Stefan Chiriacescu: Email Automation on Steroids: AI That Drives Profits

In this talk, Stefan shares his extensive experience with email marketing, emphasizing the importance of email automation as a highly profitable strategy for e-commerce and service businesses. He explains that while traditional email marketing has declined, automated email flows are essential for maximizing customer engagement and conversion rates. The speaker discusses the significance of capturing email addresses and creating effective welcome flows, as well as various abandonment strategies, including site, browse, cart, and checkout abandonment. He highlights the role of artificial intelligence in optimizing these processes and ensuring personalized communication with customers. Stefan also stresses the importance of integrating email marketing service providers with e-commerce platforms to enhance effectiveness and discusses how well-structured email campaigns can generate substantial returns on investment.

so much Patrick. Uh hello everyone. Uh my name is Stefan. It's great to be here uh in front of all of you today uh to talk about a topic that uh basically shaped my entire professional life and my life in general. Email marketing is uh what started everything for me um like 17 years ago. I had an e-commerce business back in uh in Romania that I typically

I sold after like four years and then I started the freelance career working with US-based clients and I started in email marketing. Uh quickly I learned that email marketing is hyper profitable even at that very at that point in time uh very much so today versus um 101 15 years ago. But I learned that email marketing traditional email marketing was dying even back then. what wasn't dying

and what was the hype was email automation. Uh so I started doing email automation and then I realized that I'm feeding traffic to websites but if the add toart button doesn't work then I have a problem. So I started doing CRO uh and conversion rate optimization and then I realized that I need more traffic for my email automation triggers to go out and more emails to go

out and I started doing SEO and PPC and so on. Basically five years later in 2020, I started uh an agency that's like a full service agency. But it all started and it still starts, every single conversation we have with a client today starts with email automation. And why? Because it still is by far the most profitable marketing channel any e-commerce business or business that sells services

in general can possibly have. Customer acquisition costs are rising. Uh when COVID hit, uh I thought that maybe I'm going to have like a couple of months holiday like everybody else around me was. That was not the case. Clients from four years ago were calling me up and saying, "Forget my store. I don't want my store. I want to, you know, amp things up on my website."

E-commerce, e-commerce, e-commerce. Of course, advertising costs increased back then six, seven times was a metric that I saw in 2022. And they never came back down. In fact, they're still going up higher and higher and customer acquisition cost is rising. Ads is basically just renting attention and you don't want to rent. You want to own the customer data. Just do a very simple search. I used Gemini

and I was like, okay, um, what is the ROI for Bing ads? What is the ROI for Tik Tok ads? What is the ROI for Instagram ads, Google ads? And you're always going to see 2:1, 3:1, 4:1, 7:1, 10:1 tops. This is what you're going to be getting. This is specifically for e-commerce, but what I'm about to show you today applies for services as well because in

fact, we're all looking for conversions. That's why we bring people to our websites. What is the average ROI for email marketing in 2026? $36 to $45 for every $1 spent. And I can tell you that it's actually much higher than that. These are numbers from our own client base. We starting uh this recording and uh in 2021 our clients generated 7.3 million US in email revenue which

grew to 9.8.4 29.6 and 43 44.4 uh million US in email revenue is what our clients generated last year in 2025. Every year we also run the ROI. How much are our clients paying for the services that they're using, Claio, Omnis, and Brebo and so on. How much they're paying us as an agency. And the number typically is around 70 to1, which is amazing. 70 to1 ROI

if you get that uh is something that can actually make or break a business. And one thing that I want to show you here is our numbers started blowing up by the time AI starting to catch on. Before chat GBT, we were using different uh tools that were helping us generate better content and iterations. And these are the kind of tools that we then just exploded uh

on Chad GPD in the beginning and now using cloud and Gemini and everything else. I'm not going to be referencing just one single tool. I'm going to be referencing AI in general because the fact of the matter is for us to migrate from Chad GPT to Gemini um our entire agency 34 people which is very hard to move it took one day uh for us to migrate

