COURSE WORKBOOK
with Gretta Van Riel, Rob Ward, Chase Dimond
Richard Li, Nick Shackelford
ACTION ITEMS
MODULE: Welcome to Advanced Email Marketing for
Ecommerce!
ADVANCED EMAIL My name is Chase Dimond and I’m the co-founder
MARKETING FOR
❏❏ Download the Module workbook.
of Boundless Labs. Since launch in 2018, I’ve served
multiple 7 and 8-figure clients and helped them send
ECOMMERCE hundreds of millions of emails resulting in over $20
million in attributable revenue.
In this module, I’ll teach you how to run emails that
LESSON: convert for ecommerce brands on autopilot. Just
one of these tactics could get you an extra $4,000/
MODULE INTRO month.
Throughout this course I’ll teach you about the key
ecommerce email flows using the Klaviyo platform
(because it’s my favorite). I’ve included a list of the
best email marketing platforms out there so you can
“You absolutely have to use email automation to scale to use whichever you like best. However the principles
seven figures.” I’ll teach you are the same across all platforms.
Before jumping in it’s important to remember,
you don’t need technical abilities to master email
marketing. All you need is a simple design and
simple copy to get started.
10 Email Flows You’ll Learn
• Welcome Email Series
• Browse Abandonment
• Abandoned Cart
• Abandoned Checkout
• Post-Purchase Primer
• Customer Thank You TOOLS & RESOURCES
• Upsells, Cross-Sells and Product Reviews
• Customer Winback • Klaviyo (Email Marketing Platform)
• The Breakup Series (aka Sunset Unengaged) • Top 10 Email Marketing Software for
• Replenishment Flow Ecommerce (Designhill)
COURSE WORKBOOK
Notes:
COURSE WORKBOOK
ACTION ITEMS
MODULE: The Welcome Series is one of the most crucial (and
most opened) of all email sequences, right next
ADVANCED EMAIL to the Abandoned Checkout flow. In this lesson,
I’ll teach you how you can use this series to get
MARKETING FOR
❏❏ Download the Welcome Series Cheat Sheet.
conversions upon opt-in.
❏❏ Using the Welcome Series Cheat Sheet as a guide,
ECOMMERCE Conversion Rate: draft up your own Welcome Series for your brand.
3% on average
How-To:
LESSON: • Educate on what the brand is all about.
WELCOME SERIES
• Thank Them / Get Pumped (e.g. “We’re so
excited to have you in our community!”)
• Set Expectations (e.g. “We’ll be sending you X
emails over the next Y weeks…”)
• Build Trust (e.g. We’ve been featured in XYZ
“You absolutely have to use email automation to scale to press outlets, here’s how we’re different,
seven figures.” customer reviews, we’ve donated over $1M in
shoes, etc.)
• Brand Voice (use a personal tone, if relevant to
your brand)
• Value Proposition (e.g. With Casper you’ll sleep
better and therefore feel more rested)
# of Emails:
3-5 emails over the course of 1-2 weeks
Fun Fact:
Compared to regular promotional emails, welcome
emails generate 320% more revenue per email.
COURSE WORKBOOK
Overview The first few emails your subscribers receive after The Welcome Series
joining your email list are some of the most important
messages of the customer lifecycle. Use the boxes below to draft up your own Welcome Series. Don’t forget to decide on the
time intervals between each email.
These emails make your subscribers accustomed to
engaging with your brand via email and set the tone of
your relationship.
WELCOME EMAIL 1
Email Purpose of email
Subject:
Welcome Email 1 Welcome and thank you
Welcome Email 2 Brand story + unique quality standards + benefits of
shopping with Ibex
Welcome Email 3 Social Proof (customer reviews, press, celebrity/brand
endorsements, retail footprint, etc) + display popular
products
Welcome Email 4 Focus on the community element --> Follow us on
social and join our FB Group
Time interval:
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WELCOME EMAIL 2 WELCOME EMAIL 3
Subject: Subject:
Time interval: Time interval:
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WELCOME EMAIL 4
Subject:
Time interval:
TOOLS & RESOURCES
• Welcome Email Series Examples
(Foundr)
• 12 Unique Examples of Welcome Emails
that Work (Shopify)
COURSE WORKBOOK
Notes:
COURSE WORKBOOK
ACTION ITEMS
MODULE: There are three types of abandonment emails:
Browse Abandonment, Abandoned Cart and
ADVANCED EMAIL Abandoned Checkout. If you don’t use these simple
email series, you could be leaving thousands of
MARKETING FOR
❏❏ Review the Abandonment Documentation.
dollars on the table. We’ll talk about each in the
next few lessons but I’ll start off with Browse ❏❏ Download the Subject Lines Cheat Sheet.
