 So today we're going to talk about e-commerce and email and how to get more e-commerce sales With email, and I'm a Mailchimp expert But Mailchimp doesn't work well with e-commerce. So don't use it Don't tell them I said that because I'm going to Mailchimp next week So today you're going to learn the three Plus a little subgroup types of subscribers on your email list and the one million different email formats for e-commerce and Which email format to use? For which type of subscriber to move them down the road to sales So email is the alpha male. I Love that one So first we're going to talk about the subscribers and this is an interactive Presentation like a last half of this presentation is Going to be about you working through some of this process So please feel free to shout out your questions during the session so the first kind of Email subscriber is interested. What is that little thing on my there you go? They have not purchased your products yet and they want more information about your products about how to use them about How they will fulfill their needs and What your products actually do? That will help them with what they need done Does that make sense? the second Type of email subscriber is an engaged email subscriber So in e-commerce we say the engaged kind of we have there's a subset of engaged too But we say the engaged email subscriber has purchased your products and Here's the real distinction there in your e-commerce database The interested are In your email database. These are in your e-commerce database. That's a Specific distinction there so On the engagement You get to choose a time frame that you say these people aren't are in the engaged group So and that can be dictated. It's usually dictated by your industry So in some industries you they're gonna have lots of purchases like if you're a shopping cart for groceries like Instacart You're gonna expect an engaged Email subscriber to purchase in your shopping cart once a week But if you're an auto repair store Your engagement might go down to it may make may make a purchase that once every six months once a year And that's still gonna mean that they're engaged in purchasing So it all depends on your products So this is the subset of engaged. They're engaged. They've purchased in the past But they're inactive now So now they're not Purchasing they're opening your emails But they're not clicking through they're not taking that next step to make the purchase and You get to choose a time frame depending on your products again, so It just depends on your products How long you're gonna give You're gonna say that it's gonna take To make them inactive they're gonna be clicking through on a regular basis, but they're not going to be purchasing so for me a real good Example of that is Michaels. I click on Michael's Stupid email that one that's like 48,000 million long miles long. I click on that every single week I do not purchase from the email ever because don't take away my Michael's experience man. Never So and this is one of the most important kind is your lapsed and Your lapsed haven't opened an email and They haven't clicked on a link and they haven't purchased and Usually rule of thumb is and again depends on your product in your industry usually rule of thumb is six to 13 months and again Depends on your product, so I love this quote from Meg Whitman The communication is at the heart of e-commerce and community So one of the things that I see e-commerce sites doing is not communicating enough with their With our people like Michaels doesn't email me back and say hey We saw that you clicked on those fun spring flags for your house Why did you purchase or? Let me send you some more so you'll go purchase So here are the basic email campaign formats, and this is the interactive part It would be great if you see something that I've missed because I Came up with a lot of them If you just shut it shout it out, and I do have two slides, so if you shout it out I may have it in the second slide, but I just told you to shout it out, and then I told you not to shout it out so confusing all right, so Email campaigns for any website along with e-commerce websites are welcome mails Everyone should have a welcome mail Everyone product promotions email coupons or discounts Birthday specials you don't have to have those but this I've I have a couple of Clients that are extremely Successful with birthday specials restaurants are super successful with birthday rest specials newsletters Everybody get it written down Transactional emails Everybody know what a transactional email is? Abandoned cart sequences one of the most important e-commerce emails that there is thank you Thank you, Christina. So transactional emails are the emails that you send out when people buy When they put something in the cart and they purchase, you know, you send them that email that says thanks for your purchase And then the next one you send is here's your tracking link and Then the next one you send is your Package was delivered. Here's a picture of your porch With the delivery so those are transactional emails are just one They're not sent to the whole list or sent to someone individually page triggers Review requests a lot of people won't send don't send these and I think that these are brilliant and a review request is when you you ask somebody to review the product that they just purchased and And then Re-engagement campaigns and re-engagement campaigns are where the gold gold is in my opinion. I love re-engagement campaigns The page triggers. All right, so page triggers are where you do conversion pixels and You may send an email where they click off to go to a page So you can have a page trigger that way where it's triggering from an email They go to the page and if they don't click on anything on the page and they get off the page You could send them a triggered email that way or if they go to a page and they click something But they don't purchase you can send them a triggered email that way Okay, so now we're getting to the interactive part Wow, I Thought that was going to take 20 minutes so who gets what so if your Subscriber is interested now and notice I said subscriber Because interested people are subscribers because