What email automations generate the most conversions?

Introduction

Automation is the key to streamlining your email marketing. But how do you know which automations are generating the most revenue? For example, if you send out a welcome series to all of your new subscribers, how do you measure its success compared to an abandoned cart campaign or a browse abandonment sequence?

Welcome Series

Welcome Series

Welcome series are emails sent to new subscribers. They can be used to introduce a product, a service, or even a company. Welcome series are also commonly used as an opportunity to introduce your brand.

Abandoned Cart

The most profitable email automation you can create is an abandoned cart email sequence. This happens once a customer has added items to their shopping cart, but doesn't complete the purchase. They then receive an automated series of emails designed to encourage them to come back and check out again—and hopefully make the purchase this time!

Abandoned cart automation works because customers who leave without buying still view the product as valuable and want it enough that they're willing to spend some time trying to get it at a discount or lower price than what was originally offered. An abandoned cart email is your chance to show them why their original decision wasn't the right one (and what you can do about it!).

Browse Abandonment

If you've ever been to an art gallery, you'll know that it's usually full of people who aren't actually going to buy anything. They're just looking around and learning about the pieces on display—and that's perfectly fine! This is how browsing works in email marketing as well: customers will browse your website or catalog but not buy anything, even though they might still be interested in what you have to offer.

Abandonment is when a customer leaves before completing their purchase (not necessarily because they don't want it anymore, but perhaps because something else distracted them). This can happen for many reasons: maybe your product was too expensive for them at the time; maybe another site was more convenient, or maybe they just didn't feel like doing any shopping today.

Abandonment is important because it helps us understand our customers better—whether we're trying to prevent abandonment or recover from it after the fact. You can measure abandonments by tracking how many people start shopping on your website or app, then leave without finishing their purchase (or converting).

Anticipated Next Purchase

• The Anticipated Next Purchase is the email campaign that you send to your subscribers before they buy something, asking them to take an action that will increase the likelihood that they'll buy.

• An email like this is great because it's an opportunity to build a relationship with your subscribers and give them value before they make a purchase decision.

• If you're not sure what kind of action you should ask for, use some of these examples:

• Join our email list for free stuff! (We'll send exclusive offers.)

• Use our referral program—get $5 off your next purchase! (Invite a friend who makes their first purchase.)

• Complete this survey about how we can improve our products and services. (You might win a gift card!)

Welcome series, abandoned carts, browse abandonment and anticipated next purchases generate the most revenue.

Welcome series, abandoned carts, browse abandonment, and anticipated next purchases generate the most revenue. These are also the most engaging email automation you can create.

The reason why these email automations make more money is that they’re adding value to your customers’ lives. A customer who receives a welcome series will be able to get up and running with your product or service faster than if they didn't receive those emails. Your customer has purchased something from your store or signed up for a trial period of some sort, but then they left without completing their purchase? An abandoned cart email automation will help bring them back into your store so that you can complete the sale! It's really simple: by driving revenue through engagement, you'll see an increase in revenue as well!

Conclusion

I hope this article has shown you how to create an email automation that can help your business generate more revenue. If you’re not sure where to start, try one of the four automations I listed above and see if it increases sales for your store. If so, keep going with it! Once you have a few successful campaigns under your belt, feel free to add new ones into your marketing strategy—they don’t have to be complicated in order for them to be effective!