Segmentation, cart abandonment and advanced triggers

Course content (8 lessons)

This lesson is ecommerce gold. Learn specific strategies you can implement to start building and leveraging customer segmentation, cart abandonment and advanced triggers.

[MUSIC PLAYING] JON MURPHY: The main tool to accomplish any effective post-purchase funnel is a solid foundation of automated emails. Automated emails can be used to accomplish a wide variety of triggers from following up with an order confirmation all the way to advanced triggers sent to a segmented group of past customers to alert them to a new line of products being released that correlates with their specific purchase histories based on like product tags.
One of the best things about automated messaging is that with the exception of A/B testing and tweaking, it can be set and forget one time investment that keeps paying dividends. You can look at your overall automated messaging trigger chart as a foundation of building blocks. You don't have to create them all at once and you can continue to add to them over time as your marketing budget allows.
There are a number of different ways to approach your messaging but the best way, in my opinion, to not turn your customers off and to keep them interacting is to take a subtle segmented approach. Try to think of automated messaging as a scalpel not a butcher's knife. Here is a diagram of a well-thought-out automated message trigger chart that includes low hanging fruit that can apply to most any e-commerce business.
This is probably overwhelming, don't worry. Simply click the link below for a version of the chart for you to look at, at your leisure. In this module, I'm going to cover a few examples-- my personal favorites-- so you can start generating ideas about how you can apply this to your own business. I turn my invoice payment receipts into a sales opportunity. Right when you complete a sale your customer is at the peak of confidence in your brand and it's a great opportunity to lay the groundwork for the next sale.
Order confirmation emails have a higher than 90% open rate. It's a fantastic opportunity to help sell to your customer again. Here is an example of a custom branded payment receipt that I use for my own business. I draw people's attention in with a level of detail and design for something that is usually as mundane as an invoice receipt. And then include a visible section with a brief statement asking if they are interested in learning more about having us design a custom branded email confirmation page for them as well, with an easy call to action hyperlink to find out more information which triggers a contact request to our sales team.
Now, this specific invoice example most likely won't apply to your business but a great way to think about this technique is to include a section of items related to the one they just purchased right in the confirmation or delivery emails. Just as a related item section on your website would be maintained, you can run this functionality based on product tags on the back end as well.
And for good measure you may want to consider including a promo code they can use for a discount or free shipping on their next purchase. You can create a more seamless user experience and get more segmented using customer tags and Shopify scripts in an instance like this, which I will address in more detail in a later lesson. These initial post-purchase automated message touchpoints are the very top of your new funnel.
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Segmentation, cart abandonment and advanced triggers

Course content (8 lessons)

Module 1: Discover the Value of the Forgotten Funnel

01 |Module 2: Strategies to Reengage Existing Customers

02 |Module 3: Increasing the Lifetime Value of Your Customers