Email Automations for eCommerce (2023): The All-in-one Guide

If you’re running an eCommerce business, email automation is a surefire way of increasing your engagement and conversion rate.

In a minute, I’ll show you why Email marketing for ecommerce is a great addition to your marketing tools.

Here’s the deal…

And if you want to make your life sooooo much easier, setting up Email Automations is the best way to do it!

Are you looking for Email Automation ideas for eCommerce businesses? If so, then you’ve come to the right place! 🎉

To illustrate, let me share with you the 5 best ecommerce email automations you can have up and running fast… In just a minute.

First of all…

What are email automations?

Simply put, email automations are automatic emails sent during specific triggers.

For example, if you subscribe to a newsletter, you’ll be greeted with a Welcome email.

It’s usually a whole sequence to introduce you to the brand and its offers.

You can experiment and setup triggers for many other scenarios (e.g. purchase, inactivity, etc.).

I’ll show you the drip campaign best practices to keep your customers hooked and ready to buy again!

Stick around, and I’ll even give away 5 great ecommerce email sequence you can use right now to increase your Customer Lifetime Value (LTV).

[Table of Contents]

1. What’s the difference between an email campaign and an automation (or flow)?

2. What are the top 5 email automations in eCommerce?

  1. Welcome Sequence
  2. Abandoned Cart
  3. Transactional
  4. Feedback Request
  5. Winback Flow

3. Email Service Providers (ESP) for setting up Email Automations

4. High-converting Email Automation Templates (and how to make them work)

5. Conclusion

1. What’s the difference between an email campaign and an automation (or flow)?

Firstly, Imagine you’re at a party (except all the partygoers are your email list). A campaign is like giving a your best smile and a friendly handshake to groups of people you meet. But if you want to strike up heartfelt and personal conversations, then automations are the way to go.

Here’s the deal…

With a campaign, you send emails to all or certain segments of your email list. And it’s great for keeping them up to date with the latest offers, promos, discounts, and announcements.

However, if you REALLY want to get up close and personal with your customers, then setting up automations are the way to go.

That’s because automations are a series of personalized emails triggered by specific actions or schedules.

For example: Subscribing to the newsletter can trigger a Welcome Sequence introducing the customer to the brand, buying from the site can trigger transaction and thank you emails, etc.

So you see…

Automations are by far, more personal and more in line with the customer’s needs and wants according to their individual actions. And that, in turn, builds their trust and LTV.

Not only that, but just like delegation, automation frees up your time for more important tasks!

2. What are the top 5 email automations in eCommerce?

I’ve singled out the 5 most important automations that will cement your brand in customer’s minds and help you get more sales.

1. Welcome Sequence

All in all, this is probably the automation that you’re most familiar with. If you sign subscribe to a company’s newsletter and provide your email, you’ll get a welcome sequence drip campaign over the next few days welcoming you to the brand and their offerings. This builds engagement with your customers, helping you to become Top of Mind.

According to Smart Insights, the average email only has an open rate of 16.97%. That’s where Welcome emails are special.

You know what’s crazy?

Welcome emails receive a whopping 68.6% open rate. Surprisingly, it can even go as high as 80-90%. All in all, that’s more than three times the average open rate!

Moreover, there is a high potential for encouraging subscribers to convert into paying customers. After all, customers want to buy from brands that they know and trust. This is a great opportunity to showcase your brand’s unique voice and values.

Later on, I’ll give you high-converting welcome messages for customers as a template. But before that, let’s move on to the next item on our list.

2. Abandoned Cart

An abandoned cart left in the dumps might seem like a lost cause. But not if you setup a cart abandonment automation!

This automation will remind your customer that they left items in their cart. And this could very well re-kindle their enthusiasm in checking out their shopping carts.

All things considered, just a little nudge is all you need. That’s how you turn abandoned carts into sales!

3. Transactional

Overall, When purchasing online, 64% of consumers expect an email for their orders and transactions. Having transaction emails is the best way to keep customers engaged and assured that their money is in good hands, and the items will be delivered to them.

The great news?

eCommerce transactional emails can be fully-automated!

If you’ve setup your automations, you can automatically send customers their receipt, order tracking, and more regarding their transaction with you.

