Automations are individual emails or a series of emails sent to an individual subscriber based on specific trigger actions (ex: date, event, subscriber activity). Automations enable you to automatically send emails to individual customers when they perform specific actions or events.
There are five Automation activity categories in Seguno.
Subscriber activity automations
Subscriber activity automations engage subscribers when joining and based on their actions.
Coming Soon: This triggered message is used for stores in pre-launch, password-protected mode and is triggered when a new subscriber submits the newsletter form. Message content should confirm subscription status and focus on building excitement for your shop opening. Content ideas include: sharing a sneak peek of your site, your products, and expected launch timelines.
Welcome: This automation is used for all stores with a live storefront and triggers immediately after a contact becomes a new subscriber. With one of the highest ROIs of any email, this is a best practice for all shops. Your Welcome message content should introduce your brand values, set expectations for your email marketing messages and thank them for subscribing, highlight best sellers with call-to-action, and link to your social channels.
Discount reminder: This automation sends a follow-up email to subscribers 48 hours before an unused discount code is set to expire. The email will contain a copy of the same code they received in a previous email, the example code you see on the automation's preview page is just a placeholder. This message should focus on stronger call-to-actions and best sellers from different collections to create a sense of urgency and drive conversions.
Commerce activity automations
Customer activity automations are based on order data and order status changes. These marketing emails are based on customer purchases and milestones of a customer lifecycle.
Abandoned Checkout: This automation is sent to subscribers who abandoned a checkout cart. The email contains the cart contents with easy call-to-actions and typically has one of the top conversion rates of any automated email. Email content should offer assistance with choosing the right product and then highlighting the cart contents with clear call-to-actions.
The timing of your abandoned checkout message is essential - you want to avoid sending the email while they're still shopping - especially if you're going to include a discount - but sending an email while their interest is still high will help increase conversions. For your timing, consider how long a typical shopper is on your site and if there are any other considerations, such as sizing or pricing, that might extend the buying process.
New purchaser: This automation is sent after a subscriber makes their first purchase. The New Purchaser automation builds loyalty by expressing appreciation for the shopper and helping them understand what to expect next. Message content should celebrate and thank them for making their purchase and proactively provide customer service information in case they have any issues with their purchase. Be sure to include a Social Follow section and encourage them to engage with you through social media when their order arrives.
Repeat purchaser: This automation is sent to subscribers after they make their second purchase. For most shops, the core of your business will come from a group of loyal shoppers who make repeat purchases. The Repeat Purchaser automation can help build that loyalty by letting shoppers who make a second purchase know that they're an MVP for your shop. Message content should continue to express gratitude and work to turn those purchasers into active promoters of your brand.
Review request: This automation is sent after an order has been fulfilled. Product Reviews are essential to building confidence in prospective purchasers. Regardless of the product review application you choose to use, let Seguno help to solicit more reviews by sending them a message encouraging a review after a purchase. The automation timing should be based on the expected shipping timeframe plus allowing time for the customer to use the product. Your message content can be short and encourage customers to share their impressions. The product links can be modified to take customers directly to the review form on your website.
Lapsed purchaser: This automation is sent to subscribers who have not purchased in a certain amount of time. For any shop that sells products with a clear lifetime, the Lapsed Purchaser is a great way to connect directly with subscribers before they churn. Think of your Lapsed Purchaser as a last-chance effort to hold onto a current customer before having to replace them through more advertising and growth.
Product purchased automations
Product purchased automations trigger when a subscribed customer purchased a specified product or collection, and that order has been fulfilled. These automations can be used for care tips, generic reorder reminders, and more.
Customer tagged automations
Customer tagged automations are triggered when a specific Customer Tag is applied to a subscriber. These automations can be incredibly powerful and flexible when used with an effective customer tagging strategy.
Back in stock automations
Back in stock automations trigger when a previously sold-out product is once again available for purchase. These automations help to keep customers informed and recover lost revenue.
Blog post announcement automations
Blog post announcement automation sends a newsletter to all subscribers after a blog post is published.