After reviewing the previous activities and user habits in the online store, we connected the store to the e-mail marketing system, prepared effective and simple registration forms, imported previous databases of e-newsletter subscribers and defined 4 key automations:

1. Abandoned cart – we send a series of two e-mails to the user. The first one is sent a few hours after the abandoned basket, with a reminder and the contents of the basket in an e-mail. If they do not make a purchase within 24 hours, we send the customer another e-mail, where we add a code for a 10% discount to the contents of the basket. Users who have added products to the cart but have not decided to buy are close to buying, so we try to offer them an additional benefit, which is often enough for the customer to decide to buy.
2. Welcome – after signing up for the e-news, we send the user only one e-mail for the time being, presenting the most important offer and a code for a 5% discount on the first purchase. A customer who signs up for e-newsletters is more than obviously interested in your products, so it is important to take advantage of their enthusiasm and offer them an additional reason to decide to buy today.
3. Post-Purchase Automation – Many businesses make the mistake of ending their marketing efforts right after a customer makes a purchase. In practice, however, in most cases it is cheaper to get a satisfied customer to make another purchase than to acquire a new potential customer, present the products to them, and lead them through the shopping cart to the purchase. Therefore, we have three goals in this step.

• We ensure satisfaction – we ask the customer if they are satisfied with the purchase, if they have any comments or problems, and we offer them a way to contact us and we will do our best to solve any problem.
• We ask a satisfied customer for an opinion – if the customer is satisfied, we kindly ask him to share his opinion with other users. It’s important to clearly point out one way you can give us feedback – a Facebook review, a Google review, a product review in an online store – whatever is most important to you. We try to time it when the customer has had time to try the product, but the purchase and experience are still fresh enough that the customer is still excited.
• We try to prepare the customer for the next purchase – we usually do this in a separate e-mail, after a certain period that depends on the sales area – certain products are re-ordered more often than others. It is wise to think about when you expect the customer to use your product again and then offer them a discount code (or some other perk at the time of purchase) as a thank you for the purchase.

We also add weekly, regular campaigns to the automation, where we highlight some current benefits, campaigns, articles, or news. Here, we focus mainly on simple, clear communication and that every e-mail has exactly one, clear goal.