand colors, product images, and copy to take advantage of your shoppers’ memory of where they’ve been on your site.
//[inject:ad-ebook-funnels]
Boost your eCommerce revenue with Sendlane’s email automation
If you want to take your email marketing to the next level, it’s time to dip your toes (or dive head first) into automation!
Why send a single email campaign when you can send a series of great emails that multiply your chances of making a sale?
With Sendlane, it’s easy to create effective automated funnels that help you achieve your goals and drive thousands of dollars in eCommerce revenue!
Ready to create your first automation? Sign up for Sendlane’s 60-day free trial and take it for a spin!
