Anniversary Flow

One flow we’ve been having success with lately is the Anniversary Flow.

As we celebrate anniversaries in real life with loved ones, we want to play to that experience online as well.

The two main anniversary flows are:

• First Purchase Anniversary

• First Joined Your List Anniversary

You obviously can celebrate other anniversaries, but it’s best to celebrate only 1-2 anniversaries to make each one special.

We typically see more success with the First Purchase Anniversary so this article will focus on that.

And just like the name suggests, this flow is sent one year after someone’s first purchase from your (or your client’s) store.

Note: You should experiment with the timeframe for this flow. The standard here is typically one year but we’re also starting to A/B test a 6-month “half anniversary” type email.

For this flow, we typically send 2 emails.

Email 1: We mention that it’s our anniversary together and offer an incentive to hopefully get them to buy from us again.

Email 2: This is sent to those that don’t convert from email 1. Here we extend the discount to do our customers a favor.

P.S. I cover a bunch of other flows, campaigns, best practices, and more in my Ecommerce Email Marketing Course.