everything that we had export everything and then build new prompts new flows new SOPs. So uh okay the the usage of AI is important. It will make uh or break what what you're building. It will help you to get more sales, more revenue but only if you use it correctly and you get these on your LinkedIn. I get these on my LinkedIn. I started reporting some of

them but uh comment in order to get like recipe to success. At the very end of this presentation I'm going to give you like a really big prompt that you don't have to enter your email address or anything like that. Uh you can just copy it from our website directly and put it uh in any AI tool that you use. But it's still not going to be

enough because uh there's a general rule uh in out. Uh and if you have a lazy prompt, I want to make money email. Yes. Yes. Give me. You're going to get all right. Let's turn that yes energy. Of course, it's going to say you're great. Uh let's turn that yes energy and put it in something that actually prints money. You're always going to get the same generic

stuff. build a welcome flow, cart abandonment flow, and for e-commerce, and uh maybe a new customer uh flow, entry flow, which unfortunately is what we typically find with most of the brands that reach out to us. And I'm not going to talk about just mom and pop stores, uh you know, solopreneurs, a couple from Midwest, US that basically don't know marketing. I'm talking about big brands that

reach out to us and the flows that we implement for Apple premium partners in the Middle East for example which do hundreds of millions or the flows that we do for that couple from the Midwest are exactly exactly the same in the beginning. What changes is the amount of time and energy we put into those flows once they are live. And we have clients that we've been

working with for five years now. And I will explain how what flows we build for all of them and um how those flows can actually grow and become a very relevant part of your revenue and your business. So lazy prompt leads to generic trash. A structured architecture like the one that I'm going to be referencing today. Again, I'm not going to give you a magic wand. It

doesn't exist. I have 33 employees. If I had a magic one, most likely I wouldn't need 33 employees to do all the work. I would just press a button. It doesn't exist. But how you use AI is important in order to actually be able to generate. And in order to use AI properly, you have to understand the mechanisms behind email automation. Um, so what you want to

end up building is something like this. and not just a welcome flow and a cart abandonment flow and so on. If you want to take pictures, you can take pictures. It's actually much bigger and uh you're going to get the flows anyway, but anyone else want to still take pictures? Okay. Um we are going to be talking about the six um actually seven fundamental flows that we

are implementing for our clients. Again, regardless if they are 100 million uh per year business or if they are a startup or a mom and pop store, the same six flows are what uh seven flows now. I keep saying six because for years it's only been six, but this year we started implementing another one from the very beginning which used to be a bit later on down

the stage. So what you want is a high converting architecture. But if for AI to generate this for you, you have to understand what the triggers are in order to be able to know what to ask it to do. So first things first, the foundation um you cannot build there's no AI in this world. There's no marketer in the world, no agency that's going to be able

to generate revenue from a foundation that is leaky. And I'm not going to bore you with the technical details because we have AI now that can actually help us with these things. But I'm just going to give you uh this speech is really like a workshop. So I'm going to give you actionable insights into what you can do uh to make sure that your foundation is correct.

All you have to do is go to tools like Google Postmaster or MX Toolbox and run those audits. Export those audits. go back into your favorite AI tool, dump that information in, and give it a prompt like that. Not that exact prompt if you don't want it, but a prompt like that. And it's going to give you stepbystep instructions on how to fix your foundation. And what

you want to end up with is these checks done. And um this is just a blacklist check, but MX Toolbox is a super website free. Uh what you want to do is go to demark and go to email health. Enter your domain and just click enter and make sure there's no exclamation marks or warning signs over there. Warnings are sometimes okay and the AI will actually help

you understand. Uh if you're using Google Workspace, for example, a couple of those warnings over there are normal, but the yeah, what you don't want to do is you don't want to have any X's here. And it typically takes 15 to 20 minutes to fix all of these just by following instructions. And you do not need to be a developer. You do not need to be a

server admin, an email server admin or whatnot. Just follow the instructions. Go to your domain's host and enter whatever records you are being told over there. Or even better, open a support ticket with your domain host and paste the instructions from your AI. Uh, and it'll actually give you exactly what you need to do. So again, not going to bore you with the technical details, but do

this. It's super important. Um, and that's pretty much so on the foundation. Uh, you want to make sure that the technicals are in place. Then you want to make sure that of course you're using the right uh email marketing service provider for your business. And your business is typically going to be a website. And that website can actually be hosted on a WordPress, Shopify, a Magento website.

