Essential eCommerce email sequences (part 9 of 10): Customer winback

One-time purchases are pretty common in eCommerce, but it doesn't have to be like that 100% of the time.

Why customer winback?

This sequence can help you re-capture some customers who may have fallen by the wayside.

Ideally, you've been trying to keep the love alive and building a relationship with your customers through relevant newsletters and occasional promotions.

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 to create a sense of urgency. Set the coupon to expire after X days or hours. Guide here.

Trigger

Trigger: X Days after last purchase - depends on your product. Test and/or run a survey. Starting points while waiting for data:

• If you sell a consumable product (like food, skincare) and/or it's <$100, try 3 months

• If you sell a consumable product and/or it's >$100, try 3-6 months

• If you sell a durable product (leather bag, sneakers), try 6 months

How to run a faster test: Use a 50% Random Sample split at the beginning of this sequence.

Filter: Filter out refunds, have not added to cart, started checkout, or placed order since starting flow.

Segments: Create a split for VIPs and make them a better offer.

Sample sequence emails

• Email 1 (on Trigger): Hi, it's been a while, here's what's new.

• Email 2 (2 weeks after Email 1): We want you back here's an offer. Sample: Blue Apron Winback

Questions?

DM me @heykatgarcia