Set up an email automation to win back lapsed customers
Win back customers with email automation when they haven't been to your store in a while.
Optimize your flow for performance by adjusting the content of emails, adding or removing emails, and adjusting delays.
In this article:
The default win back customers email automation
To access the Win Back Lapsed Customers automation:
- In Marsello, navigate to Grow > Automations
The default flow for Win Back Lapsed Customers:
- The flow is triggered when it has been 60 days since a customer placed their last order and has not returned
- The first email is sent, prompting the customer to return by showing off products from your store
- 📖 Learn More: How the Product Recommendations block works
- If the first email does not result in a purchase, a second email is sent after a delay of 7 days with an incentive 15% off coupon code
- 📖 Learn More: Remove and reset the Discount Block
- A third email will follow after 7 days letting the customer know their coupon will expire in 2 days
- The email flow will then finish and the customer will exit the automation
📝 Note: The customer will also exit this automation if they make a purchase after entering this flow
Adding emails, SMS, delays, and/or points to your automation
1. On the Automation page, click Edit Automation next to Win Back Lapsed Customers
2. If the automations is already active, a window pop-up will show for disabling the automation to edit, click Yes, disable and edit.
3. Click the ⨁ icon to insert an email, SMS, delay, or add points into your flow
4. Select Email, SMS, Points, or Delay to add it to your flow
Modify trigger, delay, and email blocks
Here you can adjust the blocks and order of your email flow. Monitor flow performance and continue to make improvements to get the best results!
In addition to adding new emails and delays, you can:
- Edit trigger settings
- Adjust, clone, or delete delays
- Edit, clone, or delete email templates
The Trigger dictates when the email flow is initiated
- Click the settings icon to update the trigger settings
- Set up a timeframe for when customers should be notified to come back and shop again
💡 Tip: Use your Marsello Insights to see the average time between your customers' orders - Click Save changes to confirm changes
A Delay is the period of time between when one email sends and the next email in the flow will send
Edit the delay:
- Click the pencil icon to update the Delay settings
- Select how much time to wait before the next email in the flow will send
- Click Save changes to confirm changes
Copy the delay to add a clone:
Click the trash icon to delete the Delay block:
Email templates create the content and messaging of the emails that are sent to your customers
- Click the pencil icon then click edit email to change the template
> Learn More: Editing emails using the email builder
> Learn More: Remove and re-create the discount within the email - Click clone step to clone the email template
- Click delete to delete the email template
How to remove and update the discount block within the Automation
If you would like to update a discount on your Automation, you will need to remove it in two places.
⚠️ Important: If you want to remove a discount from an Automation, you will need to repeat the below steps for each email template within the automation that contains a discount.
📝 Note: If the customer has already claimed a unique discount code from the automation, they will still be able to redeem the discount code.
Remove the discount from the email settings
1. Click the pencil icon for the email you need to edit
2. At the top right of the page, click Edit Email.
3. At the top of the page, before the email content, click Remove next to the View reporting button
4. Click Yes, remove discount to confirm that you want to delete this discount from the email template
The discount will then be removed from the email template.
Update the Email Discount
- At the top of the page, before the email content, click the red button to set the discount settings
- Select the type of discount you'd like to create
- Enter the discount's details:
Title – the name of your discount (what the customer sees)
Discount amount – the discount amount that you want to offer - Click Advanced Options to add extra conditions of use to your discount (optional)
Discount applies to – the entire order, selected products, or selected collections
Discount expiry – how many days the discount code is valid for once sent
Requires a minimum purchase – enter the minimum spend amount required to redeem
Terms – Add any terms you'd like your customers to abide by when using their discount code. - Click Create
Your discount will be added to your email template, ready for the customer to receive.
Edit the Claim Code button
- Click on the Discount content block in your email template
- In the Content column on the right, under the General section you can adjust the following settings:
-
- Container Padding – how much empty space is around the button
Clicking More Options allows you to adjust padding for each side individually. - Text size –the button text size
- Text Color – the color of the button text linking to the product
- Button Text – edit the button text
- Background Color – the color of the button linking to the product
- Container Padding – how much empty space is around the button
Remove the discount content block from the email template
- Click on the Discount content block
- Click the trash can icon below the discount content block
The discount content block will then be removed from the email template.
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