If it's a custom platform, it's a bit more complicated for you to find your u your email marketing service provider. But what you want to do is you want to find the the best email marketing service provider for your system. What's a good email marketing service provider? You're going to ask me. A good email marketing service provider is a system that integrates directly with your content management

system with the platform that your website is built on. If it's Shopify, you're going to have your pick out of providers out there in the world. Uh if it's Woo Commerce, if it's Magento, if it's Big Commerce, these kind of famous CMS to pick them. But again, don't make a decision just based on price. make a decision based on how well it integrates with your email marketing

service provider. And a great ESP is going to be able to track every single action that a visitor is taking on your website. So visitors looking at pages, it needs to be able to track that. The characteristics of that specific page, it needs to be able to track that. So is the visitor looking at a product? If yes, I can trigger a product abandonment flow. Is it

looking at a product from brand X? If yes, I can add the conditional logic and I can say they abandoned while looking at product from brand X. So the integration between the and the actual uh content management system that your website is super critical. This is the most important part, the most important aspect. building your own custom integration because you prefer a cheaper um email marketing service

provider is going to end up costing you way more and it's not going to be reliable. You want to have that foundation built in from the very beginning. And now we just go straight into pre- purchase flows. Uh what happens once you have your um your foundation done right, you have your system uh in place, what happens is you start with capturing email addresses from your visitors.

If you don't have uh the email addresses captured, if you don't have consent, marketing consent to be able to actually email them, you are not going to be able to do email marketing in general. So uh most brands and I mean 99.9% of the brands out there when they actually do pop-ups to capture email consent they do one popup on every single page of the website which

is exact same but you have to understand that there's different intent and different content on every single page of the website. People on the homepage are going to need most likely a bit more time in order to get the pop-up and not be annoyed. The pop-up has to absolutely have uh an incentive otherwise you are really annoying people by just showing them a popup uh with interesting

updates um for your for your brand. I don't know how many of you watched the keynote from Marty this morning. Uh Marty Grafe when he said people are selfish. Yes, businesses are selfish. People are selfish. If you are showing a popup and it doesn't contain something important for the person you just took the the attention of, then you're not going to get any email address. So, uh,

a pop-up on the homepage is going to work one way, but on the product page, it's going to work in a completely different way because some products are going to have a lot of information in the higher, uh, part of the of the PDP. Uh maybe they're technical, maybe you have product reviews that you want people to actually see before they get the pop-up. Maybe you want

the pop-up to appear 30% after you scroll on the page so that they actually move away from your most uh highest converting uh email cont um website content. So try not to have like one pop-up for the entire website. uh have at least two pop-ups for your homepage, for your product pages, and in some cases for your collection or category pages. Why two? Because you need one

for desktop and one for mobile. Because yeah, all of these service providers already give you the ability to um adapt one pop-up to multiple devices. But what they don't typically give you is the ability to AB split test mobile versions and desktop versions later on. Um, some of them do, but most of them don't. So, it's better to have separate pop-ups for desktop and for mobile devices.

