eCommerce Lifestyle

Flows + Campaigns = Profits


I’ve been reviewing our email marketing results and what I found is shocking!

In today's episode of the podcast, I explain how we use flows and campaigns together to maximize the value of our leads.

As always, if you have any questions and suggestions, please feel free to leave a comment below. Don’t forget to share this with someone who needs to hear it.

What's Covered in This Episode:

Flows that we use

  • Initiation flow

  • Abandoned cart flow

  • Post-purchase flow

Campaigns that we use

  • Offer campaigns
  • Content campaigns
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Links From This Episode:

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What's up everybody? Anton here and welcome back to the eCommerce Lifestyle podcast. If you're new, just know that this show comes out twice a week, brand new episodes, every single Monday and Thursday morning. And every episode I do is designed to help e-commerce store owners, to increase their revenue, automate their operations and become the authority in their niche. Now today's episode should help any e-commerce store owner in all of those three categories, because what I want to talk about today is email marketing. And specifically what I just found as I've been reviewing our email marketing efforts over the past couple of years. Now in our business, we use both flows and campaigns. Flows, you could think of as emails that are evergreen, like a sequence of emails that are evergreen, that get triggered to start when a certain event happens. So for example, somebody subscribes to one of our newsletters that would trigger an email flow that would kick off the series of evergreen emails.

Maybe they would get email one right away. Then there would be a timer, maybe 24 hours, then email two would automatically be sent out and so on, and so on. Another example of a flow is a series of emails that might get triggered when a new order is placed. So again, flows have specific start triggers that would make them start. They have emails that are sent with delay timers in between, and they go out year round automatically whenever a specific event triggers at the start. Now, email campaigns are series or sequences of emails that are sent on specific dates at specific times. So you could think of campaigns as emails that you'd be using if you were promoting a sale, maybe for Black Friday or Cyber Monday or a campaign is something you would send out if you just got to approved with a new supplier and you wanted to announce to your email list that you have new products available.

Maybe you wrote a new blog post, then you could send that out as a campaign to make people aware. If you wanted to survey everybody on your email list, and it was a one-time thing that would be a campaign that you would send out on a specific date at a specific time. So what we do is use them both together, flows and campaigns, to make sure that we're maximizing the value of our leads. And in today's episode of the podcast, I wanted to explain exactly how it's done and what I found out as I've been reviewing all our data. So the reason I'm doing this, by the way, the reason I'm getting deep into data, I usually need something to push me to go deep and just spend a ton of time in analytics. It's because I'm currently creating version two of a program I have called inbox funnels.

If you're listening, you might be a member of inbox funnels. It's been a program that I created originally back in 2017, it has a ton of members, lots of success stories. And it's all about email marketing for e-commerce. Now in that program, I'm mostly talking about our email methodology, but I'm also giving templates for all of our email flows. So I'm literally showing the emails that we send from our stores. And I'm giving members of inbox funnels a plug and play thing. Like, put your company name here, put your name here, put your coupon code here. And I'm just showing people how to import it to their own account so that ideally they can get similar results. And by the way, if you're not familiar with inbox funnels, you want to learn more. I'll post the link to the program in the podcast description.

But anyway, as I'm doing my research, right? I'm going back, I'm looking at all this data, all these analytics, all these stats. What I was trying to figure out is as I rerecord this program, and as I bring it into 2021 now, what can I improve to get the best results for current members? By the way, all of our members will get a free update when this is released, which will be the sleep week. And I was thinking, what else can be done to make it more valuable, more beneficial to everybody that's currently a member or anybody that signs up. And what I found really, really did shock me. So in version one of inbox funnels, what I really focused heavily on was the flows. And going back to what I just said, remember the flows are those evergreen emails that get triggered by a certain thing, starting it.

So some of the flow is that by the way, we use that I teach and that you should use, regardless of if you have inbox funnels or not. First is what I call the initiation flow. And the initiation flow is a series of evergreen emails that gets sent to anybody that becomes a new contact, a new lead. And the goal with the initiation flow is to build a relationship with a new email subscriber and also to establish trust so that they can become a customer or a repeat customer. Another flow that I use heavily and that I teach and that I share templates for is our abandoned cart flow. In the cart flow, the goal is to recover, lost sales. So somebody starts the checkout process. They don't finish it. That would trigger the abandoned cart flow.