Here’s the essentials you’ll need to setup to ensure transactions running smoother than butter:

  • Order Confirmation

You need to let the customer know that their order will be processed.

  • Order is on the way (Delivery)

Once the items are packed, customers will be pleased to know that the item is already headed to their door. This builds excitement and anticipation, especially if your product is something that solves a big problem or fulfills a big want.

  • Order Completion

To ensure that there are no hiccups along the way, confirming the delivery is crucial. It lets customers know their package has arrived (especially if they haven’t received it personally). This also gives you the chance to insert a “Thank you” message, and encourage repeat buying.

4. Feedback Request

This can be part of your transaction-based emails. But I’d like to highlight this because of one crucial thing:

A great way to prove your credibility is having good reviews on your products. A way to get those reviews is to nudge your paying customers to give reviews and feedback about the products that they have received.

It will certainly encourage more buyers to check out your product. And later on, you can use those reviews as a way of social proof for your own promotions.

5. Winback Flow

If a customer has been inactive for a while, or hasn’t been interacting with your brand, that doesn’t mean they’re a lost cause. Sometimes, your customers just need a small reminder at the present time.

As a matter of fact, that’s where this automation comes into play.

You could email your inactive customers and give them an incentive to purchase from your store again.

But how do you know how long a customer should be inactive before sending a Winback Flow? A good rule of thumb is three months. But it could totally depend on your product.

If you have fast-moving items that customers restock often, then three (or less) months is a good benchmark. If you sell products that take a while before customers need to restock, you might want to postpone sending them an email to around 4-6 months.

But if it’s a product that they don’t need to purchase again in the near future (e.g., appliances), focus on the other kinds of automations. You can opt for promoting accessories, upsells, and related products.

You can setup these automations right off the bat, freeing you up for doing the work that matters, instead of manually sending each email to each customer.

3. Email Service Providers (ESP) for setting up email automations

Now that you know what email automations to start with, your next question might be:

Where do I setup these automations?

When you choose your Email Service Provider (ESP), it’s important to note which ones have built-in email automation tools. In the end, that will save you the time and effort in creating the best email marketing strategy and actually delivering.

The best kinds of Email Service Providers (ESP) have automation features bult-in. So here’s my recommendations:

1. Klaviyo The most complete and user-friendly ESP with built-in automation features. But It can do everything you could want in an ESP. Undoubtedly, the only con might be its hefty price. But it’s the best software out there. You know what they say. You get what you pay for.

2. Mailchimp A great alternative to Klaviyo. This ESP offers a lot of powerful features, and it’s more affordable too. It’s free! So you can try it out before deciding on any of their paid options. The interface is easy-to-use, the analytics are detailed, and the best part is that it’s free!

3. Hubspot is a well-known and longstanding brand. Their focus is on sending emails strategically. Personalized emails and A/B testing is where they shine.

4. Brevo Formerly known as SendInBlue, They have an emphasis on helping you build customer relationships. And there are many platforms available, including chat and SMS. It’s a bang-for-buck option.

5. Drip The difference with Drip is that it’s very customer-centric, helping you keep a pulse and delivering for your community.

Undoubtedly, there’s a lot of other options if these ones don’t tickle your fancy.

4. High-converting Email Automation Templates (and how to make them work)

We’ve got great eCommerce email sequences which I’d love to share with you.

  1. Welcome Sequence Template

Paired with great graphics, wow your audience as this email will be their first impression of your brand. And make sure to adapt the email to your brand’s voice.

Subject: Welcome to [Your Brand]!

Hi [NAME]!

A huge virtual high-five and a warm welcome to [YOUR BRAND]! 🌟 We’re thrilled to have you as part of our vibrant community.

Get ready for an exciting journey with our vibrant community of doers, dreamers, and achievers. We’re thrilled that you’ve joined us, and we can’t wait to show you all the exciting things we have in store!

Let’s dive right in and introduce you to the magic of [Your Brand]:

Our Promise: At [Your Brand], we’re not just about products – we’re about igniting passions and inspiring journeys. Our mission is to create [mention your mission or vision] and empower you to [mention how your brand enriches lives or solves problems]. We welcome you to our community of likeminded individuals who are passionate about [brand value].

