After four years in INEVO, I have helped several Norwegian online shops of different sizes with growing online. Low-hanging fruit among many is the optimisation of e-mail marketing. If you look at e-mails as a traffic channel – and invest as much time here as in paid social and search – you can collect stable, profitable and predictable sales.
Here I share five concrete measures that have consistently created the growth of the customers I work with.
In this article I go through five actions that should be in place in any online store:
- A 3-step pop-up
- Make yourself relevant to the greeter flow
- Configure and test all abandanded-flows
- Price Drop-flow
- Low Inventory-flow
1. 3-step pop-up
Pop-ups are effective, but can also be annoying – especially when the conversion rate is 2–3%. With a 3-step pop-up I see regularly 10% opt-in rate or moreAnd it often pulls in leads that convert quickly.
So you build it like this:
- Tease – a small trigger that arouses curiosity (“We have a discount code for you”).
- Form – request e-mail in a safe and low-threshold way.
- Numeric Value – give what you promised: discount, gift or early access.
Why it works: The user makes several small choices before they give up their mail. It lowers resistance, increases commitment and gives leads that both trade faster and have higher buying interests.
I also include SMS where it is natural – especially via Lead Ads on Instagram, where the number is auto-filled and makes the collection extremely efficient.
2. Make yourself relevant to the greeter flow
When someone comes to the door, it is essential to exploit the momentum. A good welcome series shall be clear, valuable and help new leads into the first purchase – not just introduce you.
So I'm going to build it like this:
- Email 1: Live what you promised in the pop-up.
- Email 2: Show where to start – categories, bestsellers, guides.
- Email 3: Use customer certificates, experience or confidence building. Last chance of your pop-up offer
If the customer: not convert here, I'm changing the logic to educationSo let's say that this is the same thing as that. Then I send my best content, build the brand and develop the relationship instead of pushing sales.
Customers from Lead Ads go straight into education-flow first – they often need more information before they shop.
Three. Configure and test all abandanded-flows
The most efficient automations in a online store are on the purchase trip. Therefore, this is not just about 'abandaned cart' but about covering the whole area where the user falls off.
You should have:
- Site Abandred
- Abandoned collection
- Browse Abandred
- Cart abandanded
- Checkout Abandoned
All of these should have: at least three emailsSo let's say that this is the same thing as that. With the right filters, you don't experience mashede – on the contrary, you become extremely relevant.
Why it works: You meet the user right where interest stopped. It provides high relevance, high conversion and a steady flow of income without increased advertising costs.
4. Use Price Drop-flow for price-conscious customers
When a customer has shown interest in a product, and the price later falls, it is a perfect trigger to get them back. This has become one of the most effective automations at several of the online stores I work with.
Why it works: The customer has already assessed the product. A price drop gives them a concrete reason to complete the purchase.
So I'll put it up here:
- Steps to price reduction
- Only send to users who have shown an interest in the product
- Excludes those that have already purchased
5. Enable Low Inventory flow
When a product is about to be sold out, I use this as an informative and relevant trigger for users who have previously shown interest.
Why it works: Inability creates action — as long as it is real. It is particularly effective on best sellers, high-priced products and products with naturally limited availability.
So I'll put it up here: Same structure as Price Drop, but the trigger is low stock status.
Summary
These are the measures I myself implement at least in most online stores I work with:
- 3-step pop-up – high opt-in rate and higher buying interest
- Welcome Series – get new leads quickly for first purchase
- Abandoned Flows – capture customers throughout the area
- Price Drop-flow – ideal for price-conscious and hot users
- Low Inventory-flow – converts when the products are actually being lost
Do these five things well, growing your email channel. Not because of a flash, but because you've built a structure that works for you – every day.