You can join these webinars when they are recorded by subscribing to our newsletter on this page!
We hope you enjoy this introductory webinar to help you understand the power of automated email marketing.
If you are interested in Jilt, you can sign up for a free trial.
Here are the companion slides (pdf).
Here’s the video:
Machine Transcript
Brian Krogsgard 00:07
Hello, and welcome to this Commerce Journey webinar. Myself Brian Krosgard. I’m here with my partner, Cory Miller. Hi, Cory, and we are doing an introduction to automated email marketing for eCommerce. Thanks for being here with us. And this is going to be an intro for you if you don’t know exactly where to get started. But you know, automation is an important part of your store strategy that you need to have will explain a little bit about why we think that is so important. So why don’t we dig right in. And this is what we’ll be talking about automated email marketing, specifically for eCommerce stores. We’re gonna show you some real examples to special thanks to our sponsor GoDaddy Pro you can go to commercejourney.com/go-webinar, especially link for this webinar that’s going to enable you to get some great deals with GoDaddy is eCommerce package, it’s going to have everything you need bundled together, getting started with a WooCommerce, store free domain. It’s got all the bells and whistles. From a technical standpoint, they’ve worked really hard to build out. And they even bundle in some of the extensions and stuff that you would want to use for your store. So it’s an awesome plan. Now, let’s get into the meat of this webinar, which is email automation. And first talk about why email automation is important. And what email automation is. So you may know, when you do email, you know, usually you go into your email provider and you send a you know, a blast out to your whole list. So if you’ve got 1000 people on your list, you just email everybody at once based on whatever you wrote. and off you go and you see what happens. You put your calls to action. in there and things like that, it requires you to, you know, take the initiative in that right corner you have to you have to get out there, you have to figure out what you’re gonna write. You got to set it up each and every time you do it with your strategy. Email automation is different than that. Go ahead.
Cory Miller 02:18
Oh, yeah, you know, Mo marketing is paramount. We talk a lot about building audience. In fact, in our last podcast episode, we talked about building an audience. And it’s so it’s so key. And this is taking it a step further knowing it’s so key and now producing some key automations within your overall digital marketing system. And I’m excited to talk about those because when you can something, you can get the system going where you’re making money while you sleep.
Brian Krogsgard 02:46
Yeah, that’s right. And that’s exactly where we’re going here. Because what you do here is you let your store work for you. And the automated emails, they help you make more money with your store like Cory said while you sleep because you put all the effort in upfront. This is a one time effort to set up your automations. And then you can iterate them iterate on them over time. But in terms of getting going with these strategies, they are a one time setup. And then they work for you every time these emails trigger automated emails, they’ll always send on time. It’s not something that relies on you and your schedule. Another cool thing is that automated emails are really easy to segment based on triggers that you have with your store activity. So for instance, Cory, I’m sure you all used to do a lot of trigger based automation with AI themes with your email strategies. Do you have a good example there?