they haven't purchased yet They're in your email database So they're in your you probably have some kind of email service provider mail chimp Got for big constant contact active campaign Convert kit something like that. So the interested are the people that are in that software They're going to get a welcome email It's also good to send them product promotions Especially if you can track the campaign the page that they came into your emails list from So if you have subscription forms on specific pages on your site and you track That subscription form where they signed into your email list then you can see oh they were interested in the Chef's flipper Turner thing. I'm not a cook a chef's flipper Turner thing and They didn't purchase so but they came in they signed into our to get more information from there So let's send them chef tools. Let's send them product updates about chef's tools Interested email came email coupons That's a perfect way to that's actually a good welcome sequence is hey, thanks for Visiting get 10% off if you sign up for our email list and then send them a email email them a coupon from the email list Birthday specials Birthday specials work awesome. I worked with a jewelry store who sells They sell a lot of birthstone stuff So she has a birthday email that she sends out and then she also has a form where you can fill out your kids Birthdays and your grandkids birthdays so she can send you specials when that burst stone is On sale She's great with that and then regular newsletters Don't forget the newsletters newsletters are always good when you cutting what are you coming up with? Where are you in the news? Are you going to be at any events? These letters are always good So here's the engage or remember the distinction on the engaged is That these people are in your e-commerce database So they have not opted into your email list and they have to be treated completely differently You cannot send these people a newsletter Because I have not asked to be sent the newsletter so sending them transactional emails and the transactional emails again is the Hey, thanks for purchasing and on that transactional email We're gonna get it to it on the next slide, but you can actually you can add an upsell. Hey, you bought You bought this computer Most people when they get this computer they need this power pack to go with it and on the bottom of that Think up the email have the listing for the power pack so they can just click on it and buy Oh, well upsells was right underneath it. Okay review requests after they gone through all the transactional emails Then the review request comes in It needs to be the last email that you send them need to send them a link to where you want them to review you can't just Expect them to psychically know where you want them to review you want to send a link to if you're selling on Amazon You want to send them a link to the Amazon review area? if you're you know, you want them to review you on Yelp or On your website you need to send them to that area with a specific link of where to get that review from Abandon cart sequences so these can be as Basic and as Detailed as you want to make it and you want to send them frequently So you usually want to do an abandoned cart like within an hour you get a bandit cart Okay, so an abandoned cart email is when somebody Shopping on your site. They put things into their shopping cart to Purchase but they don't complete the purchase which I'm super guilty of because I am Easily distracted and I go in 12 different directions, you know, we all have those browsers with 50 open windows Not that I would ever do that, but I do and So I abandoned cart emails are great for me And I would send them an hour a day and maybe even a week if you're a bandit cart will last that long Product promotions if you have somebody who? Just bought sway bars for their truck on their Keep your travel trailer from swaying. I'm doing that Then you want to send them additional product promotions what kind of what is the next step that they would get To buy to keep themselves safe when they're towing their travel trailer You know and send them a product when you have a new product a new type of sway bar that may work better than your old sway bar You may send them the new product promotion And email coupons and I hate telling people to send email coupons because I'm one of the people that says you should never do a coupon you should always do a Value-added offer But I'm not I'm not one for 10% off because then you do value your product I'm one for okay, and you get this handy-dandy vegetable slicer also No, I think a value-added is much better than a coupon and you can do it either way I can do a coupon for a value-added or I can do a coupon for a discount So for engaged but inactive and remember these engaged again are not on your email list They're in your e-commerce software So you could each page triggers if they go to a page and They don't buy There's something on that page gets triggered and it sends them an email. Hey, why didn't you buy? This or are there any questions? Here's the 10 questions that we usually get about this product and Send them a little FAQs product promotions Email coupons again. Yes, sir. No, it should be in your e-commerce on software Remember engaged but inactive have already purchased from you, but they're in your e-commerce software not your Email. Oh, I'm sorry I'm sorry Please remind me of your question. I'm just super nervous. I'm so sorry Okay, so he was asking about the engaged but inactive He was saying that he was like, but they're not on the email list. How are you going to send them an email? And I said remember gauged engaged Has purchased from you. So you do have their email, but they're inactive They haven't purchased for a while and usually they're still opening your emails because they're engaged But they're not purchasing necessarily and last so lapsed are my favorite because you can Recover all sorts of stuff from these people re-engagement campaigns re-engagement campaigns are golden Anybody know what a re-engagement needs more information about a re-engagement campaign All right, so a re-engagement campaign is when you have cited what your time frame is for a