How To Get Your Past Clients To Repurchase With Automated Emails
Hannah Dayani, Mon Oct 18 2021, 7 min
Email marketing has certainly evolved through the years. It’s also one of the best marketing tools for eCom owners when it comes to precisely segmenting and targeting a particular audience. Sure, we love sending out monthly email sale campaigns, but there’s more to email marketing that meets the eye. According to Campaign Monitor, sending relevant, automated content to your audience can boost conversions by up to 133%.

So, What Are Automated Emails?

Think of automated emails as a sequence of emails that are sent once there’s a specific trigger or action (or even no action) by the consumer. The email that precedes that specific “trigger” is what we call automated emails. 
Creating automated emails can be easily achieved by connecting your online store to various email marketing software solutions such as Mailchimp, Klaviyo, and Hubspot. Once connected, you can go ahead and create some triggers with their respective email flows. Like this, there’s only an initial manual creation, but after that, all the work is done for you, so you can sit back and watch the numbers grow!

How To Create Effective Automated Email Campaigns To Get Clients Back

So, how do you unleash a whole new game plan on your returning clients? There are several ways to get creative and clever to win back the hearts of your past clients and prompt them to repurchase. Having many touchpoints is a good start; these are basically events or actions you deem vital. You can seamlessly add these automated emails to your email flows; as long as you have the data and trigger points in place, the sky’s the limit!

Check Out These Effective Use-Cases;
Cart Abandoners

Cart abandonments are one of the most popular triggers, who wants a potential conversion going to waste? Swing your clients to repurchase easily with automated emails. When a client suddenly abandons their cart, you can automate this as an action, thereby sending them an automated email to lure them back in. Create some sort of buzz in the form of a coupon, sale, free shipping code, or perhaps some trusted reviews from other satisfied clients. 
The trick is to assess the stage of the game. If your client abandoned their cart right at the checkout page, they probably saw the shipping fees and or the cost of the total items and decided against purchasing. If the card abandonment occurred before the checkout page while they were still browsing, this means they probably changed their mind; in which case, a coupon or a review page link could do the trick!

Repurchasing Emails

Keep clients interested and coming back for more by initializing an automated email after a certain timeframe has passed. Say your client first purchased a product in May, and after two months, they haven’t returned to purchase anything again, then you can give them a little push.  You can set this as an action on your email software by sifting through single purchase options, then triggering an automated email for those inactive users to get them to re-engage and check out what’s new in your store. Re-engagement emails are an excellent way of checking in on those inactive clients and giving them a reason to return and purchase again. 
If your business is based on a recurring order business model, such as edibles or vitamins, triggering an automated email after a certain period of time whereby it’s probable that your client may need to order again is a fantastic method of reminding and reverting your clients to your store. 
On specific email software, such as Klaviyo, you can add a trigger that when a past client visits another category on your page (and don’t purchase), you can shoot them an automated email pertaining to the information on the said category that they were browsing. Also, you could send them a coupon or a review page of how other clients liked the products.  Often, suppose you have a lot of categories placed on your website. In that case, visitors who have purchased from one category may be interested to see what else you have on offer, so this is a great way to catch their interest by the horns and build an LTV (lifetime value client) base. Think of this as a granular, highly-targeted upsell strategy.

Start Upselling

Upsells and cross-sells are another great way to get your clients coming back for more! Sending your client a product that’s relevant to the product they already bought, or even a product that compliments their buying behavior is a good start to initiate an email sequence. For example, think of an online beauty products store. A client who buys a hair conditioner for dry, brittle hair may be interested in an upsell email offering them a brush that prevents split ends and damage.

About Us & FAQ Pages

Another great trigger to add to your automated email journey is targeting clients who browse and read your About Us or FAQ page. They could be looking for extra information or need assistance in some way, and if they’re browsing the about us section or FAQ section of your page, it’s probably a good time to step in and take action. 
Picking up on these visitors and sending them a value-added service email is a great way to spruce up your reputation. Consider sending them a survey, extra shipping details (where applicable), or even an email for a customer service representative offering guidance where needed. 
Another page to keep an eye on are the blog pages in your blog section. You can set an action that if a client reads one or more pages of your blog, you can send them an email with an eBook or more free content detailing the advantages or benefits of your products.

Inventory Updates 

Inventory issues can be a hassle, but you can lure back the interest by updating clients that your sold-out product is back in stock. This is a full-proof way to catch up on those would-be conversions. You can set this trigger by identifying user behavior on your product pages and tracking the product page visits within the timeframe that your product was out of stock. Set that as a trigger, and send out an automated message letting them know they can now purchase the specific product.

Take Advantage Of The Holiday Rush

Re-engaging previous clients and reminding them to revisit your store is a great way to attract some much-needed traction in your store. The high-holiday season is an excellent excuse to reach out to your past clients and offer them an exclusive pre-sale email. You can use any trigger to send out this automated email. For example, pinpointing the clients who have browsed your website more than twice and haven’t purchased. Getting more conversions from relevant past clients.

The Klaviyo & Oribi Integration

Recently, Oribi partnered up with Klaviyo, a fully personalizable email marketing platform that lets you create trigger email automations based on past customers’ actions. With this exciting integration, you get to build highly targeted Klaviyo segments based on user activity data from Oribi. You can easily achieve this by following some easy steps on both platforms. 
  1. Decide which event you’d like to base your segment on, and export it from Oribi to Klaviyo
  2. Create a new Klaviyo segment.
  3. Use your segment in a new email campaign.
  4. Use your segment in a new flow.

You can also find a detailed tutorial on integrating Oribi With Klaviyo and a tutorial on different workflows within both of these platforms.

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Last Thoughts

As you can see, the beauty of automated emails via certain email software allows you to segment past clients by the actions they take on your site. You can offer a sale on a product or category that they’ve purchased before, or you can filter the clients who last purchased more than a year ago and offer them a striking discount. The possibilities are endless. 
Strategizing and sending automated emails as part of your marketing efforts really is an art in itself. There are various ways to adopt automated emails as part of your repurchasing campaign. The aim is to grab the attention of existing clients who have revisited your site but never converted again. This trigger and action system gives your paid client a highly relevant and personalized flow to their buying experience.