Table of contents
1) Welcome To Funnels:
a) What is funnels?
b) Why funnels?
c) How to funnels?
d) Upsells
e) Downsells
f) Bump
2) Email Marketing Essentials:
a) What is email marketing?
b) Why use email marketing?
c) Sequences
i)
Welcome
ii)
Abandonment
iii)
Post purchase
iv)
Weekly promotions
v)
Seasoned promotions
d) How email marketing
e) Best practiced
3) The Power Of Retargeting Ads:
a) What is retargeting
b) Why should we retarget
c) How retargeting
d) Best practiced
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What is a funnel?
A funnel refers to the buying process that marketers lead customers through when purchasing
products. A sales funnel is divided into several steps, which differ depending on the particular
sales model.
Example of a funnel structure:
In the funnel above we have 5 steps in order to warm our cold traffic till we make them buy our
product.
Now this is only one of many, there are endless variations of funnels you can find online, to
almost any niche out there!
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Type of funnels you may see online:
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Storefront funnel
Survey funnel
Membership funnel
Auto webinar funnel
2 Step tripwire funnel
Reverse squeeze page funnel
Live demo funnel
Bridge funnel
Cancellation funnel
Homepage funnel
Lead magnet funnel
Application funnel
Squeeze page funnel
Product launch funnel
Daily deal funnel
Summit funnel
Invisible funnel
Webinar funnel
Ask campaign funnel
Hero funnel
Video sales letter funnel
Sales letter funnel
“WOW, this is a lot!! Do I really need to know all of this?!”, of course not. In our industry there
are few funnels that work great and you can easily start by using them and instantly make more
sales on your store.
The most common one is the direct approach, you are probably already practicing this one
without even know that it’s actually a funnel!
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The most common funnel for eCom:
Over 90% of online store owners use this exact funnel without even know its a funnel and don’t
even know how to unleash the power funnels to make more sales without spending extra money
on ads!
BUT before I show you how to do it I want us to cover some basic funnel definitions to make
sure we are on the same page.
The Funnels dictionary:
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Upsell
Downsell
Bump
These are the most important definitions you must know before doing funnels, let’s get started
and figure out how they work!
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Bump
Bump is a feature that lets you configure supplementary products to display on your order form.
These products are displayed as checkbox options.
After a customer selects an initial product, they can choose to add these “bump products” to
their order.
Bump products are typically products or offers that complement the original product being
purchased. They are often priced at smaller price points than the initial product.
Example of Bump:
In the example above we are sending traffic to our product page like what most sellers do, but
when a potential customer reaches the checkout page, we are offering him the option to add to
his cart another exclusive offer/product before finishing his purchase.
Few examples you can offer as a bump:
Expedite delivery / Paper gift / A tutorial / Ebook etc...
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Upsell
Upselling is a sales technique where a seller induces the customer to purchase more expensive
items, upgrades or other add-ons in an attempt to increase the average order value (AOV).
Upsell is usually done with the “one click upsell” method.after they paid for the front product.
Example of upsell:
In the example above after a customer completes his purchase on our store, instead of directing
him to the standard thank you page most stores use, we will redirect him to the upsell page or
like many like to call it “One Time Offer (OTO)”.
“This is really cool, but what can I offer them on this upsell page?”
That’s a great question and I have the perfect answer for you, it may sound funny but in many
cases the best offer is simply give them the option to buy the product they just purchased again,
with a discount they can’t resists!
More examples of upsells you can do:
Offer the same product again with a nice discount, Offer a complimentary product, Offer a
membership to your company discounts club etc…
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Downsell
Downsell is used by internet marketers when someone has declined your product or service
offer (sometimes by simply clicking the close button on the web page) and you offer them an
alternative product at a lower price.
Example of downsell:
In the example above if the customer declined (said no) to our upsell offer, we can redirect him
to another offer page called downsell. On the downsell page our goal is offer him even a better
offer than the upsell to close the deal or a different cheaper product.
For example if we are selling shoes and the upsell is blue sacks we can try and offer him orange
sacks. Think about it, maybe he said no to our upsell offer because he didn’t like the color.
“This is mind blowing, but how can I know what should I offer on these pages?”
Well the bad news are you don’t. We can’t know what they buy or not. But we can test and a
lot… we can also create endless of upsells and downsells!
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Imagine this scenario, your customer say no to your upsell and you redirect him to a downsell
page like the example above. Then your customer declines your downsell as well! YES this will
happen and A LOT… what now you ask? Easy, simply redirect him to another upsell with a new
offer.
Sounds crazy ah? Many people will say this is annoying and they probably right BUT what if you
offer really good stuff that could actually make your customers life better?
Funnels are endless you can create unlimited upsells and downsells and this is only the
tip of the iceberg.
“Funnels seems like a great concept and everything but do I really need them now?”
Hell yea! Don’t you want to increase your customer value without spending more money on
ads? Of course you want. I know it may look scary and feel like a brand new world to learn
about but trust me it’s easier than it looks.
Still here? Let’s talk about how you can easily implement funnels on your Shopify store starting
today!
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How to implement the funnels power on your store today!
There are many famous online softwares you can use right now to make funnels on your
Shopify store. I will only introduce you to the most famous ones.
1) ​One Click Upsell​ - ​https://landing.zipify.com/pages/ocu20
2) ​Carthook​ - ​https://carthook.com
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3) ​SmartApps​ - ​https://smar7apps.com
Each one of the softwares above have great support and pricing plans for you to use on your
Shopify store. They all have a very simple setup process to make sure you start instantly.
Ready to unleash the power of funnels? Lets go!
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What is email marketing?
Nowadays every online business collects in one way or another customer emails. The emails
are collected during the checkout process or simply by subscribing to the website’s newsletter.
Email Marketing is used to send promotional material to the subscribers. It can be anything from
a simple welcome email to a sequence of emails promoting a new product or service.
An email list can easily become one of the strongest assets a business owner can have. A list of
loyal readers/customers that showed their interest in the past will probably show interest in the
future.
This, if done right, can become a steady source of income. And the best part is that you don’t
have to spend a fortune on advertising. You already have the audience and the only thing you
need to do is send a good email.
In this part of our ebook, you will learn about the many email types and how to set them up.
Everything sounds great but Why Email Marketing?
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What if I told you that you can earn money without spending a dime? Well this is why we use
email marketing!
One of the most powerful assets a store own can have is his email list. A group of loyal
customers or readers that either bought from his store or willingly subscribed to receive
daily/weekly updates.
We as store owners MUST use this list in the best way possible. If we want to make more sales,
the list is the key.
If we want to announce about some cool deals, the list is the key.
If we want to share some cool story, again, the list is the key.
And it’s not that hard…
We can do it manually or signup to a popular email marketing service and start sending emails
in the first 10 minutes.
And the best part is that if you’re a beginner, you don’t have to pay monthly from the beginning.
If we use Mailchimp, it’s totally free for the first 2,000 emails.
So if you have an email list, small or big, and you never sent even a single email then it is time
my friend.
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How to Email Marketing?
Email marketing is a super easy process that takes almost no effort to setup. You should be
able to send your first email in no time!
All you need is a list of subscribers and to choose an email marketing service available online.
You can easily start sending email by simply using many famous solutions out there for example
Mailchimp, Klavyo and many more…
We prefer Mailchimp for simple reason it’s FREE up to 2000 emails, who doesn’t love free stuff
right?
Also their software is super easy to use and comes with built-in templates, Shopify app to easily
sync the emails to your Mailchimp email list etc...
Warning:​ Mailchimp has a fraud & spam prevention system that constantly checks for any
violations. If you have a shopify store connected, you should have no problem collecting new
emails and use that list for your email marketing.
But, if you simply try and upload an email list from an unknown source, your account will be
terminated.
Make sure the list you use is legit and not bought from someone on the internet.
