Welcome to the very first edition of Acquire and Retain by Retainful, your go-to source for expert insights, actionable strategies, and cutting-edge tips to boost customer retention and acquisition for your eCommerce store.
In this edition, we’re diving deep into the five essential retention flows every WooCommerce store should set up.
Retention isn’t just about sending a few emails—it’s about building lasting relationships with your customers, making them feel valued, and keeping them coming back for more.
The right retention flows can transform one-time buyers into loyal repeat customers, and today we’ll show you how.
1. Welcome Email Flow
Objective: Introduce your brand, set expectations, and incentivize the first purchase.
Example: Paula’s Choice welcomes new members with a €5 discount on their next purchase, creating an immediate incentive to shop. The email also sets expectations for future communications, such as skincare tips and exclusive offers.
Sequence:
Email 1: Immediate Welcome & Incentive
Example: Paula’s Choice greets customers warmly with a personalized offer and sets the stage for future content.
CTA: SHOP NOW with a €5 discount.
Email 2: Brand Story and Values
Example: Share your story, values, and what makes you different.
Email 3: Exclusive Offer
Example: Encourage action with special discounts or offers.
Why It Works: Immediate incentives, clear value propositions, and setting expectations all work together to drive customer engagement and conversions.
2. Abandoned Cart Flow
Objective: Recover abandoned carts and drive sales by reminding customers of their abandoned items.
Example: Sonos sends a friendly reminder with their “Like what you see? You’ll like it even more when you listen” email. The email includes the product image and simple CTAs, making it easy for customers to return to their cart.
Sequence:
Email 1: Friendly Reminder
Example: Sonos reminds customers of their abandoned items with engaging product images and simple messaging.
CTA: SHOP NOW with a €5 discount.
Email 2: Financial Incentives & Reassurance
Example: Offering Klarna and a 45-day risk-free trial reassures customers and reduces purchase hesitations.
Why It Works: This flow uses urgency, incentives, and trust-building elements to re-engage customers and increase conversions.
3. Post-Purchase Flow
Objective: Engage customers after their purchase, gather feedback, and encourage repeat buying.
Example: Decathlon asks customers for feedback on their running experience, using a simple star-rating system and offering the opportunity to submit a review.
Sequence:
Email 1: Feedback Request
Example: Decathlon engages the customer with a request to rate their product, making them feel valued and heard.
CTA: SHOP NOW with a €5 discount.
Email 2: Cross-Sell/Up-Sell Offer
Example: Decathlon could follow up with suggestions for complementary products.
Why It Works: Collecting feedback, encouraging social proof, and offering follow-up promotions help nurture the customer relationship and encourage future purchases.
4. Win-Back Flow
Objective: Re-engage inactive customers with personalized offers or incentives.
Example: Hers sends a re-engagement email to customers who may be experiencing “the purge” during their skincare treatment. The email reassures them that temporary breakouts are normal and offers helpful tips to minimize irritation.
Sequence:
Email 1: Re-engagement with Helpful Information
Example: A reassuring email with skin care tips to help with irritation and encourage customers to stick with their treatment.
CTA: SHOP NOW with a €5 discount.
Email 2: Personalized Offer
Example: An email with a discount or free consultation to reignite customer interest.
Why It Works: Empathy: Reassuring customers that irritation is temporary helps them feel supported.
Practical Help: Offering tips helps them address issues they might be frustrated with.
Personalized CTA: Encouraging customers to check in with a provider keeps them engaged and connected with the brand.
5. Birthday Flow
Objective: Make customers feel special by celebrating their birthday with a personalized offer.
Example: Amtrak sends a birthday email that not only celebrates the customer’s special day but also offers discounts on travel bookings (up to 60% off for group bookings).
Sequence:
Email 1: Birthday Greeting & Special Offer
Example: Amtrak’s birthday email creates a celebratory atmosphere with personalized messaging and a clear discount offer.
CTA: SHOP NOW with a €5 discount.
Personalization and special birthday offers help build strong customer relationships, encourage loyalty, and drive immediate purchases.
These retention flows work because they are strategic, personalized, and timely. Rather than sending generic promotional emails, each flow is carefully crafted to meet the specific needs and behaviors of your customers at different stages of their journey.
Welcome Flows build a strong relationship from day one, setting the foundation for customer loyalty.
Abandoned Cart Flows remind customers of their interest and offer valuable incentives to complete their purchase.
Post-Purchase Flows ensure your customers feel appreciated and encourage them to return for more.
Win-Back Flows target customers who haven’t interacted with your brand in a while, rekindling their interest with relevant offers.
Birthday Flows make customers feel special and encourage them to celebrate with your brand, fostering goodwill and repeat purchases.
By automating these processes, you ensure that no customer is left behind. Retention is all about maintaining an ongoing conversation with your customers, and these flows make that conversation effortless, efficient, and effective.
Quick Tip
Don’t just set it and forget it. Regularly test and optimize your flows to ensure they stay relevant to your audience’s changing behaviors and preferences.
And that’s a wrap for this edition!
Thanks for hanging with Sanjai and Ramesh—always a pleasure to have you here!
If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share this with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.
Remember: Keep pushing, the best is yet to come.
🤘 Sanjai Kathirvel
