If you’re running an online store or selling anything through your site, you know the pain: people browse, maybe toss something in their cart, then vanish. Or they buy once and never come back. Automated follow up sequences can fix some of that—but only if you set them up right. This guide is for anyone who actually wants to see higher conversion rates, not just fiddle around with flashy tools.
We’ll focus specifically on Upcell, a tool designed to help you build effective follow up sequences without drowning in menus or burning hours on busywork. If you want to save time and actually move the needle, keep reading.
Why Bother With Automated Follow Ups?
First, a reality check. Not every customer wants more emails from you. But if you do this well, you can:
- Nudge folks who abandoned their carts to finish checking out.
- Remind customers about products they looked at but didn’t buy.
- Bring back buyers for a second round with smart timing.
If you’re hoping for a magic bullet, sorry—no amount of automation replaces a great product or clear offer. But a solid follow up sequence in Upcell can absolutely tip the odds in your favor.
Step 1: Get Clear on Your Goals (Don’t Skip This)
Before you even log in to Upcell, figure out what you actually want to achieve. Otherwise, you’ll just annoy people and tank your sender reputation.
Ask yourself:
- Are you chasing abandoned carts, post-purchase upsells, or re-engagement?
- How aggressive do you want to be? (More isn’t always better.)
- Do you have a clear offer for each follow up, or are you just “checking in”?
Pro tip: If you can’t say why someone should hear from you, don’t send the message.
Step 2: Map Out Your Sequence on Paper First
Yes, really. Don’t get sucked into the builder yet. Grab a notebook and jot down:
- Who gets each message (e.g., cart abandoners, recent buyers, inactive subscribers)
- When each follow up should go out (e.g., 1 hour after, 24 hours after, 7 days after)
- What the message will say (keep it tight; nobody wants a novel)
A basic abandoned cart sequence might look like:
- 1 hour after: Quick reminder (“Forgot something?”)
- 24 hours after: Offer a small incentive (“Still interested? Here’s 10% off.”)
- 3 days after: Last call (“We’ll save your cart for another day.”)
If you’re doing post-purchase upsells or win-back campaigns, sketch those too.
Step 3: Set Up Your Sequence in Upcell
Now you’re ready to build this in Upcell. Here’s how to avoid most of the rookie mistakes:
a. Create a New Sequence
- Go to your Upcell dashboard.
- Find the “Automations” or “Follow Ups” section (Upcell’s naming sometimes changes with updates, so poke around if you don’t see it right away).
- Click “New Sequence” or “Create Automation.”
b. Choose Your Trigger
This is what kicks off the sequence. Some common triggers:
- Cart abandoned (user adds to cart but doesn’t check out)
- Purchase completed (for upsells or review requests)
- Inactivity (user hasn’t bought in X days)
If you’re just starting, stick to one trigger per sequence. Mixing them gets messy fast.
c. Add Your Messages
For each step, you’ll:
- Choose the send delay (e.g., “send 1 hour after trigger”)
- Write your subject line and message
- Decide if you want to add a special offer, product image, or call-to-action button
Keep it simple: Nobody wants five follow-ups in two days. Two or three well-timed, useful emails beat a barrage every time.
d. Set Exit Conditions
This is Upcell’s term for “when to stop bugging people.” For example:
- If they buy, stop the sequence.
- If they unsubscribe or reply, stop the sequence.
Set these up, or you’ll end up with annoyed customers and more spam complaints.
Step 4: Write Messages That Don’t Sound Like a Robot
Most follow up tools (including Upcell) come with generic templates. You can use them, but if you want better results, rewrite in your own voice.
Some tips:
- Be direct and respectful. If you’re offering a discount, say so up front.
- Don’t fake urgency. “Your cart will EXPLODE in 10 minutes!” is just cheesy.
- Keep it short. One clear point per email.
- Always include a way out. Let people unsubscribe or say “no thanks.”
Here’s a real-world example:
Subject: Still thinking it over?
Hey, just wanted to remind you you left something in your cart. If you have questions or need help, reply to this email—no pressure.
[View your cart]
Thanks, [Your Store]
It’s honest, it’s short, and it doesn’t beg.
Step 5: Test (and Don’t Overthink It)
With your sequence live, send a test to yourself. Check:
- Links work and load fast
- Subject lines aren’t spammy
- Messages look OK on mobile
Don’t obsess over perfection. Launch it, then improve as you see what works.
Step 6: Watch the Right Metrics
Here’s what actually matters:
- Open rates: Are people even seeing your emails?
- Click rates: Is your message getting a response?
- Conversion rates: Are people buying (or whatever your real goal is)?
Ignore vanity stats like “number of emails sent.” Focus on what moves the needle.
Pro tip: If lots of people are unsubscribing or marking you as spam, dial it back.
Step 7: Iterate, Don’t Automate Forever
It’s tempting to “set and forget,” but nothing stays effective forever. Every month or so:
- Look for drop-offs in open or conversion rates.
- Refresh your subject lines or offers if things go stale.
- Cut steps that don’t actually help.
You don’t need a 7-step sequence if most conversions happen in the first two.
What Actually Works (and What Doesn’t)
What Works
- Personal, concise messages
- Timely reminders (not too soon, not too late)
- Real, relevant offers
- Making it easy to opt out
What Doesn’t
- Overly aggressive or desperate language
- Too many emails in too short a time
- Generic, template-sounding copy
- Ignoring unsubscribes or complaints
Honestly, most tools (including Upcell) try to sell you on doing more—more steps, more triggers, more “engagement.” Resist that urge unless you see real results.
Final Thoughts: Keep It Simple, Iterate Often
You don’t need a PhD in marketing automation to make Upcell work for you. Start with a basic sequence, keep your messages human, and check your results. If something’s off, tweak it. If it’s working, don’t mess with it too much.
Remember: people are busy. Respect their inbox, and you’ll earn way more than you lose.