DON'T Mess This Up

Author

Max Sturtevant
June 07, 2024

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

I want to keep this newsletter short and sweet, talking about a super important topic.

Let’s do it…

Flow Time Delays

How soon after a flow is triggered should someone get the first email? Then the second? How long for the third?

In your flows, you have time delays in between all your emails.

It’s important to nail these when you have the customer’s attention.

You could have the best copy and the best design in the world, but it doesn’t matter if you’re a week late…

Highest lever in flows in my opinion.

Welcome Flow

VERY important, your first welcome email should fire immediately.

Every second the customer has to wait for their discount the less likely they are of using it.

Fire the first email immediately…

For your remaining emails, I recommend 1-2 day time delays (you can test what works better).

We recommend 8-12 emails in your welcome flow, so mixing up 1 and 2 day time delays puts your flow at the 2 week mark which is perfect.

Site Abandon Flow

The site abandon flow fires for anybody who visits the site but doesn’t view any products.

It’s not as urgent as a cart abandon flow and it typically doesn’t perform better that way.

People in this flow will convert better after they have some time to think.

If you fire after 20 minutes the person will think “I literally just browsed”.

If you wait a bit, you’ll get somebody to say “Eh I’ll take another look”

In my experience, a 4 hour time delay for the first email has won out.

I recommend testing 1 hour, 2 hour, 4 hour, and 24 hours.

(We only use one email in this flow typically)

Browse Abandon Flow

This flow is for anybody who views a product and doesn’t buy or add to cart.

Usually we want to be pretty quick in reminding them to get an impulse purchase.

For the first email we see the most success with 30-60 minute time delays.

We’ve seen delays of 2 and 4 hours perform better for some brands, test it out.

For the remaining emails I recommend 1 day time delays for most, maybe 2 days.

It’s VERY difficult to get someone to view a product on your site… someone may only do that a couple times a year.

So we want to capitalize on that attention by sending multiple reminders 1-2 days apart.

Cart / Checkout Abandon Flow

We see the most success almost always with a 20-30 minute time delay.

People need a quick reminder while we have their attention.

If you fire too soon (like 10 minutes), the person may stil be browsing the site.

If you wait too long, the person may have checked out competitors and decide to go with them.

Start with testing 30 minute vs a 60 minute time delay and take it from there.

Post Purchase Flow

Right after someone purchases we want an IMMEDIATE email to fire.

We do thank you emails just to improve the customer experience and make them feel special.

AND to upsell them.

Get your first email to fire immediately.

You don’t necessarily need anything else in this flow but here are some options:

  • Wait 1-2 days and tell them to follow you on social media

  • Wait 1-2 days with other product recommendations

  • Wait 1-2 days and build excitement with a “Coming soon!” email

  • Wait 4-5 days and give them a product guide

  • Wait 21-28 days and ask for a review

Here are a few podcasts I’ve been featured on recently:

  • The One Network 👈

    • 37 minute podcast about how I got started, early days, and the highest levers to pull in email marketing

  • Leo Moore’s Podcast 👈

    • 51 minute podcast about my journey, productivity, goals in business, and how I’ve been able to grow my company.

  • Nico Holloman’s Podcast 👈

    • 61 minute podcast on philosophies in business, how to execute on great service delivery, and spirituality.

Enjoy, if you want.

Email Inspiration Of The Day

Brand:
Lentiful


Notes:
Super cool email concept!

I love the idea of mixing and matching your food items with other recommendations.

You can do this with any brand to cross sell products.

Examples:

  • Supplements that mix and match well

  • Clothing items that go together well

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

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