Cory Miller 03:36
Yeah, the easiest example is someone is on your you know, opts into your email list. You know, on your website, you know, the default one is usually a subscribe box, the Mossad or something. And there’s a triggered email that goes out now that’s that’s, to me the simplest form of…
Brian Krogsgard 03:56
Yeah, that’s like you’re welcome. Yeah, you’re listening. welcome email, and we’re gonna show several examples of those. And then you can iterate on these emails based on results. And that’s the other thing I like about automation is because it is something that it’s the same thing sending out over and over again, you have the ability to, you know, see what’s going on there. In terms of what do people click, what do they do they purchase based on that, what do they do? So now let’s get into the types of automated emails that you can use. There’s these automations, based on segmentation triggers, I’ll show you some of the sample triggers that you can have. But it’s not just these segmented based automations. One of the other types of emails that I like to think of within the same category are your transactional emails. So things like order receipts, a lot of people use custom, you know, the default order receipts or the default refund, notice, you know, refunds happen, but you can actually customize what’s said in an email like that and sometimes you can win them back to still be a customer in the future. Because your refund email was like, done so well that it, you know, left them with a good feeling even though your product wasn’t right for them. And another automation is something within the lifetime sequence for people that do subscriptions or memberships. So like reminder emails, Hey, your subscriptions coming up soon. Or if you have appointments, Hey, your appointment is soon or, you know, send us a reminder to review US based on what you just did. So those are some of the different varieties that you can do with your automated emails. And next, the important thing to do is learn how to set up these campaigns. What I’ve noticed in the past is that people they start setting up all their automation strategies, and then they don’t follow through all the way they don’t dig in as much as they can and they kind of leave a lot of low hanging fruit. So we’re going to talk about setting up those campaigns. All right, in terms of what you can do, and what we’re about to show you some examples of the most common one is cart recovery or cart abandonment, people call those different things. And what I’m going to do here is I’m going to shift over to a tool that I really like, called jilt. And what this does is, this is a tool that allows you to set up your automations, your transactional emails, all those kinds of things, and it’s a tool built specifically for that. So this is different than like your broadcast based email tool like MailChimp or something like that. I like jilt because it’s built specifically for eCommerce. I’ve known these folks for a long time. Cory and I, we partner with Jilt on our site Post Status, and I’m using it here for my example today. It’s not the only method of sending automated emails but it dedicated for this purpose, it’s really, really good at it. So that’s why we’re going to use it. And you’ll be able to see that here in a second. And we’re going to skip straight over to automations. And there’s a couple of drafts in here. One is for a cart recovery email, and one is this welcome. First time purchaser email. And that’s important to know. And then within this, that you see these three envelopes, what a lot of people don’t realize is you can actually set up campaigns and most email automation software. So if you have a strategy for an automated email, you don’t necessarily send one right course sometimes it’s the second or the third version of that email that’s actually going to be the one that captures them.
Cory Miller 07:44
As a whole series, I want to just backtrack just for a second to say like cart abandonment, if you’ve got an eCommerce store, it behooves you to do this. I remember it was probably now it’s been like eight years, but when we first started a cart abandonment program, that’s money sitting in That you’ve already earned more or less that you know, you think about it, most of us are busy doing something, we add some to our cart, something happens we walk away. cart abandonment, you can you can already if you have an existing store, have a tick up in what you’re doing your sales simply by doing the cart abandonment thing now you’re talking about a whole list of you know, reminders and a sequence of emails, Brian and I think that’s fantastic. But I want to tell everybody like if you want a quick win today, it’s if you already got a store up, get cart abandonment going now, there is a percentage of all eCommerce sites I’ve been a part of people abandon their cards, forget about it, something happens. And putting the sequence in here. Maybe the first sequence is like an hour by the way, just a quick nudge, you got cards ready, you know, you get things ready to buy. Maybe there’s one I think that you’re listening to, like 24 hours later that you can tell Okay, you need another nuts to get them to buy and maybe that’s here’s 25% If you buy within the next 24 hours,
Brian Krogsgard 09:02
that’s right. And here’s a quick percentage to show how important this is I just pulled this up, the average cart abandonment rate across all industries is 69.57%, according to this article, so basically 74 to 70% of carts are abandoned. And on mobile, it’s even higher. This study sites, over 85% of carts that are abandoned on mobile screens, so having a strategy for cart abandonment is really important. It says eCommerce brands lose $18 billion in sales each year because of abandoned carts. So that’s why we want to talk about this, because that is money left on the table that you don’t want to leave on the table. You don’t want to be that store owner that leaves that on the table. So what you do when you set up these automations, you can go click New automation, and we’ll just do that. And we’ll do a cart recovery email. That’s the primary one here, but you can see these different ones We’ll talk about some of the values for each of these styles. And when you create your campaign, it actually sets up more than one email for you