Uh, generic homepage popup. Solo stove is now in Europe. Joyfree shipping and a contextual popup is one in which you actually talk about what's happening on that page. Why is that person on that specific page? and not just uh you know want to win a $500 gift card which it's not that bad either way. Uh generic PDP popup again super general on the left side contextual talking

about those specific products that the customer is looking at. If you sell apparel and you want to show popups on the uh footwear um on a footwear product, it's best to personalize the the pop-ups that appear over there for footwear or for brands. and this is the first part, capturing email addresses. And there's multiple ways to capture email addresses. Pop-ups are typically the most efficient ways to

capture email addresses. I don't personally like them that much, but I don't like push notifications either, but they work and all of our clients have them because they work and it's a numbers game at the end of the day. As long as I'm giving something back to every single visitor that's on the website, then I'm super happy about it. So, the numbers make sense, people are happy,

clients are happy, so we move forward. The welcome flow is an introduction uh to the and a prelude to the first uh transaction. We typically do a three email sequence. We do email one where we yeah we do email one one where we actually introduce the people to the brand. We want to have something human in that very first email. We want to make a difference between

ourselves and the non-human version of ourselves like Amazon in the US or any other like super important uh marketplace here in Europe. And uh we want to push on the incentive part of things. Uh emails typically go out. The first email goes out immediately. And if you have a good email marketing service provider, you are going to be able to get that email out of the way

straight away. If you don't have a good integration and it takes five minutes or 10 or 15 or god forbid two hours, your customer support team is going to be screaming at you like what is happening? People are screaming at us. We're promising 20%. They're not getting anything. They're going to sue in the US um by the way. So again, very important ESP. Um, okay. So, email

one goes out straight away. Email two typically goes out next day. You want to, you know, remind the person about the incentive. And email number three is typically when you get more fear of loss, FOMO, uh, the discount, push on the discount part of things. And what the emails contain don't be just commercial. Uh there was another very interesting talk earlier today where uh actually in this

very room where people were saying that um you should always try to not focus on the people that convert but try to focus on everybody that you are actually addressing. So, when you send out an campaign, okay, 20% off this weekend alone, maybe you're going to get 1% of the people that opened the email to actually convert and buy something, use that coupon code. But the remaining

99% of the people that opened your email, looked on it, swiped on it or on their laptop, they are going to not have a really good time because they didn't find anything useful from the email that they just read, from the email that they just opened. So, every single email that we send out should ideally have something for everyone. And I'll give you an example. Um, one

client in Canada, uh, we started entering jokes in the pre- header, uh, of every single email, just like super simple jokes, dark British humor typically, and, uh, we were just doing that to get the open rates going up. Later on, I think the account manager changed or the strategy changed or something and that stopped being the case and we got the client saying, "Hey, I got people

asking me for jokes. Why why did you remove the jokes from the email?" So people even though they weren't using the coupon code some of them they were opening our emails. How important is it when people open your emails? Does anyone here know about um deliverability reputation? Okay, for the people that don't, um, whenever someone opens your email or more importantly clicks on one of the emails

that you send out, it sends a good trigger to Gmail, Hotmail, Verizon, Apple Mail, etc. that you are a safe and it helps build up your sender reputation. So, sending emails out that have a little bit of something for everyone is extremely important. And for another client, we were entering they had like they were selling uh they are selling uh olive oil uh special kinds of olive

oil and um we were entering recipes and then we started entering cocktails u that with olive oil which were super interesting and their open rate went up quite a lot and their revenue started increasing just because of something as simple as this. So again, don't send uh an email that only contains like a coupon code. Send an email that contains new arrivals, trends from your market, jokes

if you want, recipes if it's your deal, um trip ideas, anything that would be relevant to the the people that are opening your uh your emails. even even pretty pictures, even if you have like trends or color of the year or anything like that, include information like that so that you have something for everyone. Got more examples here. Uh again, I think everyone is going to get

the slides and if not, just ping me on LinkedIn and I can give you the the presentation as well. Abandonment engine. So, we've got email addresses, we've got the welcome flow. Fact of the matter is the welcome flow is going to be the most important flow in terms of revenue it generates. But we're moving into the abandonment side of things and every single time big brands reached

out to us they typically did just cart abandonment. Sometimes they did uh browse abandonment which is looking at a product and abandoning before adding to cart. But most of the times, 95% my hand in the fire. Uh it was typically just cart abandonment and it was mislabeled because it was actually checkout abandonment. They were not uh sending emails to people that added to cart but were not

reaching the checkout which is So what we normally do for every single client is site abandonment, browse abandonment, search cart and checkout abandonment. I kept saying six flows because search abandonment is something that we just started adding as mandatory uh for new clients starting with this year but up until then for four years or so we were only doing site browse cart and checkout on day one.

