You run an online store.
Which means you also run social media channels, blog content, influence outreach, email marketing campaigns and a whole more.
It’s hard work! But hard work pays off.
By now, you likely see your effort turning into traffic and that traffic turning into revenue. Some months are better than others, but you’re chugging along hustling hard like you do best.
But like any good eCommerce store owner, you’re always looking for ways to grow and improve your processes and increase revenue.
And if that’s what you’re searching for then eCommerce marketing funnels are exactly what you’re looking for.
Not only can you almost completely automate them, but they’ve been proven to work at increasing revenue.
Below you’ll find three of the must-have funnels every online store be using. Stick around to the end and you’ll get a surprise free bonus just for you.
3 Automated Email Funnels Your Online Store Needs
This probably isn’t news to you.
Any marketing blog and marketer worth their salt touts the power and need for having welcome emails as one of the very first things you should set up on your email marketing platform.
When you’ve seen the data, you’ll understand why.
Not only do most of your subscribers expect to get a welcome email from you, but they also have a 50% open-rate making them one of the most opened emails in email marketing altogether.
But even though most people know they should have it, less than 60% of brands actually send them.
We don’t want that to be you.
One of the reasons we’ve found that so many eCommerce stores don’t have them is there are a lot of ways to set them up. And let’s face it.
There are plenty of questions that come up when you want to put this together.
When should the first email go out? How many should I send? How do I space out those emails? Should I even try to sell products in this funnel?
We want to make this as easy as possible for you, so here is a Welcome Funnel Template that you’re free to use as part of your email marketing:
Someone subscribes → First email send immediately → Wait 24 hours → Second email sends (Brand mission/Story email) → Wait 2 days → Third email sends (Share your value prop/the problem you solve) → Wait 2 days → Fourth email sends (Ask for social follow) → Wait 2 days → Fifth email sends (Send discount offer) → Switch subscriber to new automation
You can see from the image how this would flow nicely:
Just take this and add your branded emails to it, then set it free.
If you need any ideas for how to write engaging welcome email content, you can view our post about that here.
Abandoned Cart Reminders
There are a lot of reasons why someone abandons their cart.
But no matter which way you bend it, the truth is you can’t afford to not have an abandoned cart funnel set up.
No, seriously, you really can’t afford it.
On average, 70% of people will abandon their online shopping carts. Depending on your industry this could be higher or lower, but losing any amount of revenue is disconcerting — especially these days.
Cart reminder funnels bring back an average of 12%-15% of otherwise lost revenue.
Some quick math on your end will quickly show how much more money you could be making if you have an effective abandoned cart funnel running in the background of your marketing strategy.
But what’s the best way to create this funnel? Well, that depends on your audience. However, you’ve put together a good template that you can use to get started.
The rough sketch of it is like so:
Cart is abandoned → Wait 4 hours max. → First email sends (show product + scarcity in copy) → Wait 24 hours → Second email sends (display product again + urgency) → Wait 1 day → Third email sends (Social proof/product education) → Wait 2 day → Forth email sends (First discount) → Wait 1 day → Fifth email sends (Share value prop) → Wait 1 day → Sixth email sends (offer a better discount) → Switch to new automation
That may seem like a lot of emails, but keep in mind these emails are spaced out over a couple of weeks so it's not going to overwhelm your subscriber.
If the person makes a purchase anywhere along the way, the automation will stop so that they’re not being overwhelmed with more emails. But this really does cover your bases while increasing the chance of a sale.
Many eCommerce brands use a structure like this but tailor it to their needs. Some are simpler, like TOMs shoes who stick to only three emails to their abandoned cart reminders.
Customer Retargeting Funnel
Effective marketing involved getting your brand and messaging to where your people are. And, while it would be nice, the fact is your audience isn’t on your website 24/7.
They’re juggling kids, working, reading emails, and skimming social media channels — living life. Part of your job as a marketer is to be present in areas that you can be so they don’t forget about you.
These retargeting messages remind them about a product they were looking at or if they forgot something in their cart and aim to get them back to your site to make a purchase (hopefully).
The most common retargeting funnel usually has a mix of email and social ads.
Let’s say that someone comes to your website to look at a product, but doesn’t make a purchase. What should you do? What can you do?
Well, what you’re able to do from that point can depend a lot on the marketing tech stack and whether or not you’re using tracking pixels on your website.
With Sendlane, we use Beacon — a feature that tracks all website activity to help you create retargeting funnels for your eCommerce store.
You can even use it in tandem with Facebook retargeting ads, to create a funnel like this:
Someone views a product but doesn’t buy → Wait 1 hour → First email sends (see example above for what this could look like) → Add person to customer Facebook audience → Facebook/Instagram ads start appearing for potential customer → Wait 1 day → Second emails sends (Scarcity “Items are almost gone ”)→ Wait 2 days → Third email sends (discount)→ End Automation →
Keep in mind that as these emails send they’ll be seeing retargeting ads on Facebook or Instagram during the same time period.
And once they’ve made a purchase, the automation can be set up to stop on its own and turn off the retargeting ads for you.
It’s a great funnel that does a lot of the heavy lifting to bring in more revenue for you. How great is that?!
Interested In 7 More Email Marketing Funnels?
How did you like those 3 eCommerce funnel templates? We hope they’ll help you get those funnels up and running in no time!
Would you like access to seven more highly effective marketing funnels with templates to go along with them?
Well, we’ve got them for you!
You can get them all from our free ebook, The Big Book of eCommerce Email Funnels.
You can snag the book right here. Inside you’ll find 10 automated email funnel templates you can build out for your eCommerce brand as soon as you like.