by default, at least in jilt. And what it’s going to do is it’s going to stagger these out based on whether or not they followed through. So it’s going to send a baseline email, Hey, did you forget something in your cart? And these email automation tools, they have the segmentation that sends based on triggers. And these triggers are going to allow you to control you know, who gets this email, when do they get it. So this sends basically right away that your order was abandoned one minute ago, and at most 21 days ago, so it’s making sure you know, it’s not sending this to somebody way back. And with these three emails, you can customize each one. If you go in and you click Edit, the first one is going to send right away and it’s going to be base. They’re going to set it up a little bit for you. And then if you’re new if you’re an existing store, some of This will be structured for you beyond this, and it’s just like, Hey, here’s your product, we think you left this in your cart, go complete your purchase. That’s good. That’s a good start. And a lot of people will do it just based off of that. However, one of the things that you can do in addition to that is maybe in the next one, so the default and Gil, for example, is actually to just send the next one a day later. But one of the things that you can actually do is do something like include a discount in this email that you send. So your first one says, Hey, here’s your cart, and then your second one, you actually give them an incentive to say, Get 10% off of your order or something like that, if you haven’t already. And these types of incentive strategies can be really valuable when you’re setting up a cart abandonment of cart recovery campaign. Another thing that’s good to think about with cart recovery email In particular, but any time where you’re sending an automated email is you don’t want to assume that your customer is actually going to open the email in the same place on the same device that they had the first issue with, right? So one of the things that happens oftentimes is, you know, someone might be shopping on their desktop, they’ve been in the cart, and then you send them the cart abandonment email on and they see it on their mobile phone. Well, if they want to go check out on their mobile phone, one of the cool things that dedicated email software will do is it’ll actually allow you to rebuild the cart from your phone. And that’s one of the reasons that I like Gillette, for example, is that they, you go click the complete your purchase button on your phone, and it’ll rebuild the cart that you had done on your desktop. And what that’s doing is it’s just reducing the friction in this process, and that’s what’s going to happen. That’s what we’re going to want to encourage in a lot of our automated email sequences. So this is going to send a third one I’ve seen these Cori where people have five For seven if you wait long enough like they’ll send you a ton of stuff and incentives through these campaigns because you know what they want to do is they just want to get you to purchase and get you on their customer list because they know that they can sell better to you the second time
Cory Miller 13:18
and so that’s so so valuable even knowing that you know, you think about it, you got a gab.com or any pot major brand with the name e you know, eCommerce operation. You can probably wait like 10 seconds and get the 10% free off for your first order kind of thing. Oh yeah. And you’re right and your cart and see what happens afterwards. Hey, Brian, real quick sidebar. Someone asked would you increase the font size or your your view of your screen so we can see more of the job window?
Brian Krogsgard 13:48
Yeah, absolutely.
Cory Miller 13:52
But these are principles that work and I would say even though we know most of us know we can game the system get 10% off get free ship all this kind of stuff that people do expect that people do, it does move the needle forward. I have always been a proponent of discounts. Because one I go, there’s a lot of people says no, always charge your full price and get what you’ve your value, you know, your worth and all that for your services and stuff. And I said, I say that’s simply price negotiation. That’s all it is. So if you know, someone’s not gonna take the full offer, but you know, you can get that purchase faster with the 10% off to me, I don’t know they have the money sitting in my pocket versus out there waiting. And just like you said, Brian, like part of those offers is getting people engaged. That’s key when you go to a site, that’s one thing you know, but if you engage with it, specifically put in your email address, and even more importantly, put in your credit card in somewhere that is key engagement with a brand is the start of a big, you know, a potential bank relationship with that customer.
Brian Krogsgard 14:58
Yeah, absolutely. I don’t know if people caught on to what I just did while we were talking there. But I actually added a rule to this campaign. And that’s one of the things that makes automated email platforms powerful as well. So what I did is I added a con an order count less than one. So what it means is the person who I’m sending this campaign to they’ve never ordered from my store before. And this is where you can throw in that kitchen sink because if you send the same, you know, heavy discount strategy on someone’s second, third, fourth purchase, then you may be leaving money on the table. But if it’s their first ever purchase from this email address, this is how you can provide that extra incentive. Or maybe you send a few more emails to this person. And that’s just an example of the type of customization that you can do. Now I want to dig into the one that you mentioned Cory, this welcome first time purchaser. So this is after they bought from you and you can send in a, an automated email that says just has just the Perfect messaging that you want to offer them. And you can do a lot of things with this but at a baseline the rules match here that says, hey, they’ve made an order and the orders, you know, processing are completed. And they, you know, place it no more than 30 days ago. And now let’s go in and, and customize this email. Cory what were some of your strategies when you would send these you know, new customer thanks type of emails?