lapsed person and This goes for everything. It doesn't necessarily have to be e-commerce. It can be on a regular Website also if they haven't purchased or if they haven't opened your emails for a while You need a re-engagement campaign to see if they're interested in getting your emails and to see if you can trigger them to opening your emails and This is how you clean your list So those people who haven't opened in the last Depends on your time frame, but I would say like last six months You send them an email and you make the subject line shocking like hey, do you hate me or What's up did I Do something wrong? you you make it very personal and you make it a little bit shocking and Then people will have more of a tendency to open it up and At the top of a re-engagement campaign you put a big huge red unsubscribed button as the object of a re-engagement campaign is to get people to unsubscribe themselves or Get them back on the list and get them back active But I love unsubscribers sounds weird, but I do Because then there's not dead wood on your list You know your list if the more your list is active the more your list is Opening and engaging with what you do The more your list will be delivered the more your emails will be delivered it's that That thing with your website where how do you get people to your website when you need traffic to get people to your website and But how do you get people to your website? Well, you have to build your traffic to get people to your website. It's that old circular Thing how do you get more people to open your Emails will you have to have people opening your emails to get more people to open your emails because the more people open your emails Better deliverability you'll get so here's the The super interactive part Let's go through and plan some people's campaigns This is actually where I'm best at So first off, what will your trigger be? So what are you gonna say? Well, make well make your system send an email What actions are your people gonna take on your website? To make them to make your website send it an email Okay, anybody got anything I can't a purchase Okay, that one's super easy Then what will success look like? Oh, it's a purchase Right, but you want to plan not only the trigger, but you want to plan what you want these people to do at the end Right, what is the outcome that you want to have? What will your success look like and this is for honestly every single email campaign that there is you want to know what the success is Gonna be how will you know that this email campaign is successful? I I build everything from there Because that's gonna give me everything inside the email campaign. That's gonna give me the content. That's gonna give me the images Sometimes that's even gonna give me the trigger But okay, so our trigger is gonna be Purchase what will your success look like? Purchase what will your text to be? Well Your text is gonna be thank you for your purchase, right? And then what else are you gonna put in there? Is that the only thing you're gonna put in there? Or are you gonna add a? an upsell add a upsell or Let's go back You might even add a review request They were purchased and you can add it there and send it in two weeks when they've received it and When they've used it for a while and also if you have a digital item you can you definitely can put the review request right there So what email format should you use? Well, we're saying these are our email formats So this is that's gonna be a thank you. Look, I don't even have thank you on here. Thank you for your purchase Oh my god, I don't even have thank you on here So this is an engaged So obviously you're gonna have a thank you email that you're gonna send and I honestly may put this under a welcome email type of thing they're gonna send them hey, thanks for purchasing and Join my newsletter so that you can get more information about Products coming up How to use your item The more you can put into zones And you don't want to go crazy and put 20 things in there But the more you can value that you can add to that thank you mail The more they'll leave it in their inbox and when it's in their inbox They may see it on a regular basis and purchase even more So on from a purchase How many emails are you gonna send? You're like, oh, we're just gonna send thank you. No We need to send tracking information so we can get in their inbox again We need to send The review later on so we can get in their inbox again the more times you can land in their inbox The more likely you are to get a response from them. It's the numbers game there And then what's your sense sending schedule? Well on a purchase. That's pretty simple They're gonna purchase and you're gonna send immediately But the shipping when are you gonna send the shipping information? Are you gonna create? tracking number Automatically and then ship that send them the tracking number when it's created automatically even though it hasn't shipped Or are you gonna wait until it's actually shipped and then give them the tracking information? There's nothing I hate more than getting tracking information before something has shipped Because it's sitting there, and I don't know when it's gonna ship. Yes, so you have to you have to Think what what are your customers gonna want? What are they gonna want to see? For the time frame or for your sending schedule. Oh, we missed time frame So the and then your sending schedule not only is it gonna be your thank you it's also gonna be your shipping and Then review request And then what are you gonna send your review requests? You send it immediately Are you gonna send it in two weeks? Are you gonna send it again in a month? And I have to distill the all this down. What do you think your customers are gonna be most open to? What are they gonna be most likely to? When are they gonna be most likely to actually give a review because those reviews are golden All right, so anybody else want to go through this process? Okay, okay, how would you go through this campaign if you're not selling a product? Okay, so if you just have a newsletter and you're a content provider and you just want them to stay interactive with you What would you do? First thing I would send them a