Essential eCommerce email sequences (part 10 of 10): Sunset/Breakup
Breaking up with folks on your email list is hard to do—you worked hard to get them after all!
BUT if folks haven't been opening your emails (get the hint) and in turn, they're costing you money and domain reputation, it's time to let go...
Why a Sunset (Breakup) series?
Also known as Unengaged sequence.
This sequence can help you make extra sales and suppress dormant people on your list. Benefits:
You stop pestering people who don't want to hear from you.
Potential savings from having a smaller (but highly engaged) list.
Better domain reputation because your list is engaged.
People not getting "spam." You have better list hygiene. Everybody wins.
Plus, suppression means they can always come back to your list and you retain a record of their past activity.
There are two parts to this: automated and manual.
What you'll need
Email Template
Use a similar template for all emails so it's cohesive.
Use Dynamic blocks to show past purchases: Dynamic Blocks Guide.
Coupon
Use a unique dynamic coupon. Set the coupon to expire after X days or hours. Guide here.
Part 1 - Automated
Trigger
Trigger: X Days after last interaction - depends on your product and your customer winback sequence. Test! Start somewhere around 6 months or a bit sommer.
Sample sequence emails
Email 1 (on Trigger): Do you still want to hear from us? Offer (optional).
Email 2 (3 days after Email 1): Goodbye! Sample.
Part 2 - Manual
After a data or two after Email 2, it's time for suppression.
1. Create a segment of the people who received the emails and didn't respond or buy.
2. Export a CSV of the segment.
3. Go to Profiles > Suppressed Segment > Upload File
4. And done!
Do this regularly every 3-6 months.
Questions?
DM me @heykatgarcia
