This is an example of a transactional email sequence that was developed to help the client achieve two business goals – lower their cost per sale 15% and increase sales revenue 10% YOY. To reach these goals, transactional emails focused on improving customer retention. Transactional emails are a low-hanging fruit in terms of customer retention opportunities, with 4x more orders than a promotional email newsletter. Furthermore, the average cost per sale for new customers is 10X more than it is for existing customers, and existing customers are 9x more likely to convert and spend around 500% more than new customers.
Abandoned Cart Email
The easiest way to avoid abandoned shopping carts is to address the reasons why customers decide to leave before completing an order in the first place. For those who do abandon their shopping cart, coupon codes are offered to first time visitors in exchange for an email address when they enter the site. This makes it easy to identify new customers and reach out to those who don’t complete an order during their visit.
Over half of Nue Houze shoppers returned to make a purchase within 24 hours after receiving an abandoned cart email! The ingredients for a successful abandoned cart email includes a compelling subject line, attractive images and great copy.
EMAIL 1A – FIRST ABANDONED CART EMAIL – SEND 3 HOURS AFTER VISIT
Studies show that sending multiple abandoned cart emails within the first 24 hours works even better than a single email. The second email is sent 24 hours after the first reminder. This time a discount is offered for customers who act fast.
EMAIL 1B – SECOND ABANDONED CART EMAIL – SEND 24 HOURS AFTER VISIT
Order Confirmation Email
The order confirmation email helps new customers build trust in your brand. The basic elements of an order confirmation email include a confirmation number, list of purchased items, payment method, shipping details and contact information for the business.
Shipment Notification Email
The shipment confirmation email continues to build trust in your brand. The second email in the sequence, the shipment notification email, provides another opportunity to reinforce trust and connect with customers across other channels like social media.
Customer Review Email
Positive customer reviews can lead to more sales. The third email in the sequence incentivizes customers to leave reviews. Repeat customers are more likely to leave positive reviews than first-time purchasers. To capture more positive public reviews, post-purchase email workflows were split into two groups. First time purchasers were invited to leave feedback for the customer service team (email 3A) before they were invited to review products (email 3B).
Private reviews are closely monitored by customer service and addressed appropriately to ensure customer satisfaction. First time customers were more likely to leave positive public reviews when customer service issues were first resolved.
EMAIL 4A – NEW CUSTOMER REVIEW
EMAIL -4B PRODUCT REVIEW
The last email in the sequence is a discount offer on a re-order. This final email is crucial for customer retention. Repeat customers are a goldmine that is all too often overlooked by businesses.
+ 17% YOY Increase in Sales Revenue
+ 12% Increase in Customer Retention
-22% Decrease in Cost Per Sale YOY