 All right, next up as you can probably see behind me, email automation for e-commerce with Wendy Pierre. Wendy is a studious and dedicated e-commerce and digital marketing professional that develops and implements digital marketing strategies for organizations, ensuring their messages, products, and services reach all the right targets. Let's give it up for Wendy. I receive about 10 to 12 emails a day from different brands like Michael Corr, Pandora, Darkers, Tiffany and Co. And I like receiving these emails because it gives me the opportunity to spy on my competitors because I work for a legendary jewelry brand. So I always want to know what other people are doing. And some of my favorite emails I get from these companies are the ones that are really personalized. And it seems like somebody took their time to write the email, but they really didn't because I already know what's going on behind closed doors, right? So one of the favorite ones I get all the time is the birthday emails. I always like to see how creative they are, the subject lines, the design, right? And these people know a lot about me because I'm just giving them information all the time because I want to know how creative they can be. So the thing about email automation is collecting a lot of data, right? And I'll go over that, all these things today, so you guys have a better idea what it is, right? So email, let's start with email. Email creates, you can send promotions. It builds brand loyalty. It creates brand awareness, right? Which every brand needs, right? So let me tell you guys what email automation is. Okay, email automation is the best way for you guys, the brands who engage email messages, you know, with their customers at the right time with the right action, right? So we want to know when the right time to send an email and we want to know what action the customer has taken on our website or with the brand so we can know when to hit them. For example, when I receive birthday emails, these brands know it's my birthday already. Maybe I've told it to them through a product I selected, a form that I filled out, a pop-up I filled out, right? So they already know this stuff, so they want to come back and retarget my inbox so I could buy more, okay? So what email automation is not? Email automation is not a replacement of your current email marketing strategy or system, right? So when it's not looking to replace what you're doing, it's just looking to add value to it, okay? So let's talk about what actions are. Some people call them actions, triggers. So if, for example, a trigger, I gave you an example, birthday is a trigger. So if it's your birthday, we know this information, the brand knows it. They're going to prepare a really custom or personalized email such as they'll say happy birthday, Wendy. We've noticed you've been a lawyer customer for past, you know, this many years, and here's maybe a 25% coupon, and here's, in the past, you've bought this stuff, right? We could show what I've bought before, depending on what kind of business it is, or products that are very similar to what I've purchased before. So it's a very personalized, it's for this person, right? So that's very different from an email campaign that could be very generic, right? And people love personalization. People get excited when you receive something that was made especially for them, right? Even if it was made by a computer, right? So we're going to talk about some of what I call email series that we can automate and personalize, okay? One is card abandonment, right? Which is very important. I go on the website, I browse and I look, I put it in my cart, but somebody calls me on a phone and I completely forget about my order, right? So what we're going to do, we're going to take that data, because by the time, hopefully we already have the email, we know what the product is, and they have a really high commitment intent to buy, right? So we're going to hit them with a couple of emails. So we may send one within two hours of them putting the product in the cart, right? And it'll just say, hey, you forgot your product, complete your purchase, right? And then we may hit them in the next six to nine hours saying, oh, we know you're busy, but don't forget to buy this, right? And then if we want to really get a little bit more aggressive, we might go 12, 24. Some people go a little bit further than that, but the further you go, the less likely they'll convert. So if you go to the 12 in the 24 hours, what you can do is hit them with a coupon and say, hey, we know you really wanted to buy this because you put it in your cart. Here's the 25% coupon, complete your purchase, right? Browse abandonment, very same thing. Someone's browsing to the website, meaning you already have the email, so you're tracking every page, every product they see. And if whichever product they stay on the longest, we'll send an email after like 12 hours and say, hey, you're looking at this. You want to buy it, right? Here's a coupon maybe to finish it. So there's the customer went back. So it's a customer that may have a bad experience with the brand or just bought a long time ago. We want to bring them back and say, hey, don't forget about us. We missed you, come back and buy something, you know? So a new customer, thank you. So we want to also thank the customers for joining the brand because winning customers, it's a lot of work, right? So we want to make them feel special so they can know that we're there for them, right? So product reviews and cross-sell. So if the customer buys this product, obviously you wanted to buy it, we want to know their experience. Not only for us, so we can market to them. So the rest of the world can know how awesome your brand and product is, right? So keep that in mind. We also want to do that. So, okay, so just customers that always come back, right? So sometimes brands forget about the customers that are loyal to them that constantly, constantly buy from them. We