Check search abandonment was coming in later. [snorts] So site abandonment is uh the casual revisit manifestation. This is from Big Bang Theory for people that like that show. Uh so site abandonment happens when people go to your websites, they don't look at a product and they abandon your site. Why do they abandon your site and when does that happen? Uh for us here it was 2% of

email revenue generated from automation. 2% was from site abandonment. Very very little. And it's typically traffic. We looked at it. Uh where is that traffic coming from? It's traffic coming from uh brand protection campaigns typically. So you have your brand, you're protecting your brand name. People land click on your link, land on your homepage. They don't have time to look at more information. It's not exactly what

they were looking for. Maybe they were already subscribed to an existing customer. Maybe they uh something happened. Life got in the way. I had to take my kid to school. I uh had to prepare dinner. Time of day problem. So I abandoned before looking at a product. Uh browse abandonment is when you look at a product but you do not add it to the shopping cart and

you have this very strong urge to get that customer back and have them add the product to the cart. Search abandonment is when people are abandoning uh after doing a search query, an important search query because well a lot of companies out there don't even look at what is happening when people what keywords people are actually searching on their websites which is a big problem in on

its own because it's super high intent users that are going to use your site search. So that's a completely different um topic. But when people abandon your site after they get the no results page, that's when at least that's when you want to send out an email to those people with relevant products, categories, hot, trending, etc. I'm going to talk about other uh strategies here. Like for

example, if they're looking for a brand that you don't carry, but you actually have a similar brand that is better for the client or for yourself, uh you want to be pushing that brand out as well. Uh cart abandon is when you do add a product to the shopping cart, but you do not initiate checkout. And checkout well the customers you don't want to lose. They've landed

on the checkout page, but they have not clicked that place order button. Uh so site abandon this is just uh blowing up on what I mentioned so far. So these are visitors who landed on a landing page. Again, primary traffic from brand protection ads who haven't committed to a category yet. And what we are trying to do is bridge the gap between curiosity and intent. The strategy

is uh we want to display our top categories or our top products uh for site abandoners. And what we've learned over the years is that if your website has a lot of services, a lot of products, if you're a market or marketplace, then you want to be showing top categories or hot categories for that specific time of the year. If it's going to be a um if

you have one service on your website or if you have fewer services or if you have fewer products, then you want to do trending products on your website because odds are you're going to be able to actually gather interest and get them to click and come look at your product page. Uh this is an AI prompt example. Again, it's just an example. You don't need to use

it exactly as it is, but it does give you a better idea of how you would want to do site abandon. And here is where you see some some examples. Of course, you want to work on your um authority. If you have any sort of client testimonials, product reviews, uh it's going to be typically very hard to do a live feed of product reviews. And on the

on the site abandonment, they haven't even looked at products yet. But we can enter testimonials and we can uh we can address our customers. Browse abandonment. Uh it's like I mentioned earlier when people abandon the website after they looked at at a product page and the mission is to show the product that they were looking at when they abandoned it and to uh to get them to

re-engage. Typically what we want to do here is to focus on social proofing. Uh, another thing that co kind of messed up in the e-commerce world at least is trust and confidence. Uh, there's a lot of case studies out there in terms of people losing confidence in brands they don't know and websites they don't know. So, if you have a phone number, if you have if you're

