E-commerce and retail
Di second order na di whole game
First order dey expensive and you don already pay for am. Second one cost one message wey dem send at di right moment to person wey already trust you. Most shops know dis one and still no do anything about am, because to do am by hand mean say somebody dey watch list every morning — and dat one no dey last pass three weeks.
Six funnels, in di order wey worth building dem
Start from di top and stop when your appetite finish
Each one dey independent. Di first three worth having within one week; di last three worth having before di quarter end.
1 · Welcome
Trigger: list_join or form_submit. Two messages inside ten days — who you be, wetin dem fit expect, and one tin wey worth looking at. Then e stop. Dis funnel decide whether di next hundred messages go get open, and na di one wey most shops dey skip.
2 · Basket wey dem abandon
Trigger: api_event wey your shop post when basket go cold. Wait four hours, send reminder; wait one day, send one more with reason to return. Goal: di order. Di moment e land, di rest cancel for dat person alone.
3 · After di purchase
Trigger: payment_made. Thank dem di same hour. Wait until di parcel suppose don arrive, ask how e go, and request di review while di memory still fresh. Then suggest wetin people dey usually buy next — from your own attributes, no be guess.
4 · Replenishment
Trigger: date_field with offset from di last order — six weeks for coffee, three months for filters, one year for di tin dem no go remember until e fail. Di single most reliable revenue funnel inside retail, and e need only one date.
5 · Win-back
Trigger: segment_enter — three or more orders, none inside ninety days. Two messages, then one tag and silence. To dey send forever to people wey stop listening dey damage your sending reputation and e no tell you anything.
6 · Di VIP letter
Your top hundred customers by value, on any date wey you choose: na send_letter node, dem go print am and post am. Every other person wey dey their inbox na competitor; nobody else dey their doormat. Na the same funnel machine, just one node different.
Why the goal node matter pass everywhere else here
Retail sequences dey short, fast and dem dey overlap. Person fit dey inside abandoned-basket funnel and win-back funnel the same afternoon, and the failure no dey hide: discount code go land twenty minutes after dem don pay full price.
A goal go end the run for anybody wey reach am, and only for that person. The basket funnel goal na the order. The win-back goal na any order. The review request goal na the review. Each one dey stop on im own terms, and the person go stop hear from that particular sequence the moment e don serve im purpose.
The other half na exit_funnel: entering the post-purchase sequence fit comot person from the win-back sequence sharp sharp, because customer wey just buy no be dormant person by definition.
- ⚡Wetin dey start am
api_event—basket.abandoned, value 214,00 zł. - 2WaitFour hours. E long well well say e no go dey creepy, e short well well say e still dey relevant.
- 3Send emailQuiet hours. Dem go hold am for message layer until 08:00.
- 4Dem don send amThe basket, and nothing else inside the message.
- ?Goal checkOrder don place? No be yet.
- 5Wait, then SMSOne segment. Dem count am before send.
- 6You don reach goalOrder don pay. Run don exit. The third message no go even compose at all, talk less of send am.
Two messages, no be fiveThe outcome na im stop am
The second purchase dey cheaper pass the first. Well well.
Make your shop dey talk to am
Three connections and you don dey run
Contacts dey come in
An export from your platform to start with, wey you import with lawful basis wey you set sharp sharp. After that, your checkout go post to POST /v1/contacts with your own token, or form for your site go do am for you.
Event dem wey dey come in
POST /v1/events for basket.abandoned, order.paid, order.shipped and any other thing wey your shop know. Your names, your payload. Each one go become trigger, condition and goal.
Dey send out
Your own mailbox or the provider wey you already get. No per-message markup here, and your shop sending reputation go stay attach to your shop instead of dem go pool am with strangers.
If your shop already dey send webhooks — most dey — to point dem go the events route na usually one afternoon work. The attributes wey you send along with the contact na im go make segments sharp later: order count, lifetime value, last category, preferred size. Send dem once and every future funnel fit use dem.
The advice wey no shine: build the welcome funnel first, even though the abandoned basket look like e go bring more money. A list wey two good messages don warm am go convert better for every funnel wey come after, and a list wey neva hear anything since dem sign up go treat your first basket reminder as spam — and dem no go wrong.
One example wey don work
A bakery wey get small online shop and about four thousand addresses from three years of orders. Nobody don mail the list properly before, wey mean say nobody don mail am badly too.
The import land as legitimate interest, because na wetin order history honestly be. MX checking go remove several hundred addresses wey for hard-bounce. The welcome funnel go go out to everybody wey don order within the last year, and e go ask — politely, once — whether dem want the monthly thing, wey go convert part of the list to real consent basis. Then the replenishment funnel go start dey run on a date field, and the abandoned-basket funnel go start dey catch the ones wey the shop already dey lose at nineteen minutes past seven on a Tuesday.
Na three funnels and one import be that. Wetin e worth depend entirely on the bakery, and anybody wey tell you percentage dey make am up.