welcome email and Tell them and this should be for your e-commerce also. Send them a welcome email and tell them What they can expect from your Your list are you gonna send them emails all the time? Are you gonna send them infrequently? When can they expect are you gonna send them weekly monthly quarterly? What kind of information are you gonna send on your emails? Are you gonna send them links to? Real cool articles that they can go visit. Are you gonna send them blog posts? No, are you gonna RSS feed them blog posts? I mean, there's just so much that you can Give them on that welcome email and then we haven't even gotten into the topic of your site yet and how you can Give them an insight to your site and where they can get more information from and again If you have subscription forms like I always tell people put subscription forms on each one of your blogs and Then you can use You can track it which blog it's coming from and Then you can send them information specifically about those blogging topics So that they can get Deeper and deeper and deeper into the topic Yes, sir So is there an optimal length or number of words or size for a follow-up email? No, and Here's what I'm gonna say every email should be short Think of the time that you have to read an email Most people do not have time To read a book I Always tell people they don't listen, but I always tell people one thing on your email. That's it Send it weekly and send one thing on your email instead of sending it monthly and sending 12 things because people will not scroll Statistic state and I can give you all of my experience the top Most links are the most clicked links and as you go down and go down and go down less and less and less and less clicks those Connect social connect buttons on the bottom Rarely like maybe point 001% are Clicked on and I see thousands of email campaigns nobody clicks on those buttons you can leave them out one thing one click people are They're fractured. They're looking at them. They're in the movie theater looking. They're on the toilet reading Give them one button give one click that they one action they have to take they can't they don't have enough time They got a two-year-old running around or They have somewhere to go or somewhere to be so yeah one action short 300 words good Yes, sir. Yeah You're next So we'll commerce we're talking about we'll commerce we're commerce does do some of this email It's Not pretty and it can't be challenging. It's not super robust What I like is jilt jilt is excellent for e-commerce jilt G J I L T they were Wordpress developers and they wanted a better solution for their e-commerce so they built this email email marketing platform for e-commerce and it's awesome and so You probably if you have a lot of sales or probably want to go to something like jilt if you don't have a lot of sales probably WooCommerce is fine and I would not suggest like hooking up something like MailChimp and expecting those emails to Take a lot of this Burden I would send them from your e-commerce software and then you're interested people who have actually used the subscription form on your site. That's where you send them from MailChimp and jilt cannot do that jilt only does the e-commerce side Could be there are tons of people around here that can tell you about membership management. I'm not I've never done anything like that, but I think there's member monkey or something like that I don't know. There's tons of people. I'm not I'm not qualified. Yes, ma'am Okay, so she's She's talking about she wants tools and Automations that she can plug into her site to get these types of sequences out and jilt Jilt is awesome No, it works with WooCommerce. It's a plug-in and it's triggered by WooCommerce it takes over If you have WooCommerce it'll send emails from WooCommerce It'll take over those that emails and we'll send from there. You don't have to have WooCommerce send those emails Yes, it only sends emails in conjunction with people that have already purchased Otherwise, they're subscribers and interested and you have to use ESP for that Email service provider for that So she's asking who to use if you don't if you're not using your work your e-commerce software to send out your emails so I Love MailChimp and the reason why I love MailChimp is because they're extremely forward thinking Technology-wise they were the first ones that forced responsive emails so right after the Google started talking about anything responsive they forced everybody to get a responsive emails Be like a year ahead of any other email service provider and they are always proactive on fixing bugs I mean, I love them but I'm I Get my living from them. So No, no other email service private provider for any other special niches except for Jill But no, there's no reason to there's nothing that MailChimp cannot do and Including complex automations There's nothing I can't make MailChimp do Okay, wait, I have another question Yes, yep, they're two separate words Okay, so she's asking you have an e-commerce person in your in your email in their your database you have your ESP Email service provider you have your email and that database. How do you? Make sure that you're not sending conflicting emails. I haven't found a good solution for that Yeah, unfortunately. Well, and here's the thing is you could you kind of know that when you first get them if they're going into a Purchase there is a way the in MailChimp that if you have an e-commerce site you could say Don't send to people who have purchased there is a Filter that you can use a tag. It's a filter. It's a sequence that you can use and You could do it that way, but I think it's really important if they signed up on a subscription form and they purchase They want this information and that information So I think it's really important to still send them that welcome sequence Nurture campaign a drip campaign also All right, we have 15 seconds Yes, sir, okay. He's asking about a CRM Mailchimp is not a CRM and don't expect to use it is that it sucks No No, not at all. I have like zero CRM They're always there's always something wrong with every single one. I've used All right, thank you guys, thank you for Doing being nice with my nervousness