Pre & Post Purchase Automation Flows: Complete GuideTable of ContentsIntroductionPre-Purchase Automation FlowsPost-Purchase Automation FlowsConclusionFAQIntroductionImagine walking into your favorite store, browsing the aisles, and adding items to your cart, only to leave without making a purchase. Later, you receive a timely email reminding you of the items left behind, perhaps even with a special discount. This scenario captures the essence of what marketing automation can do for your online business. From the moment a user engages with your website to the after-sales service, automation flows can significantly enhance customer experience and boost sales.In today's digital age, where competition is fierce, utilizing automation to streamline marketing efforts has become indispensable. This blog aims to provide a comprehensive look into pre and post-purchase automation flows that can be integrated into platforms like Klaviyo, Mailchimp, Sendlane, and others. By the end of this article, you'll understand the full spectrum of automation flows, their importance, and how to implement them effectively.Pre-Purchase Automation FlowsWelcome SeriesThe welcome series initiates a relationship with new subscribers or customers. This is an automated sequence of emails designed to introduce your brand, products, and values, setting the tone for future interactions. Typically, this series includes a welcoming message, an overview of what they can expect from future communications, and a special offer to encourage an initial purchase.Implementing a well-thought-out welcome series helps in building a strong foundation for long-term customer relationships and brand loyalty. When crafted with care, this can enhance the user's experience from the very beginning and pave the way for higher engagement rates.Site AbandonmentSite abandonment automation aims to re-engage visitors who leave your site without making a purchase. These messages often include incentives like discounts or personalized product recommendations, designed to lure visitors back to the website. Addressing potential barriers to conversion in these messages can significantly reduce bounce rates and recover missed sales opportunities.By targeting these visitors promptly, you not only work towards recovering lost sales but also show the customers that you value their interest and are willing to go the extra mile to win them back.Browse AbandonmentBrowse abandonment emails are triggered when a user views specific products without adding them to their cart. This type of automation can remind users of the items they showed interest in and provide additional information or incentives to encourage a purchase.This flow is particularly effective in converting casual browsers into paying customers by continuously engaging them and keeping your products top of mind.Abandoned CartArguably one of the most crucial flows, abandoned cart emails target customers who add items to their shopping cart but leave without completing the purchase. These automated messages serve as gentle prompts to complete the transaction and often include incentives such as special offers or discounts.Using abandoned cart emails can significantly recover potentially lost revenue and serve as a powerful tool to boost conversion rates.Abandoned CheckoutAbandoned checkout emails are sent to individuals who begin the checkout process but fail to finish it. Unlike abandoned cart emails, these messages can provide better incentives, customer support, or solutions to any potential issues that may have caused the abandonment.Automating this flow helps reduce checkout drop-offs, subsequently increasing overall sales.Search AbandonmentSearch abandonment automation focuses on users who search for products but leave without making a purchase or even clicking on any results. These emails can offer tailored recommendations based on their search queries, guiding them towards relevant products or content.By addressing user-specific needs and interests, search abandonment messages can drive better conversion rates than generic browsing reminders.Wishlist RemindersWishlist reminder emails address customers who have added items to their wishlists but haven't yet purchased them. These automated messages keep desired products top-of-mind and can include updates on product availability or incentives to buy.Effectively using wishlist reminders can drive conversions and encourage customers to act on their saved lists.Back in StockBack in stock notifications inform customers when previously out-of-stock items they are interested in become available again. Prompt communication ensures that interested customers are alerted promptly, allowing them to purchase before the item sells out again.This flow captures sales from interested customers who might otherwise forget about the product.Price DropPrice drop alerts inform customers when an item they are interested in or have added to their wishlist decreases in price. These messages create a sense of urgency, encouraging customers to take advantage of the reduced price.By leveraging the appeal of savings, price drop alerts can boost conversions and drive sales of discounted items.Limited Availability/Low InventoryLimited availability or low inventory notifications create a sense of urgency by informing customers when stock of a popular item is running low. These messages encourage quick purchases to avoid missing out on the product.Implementing this flow effectively taps into the scarcity principle, driving swift conversions and helping clear inventory.Birthday & Anniversary OffersMake your customers feel special by sending personalized discounts or gifts on their birthdays or anniversaries. These emails add a personal touch, enhancing emotional connections with your brand.By being part of important personal events, you can boost customer loyalty and encourage repeat purchases.Sunset UnengagedThe sunset unengaged flow aims to re-engage inactive subscribers who haven't interacted with your emails for a certain period. This often includes a series of re-engagement emails with compelling offers or new content. If there's no response, the inactive contacts are removed from the list, maintaining a healthy and engaged email list.By targeting these subscribers, you can clean your list and improve overall engagement rates.Post-Purchase Automation FlowsCustomer Win-BackWin-back campaigns re-target lapsed customers who haven't made a purchase in a while. These automated emails may include special offers, personalized recommendations, or updates about new products and services.Engaging these customers with attractive incentives can rekindle interest and encourage them to return and make new purchases.Right After Purchase: Thank You & UpsellPost-purchase emails sent immediately after purchase help solidify the positive impression of your brand. These emails can include a thank-you message, upsell recommendations for complementary products, and opportunities to gather valuable customer feedback.By showing appreciation, you enhance the customer experience and create more opportunities for additional sales.Review RequestAfter enough time has passed for customers to use their purchased products, review request emails can be sent. These messages politely ask for reviews and often include direct links to the review page, and sometimes even offer a discount on future purchases.Collecting customer reviews can enhance your product’s credibility and provide valuable feedback for potential buyers.VIP FlowVIP automations target your most loyal and high-value customers. These emails can offer exclusive rewards, early access to new products, and special discounts. Treat these VIP customers with extra attention to strengthen their loyalty and lifetime value.By showing them they are valued, you encourage these customers to act as brand advocates.Product Usage Tips and How-To GuidesPost-purchase emails that include product usage tips and how-to guides help customers get the most out of their new products. These messages can enhance the customer experience and reduce returns by providing useful information and creative ideas for product use.Valuable, non-sales content can significantly increase customer satisfaction and loyalty.Replenishment RemindersFor consumable products, replenishment reminders notify customers when it’s time to reorder. These messages can include quick reorder links or subscription options, ensuring customers never run out of their favorite items.This flow drives repeat purchases and fosters brand loyalty.ConclusionIn today’s competitive marketplace, effectively leveraging automation flows can be a game changer for your business. From welcoming new customers to re-engaging lapsed clients, each automation flow serves a unique purpose in enhancing customer experience and driving sales. By implementing these pre and post-purchase automation strategies, you can build stronger customer relationships, recover lost sales opportunities, and ultimately boost your bottom line.FAQWhat is the aim of a Welcome Series?A Welcome Series introduces new subscribers or customers to your brand, sets engagement expectations, and often includes an initial purchase incentive.How can automation flows improve my conversion rates?Automation flows target specific customer behaviors and provide timely, relevant messages that can guide users towards conversions, thereby improving overall sales performance.Why are abandoned cart emails crucial?They serve as reminders for customers who have added items to their cart but didn’t complete the purchase, often offering incentives to finalize the transaction.What’s the difference between Browse Abandonment and Search Abandonment?Browse Abandonment targets users who have looked at specific products, while Search Abandonment targets those who performed searches but didn’t make a purchase.How can post-purchase emails benefit my business?They enhance customer experience, gather valuable feedback, suggest additional products, and help build long-term loyalty through personalized engagements.