Another one that we focus heavily on in our businesses that I teach is what I call our post-purchase flow. And this is a series of emails that gets triggered after somebody places an order. Now this flow, the emails in there. There's a lot of them, there's nine of them, but they're designed to reduce by a remorse, they're designed to keep customers informed and notified about their order status, tracking numbers, delivery, all of that good stuff. They're also designed to collect reviews because as you know, if you listen to this podcast, the more reviews you get, the higher your conversion rate will be. And the post-purchase flow also has emails in their designed to cross sell products. So customer bought product A in the post-purchase flow, we would say, "Hey, did you consider also adding product B or C to improve your experience with the product you purchased? Product A?" So that again is one of the flows that makes us the most money with everything we do.

The initiation flow, abandoned cart flow, and post-purchase flow are all moneymakers. Now for version two, as I'm looking through our stats, I realized how much money that our campaigns actually make us. So in version one of inbox funnels, I do give some templates for our email campaigns. Remember those one-offs, but I don't want to give all of them that we use and looking at our numbers, I realized how much money they're actually making, which is why in version two, I'm including a whole bunch of more templates. So again, if you're a member you're going to have all the templates I'm about to go through and your members area, it should be this week when version two goes live, you get a free update, so you're good. But if you're not a member, you don't want to join, I still want to just tell you as a listener, as a podcast subscriber about what these campaign emails are, so that you can use them in your own e-commerce business.

And these are just some of what I'm adding again, like the copy and paste templates, but these are the ones that have proven to work best for us over the past couple of years. Now, the first is what I categorize as offer campaigns. And in our offer campaigns, they're really designed for profit. So these really are designed to make money. We're sending them to the email subscribers, we're saying, "Hey, this is the promotion. Go buy this thing. Hey, the promotion is about to end go get this thing." And in our offer campaigns, I'm including a set of templates that we always use. The first is a pre-sale email. And this is an email that we send before a promotion starts. This is what we send to basically warm people up and to notify them that something is coming because if we're going to sell something to them, our average order value is over a thousand bucks.

We want to let them know, "Hey, get ready for this." So they can mentally make that decision of when I get the next email, when this promotion starts, am I ready and willing to take out my credit card or debit card or PayPal accounts and spend 1200 bucks or whatever it is on an order? And it's funny, I can compare this to something everybody is aware of, especially now. If you think about Apple, they just did their event for the iPhone 12. And they did this huge virtual event. It had like millions of people streaming it at the same time and they announced their new products and they announced their pricing, but you couldn't buy it, right? It was just saying, "Hey, this is what we have. This is what it is. This is the date that it's going to be available."

And what we do in our pre-sale emails is very similar to that. So again, I'm giving you the exact templates in inbox funnels, but whether, again, you're a member or you're not, I recommend you do send a pre-sale email, especially if you're selling high ticket products like we do, by the way, if you don't know what we do and what our business model is, check out, after this podcast. I'll link that in the description as well, Now, after the pre-sale email goes out and the sales starts, we send our series of sales emails. Typically, this is between five and 10 emails. It depends on how long the promotion is. So inside of inbox funnels, I'm going to give our five day sequence and our 10, all of the email templates, but again, between five and 10 emails for when the sale is actually open, taking people through, letting them know what the promotion is, how they can take advantage of it.

And then of course, when it expires and when their last chance is, so those are definitely money makers and I'm going to be giving a lot more templates. And what I would recommend to everybody, if you're not doing at least one offer campaign every single month you are missing out. So get a calendar together, plan your promotions and do one a month. That's what we do. It works great. I realized that even more so as I went through all our analytics. Now the next type of campaign, again, specific date and time emails that I realized make us a lot of money, even though they're not designed to, are what I call content campaigns. And the goal of content campaigns is to deliver value, build trust, and establish authority. So we're almost never asking for the sale in these emails. But again, what I found is a lot of them are leading to sales regardless. So I'm sharing the templates.

Now, some of them that we send that I'll be sharing as well is first off a monthly newsletter. Now this is something we try to send the first Monday of every month. And what we basically do is like a recap of what happened in the last month and what's coming in the coming months. So kind of like a summary that everybody could read through. Again, they're not making offers, but I realize they're making us money, so you're getting that template. Also, new product announcements. I mentioned this in the beginning of this podcast, but if you get approved with supplier ABC, and you know your customers would like their products, send an email about it, let them know they're available. They could check out the collection on your store by clicking this link.

