In this edition of the Marketing Playbook by Omnisend, we’re taking a look at how FiGPiN, a company that creates and sells collectible pins, uses Omnisend’s Product Abandonment Engagement Split workflows to achieve incredible results.
- Engagement: The automation was sent to 95,631 contacts and achieved a 53.7% open rate, as well as a 7.76% click rate.
- Sales: $106,034, with an average revenue per email sent (RPE) of $1.11.
- Lift over promotions: Compared to promotional messages, FiGPiN’s automated emails have an average of 34% higher open rates, 105% higher conversion rates, and 216% higher RPE.
To create the same Product Abandonment Engagement Split automation that FiGPiN used, do the following:
1. Create a product abandonment engagement split automation
Set up an automation that kicks in when customers view a product but leave without taking action. In Omnisend, you can set this up in seconds.
FiGPiN kept the initial part of the default workflow as is—a trigger for product viewing abandonment, a 2-hour delay, and the first email.
2. Build the first engagement split
Create the first custom engagement split based on customer action. If a customer clicks any URL in that first email, they’re out of the workflow. They got the hint.
But what if they open the email and don’t click? Add a 1-day delay and send them an SMS.
For FiGPiN, it was a FOMO-inducing message telling them that stock levels for those collectible pins are dwindling fast.
3. Craft the second engagement split
Still no bite? Time for the second engagement split. If your contacts click any URLs in the SMS, they’re out of the workflow.
If they still haven’t clicked anything, add another delay—this time for 2 days, and end the workflow with the final email.
FiGPiN’s final email showcased a range of their latest collectible pins to grab attention one last time.
Tips for success
To make your Product Abandonment emails really sell, it’s a good idea to follow a few key best practices:
- Start strong. Your first email in the workflow is crucial. Make it captivating with a strong headline and relevant product images.
- Use discounts judiciously. While they’re tempting, they can backfire if used excessively. It’s wiser to lead with reminders, saving discounts as your ace card.
- Time it right. FiGPiN used a 2-hour delay before sending the first email. This gives the customer a chance to come back on their own but is quick enough to keep your brand on their mind.
- Don’t overdo it. Two to three touchpoints are generally enough. FiGPiN had the initial email, a follow-up SMS, and a final email—each one adding value and a reason to act.
Who should use this automation?
This workflow addresses a common problem: shoppers browse, get distracted, and abandon. Your mission is to get them back. So, whether you sell apparel, electronics, cosmetics, or specialized goods, this flow can help recapture potential lost sales.
Brands with a diverse range of products can especially benefit from setting up this workflow, as you can tailor your reminders and incentives to the specific items your customers were eyeing.
But even if you offer a more niche product line, the principles remain the same: timely reminders, FOMO-inducing messages, and targeted product recommendations.
The goal is to turn those maybes into sales.
So, if you’re looking to ramp up those sales numbers and keep customers engaged, implementing this workflow can be a great idea.
FiGPiN specializes in the creation and retail of collectible pins, blending the worlds of figurines and pins into a unique product. Each FiGPiN is crafted from hard enamel and designed to stand as a figurine, thanks to an innovative back piece.
Beyond the physical design, FiGPiN takes collecting to the next level by engraving each pin with a serial number, allowing for tracking and collecting points via their proprietary app.
Originally, FiGPiN merchandise was distributed through a mix of specialty stores and big-box retailers like Target and Walmart. Their pins feature an array of iconic characters, licensed from franchises such as Star Wars, Marvel, Disney, and various popular anime series.
Want to find out more about how Omnisend helps FiGPiN’s small team drive big sales with automated emails? Check out their success story with Omnisend.