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High Levers in Your Email Flows

Author

Max Sturtevant
November 08, 2024

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

Let’s talk about THE most important part of email marketing… Flows.

(Flows are your automated emails that fire after somebody completes a specific action, such as abandoning a cart).

PS - Here’s a free 40+ page guide breaking down all flows with examples that have made my clients and I $15M+ document: Here »

Don’t Get Carried Away With Email Flows

KYFSS (Keep your flows simple, stupid)

When you have advanced, hyper segmented emails with all sorts of splits, it becomes very difficult for you to make changes and try to even understand what is going on.

What’s simple can be optimized.

We only want bases in place and focus on the 80/20 rule.

What are the high levers in your flows that you should focus on that will drive the majority of the results?

The first high lever is having at least 1 email in every flow live (don’t mess this one up)

Let’s break them down one by one with the highest levers.

Welcome Flow

Flow Purpose: Brand intro emails set up for when somebody joins your email list to educate them on your brand.

High Levers:

  • Nail the first email. Deliver the discount / incentive at the top of the email and give brief background.

  • Adding urgency emails about the discount expiring.

  • Minimum 3 emails.

Site Abandon Flow

Flow Purpose: Email(s) set up for when someone visits your site but doesn't click any products or go any further down the funnel.

High Levers:

  • 1 email minimum

  • Nail the time delay… test 1 hour vs 4 hours to start

  • Showcase your bestsellers, ideally as many as possible

  • Offer support if they have questions

Browse Abandon Flow

Flow Purpose: Email(s) set up for when somebody views a product but doesn't go further down the funnel. We want them to buy!

High Levers:

  • Find your winning time delay for the first email (typically 30-60 mins after event)

  • Minimum 3 emails

  • Keep emails simple

  • Show the exact product the customer left behind

Cart Abandon Flow

Flow Purpose: Emails set up for when somebody abandons a product in their cart.

High Levers:

  • Make sure you have this flow (most only have checkout abandon)

  • Utilize text-based emails

  • Feature buttons at the top of every email

  • Minimum 3 emails

  • Introduce discount at the end of the flow

Checkout Abandon Flow

Flow Purpose: Emails set up for when somebody abandons checkout, meaning they got to entering their card info (farther down funnel than adding to cart)

High Levers:

  • Strategically overcome objections

  • Utilize text-based emails

  • Feature buttons at the top of every email

  • Minimum 3 emails

  • Introduce discount at the end of the flow

Post Purchase Flow

Flow Purpose: Emails set up after someone makes a purchase thanking them and potentially getting upsells.

High Levers:

  • Have an immediate thank you email from the founder

  • Subtly upsell your products

  • Promote your community / social media

Winback Flow

Flow Purpose: Email(s) set up for someone months after their last purchase encouraging them to come back.

High Levers:

  • Address them directly that it’s been awhile since their last purchase

  • Give them specific product recommendations based off their last purchase

  • Set up a discount with urgency

There’s A LOT that goes into flows… but it’s important to at least get the basics.

Watch this in-depth video of me breaking down each core flow above: https://youtu.be/H4jF8sr-e88?si=B496OfRqp5PU2d92 

Email Inspiration Of The Day

Brand:
Icelink

Notice the spacing and setup of the hero section. Clean and very easy for the customer to click.

Not too much copy… just simple hero section then showcasing the products.

Make sure to promote holiday gift-giving!

Hero Section Template #17

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

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

Cheers,

Max

PS - I sell email design templates… If you purchase either one of these products you get access to my private community of 600+ members with daily posts from me, access to me for support 24/7, and private calls.

  • 134 Mix and Match design templates that can make 5,000+ unique email designs click here »

  • All core 7 email marketing flows fully templatized click here »

PPS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »