Email Automation Strategy

• Client:
  Anonymous - e-commerce platform

• Industry:
  Health & Wellness

• Softwares:
  Shopify, Klaviyo, Miro

• Project Overview
  The sample chosen for this case study is a client I worked with in 2023 operating within the e-commerce sector, offering a diverse range of products/services through an online platform. As for many other case studies the name of the client won't be disclosed, however, this presentation outlines the approach used to leverage email automation strategically throughout the customer journey, aimed at enhancing user experience and driving meaningful engagements.

Customer Journey and Automated Flows triggers

This email automation strategy has demonstrated its impact on enhancing customer engagement, driving conversions, and fostering lasting relationships. While specific client data cannot be disclosed due to confidentiality, this strategy has been utilised for various clients to help map their customer journey and develop an email automation strategy to minimise manual work and nurture clients at every step of their ecomm journey with the brand.

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Key Components of the automation strategy:

Objectives:

Our primary objectives revolve around:

• Enhancing Customer Experience: By delivering personalised and relevant content via automated emails, we aim to create a seamless and enjoyable experience for users.

• Increasing Conversions: Through targeted emails at crucial touchpoints, such as cart abandonment reminders and post-purchase interactions, we strive to boost conversions.

• Fostering Long-term Relationships: The strategy focuses on nurturing lasting relationships with customers by providing value and meeting their evolving needs.

Customer Journey Mapping:

• Signup Process: Our welcome email series acts as the initial touchpoint, introducing users to our brand and setting expectations.

• Product Browsing and Cart Abandonment: Automated reminders are strategically sent to users who abandon their carts, encouraging them to complete their purchase or offering assistance.

• Post-Purchase Engagement: We emphasise follow-up emails, seeking feedback, providing related product recommendations, and ensuring customer satisfaction.

Email Automation Strategy Overview:

• Segmentation Strategies: Utilising user data, including behaviour and purchase history, we segment our audience for tailored email campaigns, ensuring relevance and effectiveness.

• Triggered Emails: Timely and triggered emails respond to specific user actions, such as welcome series, abandoned cart reminders, and order confirmations.

• Content Personalisation: Dynamic content and personalisation techniques ensure that each email resonates with the recipient, showcasing relevant products and offers.

Flow Example - Order Prompt

Content and Personalisation:

• Personalised Content: Hypothetical scenarios demonstrate personalised product recommendations, exclusive offers, and updates integrated into our email content.

• A/B Testing: We implement A/B testing methodologies to refine subject lines, content variations, and calls-to-action, optimising email performance based on data-driven insights.

Metrics and Measurement:

• Key Performance Indicators (KPIs): Our KPIs include open rates, click-through rates, conversion rates, and customer retention, enabling us to measure the effectiveness of our strategy.

• Data Analytics and Insights: Leveraging data analytics, we derive actionable insights to continuously iterate and refine our strategy, ensuring its alignment with customer preferences and behaviours.