ECOMMERCE Abandonment. This is simply an email series
targeting shoppers who view a product but don’t add
❏❏ Draft and implement your Browse Abandonment
Flows.
it to their cart.
LESSON: Email Tips
• Dynamically display the product the customer
BROWSE ABANDONMENT viewed
• Call out pain points that the product solves
• Make it easy for the customer to come back
(leverage the links)
Conversion Rate: 1%
How-To:
• Enable Dynamic Product Lock on your Email
System
• CTA/Buttons change
• Copy changes “before it’s too late!”, “snag it”,
“we’ve got your back”
• Determine if you need a Conditional Split
• Make sure the images also click to the product
page
• Add a discount code
Fun Fact:
Browse Abandonment open rates are 63% higher
than broadcast campaigns.
Case Study:
Most of our 24 ecommerce clients at Boundless
Labs are doing an extra $3,000-$5,000/month in
sales from this Browse Abandonment Flow alone
(these are 7 to 8 figure clients). Some of them are
even doing $7K-$10K/month from this flow.
# of Emails:
2-3 emails over the course of 2-3 days after the
customer has viewed the product
COURSE WORKBOOK
The Browse Abandonment Series
Draft and implement your Browse Abandonment Flow.
Don’t forget to decide on the time intervals between each
email.
Browse Abandonment Email 1 Browse Abandonment Email 2 Browse Abandonment Email 2
Subject: Subject: Subject:
Time interval: Time interval: Time interval:
COURSE WORKBOOK
Notes:
TOOLS & RESOURCES
• Browse Abandonment Subject Lines
Cheat Sheet (Foundr)
• Browse Abandonment Flow Examples
(Foundr)
COURSE WORKBOOK
ACTION ITEMS
MODULE: In this lesson, I’ll teach you about the Abandoned
Cart email series. This series of emails targets
ADVANCED EMAIL shoppers who add a product to their cart but don’t
start the checkout process. It’s really important
MARKETING FOR
❏❏ Add the custom snippet of code to your store.
because it serves to remind customers about what
they were really close to purchasing in order to get ❏❏ Set up your Abandoned Cart Emails.
ECOMMERCE them to go back and purchase the thing. ❏❏ If you already have Abandoned Cart Emails set
up, follow the tips in this lesson to improve your
Conversion: 10% conversions.
LESSON: Abandoned Cart Tips
• Optimize “From” line, subject line & preheader
ABANDONED CART text
• Use a clever title (if it’s on brand to do so)
• Provide a discount
• Show the product itself
• Include a CTA
• Test out showing dynamic product name in CTA
button
How-To:
• Implement “Added to Cart” trigger
• Determine your trigger filters
• Link to the product page OR the cart
• Come up with catchy or funny abandoned cart
copy
• Include customer reviews or user-generated
content
Fun Fact: 69% of online carts are being abandoned
by users.
# of Emails: 3-4 emails over the course of 3 days.
COURSE WORKBOOK
The Abandoned Cart Series
Draft and implement your Abandoned Cart Flow. Don’t forget to decide on the time
intervals between each email.
Abandoned Cart Email 1 Abandoned Cart Email 2
Subject: Subject:
Time interval: Time interval:
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Abandoned Cart Email 3 Abandoned Cart Email 4
Subject: Subject:
Time interval: Time interval:
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Notes:
TOOLS & RESOURCES
• Abandoned Cart Revenue Swipe Files
(Foundr)
• Abandoned Cart Email Examples
(Foundr)
• Klaviyo Web Tracking (Klaviyo)
• Cart Abandonment Rate Infographic
(Moosend)
• Guide to Creating an Abandoned Cart
Flow (Klaviyo)
• Report on Abandoned Carts (Klaviyo)
COURSE WORKBOOK
ACTION ITEMS
MODULE: In this lesson, I’ll teach you how to create an
Abandoned Checkout flow. This is a series of emails
ADVANCED EMAIL targeting shoppers who add a product to cart and
begin checkout, but don’t complete the purchase.
MARKETING FOR
❏❏ Set up your Abandoned Checkout emails.