Cory Miller 16:30
Oh, I like what that you’ve already put your name in there. Think about it. You want to do business with other humans when you’re buying something, you know, you want to know that there’s not just this anonymous, you know, website that you’re doing. You want to do business with actual humans. So most emails we sent in general included my name, even if the reply didn’t come back straight to me and a pitcher. Now it wasn’t just for vanity at all. It was to say no, there actually is a real human And behind all this. And so as people come into your what we call customer community to not just circuit your customers, they’re your customer community that we’re rallying our people, our tribe together. And when you say like, Hey, here’s your guide, here’s your shepherd. Here’s your fearless leader, Brian Cox, recording whoever it is, and you put a picture there. It’s a connection with a human, you know. And so that was one of the big things. Brian is always including a personal touch as best we possibly can. You know, we may know Jeff Bezos is the co founder of Amazon, but there’s not a connection to him. Right? Right. or most of us, the ones that are watching this, I use every chair everything I can, if you’re, if you’re a small eCommerce shop, going against the big gulyas then I use everything I can, which means that you know the person that actually like you’re getting emails from that person, even if most of us know it’s automated, a lot of the times I’ll say click reply. Ask a question. You know, and making it personable and personal is so key, I think in this day and age and a way to set yourself apart and basically mostly free.
Brian Krogsgard 18:10
Yeah, absolutely. All right, there’s one I want to talk about, because I mentioned, you know, using that lewer with the cart abandonment email for someone who’s never ordered from you, well, you don’t want to leave your loyal customers in the dark, right? You want to reward your VIPs. And that’s another thing that you can do, and you can automate. So in this scenario, what we’re going to do is we’re going to reward our VIP customers with a custom campaign. And this really can set nicely because, one, you can customize this to be just right. So it doesn’t, you know, maybe you want their order count to be a certain number, like, hey, if you’ve ordered three times from us, that’s loyalty. But it may be, you know, they could be just one order, but it’s $1 amount. So another way you can do that is to change it based on the amount they’ve ever spent. So depending on what side what kind of products you sell, What your store is like, maybe you’ll say like, Okay, well, we want to send this to people who have spent more than $1,000 with us. And you know what, when they spend $1,000, we’re gonna give them like a, an email trophy. And maybe we’re gonna say something neat there. One of the types of things you can do with a VIP, maybe it’s just a link in here that says, Thanks for your loyalty, we really appreciate it. Here’s a discount on your next order. So this uses a automatic discount code. And another thing that you could do is, you know, and by the way, with these tools, you can change these discounts to a different amount you can give them, you can make it to where it generates a specific code for each customer. So it’s not like one across the board that then gets out on the internet. Another thing you can do…
Cory Miller 19:55
Brian I have a quick question for you.
Brian Krogsgard 19:56
Yeah, please. You know,
Cory Miller 19:58
I know you’re showing up. Cheers. is a great tool to do all this. Number one is, are these emails? Are they already pre-populated within Jilt? Are they sample copy, you can tweak?
Brian Krogsgard 20:08
Yeah, so for these just looking for these templates and Gil, these are the baseline that they set up for you when you say I want to add a new one. And I actually am using a demo store here. So if I had my logo uploaded to this store, it would go ahead and put my logo up top, and I can set my primary color. So it would all be generally branded like that. And some a lot of other email tools do that, too. There’s some reasons we really like Gil, but this isn’t specifically to say, hey, just use Gil. This is we’re just using the one that we have in front of us. But there are other tools as well. But these dynamic discount discount codes are really useful, especially if you’re sending a lot of these and you really don’t want those special discounts to get out of the way or to get out now. That’s
Cory Miller 20:49
my second question. Yeah, that’s my second question, because I know it’s going to come up is these discount codes and they’re jilts integrated with WooCommerce in particular, but that’s integrated with the card system. Most Popular, I’m guessing what Gil yet? It’s is it dynamic content, you know, coupon creation on the fly first, for these programs like WooCommerce.
