Email Marketing Playbook
(Understanding Email Types)
Campaigns: These are one-time sends to a group of contacts, like a holiday blast or promotional email.
Flows: Automated emails triggered by specific behaviors, such as abandoned cart reminders or welcome series emails.
Transactional Emails: Automated emails related to post-purchase activities, such as order confirmations or shipping updates.
(Setting Up Welcome Series for Non-Buyers)
Step 1: Send a welcome email with a thank you message and any applicable discount code. Use a captivating header image and a brief introduction to your brand.
Step 2: Share your brand story and highlight unique quality standards. Focus on what sets your brand apart from competitors.
Step 3: Showcase social proof with customer reviews, press mentions, or endorsements. Include a strong call to action.
Step 4: Engage with your audience by introducing your team and encouraging them to connect with you on social media or ask questions.
(Implementing Abandoned Checkout Flow)
Step 1: Send an email reminding customers of the items left in their cart. Include trust signals such as reviews or testimonials and a link to return to checkout.
Step 2: If no purchase is made, send a follow-up email emphasizing what makes your brand special and including a dynamic display of the items left behind.
(Executing Post-Purchase Emails)
Step 1: Express gratitude and provide useful information about the product to enhance customer experience and reduce returns.
Step 2: Request a review on social media or other platforms. Offer incentives like entry into a giveaway for leaving feedback.
Step 3: Follow up to ensure satisfaction and encourage social media engagement. Request additional reviews on third-party sites if relevant.
(Creating Effective Campaigns)
Step 1: Plan for 2-5 campaigns per week. Segment your list to avoid overloading subscribers and mix up your content to keep it engaging.
Step 2: Include various types of emails, such as new product launches, influencer partnerships, holiday promotions, and educational content.
Step 3: Use a campaign calendar to schedule content in advance and adjust based on engagement and current events.
(Utilizing List Segmentation and Deliverability)
Step 1: Segment your audience based on their interactions and behaviors to improve engagement and deliverability.
Step 2: Adapt to changes in email metrics, such as those introduced by iOS updates, and focus on clicks and conversions rather than open rates.
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