This flow is the most important out of the three types ❏❏ If you’ve already done so, use the tips in this lesson
ECOMMERCE of abandonment emails because it involves shoppers to improve your conversions.
with the most intent to buy and therefore should be
prioritized.
LESSON: Conversion: 33%
ABANDONED CHECKOUT How-To:
• Create “Checkout Started” trigger
• Dynamically link the product your customer was
looking at
“It looks like you left something behind…”
• Include related products
• Add in option to check out
• Implement time sensitive discount code
Case Study: A Klaviyo report analyzed over 3,000
stores and noticed that Abandoned Checkout flows
alone accounted for $60 million dollars in revenue
over a 3 month period. Overall, this flow drive 3x
more revenue than other automated flows.
# of Emails: 2-4 emails over a 3 day period.
A/B Tests:
• Preheader text
• Subject lines
• Discount offers (percentage and dollar-based,
free shipping)
• CTA (working, button colors)
• Images
• Send time
• Layout
• Time delay
COURSE WORKBOOK
The Abandoned Checkout Series
Draft and implement your Abandoned Checkout Flow. Don’t forget to decide on the time
intervals between each email.
Abandoned Checkout Email 1 Abandoned Checkout Email 2
Subject: Subject:
Time interval: Time interval:
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Abandoned Checkout Email 3 Abandoned Checkout Email 4
Subject: Subject:
Time interval: Time interval:
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Notes:
TOOLS & RESOURCES
• Abandoned Checkout Example -
Swimwear Client (Foundr)
• Abandoned Checkout Flow Example
(Foundr)
COURSE WORKBOOK
ACTION ITEMS
MODULE: Now that we’ve covered the email flows to get
the customer to purchase, let’s move on to what
ADVANCED EMAIL happens after they’ve purchased. In the next few
lessons we’ll cover several post-purchase flows.
MARKETING FOR
❏❏ Look through the post-purchase flow examples in
the Resources below.
These are important because they are intended
ECOMMERCE to help educate the customer about your brand, ❏❏ Start brainstorming ways in which you could use
continue building the relationship, clear out any post-purchase flows to educate your customer,
FAQ’s, and sell the customer on additional products. build the relationship, clear out FAQ’s and further
sell them on additional products.
LESSON: Post Purchase Emails
• Order Confirmation
POST-PURCHASE: PRIMER • Customer Thank You
• Shipping Confirmation
• How-to-Use Email
• Delivery Confirmation
• Review Request
• Cross-Sell or Upsell
• Winback Email
• Sunset Unengaged Subscribers
TOOLS & RESOURCES
• Post Purchase Flow Example from
Calming Blankets (Foundr)
• 9 Post-Purchase Email Resources to
Increase Retention (Klaviyo)
COURSE WORKBOOK
Notes:
COURSE WORKBOOK
ACTION ITEMS
MODULE: In this lesson, you’ll learn about the Customer Thank
You Email series. These emails happen right after
ADVANCED EMAIL the customer has made a purchase. They’re made
to address customer psychology by reinforcing
MARKETING FOR
❏❏ Create your Customer Thank You Email.
their purchase while building the customer/brand
relationship.
ECOMMERCE Customer Thank You Opportunities
• Reduce buyer’s remorse
• Reduce return rate
LESSON:
• Build brand loyalty
CUSTOMER THANK YOU • Create repeat customers with higher LTV & AOV
How-To:
• Create Trigger for “Placed Order”
• Add a discount code to your second email
Fun Fact: After one purchase, a customer has a 27%
chance of returning to your store.
# of Emails: 3 emails over an 8-11 day period
COURSE WORKBOOK
The Customer Thank You Email Series
Use the boxes below to draft and implement your Customer Thank Your Email Flow.
Don’t forget to decide on the time intervals between each email.
Customer Thank You Email 1 Customer Thank You Email 2 Customer Thank You Email 3
Subject: Subject: Subject:
Time interval: Time interval: Time interval:
COURSE WORKBOOK
Notes:
TOOLS & RESOURCES
• Customer Thank Your Email Examples -
Swimwear Client (Foundr)
• 25 Ways to Craft a Thank You Email for
Your Customers in 2020 (Moosend)
COURSE WORKBOOK
ACTION ITEMS
MODULE: In this lesson, I’ll teach you about product review,
cross-sell and upsell emails. In an upsell, you’re
ADVANCED EMAIL selling a product that is more expensive than the one
originally sold whereas with a cross-sell you’re selling
MARKETING FOR
❏❏ Download the Cross-Sell/Upsell workbook and use
a complementary product to the one originally sold. it to draft up your email content.