happy with sharing your phone number with your customers, then you definitely should be. Any sort of trust signals that you can do, include them in the abandonment emails. This is not just for browse. This is for card, for checkout, for everything. Physical stores. Over and over again, we've seen clients come over to us that have physical stores and they don't brag about it everywhere on their websites

and emails. You should definitely do that if you have that because that means you're a real business. You're not just drop shipping and you don't have a customer support. You don't have stocks and so on and so forth, which was a big problem couple of years ago and people have scars. Uh so browse abandon two emails. Um, email number one focuses on the viewed product and social

proofing to build trust. Email number two re-engages by pivoting to a broader popular categories and products. Similar to site, uh, the only difference is the email one part of the of the process. You're going to be able to see in the in all of the browse abandon in the abandonment flows that have multiple emails. So, browse, cart, and checkout that email number one goes two hours, one

to two hours typically postbound. Let's say two hours for the sake of simplicity. While email number two goes uh one sec. No one hour and then 22 hours. So this is bit incorrect. Uh the idea is the second email should never go out plus one day from the time of uh Email number two should always go out 23 hours or 25 hours from the moment the abandonment

process happened because you want to avoid the time of day reason for abandonment which is had to take my kids to school, had to make dinner, had to I don't know finish my lunch break and so on and so forth. So you want to avoid that. Yeah. question >> maybe a very stupid question but at this point in time where do you have the email address from

>> from uh the very beginning when you captured the email address through a popup or the customer was already a customer of yours the visitor was already a customer of yours and you have it in the cookies and you know that the visitor is you know email johnaol.com >> stage >> absolutely site abandonment which is before browse abandon abandonment generated 2% of 44.43 million US in email

revenue. Site abandonment. Those are people that never even looked at a product. And these is this is our data, our numbers. Uh we're not just relying on what Chad GBT is saying. Uh browse abandonment. I think I it's very short. Last year I did it in uh VNU's uh six hours workshop on all of these emails and flows. I fell asleep on the way back to the

hotel afterwards. Super tired. So um I don't have that pie chart but I think it was 7% 7% of uh the automation revenue is generated through browse abandonment. Welcome 24% so way more than this but it's 7%ish around that. Don't hold me accountable. I I can give you the numbers on LinkedIn if you want. Uh so yes it is important. It is there and you should definitely

do it. Um, now how does AI come into the play? Uh, because we can already start to use AI tools to actually be able to personalize these browse abandonment emails. Just think about hyperpersonalization. It's not just that I'm looking at I'm sending you an image of the product you abandoned, but if I'm selling footwear, for example, and Nike is 80% of my business and the product that

was abandoned was a Nike product, these email marketing service providers are going to give you the option to personalize and add conditional logic. And what you're going to be able to do is you're going to be able to add a conditional logic that says, "Is product brand equal Nike?" If yes, I'm not going to be sending the standard email that I send to everyone. I'm going to

be sending an email that has darker color, darker colors, something interesting about Nike in the email like founder story or something uh relevant to them. only Nike products uh other referrals the latest uh line of I forgot kicks that you get from uh from the brand itself. So you are able to personalize a browse abandonment email which is something you should definitely do because the 8020 rule

typically applies to every single business out there. uh just look at use AI to actually discover what are your brand affinities or product affinities, category affinities for your customers and have at least one split in your browse abandonment flow to try to cover uh the people that uh have that specific affinity. Personalize the email. [snorts] So in our example, um this was actually for a business that

I owned in the US, a marketplace for um children's clothing. We had the special occasion was flower girl wedding. Um so when people were looking at flower girl dresses which is like the girls that spread petals at weddings those are called flower girls. Um we were that was like 80% of the business. Not 80 but maybe 70% of the business. So we added this affinity for that

specific business. And then of course we didn't want to show ring bearer suits for those specific users because they were looking for they had little girls so they were looking for uh flower girl dresses. another example is not necessarily related to the product itself or the brand itself but regarding the client and each and every one of us are going to have ideally with AI now you're