Brian Krogsgard 21:09
That’s exactly right. Whether you’re using WooCommerce, or Shopify, the best email automation tools are actually going to generate a coupon on the fly, as it sends that email. And it will only be applicable for that one person that it qualifies for. So that prevents me from saying having to create a coupon that’s called Korea is cool. And then everyone who ever tried, you know, finds out about the Korea’s cool coupon can apply it. This just says, Hey, this is this coupon for this customer in this situation, and you’re not cheapening your overall products by providing, you know, a singular coupon that’s just an open secret. In this specific one, the thanks for your loyalty when you don’t even have to necessarily give a coupon. For instance, let’s say that a 10% off coupon or something might be valued at $50. If it’s a high value Volume product. Another way to provide loyalty is you could just put a link in here to a form on your website that allows them to register for swag or something like that. And you could send your loyal customers a T-shirt if they fill out that form or some stickers or something like that. That kind of loyalty goes a long way. And that’s the type of VIP stuff that really doesn’t cost a lot of money. But hey, if somebody spent 500 1000 3000, whatever number of dollars with you a little swag or something a little nudge like that is not an expensive way to say thank you. And you totally have that capacity within a template like this.
Cory Miller 22:40
I love that that Gil has something like this but also you know if I give a little suggestion about this part, when someone spent I feel like the one of the most important things you can do is you open your pocketbook and pay for something that someone else has created. I mean, that’s that’s the thing. You don’t I mean So like when you say, hey, you’ve done a lot of this, to me, it’s a part of you’re part of our club. Now you’re a part of our bigger group. When you say you’re a VIP, like, I just purchased some custom mugs from Yeti, Yeti, the cool, you know, the mug maker in the water coolers and stuff like that. And one of the emails they send is Yeti nation. So we all want to belong. And when you tap into that belonging thing like this, you may be fine. It’s a financial metric for you, but you’re like, hey, you’re part of the club you belong to this and doing a swag I’m saying like, you belong to Yeti nation. Here’s a free keychain or something like that cookie chain, whatever it could be. In an email like that, I think is a plus one for this. Like you can say loyalty But no, hey, it’s past loyalty. You now belong to our tribe. Or maybe you can use that email to say you have this now triggered something that nobody knows about, you know, in restaurants you think about like an off menu item. I just learned this a couple years ago like I didn’t even think to ask like there was an option. You, Adam. Well, now I want to know, everybody’s off menu item. The same can be true for some kind of loyalty program, or you can call it ambassadors or like getting nation or you’re part of the club, the secret club, these emails can kind of be the introduction where people you tick that box of belonging, and being a part of something that not everybody is a part of, you know, and really reward those people that do spend the most with you.
Brian Krogsgard 24:23
Yeah, I like that a lot. So, you say that as well. The other thing, let’s say you’re really happy with that Yeti purchase, right? The one that we can easily forget is to ask our customers for reviews. And that is an automation that I think probably comes right after cart abandonment where you really want to set up a request for review, and get that going as soon as you can. And when you ask for reviews, the reviews are really hard to get on any eCommerce website, only a small percentage of people are going to come on that, so you really need to be sending that to just about everybody that purchases from you. But there’s a couple of tricks that you can do on a request for review. Because what you want to do is you want to hopefully get the person to respond, who’s going to be likely to leave a good review. So for example, let’s say you have a 14 day money back guarantee, well, you don’t necessarily want to send a request for review to someone who actually purchased from you and then requested a refund, because then they might say, yeah, I’m gonna go send a review and I had to request to refund because of XYZ reason. So you can actually set one of the rules to say don’t send the request for review until it’s been, say 16 days or somewhere beyond the refund request period, or, you know, some other rules and that’s one of the cool things about setting up. automated emails based on segmentation triggers is you can customize those just so All right, I want to talk about one more thing that I really like, which is custom order receipts. And we use this on post data. So I’m actually going to show the ones that we use on Post Status because I think this is really important, particularly for stores that have a variety of maybe categories of products or different types of products. So, in this scenario, I’m showing a different receipt that we send based on what they ordered. So we have a new club member receipt, this is the standard one. But then we have different ones if they purchased a team account, so that gives them a whole different bit of text and calls to action with their purchase. And then another one if they’ve purchased a gift card that’s going to have directions for you know sending the gift card to someone else. And what I like about a receipt, email or an order created email Is this allows you to say just what you want to say, in the email. And it could be something really simple like, hey, it’s our privilege to have you as a customer. Like, we’re not doing anything crazy here with this email. But we’re just trying to put a little extra into the text of what we say there. But you can, you know, do all kinds of different things in terms of how far you go down that road for customizing your receipts per, you know, per customer. And actually, we created this, you know, gift card, so that this sends them the gift card code to the you know, they’re allowed to forward that to whoever they buy it from. So that was a neat little hack of the same thing. But, you know, some stores, they may have different sections, right? Maybe it’s, you know, you have sporting goods versus shoes or something like that. And you can customize your receipt, and it’s like, hey, do Your shoes fit properly. If they don’t then click this link and we’re going to help you make sure those shoes fit or something like that. That’s one of the things that you can do with custom order receipts based on a product or based on a category. And then if you if you don’t have a lot of products, you can make a custom one for each and every product in your store. And that can go a really long way in how someone’s going to receive the emails that you send and how they’re going to feel about their interactions with your store. All right, Cory, how do you feel about automations Do you feel ready to go?