ECOMMERCE For the purposes of simplicity, we’ll focus on selling
rather than determining whether an email is a cross-
sell or upsell.
LESSON: Case Study: Stuart Lau, a bag company, introduced
a new SKU called the Shopper Tote. They first
UPSELLS, CROSS-SELLS AND introduced the product to everyone who’d bought
a similar product from them. That cross-sell email
PRODUCT REVIEWS
got a 50% open rate, a 7% click-through rate and
drove about $1,200 in revenue. Next they tweaked
the email copy and sent out emails to customers
who hadn’t bought similar products. This email had
“It’s best practice to first ask for a review and then try to
a 28% open rate, a 2% click-through rate and drove
sell more.”
$1,200 in revenue.
COURSE WORKBOOK
Cross-Sell Upsell Emails
Use the boxes below to draft different versions of your Cross-Sell/Upsell Email.
Cross-Sell/Upsell Email (V1) Cross-Sell/Upsell Email (V2) Cross-Sell/Upsell Email (V3)
Subject: Subject: Subject:
COURSE WORKBOOK
Notes:
TOOLS & RESOURCES
• Stuart and Lau Cross-Sell Email
Examples (Foundr)
• Product Review Email Examples
(Foundr)
COURSE WORKBOOK
ACTION ITEMS
MODULE: In this lesson, I’ll teach you about the Customer
Winback Series. This flow is intended for customers
ADVANCED EMAIL that haven’t engaged with your emails in a while. It’s
meant to get them interested and excited about your
MARKETING FOR
❏❏ Use the Self-Assessment Checklist to determine
brand. Customer Winback works best for companies whether Customer Winback is right for your
who sell products that can be purchased frequently. business.
ECOMMERCE How-To: ❏❏ If yes, set up your Customer Winback email using
the workbook as a guide.
• Create the trigger, “Someone Placed an Order”
• Decide on the “life cycle” of your product
LESSON: • Create a unique discount code on the email
CUSTOMER WINBACK Case Study: iHeartDogs waited 4 months after
someone placed an order to send a customer
winback email. Then waited a few more days before
sending a nudge. The first message got $2,000 in
revenue and the second $1,500 in revenue for the
past 30 days.
# of Emails: 2-3 emails over a period of time that
varies greatly and is dependent on the product life
cycle
Winback Subject Lines
• “We miss you”
• “We’d love to reconnect”
• “[Name], how’s it going?”
• “It’s been a while”
• “Did you forget about us”
COURSE WORKBOOK
Customer Winback Self-Assessment Checklist Customer Winback Emails
Use this checklist to determine whether Customer Winback Use the boxes below to draft your Customer Winback email
is right for your business. If you answered “Yes” to any of flow.
these, then consider drafting your Customer Winback flow.
Customer Winback Email 1
❏❏ Do you have a subscription product?
Subject:
❏❏ Is your product life cycle less than 6 months?
❏❏ Do you have a considerable number of subscribers
who haven’t been engaged in a while?
❏❏ Do you have a cheap product rather than an expensive
product?
Time interval:
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Customer Winback Email 2 Customer Winback Email 3
Subject: Subject:
Time interval: Time interval:
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Notes:
TOOLS & RESOURCES
• Customer Winback Flow Example:
Calming Blankets (Foundr)
• Customer Winback Flow Example:
ANDAR (Foundr)
• 5 Winback Email Campaigns that Will
Get Customers Back (ActiveCampaign)
COURSE WORKBOOK
ACTION ITEMS
MODULE: In this lesson, I’ll teach you how to create a series
of emails meant to clean your list from unengaged
ADVANCED EMAIL subscribers. This flow gives people the chance to
unsubscribe or re-engaged and helps improve your
MARKETING FOR
❏❏ Review the Deliverability Self-Assessment Checklist.
email deliverability so you don’t end up in the spam
folder. ❏❏ If your deliverability “needs improvement” or is in
ECOMMERCE
“critical” condition draft your own Breakup Series in
Breakup Series Tips your workbook.
