0:00
[MUSIC PLAYING] So far we've looked at transactional emails and set up a full key post-purchasing mail automations. Now let's look at some automation you can set up to send well after someone has made a purchase. These automations take advantage of your existing customer data to send targeted product recommendations. If you've ever received an email from Amazon that says, "You might also like these products," you will know just how deliciously clickable they can be.
0:39
So let's get started setting them up for your store. The first of these is the cross-sell email. Cross-selling is when you recommend similar or complementary products to the ones your customer has purchased. The best example of this is how fast food restaurants will ask customers whether they'd like fries and a drink with their burger. Now, you're probably not selling fast food, but I'm sure you have products that will complement each other just as well.
1:07
So the first step to setting up cross-sell emails is to identify which products you want to recommend that go with some of your best selling items. Once you've done that, you can then start creating your cross-sell emails and setting up the automations, and I'll show you how. I'm going to walk you through the process of setting these up on-screen.
1:29
In this example, we're going to cross-sell yoga pants to people who have just purchased a yoga top. The first thing is to configure the trigger condition by selecting the yoga top purchases segment. I'm also going to exclude yoga pants purchases as I don't want to recommend something my customers have already bought. This will trigger the cross-sell automation we're building here to send whenever someone purchases from the yoga top category but hasn't purchased from the yoga pants category.
1:58
First, I'll add a time delay so the email I'm creating doesn't send as soon as someone purchases a yoga top. I'm going to set the delay to two weeks. That'll give customers enough time to receive their purchase. Next, we want to add the first email to the automation. This will be a general, completely set email promoting some of the best selling yoga pants. To do this, we just drag the email icon over to the workflow.
2:25
Then I'll go in to edit the email. For now, I'm going to select an email that I prepared previously that simply showcases some of our best selling yoga pants with a clear call-to-action to buy now. In case the first email, didn't get our customers to purchase some yoga pants, I'm going to add a couple of follow-up emails based on whether this is a first-time customer or a repeat customer.
2:48
So first, I'll add another time delay before I trigger the next emails. For this one, I'll only wait a week. At this point, we want to split the messaging in our next email, depending on if it's a first-time customer or a repeat customer, so I'll add a conditional split. To do this, I just drag a conditional split into the workflow and then select the repeat purchases segment.
3:13
This is a group of customers who have placed more than one order, which separates first-time and repeat customers. Once the split is added, the final step is just to add the two follow-up emails that I created earlier. For first-time customers, I've included a discount coupon in the email as an incentive for them to make that all-important second purchase. For repeat customers, a simple follow-up reminder will usually get a decent number of conversions without giving away margin.
3:42
And now these two final follow-up reminders are added. We have a powerful cross-sell automation setup and ready to go. Now that you've seen how you can automate a cross-sell email series, it's over to you to think about which products in your store would make for good cross-sells and start setting them up on your own. In the next lesson, we'll take a look at how you can utilize more personal recommendations that don't have to be set up yourself.
4:08
Instead, we'll take advantage of machine learning. [MUSIC PLAYING]