Cory Miller 28:37
I love it. I mean, the ask for reviews part I have to do that at medium bars today. We’ve been talking about it we get really incredible reviews over there. And now specifically asking for them. And it’s a you know, a thought here is you have to I’ve learned human nature’s you have to ask people to do things and having it specifically by Come back and you know, finish your cart, write a review that kind of thing. And this just automates that. The other thing I was thinking of is which is so, so awesome to have some automated while you’re sleeping this this whole systems moving, you’ve created a system called eCommerce, marketing and you’re moving people through that system. The other thing I thought was, you can see all this and go I have to tackle this today. No, no, don’t take all this today. start somewhere. What’s the lowest hanging fruit on this list that Brian’s showing you right now? And what can you start to implement? You know cart abandonment is a great way cart abandonment will probably pay for the rest of the automation tools. Oh yeah. So find something that you can start with and go you know, I need to my customer order receipts really suck Well, okay. start somewhere. And you know, cart abandonment is a great place to start and then build all this stuff, you know, the first time Repeat purchaser customisations. Absolutely. That’s a next good one where you’re, you know, in the VIP VIP emails, those are great because you’re making more money with existing customers, you know, the premise and businesses that it’s hard to get, because it’s hard and expensive and time consuming to get a customer. But keeping one and growing net is much easier. So these two are great, you know, second and third ones on your list.
Brian Krogsgard 30:23
Yeah. We’re trying to give examples because we all know exactly what your store is like. And I’m glad you brought up the two bars because there’s one more kind of significant category that I think may cause you to prioritize a certain type of email. So the data bars is what I would call like a consumable, right soap that people are going to use, and then they’re going to need more soap. Or if you sell something that’s food related, or if you sell something that’s maybe if it’s even seasonal, like children’s clothes, for example, and you know, somebody buys a size three t well A year later, they’re going to need a 40 Something like that. And that’s one more type of email that I really want to focus on, which is either winning back inactive customers, or, in this example, a replenishment reminder, which is just going to be a little nudge towards the customer to say, hey, it’s been two months since he last ordered from the v2 bars, and we hope you love that soap. Are you out? We want to help you, you know, replenish your supply. And actually what this can do is it can send you a fulfillment for exactly what you ordered before. A coffee one is another case and we talked about coffee in a recent webinar. Okay, you really liked this Ethiopian, it’s been a month. Do you want that Ethiopian again, click this button, bam, it goes and builds that cart for you with the Ethiopian and it’s not leaving, like just sending you the site and you go shopping blind again, it’s telling you exactly what you can check out with and it’s really taking a lot of the Work out of it for the customer. And I think that’s a really important place to finish. When we talk about automated emails, we’re trying to make this easy on the customer that’s going to buy from you
Cory Miller 32:12
like that take the work out from the customer. So any way you can reduce friction for your customer is so key. And some of these are just simple reminders. I mean, now think about the subscription thing. You know, like in your coffee example, I ran out of coffee, we run out of coffee a lot here. Now a second thing would be a great, great thing to have right? And being able to, like you said have a tool like veal or something that creates the cart form like all you have to do is click here. That is just the smoothest way to do business, particularly with eCommerce because you’re just producing friction, helping them get what they actually want, and have it delivered so and it’s also anticipating needs from your customer. So that’s that’s a key thing. Reduce work for your customer. Great principle.
