How to get started with email marketing for fashion e-commerce
From welcome flows to winback: a guide to email marketing for fashion ecommerce brands
Email marketing is one of the highest converting and lowest cost marketing channels for fashion ecommerce brands. Done well, it can deliver around 30-50% of your revenue each month, driven by your regular email campaigns and your suite of automations - aka email flows.
If your current email marketing consists of a weekly newsletter but you don’t have email flows in place to nurture your subscribers along their customer journey with you, you’re missing out on a serious cash-money.
It takes time to build our your email flow suite upfront, but once it’s in place, it’s going to do the heavy lifting to drive sales on autopilot while you get on with other things.
Here’s what you need to get started with your email marketing.
These are the email flows that drive the biggest revenue:
Your Welcome Flow. For most e-commerce businesses, the welcome flow is one of your biggest drivers of revenue.
This is the one I recommend you spend time on getting right. It's your chance to make a smoking hot first impression. It meets your new subscriber at a time when their interest in your brand is high.
This flow typically includes an incentive that makes it easier for them to make that first purchase, such as a percentage or set amount off their first order. Your welcome flow is the one that is going to need the most up-front work, and the one I really advise you to get right.
Download the welcome flow template to help you get started with this.Abandoned Cart Flow The abandoned cart flow is sent to anyone who adds a product to the shopping cart but doesn't complete the purchase. It includes a one-click link to take them back to their cart to complete their purchase.
Abandoned Browse Flow Similar to the abandoned cart flow, this is a highly targeted and personalized flow that will drop into your subscriber's inbox after they've been browsing a product on your store, encouraging them to take another look and add to cart.
Your post-purchase email flows:
Order Confirmation. This is a transactional email to confirm their order has been received. It's a necessary email to send, like a digital receipt, and it builds trust between you and your customer. However, it has a high open rate and click-through rate, converting a surprising number of returning customers.
Thank You Flow. This flow is another chance to nurture your customer and build trust with your brand. Take this opportunity to show them how much you value them and take them further on their customer journey with you.
Rekindle lapsed customers and list cleaning:
Winback flow. This flow is designed to re-engage subscribers who haven't opened or purchased in a while. Remind them what they're missing out on and incentivize them to shop with you again.
Sunset flow. For those subscribers who aren't opening your emails, this is their last chance to take action before you move them off your list.
This is part of your list cleaning, which will move off those who are no longer engaging with your brand. This keeps open and click-through rates high, indicating to inbox providers that you're a good sender.
Moving unengaged people off your list also means you're not paying to keep uninterested people on your list.
List segmentation:
Set up list segments so you can send more tailored emails to subscribers as they enter each segment.
Think about segments for your most engaged subscribers, your VIP customers, those who have made a purchase, and those who are yet to purchase.
Content plan:
With your flow suite working away in the background, plan out your regular campaigns in line with your promotional calendar.
Your content plan can include:
New products releases
Best sellers
Brand stories
Pre-launch emails
Offers and promotions
Messages from the founder
And brand collaborations
want it done now?:
Take a look at my Klaviyo packages if you’d like to start strong with your email marketing.