Convert interest to sales with email automations

‍Part 6 of “6 steps to start email marketing for your Shopify store”

While the welcome email helps you start the relationship with your subscribers, it’s just one email automation that helps you meet the subscriber wherever they are on their journey. Sending the right email at the right time instills trust in your Shopify store, leading to brand loyalty that drives higher revenue. 

I’m highlighting three email automations you should incorporate into the first version of your email marketing program: abandoned checkout, product purchased, and new purchaser.
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Seguno has a range of email automations to help Shopify merchants connect with their subscribers.

Task: Set up your automations

If you’ve been reading this series, you can probably guess what I’m going to write next. And that is, Seguno has made it easy to create these email automations by building you the skeleton. We’ve already baked in the best practices for each message.

They’re located in the app’s Automations tab. All they need is your voice, products, special touch and, if appropriate, an incentive like a Shopify discount or gift with purchase. 
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Here’s a quick bird’s-eye view of the what and why for each automation to get you rolling. If you want to dive deeper into strategy, I’ll link to some resources at the end. 

Abandoned Checkout

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‍What: An automatic message or series of messages to compel a shopper to complete a purchase. This message is triggered when someone adds items to their shopping cart, reaches the point of populating their shipping details, and stops before completing checkout. You have the option to send the first message as a transactional email, meaning it goes to all shoppers, not just subscribers. However, only subscribers receive subsequent series messages. 

‍Why: People are hurried and forgetful, or sometimes just need a little extra time to make up their minds. This is a gentle, friendly reminder and a chance to drive urgency in the case of low-stock items.

Read the best practices for turning abandoned checkouts into sales with email automations.

Product Purchased 

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‍What: An automatic message to share more detailed information about a product purchased*, such as how-to’s, style guides, care tips, replenishment reminders, or related recommended products. This message — which falls into the "automating the customer journey" bucket — is triggered once the order is marked as fulfilled. Start with a collection-based Product Purchased automation. Or, if you have a popular item that needs some special attention, begin there. Add more product-specific automations as time goes on.

*This automation is for marketing purposes; it doesn’t replace a transactional email that confirms the order or provides delivery details.

‍Why: We all love to be remembered and want assurance that we made a good purchase. These messages show customers that you go the extra mile and don’t leave them hanging out to dry with their new purchase. It communicates that your brand offers top-notch service. 

Learn tips and see examples for using post-purchase emails to boost loyalty and increase repeat purchasers.

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New Purchaser 

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‍What: An automatic message to anyone who makes a first-time purchase. Express your gratitude, give contact details for customer service, and ask them to follow and/or tag you on social media. 

‍Why: Someone decided to spend their money on your brand. That’s grounds for celebration. By expressing gratitude, I mean you should thank them for helping you live your dream, build your business, provide for your family, etc. A genuine show of appreciation is a chance to keep them engaged. 

Customize Seguno’s automation templates

If you have been following the advice of this series, you’ve updated your theme settings to align all messages with your brand. So these next few steps will be easy and similar to what you’ve done. 

Go into each automation, customize the copy to fit your voice and brand, then add some beautiful, compelling lifestyle and product images. Be sure to toggle the email to active. If you’re using a series rather than one email — something I recommend — customize and toggle each one you want active.

You might say, “Oh, I’ll just do this later.” But here’s my recommendation: do it now. Once you set these up, you can always change them later. 

Because something that’s active has the potential to make you money while you contemplate your next moves. 

TLDR: Worry about version 2 later. Get your version 1 out now. You will thank me.

For a deeper dive into Seguno’s email automations, check out: 
Types of automations
Turn abandoned checkouts into sales
Post-purchase automations masterclass

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