Engagement Enhancement Strategy Using Win-Back Emails on Shopify

Table of Contents

Introduction

This article explains how to use StoreCRM to send win-back emails to customers who haven’t purchased for a while on Shopify, and highlights key considerations. We’ll demonstrate by creating a scenario that sends follow-up emails encouraging repeat purchases from inactive customers.

As the e-commerce market expands and competition increases, customers often lose interest and shift to other brands over time. In this context, sending win-back emails to regain customer interest and encourage repeat purchases is a highly effective strategy.

[Video Manual] How to Create a StoreCRM Win-Back Email (Email After X Days from Last Purchase)

Creating an Email Scenario (Win-Back Emails for Inactive Customers)

About the Purpose of the Scenario

When implementing marketing strategies, it is very important to clarify the purpose of each initiative. First, let’s define the objective of win-back emails.

Reactivating Dormant Customers
By offering coupons or suggesting products related to previous purchases to customers with low activity over a certain period, you can rekindle their interest and encourage them to return.

Creating the Scenario in Practice

➀From the [StoreCRM app screen], click [Scenario] to open the scenario list page.
Click [Add New Scenario] in the upper right corner of the screen.

➁Since we are creating a win-back email scenario for dormant customers, click [Triggered by Order or Shipping] > [Send Email X Days After Last Order].

③ The scenario settings screen will appear, so set the date and time to send the email. This time, we configured it based on the specifications below. After completing the settings, click [Save] at the bottom right of the screen.

・Send a coupon email at 3:00 PM to customers who haven’t purchased in over 30 days.

④ Create the email to be sent.
From the left-hand menu, select [Email] > [Email List] to open the email list screen, then click [Add New Email] in the upper right corner.

⑤ The creation screen will appear. Enter a management name in [Name] and the subject line of the email in [Email Title]. Once you’ve finished entering the information, click [Next].

⑥ The email will be created, and the email details page will open. Click [Body] > [Details].

⑦ The email editor screen will open. Drag and drop content to create your email in your preferred layout. Once you’ve finished, don’t forget to click [Save].

If you want to include product information in the email, you can use the Shopify collection block. Implement it as needed based on your situation.

To display a coupon code in the email, insert [coupon] at the location where you want it to appear.

⑧ After creating the email, set it in the scenario.
Click [Scenario] > [Scenario List] > [The Scenario You Created].

⑨ The scenario details page will open. Click [Details] > [Edit].

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

⑪ When you click the [Save] button, the scenario details will be displayed.
Click the pull-down menu under [Settings] > [Status] and select [Enable] to send emails according to the conditions you set.
You can check the performance of the scenario—such as sales and email open rates—from [Scenario Results].
This completes the scenario setup.

Advanced Scenario Customization

About the Flow Editor

Creating a general scenario can be done easily in just a few steps, as shown in the previous section. However, as your store grows in scale, many merchants wish to implement more complex scenarios—such as sending different emails based on customer attributes or status. For medium to large stores, or for CRM-savvy users, StoreCRM offers a powerful feature called the Flow Editor, which allows for more advanced scenario customization. In this section, we will explain how to use the Flow Editor and important points to keep in mind by customizing the [Win-Back Email (After 30 Days)] scenario created in the previous section.

About Customization Specifications and Scenario Duplication

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

・Send a special coupon email only to customers who have made five or more purchases in the past.

As a preparation step before performing the actual customization, we will duplicate the scenario.
When there is an existing base scenario, like in this case, using the scenario duplication feature allows for smoother customization.

① Click [Scenario] to open the scenario list. Find the scenario created in the previous section, [Cross-Sell Email After Purchase], and click the […] icon on the right. When the menu appears, click [Duplicate].

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

Scenario Customization

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

Once you save a scenario using the Flow Editor, you cannot revert to the simple editing mode. If you want to test customization on a scenario that is currently in use, be sure to duplicate it before making any changes.

➁ The Flow Editor screen will open. Since we want to narrow down the target customers for the email, click the [+] between [Wait] and [Email].

③ The node selection screen will appear. Click [Filter].

④ A filter node will be created. Click the filter node and then click [Add Condition].

⑤ A condition selection box will appear. Select [Customer] > [Order Count] > [Greater Than or Equal To] in order, and enter [5].

⑥ Since we want to create a special coupon for customers who have made five or more purchases, click the [+] between [Filter] and [Email].

⑦ The node addition screen will appear. Click [Generate Coupon].

⑧ A node will be created, so configure the coupon details. Then click [Save] to save the scenario.

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

⑩Click the pull-down menu under [Settings] > [Status] and enable the scenario to complete this section.

When enabling a scenario, please make sure that no other scenarios using the same trigger are currently active. If the scenarios are entirely different, this is not an issue. In particular, when enabling a duplicated scenario, be sure to check whether the original scenario should remain active.

Summary

By utilizing StoreCRM, you can send win-back emails to dormant customers whose interest in your brand has faded, aiming to reactivate them. This single app allows not only email delivery, but also comprehensive analysis of each email and scenario, including open and click rates. In addition, StoreCRM provides support for app setup and consulting services to help increase sales for our clients. Feel free to contact us using the inquiry form below: Inquiry Form

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