Brian Krogsgard 32:59
Yeah. Absolutely. All right. So there’s one element that’s important after this that I want to talk about. And that is the fact that you don’t know exactly what’s going to work all the time. So it’s going to be important to track your results. And you can tweak your email strategies based on what you see, are you getting, you know, a good conversion rate or not. And what these tools usually will let you do, I’m going to pull up the image, it may be a little small. But this is an example image of a demo store. Since my store wasn’t live, the demo that I used, they can show you things like here’s all your revenue, here’s your total number of orders, your average order value, and then it says, here’s the attributable orders to your email automation. And here’s what you made using your automation tools. And you can track those down to specific campaigns and see Okay, well, I got a 1% conversion rate on my cart abandonment email. Let me change something about it and see how it works over the next month or two and see if I improve that number at all. Or, hey, you know, I have this replenishment email, but nobody’s actually ordering from that, what if I tweak it and in the replenishment email, add a discount code, what would happen then. So you can use your results tracking to iterate on your emails and keep going. And really, over time, improve your setup. And this gets back to what you talked about Cory with iteration and not having to give do it all in one go. Use the feedback that you get from customers use the analytics that you get from your tools, and see how it works and iterate over time. But you certainly don’t want to fly Fly blind without any stats whatsoever. So that’s going to going to be important.
Cory Miller 34:53
I’m a data hound. I love numbers because they show me if the experiment is working And keeping track of all this, you know, thinking about this as a system and keeping track and monitoring, the reports you get is absolutely so key, particularly looking at open rates and click throughs. Those two are things I obsess over with email marketing, you know, with post test, the partnership that Brian, I have a WordPress community for developers and entrepreneurs. We send an email every single week, and sometimes twice a week. And there’s historical data to look Hey, if we get a big dip, something’s messed up. And it’s something we monitor closely we make sure we optimize for we want to see opens we want to see click through rates. So we’re always using data to optimize everything we’re doing to make sure we understand the customer, the client, the member in that particular situation. And we’re we’re supporting them and serving them appropriately. And that’s a good measure of to watch particularly with Emacs is so important to your eCommerce operation.
Brian Krogsgard 36:00
Yeah, absolutely. Cory, do you have any questions? Or do you think we’ve had any, any anything that we want to highlight here?
Cory Miller 36:07
Yeah, I think this has been a great introduction to automated email marketing. We’ve also showcased a great one, Jilt, to be able to use for a lot of these things. And I think it’s a great start where you, you’ve got one takeaway today, I think people can take and go implement, and investigate and implement. And then you’ve got a list of things that should make you smile. It shouldn’t be just, I’ve got all this work to do. Now, these are ways to grow your eCommerce operation. So I think it’s been, it’s been an awesome time. If you have any questions, please post those in the chat. And right below, you’ll see a Q&A button and we’ll get to those today, but we’re here for you. And thank you for being a part of this live webinar and Commerce Journey.com. And again, we thank our key sponsor at GoDaddy Pro.
Brian Krogsgard 36:56
Yeah, and you can go to commerce training comm slash go dash webinar. To check out the amazing deal that they have for getting started with your eCommerce website, on that link, and also be on the lookout on the website, we’re gonna have some more articles with regards to automated email marketing, and we’ll dig into some of the strategies for like specific copy or things like that, that you can use within some of these campaigns. But we hope that we’ve given you a good overview of the campaigns that you can use today on your store and you can get started pretty quickly. And with the prebuilt templates that have been set up for you, and then you can customize those to work with your store and start earning revenue based on emails that you never had to send yourself because your store sending them on your behalf to your customers. All right, Cory, we’ll leave it there. Thanks, everybody for being here and we will talk to you next time.
📧 If you enjoyed this Webinar, you may also benefit from our article on Automated Emails for eCommerce. 🛍️