In our businesses, I am constantly looking for ways to increase profit without spending more money.
In this episode of the eCommerce Lifestyle podcast, I share how many emails we send, when we send them, and the objective of each email in this flow.
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:
Links From This Episode:
What's up everybody, Anton Kraly here from eCommerce Lifestyle.com and welcome back to the podcast. If you're new, just know that this show comes out twice a week. We have brand new episodes every single Monday and Thursday morning. And every episode is designed to help eCommerce store owners to increase their revenue, automate their operations and become the authority in their niche. Now today's episode, what we're about to talk about is definitely going to help you to increase your revenue, because what I'm going to share with you is how you can recover lost sales with this email flow.
Now in the past couple episodes of the podcast, I was talking about email marketing, specifically because I'm redoing our entire email marketing program. It's called inbox funnels. I'll post the link below. It's basically done, the version two of it. And most of it's in the members area already, but I've been working heavily looking back through two years of data with our email and updating this whole training program. And I had just been talking about it because the podcast is me talking about whatever it is I'm doing. So anyway, maybe last, I think, yeah, last week on Monday, I posted an episode about the different email campaigns and different email flows that we use. By the way, I'll link that in the description too, if you missed it.
And when I posted that podcast, I shared a link on Instagram and we got a couple of questions that came in that were asking for more details specifically about our abandoned cart flow. People wanted to know how many emails we send? What are in those emails? Over how long of a time period do we send them? So I thought in this podcast, I would talk more about that, about our abandoned cart flow. And I should also just say, when it comes to businesses, whether they're our own stores or whether they're student's stores that I work with in our mentor program, one of the first things I always try to do is figure out what can be done, what can be implemented, that costs either no money or a small amount of money that can have a really big upside.
And this flow, the abandoned cart flow, is typically one of the first things we plug in. Definitely if we're building a new store for ourselves, and if I'm working with somebody in our mentor program and they already have some traction and they're not doing this effectively, I implement this right away with them to get them, it's almost instant results. As long as you have traffic to your store, this works almost right away. So let's talk about it and how it works.
So first of all, what is in abandoned cart flow? Well, it's pretty self-explanatory, it's when somebody abandons their cart, they get a series of emails. So what does it mean to abandon their cart? Well, they go to my store, they go to your store, they add an item to their cart, they are now in the checkout, they start the checkout process. So maybe they enter their name, their email, their address. They go to step two, but they never enter their payment information. So something happens and they leave. Maybe they leave the screen open, maybe it was on their phone and they think I should go home and talk to my husband or my wife. Maybe they see an extra fee on your website and they're like, Oh, I don't want to pay that. Maybe they just have second thoughts about it before they buy it, whatever. It just means they started to buy something and they did not complete the process.
Now, when this happens, we automatically have a flow triggered. A flow is again a series of emails that are sent over a specific timeframe with different delay intervals in between. So we can talk about that a little bit more, but it could be email one, send 30 minutes after there's an abandoned cart. Then you can have a four-hour delay timer, send email two, and so on and so on. So with our abandoned cart flow, we send six emails and we send these six emails over a 10 day window. Okay. So I'm not going to get into all the intervals. I'll tell you most of them come earlier on, meaning like closer to the abandoned cart trigger it to that action. Because obviously, if I just abandoned the cart now, I'm more likely to complete that purchase within a few hours or the next day, then 10 days from now. So we send six emails over 10 days, but most of them are sent towards the beginning of the timeframe when that abandoned cart action happened.
Now, how do we do this? Right? What do we use to power this? You can use Shopify. You can use Shopify email. We don't because we've been using Klaviyo for years now with, I mean, all of our eCommerce businesses. Klayvio is basically an email autoresponder that has the deepest integration possible with Shopify. So literally you click a button, it links to your store and it notices and it identifies these actions automatically. So maybe an action of somebody subscribing to your email list or the action of somebody abandoning their cart or the action of somebody purchasing or the action of somebody purchasing for a second time. It notices all these things because it's integrated with your store and through Klayvio you can create email flows.
