Encourage repeat purchases among customers who are subscribed to your newsletter by sending them relevant email content. Use a Lead Nurturing strategy to target them with different emails based on the information provided in their purchases, aiming to boost traffic and repeat sales.
In this article, you’ll learn how to create Lead nurturing email campaigns for after sales.
Objective: Loyalty.
Difficulty: Intermediate.
When to use it: Anytime.
This strategy is part of our pool of templates. To implement it in your account, access your Connectif account and go to “Workflows Create new workflow”. In the Create from template section, enter the name of the workflow in the search engine (Post-purchase lead nurturing) then click Select and Create.
How it works
This workflow will send several personalized emails following a purchase. Once the purchase has been made, it sends a first order confirmation email and after checking if the contact has purchased in the last 15 days, waits seven days.
If the contact makes a purchase during the waiting period and is subscribed to the newsletter, the workflow sends a second email tailored to the product category purchased. If the contact hasn’t purchased again after another seven-day wait, it sends a third email with recommended products.
If they don’t make another purchase after the first email from any of the categories indicated, the email will have general content.
Workflow configuration
Before configuring your workflow, create the following elements:
- Three emails, for each of the cases.
STEP 1. "Start" node
(This node will set the target audience for the action).
1. Click (Edit node settings) for the “Start” node.
2. Under Select limitation, check "All my list" and select "Contacts with email".
3. Under Select data source, check “All existing”.
4. Click Update.
STEP 2. “On purchase” node
(This node will enter the contact into the workflow as soon as they make a purchase).
5. Click (Edit node settings) in the “On purchase” node.
6. Under Limitations, uncheck the "Deactivate after triggering" box.
7. Click Update.
STEP 3. First “Send email” node
(This node will send the first email to contacts who make a purchase).
8. Click (Edit node settings) in the “Send email” node.
9. Select the email you want to send and click Next .
10. In the Send to section, select "Contact".
11. Indicate the "Transactional" type of email.
12. Configure the parameters section of "Send to contact".
13. Under Google Analytics, click "Enable Google Analytics" then Next .
14. In the Variables step, link any variables there may be.
15. Click Complete .
STEP 4. First "Wait" node
(This node will initiate a waiting period before continuing the workflow).
16. Click (Edit node settings) for the “Wait” node.
17. Under Set the time delay, select "A period of time" and enter "7" Days.
18. Click Update.
STEP 5. Second "Has purchased" node
(This node will identify whether the contact has purchased at least one product from category A during the waiting period).
19. Click (Edit node settings) for the “Has purchased” node.
20. Under Number of purchases made, select "Is greater than" and set "0" purchases.
21. In the next dropdown, select “In the last time interval” and set a value of "7" Days.
22. In the next dropdown, click on Add condition and choose "Categories". Then, indicate in the dropdown list "Are some included in" and add category A.
23. Click Update.
STEP 6. Second “Send email” node
(This node will send the second email to contacts who have purchased at least one product from category A).
24. At the junction of this node with the previous one, click on the circle until "Yes" appears.
25. Click (Edit node settings) in the “Send email” node.
26. Select the email you want to send and click Next .
27. In the Send to section, select "Contact".
28. Indicate the "Newsletter" type of email.
29. Configure the parameters section of "Send to contact".
30. Under Google Analytics, click "Enable Google Analytics" then Next .
31. In the Variables step, link any variables there may be.
32. Click Complete .
STEP 7. Second "Wait" node
(This node will initiate a waiting period before continuing the workflow).
33. Click (Edit node settings) for the “Wait” node.
34. Under Set the time delay, select "A period of time" and enter "7" Days.
35. Click Update.
STEP 8. Third "Has purchased" node
(This node will identify if the contact has made a purchase during the indicated time).
36. Click (Edit node settings) for the “Has purchased” node.
37. Under Number of purchases made, select "Is greater than" and set "0" purchases.
38. In the next dropdown, select “In the last time interval” and set a value of "7" Days.
39. Click Update.
STEP 9. First “Fetch products” node
(This node will fetch the last products of category A purchased by the contact).
40. At the junction of this node with the previous one, click on the circle until "No" appears.
41. Click (Edit node settings) in the “Fetch products” node.
42. To select the use cases, drag "Last purchased products" to the block on the right and click Next .
43. In Main use case settings, select "3" in the Number of products to fetch.
44. Click Add another condition and select “Categories” from the dropdown. In the operator, choose "Some are included in”. On the right, select "Literal value" and add the category.
45. Click Next .
46. In Summary, locate the Number of products to fetch and choose “3”.
47. Click Complete .
STEP 10. Second “Fetch products” node
(This node will fetch products related to the last products of category A purchased by the contact).
48. Click (Edit node settings) in the “Fetch products” node.
49. To select the use cases, drag “Automatically related to a list of products” to the block on the right and "Last visited products" to the additional use case. Click Next .
50. In Main use case settings, select "3" in the Number of products to fetch.
51. For Select related products, select "(Fetch purchased products A)".
52. Click Next .
53. In Additional case settings, select "6" for Number of products to fetch.
54. Click Next .
55. In Summary, locate the Number of products to fetch and choose “6”. Then check the box "Exclude products exported by nodes before this one".
56. Click Complete .
STEP 11. Third “Send email” node
(This node will send the third email to contacts with the products related to category A).
57. Click (Edit node settings) in the “Send email” node.
58. Select the email you want to send and click Next .
59. In the Send to section, select "Contact".
60. Indicate the "Newsletter" type of email.
61. Configure the parameters section of "Send to contact".
62. Under Google Analytics, click "Enable Google Analytics" then Next .
63. In the Variables step, link any variables there may be.
64. Click Complete .
Success!
Your workflow for sending post-purchase lead nurturing emails is ready.
Do you have questions?
Don’t forget, our Connectif specialists are here to help you. To contact them, just open a Support ticket by clicking the blue “Help” button on your dashboard.
Keep learning!
To make the most of your Connectif account, we recommend reading these articles next:
- Restock reminder after purchase, to send a reminder to restock a product at the time of purchase.
- Reactivation of seasonal buyers, to re-engage customers who last shopped in the coming month of the previous year.
- Offer recommender, to display a banner of products with discounts.
- Omnichannel reactivation after a period without purchases, to reengage customers after a period without purchases.