need to make those customers also feel special, right? So welcome, sirs. We want to tell customers, hey, welcome to the brand. We're here to help you. We're awesome. And we want you to have an awesome experience, right? So those are some of the actions or triggers that we want to set up for our customers, right? So on average, email automation can generate about 70% of the revenues that have just been sitting from customers who want to purchase, but hasn't, okay? Let's talk about how to maximize. Can you guys see everything? It's big, right? Okay. We'll work with it. Okay. All right, we'll start here. Okay. How to maximize email automation. Collect everything. Collect as much data about your customers as you possibly can. A brand that I follow that I think does a really good job with this is pandora. They want to know your name, your birthday, when you got married, special day, the first day you were on your first day, your mother's Birthday, your sister's birthday, as much information as you can. Do you prefer gold or silver? White gold or yellow gold, right? So they want to know everything. So do the same thing. Collect as much data as the customers will allow you to take, right? With that, you could create different groups, right? Segmentation. So different groups. So if you are a company that, the t-shirts, and you have one customer that only buys white t-shirts, so you put them in the white T-shirt category, you won't target them for black, brown, or red t-shirts, because they don't buy that, right? So segmentation is very important. Like, if you sell, for example, I used to work for a company that sell tires, right? What we did was we segmented people that drive certain cars, right? So we know this person drives a Honda Civic, right? Because they go on our website, they select tires for Honda Civic, so we track them with an e-mail, and we only send Information about cool Honda Civic that will fit on the Honda Civic, right? And we have the year of the car, right? So it's very important. The next thing, which is very important, is A.B. testing. We want to know, A.B. testing is just an experiment with your e-mails. You create a campaign or an e-mail flow, and you have the same type of e-mail. You make some changes with two different variables. And we want to test all the time to see which one converts better, right? Because not everybody likes the same message, subject line, images, content. It might be the font. So we really want to get as much data as possible, okay? Here are some tools that you guys can use just to get a better idea. So the pop-ups will allow you to do different things. So if someone's exiting your website or someone just came on there For the first time, you can set up these pop-ups just to collect data, right? So e-mails, bird days, zip codes, anything you want to collect, collect. But don't make a long form for the first time, right? So because that could create fatigue, and they're like, No, I'm not filling this out, right? So what you should do is collect e-mail and stages. So first time they come, just get a name and e-mail, right? So that way you already have a point of contact. And what you can do is start sending promotional e-mails to them. And once, whenever they buy something, you already have an e-mail now. You have an address, right? You have credit card, and you have so on and so forth, right? So the second one is just e-mail service providers that focus on e-commerce And e-mail automation, right? I don't have a preference. Whatever works with what you're trying to do will work, right? So... And that says, any questions? Any questions in the back? Huh? Auto responders, which one I use? Well, for work, I use a company called Bluecore. It's an enterprise level auto responder. So any of those I put up will work for you if you're doing e-commerce. Well, you can put in any of those e-mails providers that I put up. It depends, because a lot of the e-mail service providers Will charge you sometime based on the size of your e-mail list. So the larger your e-mail list is, the more it's going to cost you. Right, but if you already have information to segment, you can, yeah. You can upload it, and you can start segmenting. Yeah, any other questions? So, okay, can you repeat the question again? Sure. Okay, and maybe testing what really makes a difference. Well, yeah, my experience offers make a really big difference, Because they'll open the e-mail, they may not click, right? So your open rates may be really up, but your conversion rates may be down. So offers very important image. Subject line is another one from my experience, I see, which is important. It has to be really catchy, so they could want to open the e-mail. Does that answer your question? Yeah. Okay, so your question is what other forms of messaging is starting to be really popular? We are testing Messenger, Facebook Messenger. It seems to have a very high open rate, but again, people have to opt in. Once they opt in, most people open that, yeah. Any of the companies I've seen, yeah. I haven't seen it. For me, we use a third-party company to do that. How complicated I would want my segmentations to be. Yeah, you can. Sometimes a customer may be in different or multiple groups or segments, right? So it's up to you and what you're trying to accomplish, really. So if you don't want it to be too crazy, keep it small. But if you want to get really down to the data, you could expand as large as you want. Or as large as your provider have the ability to do it. Yeah. Well, are emails starting to get better with more personalized, nice design? It really depends on your audience, honestly. It depends the group of people, what product it is, and what's the goal of the e-mail. So it varies. Not all e-mail fits the same crowd. Yeah. One more question. You can do any of them, landing page, Hello Bar, OptinMonster, all of them are great platforms to capture e-mails. It's really up to you, your budget, and how complicated you want it to be. Yeah.