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[MUSIC PLAYING] JON MURPHY: The main tool to accomplish any effective post-purchase funnel is a solid foundation of automated emails. Automated emails can be used to accomplish a wide variety of triggers from following up with an order confirmation all the way to advanced triggers sent to a segmented group of past customers to alert them to a new line of products being released that correlates with their specific purchase histories based on like product tags.
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One of the best things about automated messaging is that with the exception of A/B testing and tweaking, it can be set and forget one time investment that keeps paying dividends. You can look at your overall automated messaging trigger chart as a foundation of building blocks. You don't have to create them all at once and you can continue to add to them over time as your marketing budget allows.
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There are a number of different ways to approach your messaging but the best way, in my opinion, to not turn your customers off and to keep them interacting is to take a subtle segmented approach. Try to think of automated messaging as a scalpel not a butcher's knife. Here is a diagram of a well-thought-out automated message trigger chart that includes low hanging fruit that can apply to most any e-commerce business.
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This is probably overwhelming, don't worry. Simply click the link below for a version of the chart for you to look at, at your leisure. In this module, I'm going to cover a few examples-- my personal favorites-- so you can start generating ideas about how you can apply this to your own business. I turn my invoice payment receipts into a sales opportunity. Right when you complete a sale your customer is at the peak of confidence in your brand and it's a great opportunity to lay the groundwork for the next sale.
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Order confirmation emails have a higher than 90% open rate. It's a fantastic opportunity to help sell to your customer again. Here is an example of a custom branded payment receipt that I use for my own business. I draw people's attention in with a level of detail and design for something that is usually as mundane as an invoice receipt. And then include a visible section with a brief statement asking if they are interested in learning more about having us design a custom branded email confirmation page for them as well, with an easy call to action hyperlink to find out more information which triggers a contact request to our sales team.
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Now, this specific invoice example most likely won't apply to your business but a great way to think about this technique is to include a section of items related to the one they just purchased right in the confirmation or delivery emails. Just as a related item section on your website would be maintained, you can run this functionality based on product tags on the back end as well.
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And for good measure you may want to consider including a promo code they can use for a discount or free shipping on their next purchase. You can create a more seamless user experience and get more segmented using customer tags and Shopify scripts in an instance like this, which I will address in more detail in a later lesson. These initial post-purchase automated message touchpoints are the very top of your new funnel.
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