not going to have an one ISP you're not going to have one ideal client but you are going to be able to use AI and figure out what are your three ideal clients and then look at like premium buyers and focus on lifetime warranty and durability because if they're going to be spending that amount of money, they want to make sure they have like super proper support

with you guys. So again, if we do that, focus on lifetime warranty and durability. Don't show discounts. That's not going to be relevant to someone who's willing to spend that. What is going to be relevant again is support. The email needs to be personalized for that user persona. Um, and this one we kind of covered. This was the Nike part. So if you're um if you have

a star brand of course personalize your uh add that conditional logic in the beginning of abandonment flows. Did they look at this product at a product from this brand? Did they add to cart a product from this brand? If yes personalize the email if not then u do away and send a standard email and these are just standard emails. One thing that I'm going to be mentioning

now is what you're seeing is these emails have a lot of text and very few images. This is intentional. Uh emails that are in the uh just the standard rule is very simple. The more text you have and the fewer images, the better your deliverability is going to be. The more you're going to be landing in inboxes versus spam folders or um promo folders, promotions and so

on in Gmail and etc. So always for deliverability purposes try to have what we do is we have one main banner typically and email one flow one for the welcome flow maybe two and then what we typically do is we just have like um product images or category images within the emails and a lot of text and product information to get deliverability. And another quick one is

email width should not be extend 600 pixels. That's enough for every single email marketing service provider out there. And if your email stays under like 300 kilobytes, you're going to be gold in terms of reaching inboxes. Search abandon. And this we spoke about earlier. Um, at the very least, if you have um people abandoning your website, you just open up, if you're on Shopify, for example, just

go to your search and discovery app and look and see how many people are reaching the no search results page or what are your top keyword searches on your website. And then for your top three keyword researches uh keyword searches on your website, you want to make sure that you are uh triggering emails out for them. And the simplest example out there is pet stores are typically

going to have, you know, brand A, but they're not going to have brand B because they have a deal with brand A for exclusivity. So, when someone's going on my pet store and searching for brand B, which I don't carry, I want to be able to send them an email saying, "Hey, we don't carry brand B, but we carry brand A, which is way better because higher

protein content." So, you want to make sure you're not missing out on those people that look for the brand that you don't carry when you have the alternative and it's better. Uh, one size doesn't fit all. Split your strategy. Uh, and this is going to be the cart abandonment flow. Um, cart abandonment is actually quite interesting. Um, there's two main reasons why people abandon carts. Number one

is they are using the shopping cart as a wish list. So, what they want to do is just add products to your cart and then go to Amazon or whatnot or go feed kids or etc. And they want to uh get on with their lives or do window shopping. Uh, and there's other people that add products to the cart and then they go to Amazon to actually

search for your products at a lower price or buying it from somewhere where they actually know it. So, what you want to be uh I think I missed. Yeah, this was for search abandon. I split it the other way around. Okay, so what you want to uh do is you want to send out three emails. Email number one goes out 1 hour after the abandonment. Email number

two goes out 22 hours after the abandonment. And email number three plus two days from email number two. And you want to find out if people are actually uh abandoning your specific uh products in in their shopping carts for your store because of reason one or reason number two. And how do you do that? Typically by using incentives. If uh by using incentives, you're actually getting much

better results, then you're most likely going to need to uh to use them because people are searching for your products at a lower cost. But if help and support typically uh ranks equally better, then it's most likely just a matter of not knowing your brand and needing more confidence for uh for purchase. Uh these are our top two. Focus on community validation. So, bring up your your

confidence winning uh techniques and some emails, fan favorites, cart feeling lonely, we saved your cart, nothing out of the ordinary, just a lot of text and the products that were abandoned. Checkout abandonment. Very similar to cart abandonment with the only difference. You want to incentivize at least once per customer lifetime. That sounds a bit odd. Once per customer lifetime, you want to incentivize the uh the customer