• Use plan text and personalization
• Send from someone’s name at the company
LESSON: • Remind them of what they’ve missed
• Offer a discount
THE BREAKUP SERIES (AKA • Include unsubscribe links
SUNSET UNENGAGED)
Breakup Series Benefits
• Reduce unsubscribe rate
• Increase open and click-through rates
• Save money by eliminating unengaged
subscribers
• Increase deliverability with email providers
• Allows you to refine campaign content
How-To:
• Create a “Sunset Segment” (conditional)
• Make a “Joins Sunset” trigger
# of Emails: 1-2
How to Evaluate Your Deliverability
COURSE WORKBOOK
Deliverability Self-Assessment Checklist Breakup Series Email
Use this checklist to assess your deliverability. If your Use the boxes below to draft your Breakup Series Email flow.
deliverability “needs improvement” or is in “critical
condition,” proceed to the next exercise.
❏❏ Are your Unique Open Rates at 20% or more?
Breakup Series Email 1
❏❏ Are your Unique Clicks at 4% or more?
❏❏ Is your Bounce Rate at less than 0.5%?
❏❏ Is your Unsubscribe Rate at less than 0.3%? Subject:
❏❏ Is your Spam Rate at less than 0.08%?
If you answered “Yes” to the above, you have GOOD
deliverability.
❏❏ Are your Unique Open Rates at 10-20%?
❏❏ Are your Unique Clicks between 2-3%?
❏❏ Is your Bounce Rate between 0.6-1%?
❏❏ Is your Unsubscribe Rate between 0.4-0.9%?
❏❏ Is your Spam Rate between 0.08-0.15%?
If you answered “Yes” to the above, your deliverability
NEEDS IMPROVEMENT.
❏❏ Are your Unique Open Rates at less than 10%?
❏❏ Are your Unique Clicks at less than 1%?
❏❏ Is your Bounce Rate at 2% or more?
❏❏ Is your Unsubscribe Rate at 1% or more?
❏❏ Is your Spam Rate at 0.15% or more?
If you answered “Yes” to the above, your deliverability is in Time interval:
CRITICAL CONDITION.
COURSE WORKBOOK
Breakup Series Email 2
Subject:
Time interval:
COURSE WORKBOOK
Notes:
TOOLS & RESOURCES
• Sunset Unengaged Example Flow
(Foundr)
• 10 Ways to Manage Email Unsubscribes
(Keap)
COURSE WORKBOOK
ACTION ITEMS
MODULE: The Replenishment Flow is an email or set of emails
that reminds customers to reorder products when
ADVANCED EMAIL they run out (or are about to run out). In this lesson,
you’ll learn about how and, most importantly when
MARKETING FOR
❏❏ If you have a product that requires replenishment,
to craft a Replenishment Email and why they are very draft up your Replenishment Email in your
important. workbook.
ECOMMERCE Why Replenishment Emails?
• Drive repeat purchases
• Very timely
LESSON:
• Highly relevant
REPLENISHMENT FLOW
Replenishment Email
If you have a product that requires replenishment,
draft up your Replenishment Email in the boxes
below.
Time Interval after Purchase:
Subject:
COURSE WORKBOOK
Notes:
TOOLS & RESOURCES
• Replenishment Email Examples (Foundr)
• 11 Examples of Replenishment Emails
from Retailers (Foundr)
COURSE WORKBOOK
ACTION ITEMS
MODULE: Congrats, you’ve reached the last lesson of this
module! In this lesson, you’ll learn exactly where
ADVANCED EMAIL you stand compared to the email benchmarks in
your specific industry. I hope that after learning
MARKETING FOR
❏❏ Study the Key Terms & Email Benchmarks Cheat
these advanced email marketing techniques for Sheet.
ecommerce, you’ll go ahead and try these at home.
ECOMMERCE Remember, just one tweak can get you thousands of ❏❏ Check your own analytics and see how you’re
dollars! stacking up.
Open Rates:
LESSON: • 15% at a minimum
KEY TERMS & BENCHMARKS
• 25-30% is good
• Over 35%-40% is awesome
Placed Orders:
• Differs per niche
• 1-5% placed order rate/conversion is the most
common
Click Rate
• For campaigns, 1.24% CTR is the average
across industries
• For flows, 5.10% CTR is the average across
industries
COURSE WORKBOOK
Notes:
TOOLS & RESOURCES
• Key Terms & Email Benchmarks Cheat
Sheet (Klaviyo)
• Conversion Tracking (Klaviyo)
COURSE WORKBOOK