Once you’ve delivered the goods in your first email, it’s time to nurture these leads into paying customers if they haven’t bought already. We’ll break down strategies to do just that in a moment, but before we go any further, please note that conditional automation will play a huge role in determining who actually receives the rest of these emails. Well respected Ecommerce email solutions such as Klaviyo
allow you to do this with ease.
When you begin configuring the conditional logic for your welcome series, it’s important to keep one thing in: your ultimate goal here is to turn subscribers into customers without turning them off to your brand.
You accomplish this by setting rules in your series to ensure the emails you’re sending are relevant to where your subscribers are at in the buying process.
Maintaining Relevance with Smart Automation
Let’s assume someone hits your website, subscribes to your list to receive a discount code, and immediately uses it to make a purchase. Should they receive the next four emails in your sequence reminding them to use their discount before it expires? Absolutely not.
Not only will these emails be irrelevant to someone who’s already redeemed their coupon, but they’ll also make your company seem unprofessional, lessening the likelihood of the recipient staying subscribed to your emails and continuing to purchase from you. You want to capture their business with the fewest amount of emails possible. If that only takes a single email, more power to you!
Setting up the logic necessary to keep your emails relevant is fairly simple. Most ESPs have intuitive filters that make it easy to exclude purchasers from receiving subsequent emails, regardless of how many total emails are in your welcome series.
Take Klaviyo, for example. By using the “Placed Order” metric and setting it to zero times since starting the flow, you’re able to send your emails only to those subsets of your list who have not made a purchase since starting the welcome sequence.