– The email framework consists of three core flows: Welcome Series, Abandon Checkout Series for Purchasers, and Abandon Checkout Series for Non-Purchasers.
– Each email in the Welcome Series has a specific goal and tone, ranging from establishing a connection to building trust and providing social proof.
– The Abandon Cart emails are tailored for customers who have purchased or haven’t purchased, with the goal of conversion and building trust respectively.Follow the email framework provided, addressing customer questions and concerns at each stage, in order to build trust, differentiate the brand, and ultimately drive conversions.I shared our ads framework the other day. Here’s our email framework with 3 core flows: Welcome Series, Abandoned Checkout Series for Purchasers, and Abandoned Checkout Series for Non-Purchasers.
Welcome Series:
Email 1:
– When: Immediately after sign up
– Goal: Connection
– Customer Questions: What are they going to send me? Are they just going to sell me?
– Tone: Proud, Approachable
– Format: Who we are, What we’re about, What we make/sell, coupon code (if applicable), CTA
Email 2:
– When: 2 Days after sign up
– Goal: Differentiation
– Customer Questions: What makes them different? What does the brand stand for? What is the bigger vision?
– Tone: Funny, Truthful
– Format: Quality, Brand Story, Guarantee, Coupon Code (if applicable), CTA
Email 3:
– When: 5 Days after sign up
– Goal: Build Trust
– Customer Questions: Do they stand by their products? What is the return policy?
– Tone: Serious, Approachable
– Format: Acknowledgement of questions, Company Values, Guarantee, Return Policy, Coupon Code (if applicable), CTA
Email 4:
– When: 9 Days after sign up
– Goal: Social Proof
– Customer Questions: Who has already purchased? Are they like me? What do they think?
– Tone: Confident, Engaging
– Format: Acknowledgement, Relate copy to questions, Company Values, Social Proof, Coupon Code (if applicable), CTA
Email 5:
– When: 14 Days after sign up
– Goal: Conversion
– Customer Questions: Should I give them a try?
– Tone: Confident, Trustworthy
– Format: Acknowledgement, Relate copy to questions, Guarantee, Coupon Code (if applicable), CTA
Abandoned Cart – Has Purchased:
Email 1:
– When: 3 hours after Abandon
– Goal: Conversion
– Customer Questions: Were they worth it? Do I need more?
– Tone: Friendly, Reminding
– Format: Acknowledgement with humor, Product Photo, CTA, Guarantee
Email 2:
– When: 24 hours after Abandon
– Goal: Feedback
– Customer Questions: Is this the spec I’m looking for?
– Tone: Friendly, Reminding
– Format: Acknowledgement with reason to Purchase, Product Photo, CTA, Guarantee
Abandon Cart – Hasn’t Purchased
Email 1:When: 3 hours after abandon
Goal: Build Trust
Customer Questions: Are they worth it? Do I need them? Who is this company?
Tone: Friendly
Format: Acknowledgement, Relate to Questions, Company Values, Product Photo, Social Proof, Coupon Code (if applicable), Guarantee
Email 2:When: 24 hours after abandon
Goal: Conversion
Customer Questions: Are they worth it? Do I need them? Who is this company?
Tone: Confident
Format: Rationalize Questions, Analogy (based on data), Product Photo, Company Values, Coupon Code (if applicable), Guarantee
Email 3:When: 48 hours after abandon
Goal: Talk to Customer
Customer Questions: What would sell me?
Tone: TrustworthyFormat: Acknowledgement, Relate to Questions, Product Photo, Coupon Code (if applicable), Link to Set Up callFollow this structure, address the CUSTOMER’S questions and you can’t go wrong.#marketing #strategy #ecommercehttps://www.linkedin.com/in/jivanco