Long story short, you need to start sending emails like weeks ago, “but but what should I send?
I a bad copywriter and I suck when it comes to coming with ideas…”
DON’T WORRY!​ We got you covered, in the next pages we will show big ecommerce sites
email template and we will talk about all types of emails, sequences, and much more!
Abandonment emails
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Abandonment emails are widely used by online store owners. These emails are automatically
sent to the store visitors who didn’t complete the order but submitted their contact details.
These emails are amazingly powerful and work really well if you do it right. Nowadays, if you’re
selling on shopify, there are apps that do that automatically for you.
But if you prefer to do it without the help of a shopify app, you can do it through your mailchimp
account.
Simply segment your list and create a new list of customers that didn’t complete their order.
After creating that list, your next step will be to create a campaign and send a promotional email
that invites them back to your store. Works best if you give them a discount!
The best part here is that it’s completely FREE. Mailchimp pricing is free for the first 2,000
emails so you can send any email you want and pay nothing.
Even if you exceed your quota, you pay per month and not per emails sent.
And here’s an example of a 2 successful abandonment cart sequences that we ran:
The 1st email we sent to our subscribers was to show them the great reviews our store was
getting. And then we invited them to visit our store and buy something.
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2nd email invited the ones who abandoned the cart to shop again but this time with a 15%
discount on the entire store.
Below that you can see the 3rd abandonment email. Here we decided to advertise a specific
product, one of our top sellers actually. We did this because when sending them to the front
page and not to a specific product, the users can still miss it. So we made sure they saw our
best seller.
And the last email was a mix of urgency and scarcity where we wrote that it was their last
chance to get this product with 10% OFF.
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Examples of abandonment emails from big companies:
Amazon -
Amazon abandonment cart email is a really simple one that gets the job done. This one offer no
discount and just remind us that we have something in our cart.
One of the best things they add to this email is the links to their different sections. If the
customer decided to not buy the espresso machine, he can still click one the links and check
other stuff.
If these links didn’t exist, an uninterested customer would just close his email. And not go
through again and maybe get something else.
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Another example from Fab -
This is one of my favorite abandonment cart emails. This one doesn’t offer any discount but it
lets you know that the item is still “on sale”. Leads you to think that there’s a discount already
applied.
The text in emails is wonderful and works great! The title is is a mix of a limited stock and
scarcity. It encourages you to act fast!
The inside text works well too. A really fine example of a well written email. Not as serious as
amazon, but can work better even better!
Make sure to search online for abandonment email examples from big and small brands.
Choose one which you like the most and simply copy it if you can’t come up with your own text.
Good luck!!
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Email Sequencing
Another powerful tool that’s available on Mailchimp and other email marketing services is
Sequencing.
This is an automated process that gives us the ability to sequence a number of emails to go out
one after another. We can adjust the time each one will be set.
For example:
It’s Black Friday weekend. You have accumulated a good amount of emails and would like to
send some promotional emails to your loyal customers.
To make it more interesting and to save time, you want to send your 1st email on Friday,
second on Saturday and 2 more on Sunday announcing that it’s the last day to order.
With Sequencing, you can set up the rules that will look like this.
1) Send 1st email on Friday 3pm
2) Send 2nd email 24 hours after first one
3) Send 3rd email 24 hours after the 2nd one
4) Send the last email 8 hours after the 3rd email.
Let’s look at the emails sent on Sunday. One of them can be that it’s the last day to order and
enjoy our 40% Black Friday deals.
And the one coming after 8 hours will be your last email announcing that there’s 1 hour left for
your Black Friday deals.
Sequencing is a great tool offered by Mailchimp and other email marketing services and you
should definitely use it!
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Example:
We sent our first email featuring a video guide for our newest product and a call to action to
order it. We decided at first to simply send our subscribers 3 timed emails with no discounts. We
wanted to see how many would pay the full price first.
1 day after the first email, our subscribers received the second email, this time showing reviews
and real photos of our happy customers.
And 2 days after sending the second email, our subscribers received the last email. A simple
test of a new product we launched without any discounts.
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Welcome Emails
It is really important to maintain a healthy relationship between you and your customers. They
visit your store, choose a product they like and make a purchase. This means, they already trust
you in a way. They’re willing to “risk” it and order from your store.
You probably saw that when you go to the mall and buy something, you always get an offer to
join their discount club.
Same thing should be when running an online store.
There are actual shopify apps that let you run a discount club with lots of features but this is not
what we’re going to do.
One of the easiest ways is to simply send a welcome email.
In mailchimp, you can create a welcome email that will be automatically sent to new subscribers
after “X” amount of time.
Your customer places an order and is added to your mailing list. And in mailchimp, your
welcome email is set up to be sent 1 hour after the customer have joined your list.
That’s it. It can be a simple welcome email saying thank you and offering an exclusive 10%
discount on his next purchase.
Trust me that customers will be more than happy to receive such emails. And won’t mind
receiving even more emails in the future.
Example:
A Thank You email we sent to our new list of customers. And if you watch closely, you can see
that this is a thank you email to our new customers who paid a discounted price.
These customers received a better discount than the one they used when they bought our
product. We were offering a 10% discount and we didn’t want to send them a welcome email
with another 10% discount.
Instead we gave them a better discount. 15% OFF.
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Example of a welcome email:
Short and to the point.
They thank the customer for joining. Give him a “special” status and let him know why he should
stay subscribed.
In the end of the email, they add a 20% limited time welcome coupon code. If you do a welcome
email, make sure to do the same think and show it as a limited time coupon.
You don’t actually have to limit it, just let them know it’s limited. Who knows, maybe the
customer will decide to use it in a month and if that coupon won’t work, you will probably miss a
sale.
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Promotional Emails
Promotional emails can be your way to test new products and make some money without
spending a dime!
Instead of creating a new ad creative and launching a Facebook campaign, you can simply
send a promotional email to your email subscribers. Offer a discount in your email and hopefully
the sales will come!
The first thing you will see is their reactions to that product. You can see how many people
actually opened and clicked the link in your email. This will help you understand if your product
is worth the ad money you will spend on Facebook or any other advertising platform.
This and the amount of orders you will get.
Second thing is FREE money with 0 ad spend! Nothing feels better than getting sales by
sending a simple email to your subscribers!
And you don’t always have to send an email promoting your store products. You can find a
great product for your niche and send an affiliate link.
Example of a promotional email we sent to our subscribers:
This was an email we sent on Christmas Day. We sent this discount to the list of subscribers
who already bought using a discount.
This list always received a better deal at first than the ones who paid the full price.
Another example:
A weekly sale promotional email to our list of subscribers who paid a discounted price.
As you can see, emails are super powerful! If you’re not sending any promotions, you’re leaving
a lot of money on the table.
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Here’s an example of an amazing promotional email from Banana republic:
One of the best promotional emails I saw and actually we used something similar to promote
Black Friday deals on our store.
A simple clickable photo as the email, calling our subscribers to enjoy our limited time 40% to
60% black friday deals.
We change the color to light black changed a bit the design. Worked like a charm!
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Post Purchase Emails
Post purchase emails are used to bring back customers to visit and buy again from your store.
And it’s one of the most important emails you can send because your audience is still HOT.
So make sure that it’s one of the first things you set up as a store owner.
For that, you will have to set up an automatic sequence in mailchimp(or other services) that will
send a post purchase email to your new customers after X hours.
In mailchimp, you have your regular subscribers list and a list of customers. For a post purchase
email, you will have to utilize only the customer list.
You can use the segmentation tool and choose only your newest customers to receive your post
purchase email. You don’t want your older customers to get the same email again and again.
Your options here are either to send him a coupon code calling him to get back to your store OR
offering him a new product he will probably like.
Examples:
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This is what amazon sends you after your order. Their way is to recommend a couple of items
by showing what other customers “also bought” carousel.
This works but it wasn’t our first choice. We used a different method which you will in the next
example:
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We were doing almost the same thing as you see here. Sending a post purchase email with a
thank you note and showing other top selling product for them to order. With an exclusive
discount!
We found it to work better because they were clicking more than just clicking the general store
link.
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Segmenting Your Subscribers
Mailchimp gives us the option to segment our audience and divide them into various groups.
Groups we can later use and send more customized emails.
This is needed so we don’t send abandonment cart email to someone who already bought that
product. Or to not send a special V.I.P deal to customers who only subscribed to our newsletter.
Here is an example of basic segmentation:
As you can see, we had a list of people who participated in our contest. We used this list later to
announce the winners and push a special discount to everyone else.
We had a 2 lists for customers who paid the full price and for customers who only paid a
discounted price. This was needed so we know who is likely to buy only with a discount.
When we sent emails, the discounted price customers always received a discount.
We had the newsletter subscribers and more…
As you can see, segmentation is a really powerful tool that gives you a lot of space for audience
customization.
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The importance of a good email subject line
Email’s subject is the first thing your customers will see so it has to be good enough to make
them actually open it and read the contents.
Your subject needs to intrigue your readers, it needs to be catchy! Once you have their
attention, they will definitely click and read your email.
Some of the essential elements your subject should possess:
Urgency - “Act now!”, “Sale Ends Soon”, “Limited Time”, etc… These are some of the keywords
you should have if you’re advertising some kind of deals to your subscribers. By implementing
urgency, you increase the chances of your email will be actually clicked and read.
Curiosity - You can make things interesting by not telling anything about the topic of your email.
For example: You can send an email with a subject “I have a secret” or “You don’t know what
you’re missing” are great email subjects that will make your readers curious and make them
click your email.
Personalization - You can use simple name tags to send a personalized email by using the
subscribers first name. People love it and the chances of them to click an email personally
addressed to them are much higher than a general email subject.
“Hey Jim, We made this deal especially for you!”.
What is Retargeting?
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Retargeting is used to show relevant ads to the audience that already visited your website. Only
a small percent of the traffic we push actually converts on the 1st visit, actually the world
average conversion is about 2.4%.
“Yes I heard something about it. But still not sure what should I do about this…”
Well, the good news are we are to learn and we made sure to write into this chapter actionable
content to make it easier for you to get started with retargeting.
But we before we move on to the actionable section of this chapter I want to cover some basic
information about retargeting.
The rule of 7:
“The Marketing Rule of 7 states that a prospect needs to “hear” the advertiser’s message at
least 7 times before they’ll take action to buy that product or service. It’s a marketing maxim
developed by the movie industry in the 1930s. Studio bosses discovered that a certain amount
of advertising and promotion was required to compel someone to see one of their movies.”
(krusecontrolinc.com)
Wow is this for real? Well not exactly but you still need more than 1 visit to make them buy at a
decent conversion.
The Power Of Retargeting
Build a strong relationship with your potential customer by showing your product multiple times
from different angles, tell your story, share testimonial, make them buy!
This reminds me the chapter about funnels!
EXACTLY.
Many sellers advertise their products without really thinking about the best moves they should
be taking, they simply gamble and play a hit or miss kind of game.
You can build an entire funnel just by using retargeting ads across different platform such as
Google and Facebook.
Today we are going to be focusing on Facebook ads and launch our first retargeting ads!
Why should we retarget?
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By average, only 2% of the visitors will convert in the 1st visit. This doesn’t mean all the rest are
simply not interested in your offer.
They actually showed their interest by clicking on your ad and checking out your store. Now
your duty as a online store owner is to recover these lost potential customers to your store and
turn them into paying customers by showing them relevant (retargeting) ads.
For example, If you were selling a cool kitchen gadget, you could show the same ad over and
over again to people who visited your website, watched you video ad, engaged with your page
and many more actions that you can easily track back.
You can also create a brand new ad creative, but this time with a 10% discount to juice the offer
a bit more, make it more sexy.
Anything you can offer to bring your customer back and buy from you is a legit tool to try as long
as you are still in profit or being in loss is part of your big plan!
Here’s an example of 3 successful retargeting ads I’m running right now:
As you can see on the example above, these ads conversions are really amazing! And the best
part is it’s super easy to create and launch. All I did here is to take the same audience who
already visited my product page and show them the exact same ads over again and again and
again… till they bite.
Now that you understand the power of retargeting we can move on to the next section, the one
you have been waiting for THE ACTIONABLE SECTION.
How To Retargeting?
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In this section I will show you the easiest and the most effective way to successfully retarget
your potential customers by using the stored data in your Facebook’s pixel.
First of all we want to make sure you Facebook pixel is well implemented and working.
In your shopify store, click on “Online Store” and click on “Preferences”. Scroll down till you see
the Facebook pixel section.
Type your pixel ID and click the “Save” button.
If you have no idea what is a Facebook pixel or how to find it follow the steps below.
To find your pixel ID, Open your ads manager in Facebook, then open the menu and select the
“Pixels” link.
There you will find your pixel ID, if it’s the first time you do this Facebook will suggest you to
create a new one. Simply follow Facebook instructions on how to create it.
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The image below is how it looks like when you have a pixel up and running. The red marked
area is your pixel ID location.
Now everything is ready and working, Facebook will automatically collect information about your
store visitors for you to use later on...
Important:
Before you continue, if this is your first time setting up this pixel and everything mentioned
above please continue to the next steps in few days to give Facebook time collect some data
otherwise you will simply have an empty audience with no one to show your ads to...
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We have a pixel, we have an up and working store, Facebook collected some nice data about
our store visitors? It’s time to turn this data into an actual useable audience for our retargeting
ads.
How to create your first custom audience:
Open your ads manager -> open the menu top left -> click on the “audiences”.
This is what you should be seeing:
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Now click on “create custom audience” and choose “website traffic”.
In the next screen, you will have to select your desired audience, the time frame and give that
audience a name.
We will use the example below:
In this case, we chose “People who visited specific web pages” because we want to retarget
only the people who visited our cool kitchen gadget product.
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The time frame is 180 days which is the maximum days that facebook pixel tracks before it
resets and uses the newest audience available.
The link is our product page and we gave a name to that audience.
Next click “Create Audience” and you should see it “populating”.
Make sure to give it a couple of hours or even more before your audience is ready.
Once finished populating, you will see your audience as “ready”.
Important notes:
- If your audience is small, facebook will show it as “Low website traffic” and your adset
may not run.
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Audience below 1,000 won’t show the exact number. The only thing you’ll see is “Below
1,000”.
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How to create a retargeting ad?
It’s actually really simple! In this section, I’ll show you an example of a retargeting ad that points
to the same ad we are already running.
The people who already saw your ad once will now see it again. And hopefully they will visit
your product page again and complete their order.
To build this simple retargeting ad, all you have to do is to create a new adset in the same
campaign. Or you can create a new one (It doesn’t really matter).
And choose the audience we created in our previous section within the custom audiences
window (See the example below).
Make sure to remove targeting for that retargeting adset, you can also remove the country
selection, unless if you want to retarget specific demographics or interests...
Woohoo! We just made our first retargeting ad.
Before we more on to our next chapter about Email marketing we made some important notes
about retargeting you should definitely follow before moving on.
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Important notes:
1. You can create an entirely new retargeting ad with a different creative. This example I
showed here is just the fastest way to create a working retargeting ad.
2. There are no rules about the budgets on these ads. Use whatever budget you feel will
give you the best results.
3. If your retargeting adset doesn’t work, consider lowering the budget to the minimum
before shutting it down. You can bring customers back and get a sale even with a $1
daily budget.
4. If your audience is big and your retargeting adset works, try duplicating your already
working adset. It works!
5. Try showing your customers new and fresh creatives when you retarget them. Showing
them a new variant or a different color might just get them to click on your ad.
6. Offer a discount to pull them back in.
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