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Figures come from The Email Marketing Bible. Your results will differ.

Video transcript

1. 00:00Why flows earn more

   A welcome series, a cart reminder, a win-back. Here's how to build these automated flows, and how to measure them. Our Email Marketing Bible puts automated flows at 30 times the revenue per recipient of one-off campaigns. The reason's simple. A campaign goes out because it's Tuesday. A flow goes out because someone just did something. Most brands are missing some of the core flows. And the ones they have often stop at one or two emails, when they should run three to five.

2. 00:32The welcome series

   Start with the welcome series. It runs about two weeks. Email one goes out immediately, and delivers whatever you promised. Day two tells your story. Day four shows proof. Day seven shows your strongest content. Day ten is a soft sell. Day fourteen sets expectations. That first email has two extra jobs. Ask for a reply, because it tells Gmail this is a sender the subscriber wants. And ask one question, so their click tells you how to tag them. Then set an exit condition. Someone who buys after email two shouldn't see the sales nudge in email five. Move them straight to post-purchase.

3. 01:09Abandoned cart

   Cart recovery is three emails. Within one to four hours, send a plain reminder. At twenty-four hours, answer objections with reviews and shipping details. At forty-eight hours, you can add an incentive. Keep discounts out of email one. They teach customers to abandon on purpose. If you do discount later, use a unique code that expires. Browse abandonment is the lighter version. Someone viewed a product and didn't add it to the cart. Send one email a day later, with what they looked at and similar items.

4. 01:38After the sale

   The sale starts the next flow. Send the order confirmation right away. Shipping news around day two. A check-in around day seven. A review request around day fourteen. And a cross-sell from day twenty-one. Subscribers who've gone quiet for sixty to ninety days get a win-back. Show what's new. Make an offer. Then ask if you should remove them. If they still don't respond, suppress them. That isn't deleting. You stop emailing, keep the data, and you can bring them back if they return. Don't build it all at once. Welcome first. Then abandoned cart, browse abandonment, post-purchase and win-back. Get two or three working, then add the next. Protect your transactional mail while you're at it. Send it from a separate subdomain and IP, so a marketing complaint can't touch a password reset. And use a reply address someone monitors.

5. 02:27How to measure them

   Each flow needs its own scorecard. Welcome is judged on conversion. Cart on recovery. Promotions on revenue and clicks. Transactional on delivery and speed. Re-engagement on reactivation. To compare sends, use revenue per recipient. $5,000 from 10,000 people is fifty cents each. $8,000 from 50,000 people is sixteen cents. The smaller send made more, per person. Be careful with opens. Apple Mail Privacy Protection loads tracking pixels on its own, so an open can be counted when nobody looked. Use opens to compare two versions. Use clicks and conversions as your main numbers. Attribution has a catch too. Your sending platform's number runs high, because its window is generous. Google Analytics runs lower. True email revenue sits between the two. To see what email really added, hold out five to ten percent of a segment. After seven days, compare purchases with the group that got the email. The difference is the real lift. Every one of these flows starts with an address. Check it at signup with BillionVerify, and a typo never enters the sequence. A campaign is one send. A flow keeps working after you've moved on. So build it once, and measure it properly.

6. 03:39Get started free

   20 free credits every day you use your account, up to 600 a month. No credit card required. Start at billionverify.com.

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