Knowing your customers is great, but knowing what they do is even better. It is important to track your visitor’s behavior, along with basic demographics, and send them highly personalized emails that are so targeted and relevant, they sound like a one-on-one private conversation. The result? Revive your open rates, boost your click throughs, and turn more “window shoppers” into repeat buyers. We all know the importance of capturing emails. However, across all industries, the average email click-through rate is just 3.26%. In today’s competitive world, the only way to increase your open and click through rates is to use email automation in order to send super targeted, highly relevant and useful emails. Don’t just take our word for it… – Email marketing automation from the scratch – 8 best email campaigns for E-commerce to covert “”window shopper”” into Best Customers – Case-study: How to gain up to $500 mln during 12 months on email marketing automation.

1. How To Build Email
Marketing Automation
for eCommerce
from SCRATCH
Kristina Pototska

2. Real-time
personalized emails
Still Looking Around?
Email Marketing Automation
Are we still welcome in your
inbox?
Penny for your thoughts…

3. STEP
#1
Let’s choose email
service provider

4. How to choose service provider
• Integration available
Install plugin
Analyze
customers
behavior
Send
personalized
emails
• Features
• Pricing
• Data security

5. STEP
#2
Which emails do you
want to send?

6. Browse Abandoned
• Customer viewed same page
at least 2 times
• Visited your website not for
the first time
• Item price is higher than $X
Item / Category
page was
abandoned
1

7. Viewed item
Product
recommendations
CALL-TO-ACTION

10. Browse
Abandoned
Time of sending
Email # 1 during 1
hour
Email # 2 24h
Email # 3 in 3 days

11. Cart Recovery
• More than 2 items left
• Item(s) price if higher than $ X
• Your best customer abandoned
• «Window shopper» abandoned
Item(s) were left in
a shopping cart
Try to use different offers and discounts
in order to fit your customer needs…
2

12. Left item(s)
CALL-TO-ACTION
Lovely picture:)

15. Abandoned
Carts
Time of sending
Email # 1 during 1
hour
Email # 2 in 2 days
Email # 3 in 5 days
Email # 4 in 2 days

16. Welcome Emails
• Say «thank you»
• Tell your brand story…
• Introduce your team
• Offer a discount on a 1st purchase
• Send «Trendy now / On sale» items
Customer signed
up on your website
This is your chance to turn «window
shopper» to your frequent buyer…
3

17. Tell your story
«On sale» products
CALL-TO-ACTION

20. Welcome
Emails
Time of sending
Email # 1 immediately
Email # 2 in 3 days
Email # 3 in 7 days
Email # 4 in 12 days

21. Post-Purchase
• First-time shopper
• Spends more than $X
• Browsed before purchasing
• Abandoned before purchasing
• Purchased any specific product
Successfully
completed an order
Add some special offer / message in order to
drive your customer to his next purchase…
4

22. Delivery
information
Help offering
Your BRAND
benefits

26. Post-
Purchase
Time of sending
Email # 1 immediately
Email # 2 in 7 days
Email # 3 in 20 days
Email # 4 in 35 days

27. Best Customer
• Reward program
• Are close to reaching «VIP’s»
• Secrete sale offer
• Totally spent more than $X
• Total number of purchases
more than $X
Frequent shopper
Create your rewards program, send special
offers, discounts, secret sale invitations to
your best customers…
5

28. Special offer
CALL-TO-ACTION
Thank you:)

31. Best
Customer
Time of sending
Email # 1 immediately
Email # 2 in 7 days
Email # 3 in 25 days

32. Win-Back Emails
• Non-Purchaser
• Last purchase 90/180/360 days ago
• Customer exceeded predicted order
date
• You can not afford to lose this
customer
It’s been a while
since the last
purchase
Try to win-back all the following customers,
offer them something special…
6

33. Upset headline
CALL-TO-ACTION
Special offer to bring
customer back

37. Win-Back
Time of sending
Email # 1 30 days
Email # 2 90 days
Email # 3 180 days
Email # 4 360 days

38. Replenishment
• «Top performing» items
• «Other customers also bought this
one…»
• Frequently bought together
• New size / color available
• Would you like to try a new one?
Frequently bought
products
Add more options for re-ordering. Offer to
try a new one / trendy / on sale / another
color, size, variation…
7

39. Replenishment
offer
Special discount
Kind reminder

42. Replenishment
Emails
Time of sending
Email # 1 immediately
Email # 2 in 2 days

43. Email Greetings
• Happy B-Day email
• Anniversary purchase
• Sign Up anniversary
• Happy Holidays
• Special occasion
Everyone loves
presents:)
There are some many ways to make your
customer smile.Add a discount to make him
even more happy…
8

44. Say something
nice…
Set some
limitations
Birthday present

47. Give your
customer an
explanation
Gift offering

49. Happy
B-Day
Time of sending
Email # 1 3 days
before
Email # 2 the B-Day

50. STEP
#3
Sender’s Name and
Email

51. Sender’s
Email
kristina.triggmine@gmail.com
info@triggmine.com
kristina@triggmine.com

52. 3 times
higher
OPEN-RATE
Sender’s
Name
TriggMine
TriggMine Team
Kristina, TriggMine

53. STEP
#4
Smart Segmentation

54. Abandoned Shopping
Cart
Would 5% OFF help?
Complete your order
today & ENJOY 10%
OFF
Direct
Search
Ads

55. Product
recommendations
Purchase
history
Number of
visits
Browsed items
Browse Abandoned
We are always there to
help…
FREE SHIPPING on
orders $100 or more!

56. Total number of
orders
Previous items
purchased
Average Order
Value
Win-Back
Product
recommendations
Most likely to
purchase next
The most
expensive
items
FREE delivery

57. STEP
#5
Start designing your
emails

58. 49%
In 2015
emails were openedthrough mobile phone
In 2016
53%were openedthrough mobile
78%
in 2017…

59. Smart
Watch
Will grow up
to 25%
during the
next 5 years

60. STEP
#6
Add some value:)

61. Discount Gifts Free delivery
Most
popular

62. STEP
#7
Set up the time of
sending

63. STEP
#8
Press PLAY ▶

64. STEP
#9
Let’s see
what we’ve got

65. Average
conversions
0
25
50
75
100
April May June July
Open rate = 35,1 %
Click rate = 8,86 %
Conversion rate = 16 %

67. STEP
#10
It’s time for
improvements

68. The amount of emails
Time of sending
Subject
Email body
«Values»
Add more email
workflows
What to improve?

69. Thank you:)

70. I’M READY FOR YOUR QUESTIONS:)

71. Thank
you
Email Marketing Automation
is EASY AS PIE
www.triggmine.com
kristina@triggmine.com