Maximize LTV with Shopify Subscriptions and Email Marketing

Table of Contents

Introduction

This article explains how to use StoreCRM to send newsletters to customers who have subscribed to products on Shopify, along with key considerations. It provides a step-by-step walkthrough on creating a scenario that sends emails to newly subscribed customers. In recent years, the e-commerce market has rapidly expanded, making it increasingly difficult to acquire new customers due to rising competition. In such an environment, increasing sales from existing customers and improving LTV (Lifetime Value) is crucial for growing your e-commerce business. One effective way to improve LTV is by implementing a subscription model. Introducing subscriptions can lead to long-term, stable revenue. Subscription customers tend to stay engaged with your store, allowing you to deepen relationships via email newsletters and promote related products through cross-selling. With StoreCRM, setting conditions and creating emails for subscription customers can be done in just a few steps.This can be easily achieved. You can also instantly view key analytics such as open rates, click-through rates, and revenue from email campaigns directly within the app. By combining subscriptions with email newsletters, you can strengthen customer relationships and increase LTV through cross-selling. Take advantage of StoreCRM to engage your subscription customers effectively.

Supported Apps and Customer Actions That Trigger Email Campaigns

StoreCRM supports various subscription apps. You can send newsletters not only at the time of subscription but also upon cancellation or pause.

Supported Apps

Mikawaya Subscription (Floor Standard Inc.)
Teikikoubai (Huckleberry Inc.)
Kantan Subscription (GroovyMedia Inc.)

Customer Actions That Trigger Emails

When subscribing to a product
When canceling a subscription
When pausing a subscription

Creating Email Scenarios (Email on Subscription Signup)

About the Purpose of the Scenario

Clarifying the purpose of your marketing strategy is very important.IntroductionLet’s review the goal of the email scenario we are creating for subscription signups.

①Strengthening Customer Relationships and Improving Satisfaction
Sending a thank-you email right after a subscription can help build a stronger customer relationship. You can also improve customer satisfaction by including usage instructions and support information.

②Creating Additional Purchase Opportunities Through Personalized Suggestions
By suggesting related products based on purchased items, you can offer highly relevant cross-sell opportunities.Providing exclusive coupons can also encourage customer purchases.

Create the Scenario

➀Click [StoreCRM App Screen] > [Scenario] to open the scenario list page.
Click [Add New Scenario] in the upper-right corner.

➁This time, we will create an email scenario for new subscribers using [Kantan Subscription] > [New Subscription for Kantan Subscription] and click it.
* If you are using Mikawaya Subscription or Teikikoubai, select the respective scenario from those sections.

③The scenario settings screen will appear. Set the time and frequency for sending emails as specified below. Once done, click [Save] and click it.

・Send a thank-you email 1 hour after subscription
・Send a follow-up email with a coupon 1 day after the initial email

④Create the email to be sent.
From the left menu, select [Email] > [Email List], and when the email list screen opens, click [Add New Email] and click it.

⑤The creation screen will appear. Enter a name for management under [Name] and a subject line under [Email Title].
Once completed, click [Next] and click it.

⑥The email will be created and the email details page will open. Click [Content] > [Details] and click it.

⑦The email editor screen will open. Drag and drop content to design your preferred layout.
Once completed, be sure to click [Save].
Repeat steps 4 to 7 to create the second follow-up email (with coupon) after subscription.

To embed a created coupon in the email, you need to place a button or link with the destination set to [coupon]. If embedding within the email, do so via [Content] > [Edit].

⑧Once the email is created, assign it to the scenario.</strong>
[Scenario] > [Scenario List] > [Created Scenario] and click it.

⑨The scenario details page will open, so click [Details] > [Edit] and click it.

⑩Set the email template created in the previous step (the management name will be displayed).
After selecting, click [Save] and click it.

⑪Clicking [Save] displays the scenario details.
Toggle the switch under [Enabled?] to activate the scenario and send emails based on set conditions.
* You can track scenario results such as sales and email open rates via [Scenario Results].
This completes scenario creation.

Advanced Scenario Customization

About the Flow Editor

Creating generic scenarios is simple and can be done in just a few steps, as shown in the previous section.
However, for larger stores, many users request more complex scenarios that allow emails to be segmented based on customer attributes or statuses.

StoreCRM offers a Flow Editor feature designed for mid- to large-sized stores or CRM-savvy staff to create advanced scenarios.

In this section, we will use the [Cross-Sell Email Scenario After Purchase] created in the previous section as a base, and explain how to use and customize the Flow Editor.

Customization Specifications and Scenario Duplication

First, we will define the specifications for the scenario to be customized using the Flow Editor.
This time, we will proceed with the customization based on the following specifications.

- For customers making their first purchase at the store, send a second email with a brand introduction and a special coupon.
- For customers making their second purchase, send a cross-sell email introducing related products.

Before customizing, duplicate the base scenario.
When a base scenario exists, duplication helps you customize smoothly.

①Click [Scenario] to open the list. Click […] next to the scenario made earlier and choose [Duplicate] and click it.

➁A popup will appear. Click [OK], and if a scenario with “(Copy)” added to the name is created, the duplication is complete.
We will customize this duplicated scenario.
* The scenario name can be changed from the scenario edit screen.

Scenario Customization

①Open the detail screen of the scenario you want to customize. Click [Details] > [Edit with Flow Editor (Advanced)].
A warning message will appear. Read it carefully, and if there are no issues, click [OK].

Once a scenario is saved using the Flow Editor, you cannot revert to the simplified editing mode. If you want to test it on a live scenario, make sure to duplicate the scenario before customizing it.

➁The Flow Editor screen will open. To differentiate the second email, click the + between [After 1st Email] and [Send 2nd Email].

③When the node selection screen appears, choose [Conditional Branch] and click it.

④A conditional branch node will be created. Click the conditional branch node, then click [Add Condition].

⑤The condition selection box will appear. Select [Customer] > [Order Count] > [Greater Than] in order, then enter [1].

⑥Since we want to send an email to first-time customers, click the ＋ icon on the NO path of the conditional branch to add an action.

⑦The node addition screen will appear. Click [Send Email].

⑧A node will be created, so select the email template you want to send. After selecting it, click [Save] to save the scenario.

⑨Once saving is complete, click the [←] at the top of the screen to return to the scenario detail screen.

⑩Click the dropdown under [Settings] > [Status] to activate the scenario. This completes this section.

Before enabling the scenario, ensure no other active scenario uses the same trigger. If the logic differs entirely, it is not an issue. If using a duplicated scenario, double-check whether the original should remain active.

Summary

By utilizing StoreCRM, you can strengthen customer relationships and boost sales through cross-selling by sending newsletters in conjunction with your subscription app. This all-in-one app not only allows you to send emails, but also enables detailed analysis of each email and scenario using metrics such as open and click rates. StoreCRM also offers support for app setup and consulting services to help clients increase their sales. Feel free to contact us using the inquiry form at the link below: Inquiry Form

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