to actually check out and uh you know not miss that sale. But other than that, three emails, one hour, 22 hours, and another 48 hours after email two. And uh the third email, give it all you got. Uh just try to to get that sale out of the out of the customer. We have a couple of emails. [clears throat] Uh okay. Another thing that you can do

uh for splitting from the very beginning is time of journey content split strategy. What does this mean? It means that abandonment wise you typically if you already know good if not you're going to do it in one month or two months or later on. But if you already know um who your first-time buyers are and who uh are u repeat buyers and you've had the system implemented

and it tracks that data, you want to split it because you don't want to force to tell people to build up the confidence for people that already purchased from you. So what's going to change is for first-time buyers, you're going to have you're going to be heavy on social proofing. uh you're going to have the concierge help. Reach out to us on customer support. We're here for

you. We're real. Buy from us. Whereas for returning customers, what you want to do is you want to personalize to welcome back to our website. It's great to have you here. Join our VIP support uh package and u early access to new drops or thank you rewards. It's basically I know the brand. The brand knows me. They're going to give me they're going to hold me on

a pillow. uh they know that I'm back. And the final one, and I'm going to wrap it up after this. There's two more slides with some prompts that you're going to be able to get. Um the new customer flow. We have four emails in the new customer flow. Email number one goes out one hour after the purchase has been uh done. And it's always meant to create

a connection between me, the business, and the customer. Uh we tell our c we ask our customers for embarrassing moments from their warehouse. We ask our customers for funny stories from about their business, about their family, about their stores. Anything that the reader is going to read and be like, "Oh, these guys are very similar to me. They're human as well. They're not Amazon. I like them.

I'm going to be buying from them again." That's email number one. Email number two, super important, goes out the second day. It answers questions that most new customers have. And if you talk to your customer support team, they are going to be able to very quickly tell you why are three out of 10 uh emails or clients calling or emailing about uh after they've placed their first

order, warranty, how to how long does it take to get here, and so on and so forth. Get those questions out of the way and answer them in email number two. I have to rush, but you're going to get the slides. Uh, and the strategy here is when people open an email from you, they're going to be able to say, okay, when these guys are sending me

emails, they are sending me useful information. So, I'm going to be opening other emails that they are going to be sending me. So, this falls right into our emails three. And so, this is the the type of emails where you answer questions. And emails three and four are super important because you want to generate purchase number two. And yes, you want to incentivize it because whatever incentive

you're going to be using, it's going to be less expensive than paying for a remarketing campaign on Google, on Tik Tok, on Instagram, on Meta, on Facebook, on anywhere else. Incentivize it and generate a second purchase within 14 to 21 days uh from your email subscribers. and some emails here. Uh returning second purchase just very quickly because I have to and I'm sorry. Uh second purchase is

where we typically try to use a happy customer uh to get to their friends and family and we typically give them something for their friends and family if they end up using it on their own. Okay, no problem whatsoever. But at least uh we may be getting a referral for our clients and it works. Uh picture. H back. No, I'm gonna quit these. So, anyone that wants

the rest of the slides because I have to end this is going to be able to get them. The most important flows I've covered. So, it's up to new customer. Win back sunset and yeah, win back and sunset is something that we typically don't do in the very beginning because people don't have that data. they don't understand uh they don't understand their customer history typically even bigger

companies bigger brands so we don't need to do it in the beginning anyway and yeah you can use AI in bulk campaigns so just instead of trying to figure out what emails you're going to be sending next month just export data out of Google Analytics Shopify whatever your sales data and you can export years worth of data and find out what emails should I be sending out

in May uh instead of just guessing yeah, I'm going to leave this here so you can get like the master prompt. But another way in which we use AI is um for AB testing. It's very hard to not repeat a test once you've been doing AB testing for a year, two years, three years, 10 years now. Uh, and with AI right now, we can just dump our

spreadsheets where we have our AB test for our clients, and we're sure not to repeat the same um same tests over and over again. And this is pretty much it. Uh, thank you, and I hope you found this useful. [applause]