[MUSIC PLAYING] Congratulations. Together, we've gone through three modules worth of lessons and looked at over half a dozen different types of email automations. Even if you've just set up half of these automations and optimized them, you'll be well on your way to increasing your number of repeat purchases and retaining more customers than you were before. But even if you've set up every automation we've covered, the reality is, you'll still have some customers go cold over time.
As the name suggests, win-back emails will help you win these customers back. So you warm them up just as they start going cold. Win-back emails are just an automation that's triggered when a customer hasn't purchased from your store after a certain period of time. To entice people back, these emails will typically include a special offer, like this example from Sephora. However, instead of just creating a single win-back email, you can create a win-back series.
The first email in the series could simply be a "we've missed you" style email, where you share your newest arrivals. If this email doesn't do the trick, you could follow it up a week later with a small offer. And if that still isn't enough, your last email in the series could be a Hail Mary style offer. While this won't win back every customer, I think you'll be pleasantly surprised at how many additional sales win-back emails will generate.
To set these emails up, all you need to do is figure out how long since a customer's last purchase until you'd consider them at risk of not coming back. For instance, if most of your repeat customers are coming back after three or four months, you might want your first win-back email to send if it's been five months since someone purchased. You can always tweak this timing later on to see what works best for your audience.
So if you haven't got a win-back automation set up already, go and have a look at your sales data in Shopify and figure out what period of time you'd like to start with. Once you've done this, you can go ahead and create your win-back email series. Again, I'd encourage you to create a couple of win-backs that form a series, as opposed to sending just one. In the next lesson, I'll take you through how you can measure how successful your new email automations are at generating repeat purchases.
I'll see you there. [MUSIC PLAYING]