Or let's say, you're already approved with supplier ABC. And let's say you sell, stand up paddle boards, right? And you know what their best-selling paddleboard is because you sell it like crazy and they release an updated version of that product, you definitely will want to email your entire list, letting them know what's new, what's different and where they can click to go get that on your site. Another type of content campaign that we send is a blog post announcement. So we try to publish one new post every week. And when we do that, we send that to our email list that's not currently in another flow, so we're just sending them value, letting them know, "Hey, check out this post on XYZ." They click the link. They go to that blog post. And from there, of course it's linked to our store. So if they want to buy, or if we mention any products in that blog post, we would link to those products person can then go purchase.

Similar to the blog post announcement emails, we also do buyer's guide announcements. So let's just say again, you're selling stand-up paddleboards and you write a buyer's guide for the top five paddleboards for 2021. Then that's something, once it's published on your site, you would want to email to your list, let them know what's there. And again, it's not directly saying, "Hey, go buy these." It's just saying these are the best and why they're the best. But then of course, while the person's there on your blog and they see the top five, they can click, they can buy. And it's a great way to just keep people reminded about who you are, what it is you do, not only be sending them promotions, but also delivering value, which will lead to additional sales. And then another type of content campaign that I'm including in version two of inbox funnels to give you the exact emails we send is to survey your audience, to survey your list.

So you can be asking them things about, why did they buy from you? If it's going to your customer segment. You can ask them what's most important when purchasing a paddleboard or whatever is you sell. Are they looking for any products similar to paddle boards that they would like to see on your store? What are their favorite paddle board brands? I'm going to give you the whole list of questions that we pull from in inbox funnels. But again, regardless of whether you have that program, you're about to get that program or you don't, I would still highly encourage everybody to send these survey emails to their email list. So basically, what I found as I went through all this, version one of inbox funnels was mainly flows, right? Because flows are going to the most recent email subscribers, your newest contacts.

And they do make a lot of money. The bulk of your newer leads are the ones that are going to purchase. But as your email lists get bigger and bigger and bigger and grow over time. And as people go out of these flows, because they have completed the automated series, I realized that we're making a ton of money from all of these different offer campaigns and content campaigns. So I would highly encourage everybody to create what I call a content calendar and go ahead. And in that calendar, literally put the first Monday of every month, I'm going to send a newsletter. We're going to publish a new blog post, maybe it's every Tuesday. And we're going to email that. We're going to publish one new buyer's guide every quarter, put that on your calendar, that it's going to be emailed out.

Maybe you're going to survey people quarterly as well, put that on the calendar. You can't preschedule new product announcements, but maybe we're going to have our one offer campaign a month where we're doing some type of discount code, maybe a bonus gift, whatever it is you come up with, add that on your calendar too. And just by doing that, you can easily plan out 12 months of emails and offers that are going to deliver value. They're going to build trust. They're going to establish authority and they're going to make you more money. So it sounds like a lot, it's not something you're going to do in five minutes, but it's something that is well, worth your time. And like everything we do in my company and like everything I teach the goal is to do what can get us the biggest results.

And this is definitely one of those things. So I would highly encourage everybody. Again, whether you have inbox funnels or you don't use flows and campaigns together, use the ones that I talked about in this podcast. And when you do it right, they should be adding a minimum of 30% to your revenue each month. And just to confirm if you're an existing member of inbox funnels, and you want to see all these updates, which of course you do just go to and log in, and you will automatically see version 2.0 of inbox funnels in your members area. And if you're listening to this and you don't have access yet, I'll post that link in the description. I would recommend you go sign up sooner rather than later, because once we make this announcement public, we will be changing the price of inbox funnels. It will be going up. So this is a great time to get in, get version two at version one's price.

So as always guys, I do hope you got value from this podcast. I do hope you're using all of these flows and campaigns. And if you're not, I'd encourage you to set them up sooner rather than later, because this is one of those things that can get you a ton of results for a minimal amount of effort. So if you've got value, do me a favor, please leave us a review on Apple podcasts. I'm going to post the link again in the description for how to do that. It means a lot to me. I appreciate it. And I read them all. And with that being said, I will talk to you in the next episode of the eCommerce Lifestyle podcast on Thursday, see you everybody.