Trigger emails you need:
- Welcome Series (2 – 3 emails) – once you get that person on your list, you need to welcome them into the fold.
- Thank You Email – 2 – 3 weeks after that person has made a purchase, send them a “Thank You” email. Plus, you can get them to right a review (content that you don’t have to write) and give them an offer to get them to come back and purchase again.
- Abandon Cart Email – 97% of the time you are going to fail. Sounds pretty bad, but 3% is about the average conversion rate +/- 3%. The abandon cart email will get some of those 97%-ers back to your site to purchase. Typically, you want to do one 1 – 2 hours after the person leaves the site. If the don’t purchase, hit them with one more 24 hours later with a nice offer. If they still don’t commit, leave them alone.
- Birthday (or anniversary) Email – everyone loves a birthday surprise.
- Replenishment Email – depending on the lifespan of your product or service, you will want to hit your customer back up with a reminder to purchase again.
- Abandon Browse Email – it’s too creepy for me, but some people do it.
- Back in Stock – if you run out of stock on something, try adding in an email collection field on the product page to notify the customer when the product is back in stock.
- Reactivation (sometimes called Winback) Email – If you haven’t had a customer purchase in a long time (a year or more), hit them with a final farewell email. Give them a big offer and if the don’t convert, it’s time to say goodbye. Removing them will also help with your deliverability rate.
- Loyalty Emails – If you have a loyalty program, you can send people messages about points gained, recommendations to use their points or expiring points (but I hate expiring points. Make your customers happy, let those points live on forever!)
- Recommendations Email – based off what someone has purchased, you can send your customer an email with similar or complementary products.