If you're running a subscription brand, you know that keeping your customers happy and engaged is a necessary and vital component of your business. Instead of focusing on just making the sale, you’ve got to play the long game. Nurturing, reminding, and occasionally nudging your subscribers is key to keeping the connection alive. That's where email flows come in – your secret weapon for maintaining strong, lasting, and profitable relationships with your subscribers.
So, without further ado, here are the essential email automations every ecommerce subscription brand should have:
1. Subscription Reminder
What It Is:
This is your gentle nudge to let subscribers know their renewal is coming up. Some brands choose not to send this email as it can lead to cancellations, and while that might be true, we think it's best to be transparent with your subscribers.
Content Suggestions:
- Subject Line: "Hey [Name], Your Subscription is Coming Up!"
- Body: Start with a friendly reminder, sprinkle in the benefits of staying subscribed, and finish with any relevant details (like how to update payment info or make changes to their plan).
- Pro Tip: Send this email approximately 3 days before the subscribers' payment or subscription renewal.
2. Subscription Upgrade
What It Is:
Encourages existing customers to level up to a more expensive subscription plan or product. A good email to couple with a sweet discount.
Content Suggestions:
- Subject Line: "Upgrade Now for Even More [Product] Goodness!"
- Body: Highlight the additional benefits they’ll receive with an upgrade. Normally, the main benefit is saving extra money but this can vary depending on your brand.
- Pro Tip: Offer a personalized upgrade suggestion, e.g. if a customer is on a subscription where they receive 2 bottles of perfume a month, suggest a plan which offers 3 bottles a month.
3. The Top Up Flow
What It Is:
For when subscribers might need a little extra before their next shipment is due. For example, this flow would be activated if a subscriber is on a 90-day plan for product X, but your data suggests that customers typically run out of this product within 60 days,
Content Suggestions:
- Subject Line: "Running Low?"
- Body: Use dynamic content blocks to display the customers subscription product(s) and include a clear CTA next to each product, think "Top Up Now", or "Get More".
- Pro Tip: This flow can be very profitable and effective so don't skip on the A/B testing to optimize this flow as much as possible.
4. Subscriber Winback
What It Is:
Reignite the flame with subscribers who have let their subscriptions lapse.
Content Suggestions:
- Subject Line: "It Ain't The Same Without You..."
- Body: Remind them of the benefits they get when they are subscribed, offer an incentive to return, and make the re-subscription process as smooth as butter.
- Pro Tip: Include testimonials from happy customers
5. Abandoned Cart
What It Is:
A gentle nudge for those who were so close to subscribing but didn’t quite complete the process.
Content Suggestions:
- Subject Line: "Did You Forget Something? Complete Your Subscription Now"
- Body: Show them what they left behind and remind them of the benefits of subscribing. Maybe throw in a small discount for good measure.
- Pro Tip: Three emails work best here (one reminder, one follow-up, and one last-chance offer).
6. Welcome Series
What It Is:
Your grand entrance! This is the sequence that kicks off the relationship on the right foot. This automation is triggered when a new customer starts a subscription.
Content Suggestions:
- Subject Line: "Welcome to the [Brand] Family, [Name]!"
- Body: Thank them for subscribing, highlight what they can expect, and maybe include a fun surprise like a freebie.
- Pro Tip: Spread this out over a few emails to gradually introduce your brand and products.
7. Subscriber VIP Flow
What It Is:
Show your appreciation for long-term subscribers with special perks.
Content Suggestions:
- Subject Line: "You're a VIP, [Name]!"
- Body: Outline their loyalty benefits, like discounts, early access to new products, or exclusive content. Make them feel valued.
- Pro Tip: Personalize the rewards based on their subscription history.
Final Thoughts
With these must-have email flows, your subscription brand will be well-equipped to keep your customers engaged, happy, and coming back for more. Remember, the key is to be personal, timely, and relevant. And don't shy away from A/B testing these emails extensively; especially when it comes to the timing of these emails.
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