So that's where our abandoned cart flow lives. And it gets triggered when somebody abandons their cart on Shopify, Klaviyo gets notified, emails start going out. Now I'll mention this also, it's a six email flow over 10 days, but if somebody gets email one and they buy, so they click the link, maybe even they don't click the link, they just go back to the store and complete their purchase. Klayvio notices that that person purchased, because again, the Shopify is integrated, so it sends that information over. What happens then is the person, the contact, is removed from the abandoned cart flow. So in that example, they wouldn't receive emails two to six.
Now, next thing I should talk about again, probably is self-explanatory, but I see people making mistakes here. So what is the actual goal of this whole flow? What are we trying to accomplish? We're trying to close the sale. Like I mentioned earlier, there could be a whole plethora of different reasons why people didn't complete the sale themselves. So the way that I think about this and the way that I believe you should think about this, is what can you do to close the sale? What can you do to remind them about you, that you exist? What can you do to overcome any doubts or objections? What can you do to even start a dialogue, to find out if there was an issue maybe with your site? What can you do to close the sale?
That is what these emails are trying to accomplish. So I'm not going to give you again like the exact email templates, because this is a podcast. If you want those all, they're in the inbox funnels program. But what I'll do is cover the primary objective of each email. Just keep in mind that even though we use different angles in each email, they're still all designed to close the sale. So the first email we are working on FOMO, okay? FOMO stands for, fear of missing out. We're basically letting people know, hey, you left these items in your cart. We're going to reserve it for you for X amount of time, click this link, it's going to take you right back to your cart with the items. You can complete your purchase. Okay? That's FOMO.
The next thing we're trying to do is use discount incentives. So person didn't complete their order, FOMO email, didn't get them back to buy. Maybe we say, hey, we know that you didn't complete your order and we sent you an email letting you know, we're going to keep the items in your cart for X amount of time. There's currently X amount of time left, and if you go back now, we're going to automatically apply, maybe a 5% discount code to your order. Whatever it is, again, you can go through whatever works best for your business, but we use discounts incentives as we go through the entire flow.
Now, the next email we use bonus incentives, different than discount. Discount is taking price off, bonus is adding a product in. So the bonus incentive, let's just say I was selling leather sofas and the person abandoned their cart for a $1,500 leather sofa. Well, in my bonus incentive abandoned cart email, I could say, hey, it's been 24 hours, 48 hours, whatever it is, since you abandoned your cart. Here's the link to go back and complete your purchase. If you do so now, we're going to ship you a free leather cleaner, or something to protect the leather, like whatever value, $50 value, whatever it is. But that would be the bonus incentive. So you see here, we're trying different things, right? We're trying, hey, maybe you want money off. Okay, maybe that didn't do it. Maybe giving you something else as a bonus will make you take the action and complete the order. So we switch it up as we move through this email flow, we don't just send the same thing over and over and over again.
Now moving forward, we send an email with testimonials because at this point, they didn't want money off, they didn't want a bonus product, maybe they don't trust us because they don't know who we are. They clicked an ad and they forgot about us. Okay. Let's send them some social proof in the form of testimonials, what previous customers had to say. Moving forward, we try to send them some other third party, social proof. So any mentions we've had, any awards we've won, any videos we've done, anywhere that we can tie another company name into ours that can add that third party, social proof, we'll use in one of our emails. And then as we move forward towards the end of this 10 day flow, we start to just hit on benefits. What are the benefits of owning this product? How can it help you? And just trying to hopefully remind them why they added it to their cart to begin with.
So that's the main things that we cover, the different angles over the 10 days and the six emails, again, all designed to close the sale, but coming at it from different angles because not everybody responds to the same messaging. So as I mentioned, guys, I should say this first, if you already have access to my inbox funnels program, just go to members.ecommercelifestyle.com. I'll post the link for that as well in the description. Log in, you'll have all the updates in your members area. You've been automatically upgraded at no charge. If you don't have access yet and you want it, I'll also post a link in the podcast description that lets you enroll and get access to inbox funnels.
Finally, if you're listening to this and you're like, Anton, this all sounds awesome, but I don't even have a store yet. I would highly encourage you to check out my award-winning program, voted best eCommerce course by Shopify, that is Drop Ship Lifestyle, and you can learn more there, get a free training from me at dropshipwebinar.com. So I will link that up in the podcast description as well. So that's it. I appreciate you. Have a great week. Implement this, if you want to make more money and I will talk to you on Thursday for the next episode of the podcast. See ya everybody.