Your Exclusive Perks: As a new member, you’re in for a treat! It’s our way of saying “thank you” for choosing [Your Brand].

You’ll get… (mention any special offers, discounts, or benefits for joining the newsletter)

  • list benefits here
  • etc.

Stay Connected: We want to hear your stories, experiences, and thoughts. Whether you’re sharing your journey with [Your Product] or just want to chat about life, we’re here to listen. Hit “reply” anytime – we’re all ears!

Get ready to embark on an exciting adventure with [Your Brand]. Keep an eye on your inbox for upcoming emails that will take you deeper into our world.

Thank you for choosing [Your Brand] as your partner in [mention what your brand facilitates or enhances]. We’re here to make your experience extraordinary.

Cheers to a new beginning,

[Your Brand]

2. Abandoned Cart

Subject: Did You Forget Something? Your [Product] is waiting! 🛒

Hey there, [Customer’s Name],

We noticed something interesting – it seems like your [Product] is still hanging out in your cart, patiently waiting to join your collection! 🛍️ Don’t let it feel lonely for too long.

Life gets busy, and we totally understand that. But we wanted to give you a friendly nudge and remind you that your [Product] is just a click away from becoming yours. Here’s a quick recap of what you’re missing out on:

[Product Name]: [Product Description] [Product Features/Benefits] [Product Price]

Why Choose Us?

  • [Mention Unique Selling Point 1]
  • [Mention Unique Selling Point 2]
  • [Mention Unique Selling Point 3]

Still Not Sure? We get it, decisions can be tough. If you have any questions about [Product], our team is here to help. Just hit “reply” to this email, and we’ll assist you every step of the way.

Ready to Complete Your Order? Click the button below to reclaim your [Product] and make it a part of your life.

[CTA Button: Complete My Order]

Hurry, [Customer’s Name]! Your [Product] is eagerly awaiting its new home. Don’t let it slip away – this is your chance to own a piece of [Your Brand].

Thank you for considering [Your Brand]. We’re excited to have you as part of our community.

Best regards,

[Your Name]

3. Transactional Email

Short and sweet should be your motto here. Only list the most important details, and provide links for other details customers might want to refer to.

Subject: Order Confirmed: Your [Product] is En Route 📦

Hello [Customer’s Name],

Exciting news! Your [Product] order is confirmed and en route. Expect it to arrive by [Estimated Delivery Date].

Order Summary:

  • Price: [Price]

Track your order’s journey with us. For any questions, contact us at [Customer Support Email/Phone Number].

Best regards,

[Your Name]

4. Feedback Request

The review link should be easily visible, and make it easy for customers to leave reviews.

Subject: Love Your [Product]? Let Others Know with a Review!

Hi [NAME],

We hope you’re enjoying your [Product] from [Your Brand]! Your opinion matters to us, and we’d love to hear about your experience.

Leaving a review is a way to share your thoughts with us and fellow shoppers. It helps us know what we’re doing right and how we can make your experience even better.

Would you be willing to take a moment and write a review? Just click the link below and let us know what you think:

[Review Link]

Your feedback is invaluable in shaping our products and services. Thank you for being a valued member of the [Your Brand] community.

Best regards,

[Your Name]

5. Winback Flow

It’s tricky to entice customers to come back. But this is a great way to win them over. So offering a promo or discount is recommended.

Subject: [GIFT INSIDE] We miss you! Come back?

Hello [Name],

It’s been a while since we last connected, and we’ve genuinely missed having you as part of the [Your Brand] family. We’re reaching out with a big smile and open arms, hoping to rekindle our journey together.

To celebrate your return, we’re extending a heartfelt offer: [mention the offer details]. It’s our way of expressing gratitude for being a part of our journey.

Simply use code [Discount Code] when you check out to enjoy this exclusive offer. We can’t wait to see you enjoy [mention a product or experience] once again.

Your presence adds a special touch to our [Your Brand] community. If you have any questions or want to share your thoughts, don’t hesitate to reach out. Let’s continue making memories together!

Warmest regards,

[Your Name]

5. Conclusion

To summarize, if you’re looking to upgrade your customer’s email experience, start adding these automations to your marketing flow right now. Not only will your customers thank you for the quick updates on their orders, you’ll build trust with them and ultimately, convert sales and increase their LTV.


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