Today, let’s talk about ‘cross.’
According to Google Gemini:
“A cross is a powerful punch thrown with the rear hand… often the dominant hand…”
WAIT
I got the wrong cross.
I mean… the cross in your Email Profit Engine:
Automated Flows
Most e-commerce owners think of flows as the holy grail.
You set it up once. They make it rain on autopilot… week in, week out. Then, you generate 15~20% of your TOTAL revenue while sitting on the beach sipping Mojito.
🤑🤑🤑
Well…
That’s a lie.
I’m sorry. It doesn’t work this way.
FIRST
The reason I call Automated Flows the ‘cross’ is because…
They only work well in combination with the ‘jabs.’
(Remember? Jab is your regular story-driven campaign)
The flows are most effective when you invest in long-term relationship building.
SECOND
A flow, by definition, is an action-triggered automation.
This means…
Your prospects have to “do something” (or “not do something”) first before a flow will kick off.
Browse Abandonment = when prospects “view” a product but don’t “add to cart”
Cart Abandonment = when prospects “add to cart” but don’t “checkout”
This means…
You must find a way to prompt action.
(No, your prospects will NOT be thinking about you all day… and take action. They are busy. You must ‘prompt’ them.)
In short, you have two options:
1) Run ads (expensive)
2) Send more campaigns (almost free)
Look –
We’re back to the #1 most important punch in boxing email marketing.
THIRD
Just like Meta ads…
Flows have their “lifetime,” too.
The first time a prospect sees your Browse Abandonment, it’s very (very) powerful.
The second time, it still works.
The third… fourth… fifth time?
This is when the flow fatigues.
They stop working—and you see the RPR (revenue per recipient) drop.
In my experience, your flows start “wearing out” for your long-time subscribers in 5 to 6 months. This means…
You either have to dial up the traffic… or optimize your flows with “double taps” or even “triple taps.”
(I’ll explain this in future emails)
**Lesson for business owner**
Flows are great.
You should have them.
There are 12 core flows every e-commerce should have. We’ll dive into each of these flows in the upcoming emails.
But remember:
Campaign comes first.
I’ve worked with very profitable e-commerces who do not rely on flows at all. They have ONE welcome flow… and that’s it.
Prospects > Optin > Welcome Flow > Campaigns > 💲💲💲
To be continued…
– WYH
PS – If you want to keep everything stupidly elegantly simple…
Just focus on 2 things:
- Run ads to get new customers into your world
- Send 4-7 emails (campaigns) a week to turn customers into repeat customers
*BOOM*
*mic drop*