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If you’re new to email automation, start with these five workflows. They’re proven to drive sales and are easy to set up.
1. Welcome Series
First impressions matter. A welcome series introduces new subscribers to your brand and encourages them to make their first purchase. Here’s how to structure it:
Email 1: Say hello and share your brand story.
Email 2: Highlight your best-selling products.
Email 3: Offer a discount or free shipping to incentivise a purchase.
Example subject line: “Welcome to [Your Brand]! Here’s 10% Off Your First Order.”
2. Abandoned Cart Emails
Abandoned carts are a goldmine. Set up a series of emails to remind customers about the items they left behind. Consider working with an Email Marketing Agency. They can help you design high-converting workflows, integrate advanced personalisation, and optimise your campaigns for maximum ROI.
Here’s a simple 3-email sequence:
Email 1: Send within 1 hour—friendly reminder with product images.
Email 2: Send after 24 hours—add urgency or social proof (e.g., “Only 2 left in stock!”).
Email 3: Send after 48 hours—offer a discount or free shipping.
Example subject line: “Your Cart is Waiting—Complete Your Purchase Now!”
3. Post-Purchase Follow-Ups
The sale isn’t over when the customer checks out. Use post-purchase emails to build loyalty and encourage repeat purchases. Here’s what to include:
Email 1: Order confirmation and shipping details.
Email 2: Request a review or feedback.
Email 3: Recommend related products or offer a discount on their next purchase.
Example subject line: “Thank You for Your Order! Here’s What’s Next.”
4. Re-Engagement Campaigns
Not all customers stay active. Use re-engagement campaigns to win back inactive subscribers. Here’s how:
Email 1: Ask if they’re still interested (e.g., “We Miss You!”).
Email 2: Offer a special discount or incentive.
Email 3: Give them one last chance before unsubscribing them.
Example subject line: “Come Back—We’ve Saved Something Special for You!”
5. Upsell and Cross-Sell Emails
Increase your average order value by recommending complementary products. For example:
If a customer buys a laptop, suggest a laptop bag or mouse.
If they buy skincare, recommend a matching moisturiser.
Example subject line: “Complete Your Look with These Must-Haves!”
How to Set Up Email Automation
Setting up email automation doesn’t have to be complicated. Here’s a step-by-step guide:
Choose an Email Marketing Platform
Popular options include Klaviyo, Mailchimp, and Omnisend. These platforms offer pre-built templates and drag-and-drop editors to make setup easy.
Define Your Goals
What do you want to achieve with automation? More sales? Higher engagement? Clear goals will guide your workflow design.
Create Your Workflows
Use the platform’s automation tools to set up triggers (e.g., abandoned cart, first purchase) and design your email sequences.
Test and Optimise
Run A/B tests on subject lines, content, and timing to see what works best. Use analytics to track performance and make improvements.
Real-Life Examples That Work
Here are some brands crushing it with email automation:
Gymshark’s Welcome Series
Gymshark sends a 3-part welcome series that introduces new subscribers to their brand, showcases their products, and offers a discount. Result? High engagement and conversions.
Casper’s Abandoned Cart Emails
Casper uses a playful tone and clear calls-to-action in their abandoned cart emails. Example subject line: “Your Dream Mattress is Calling!”
Sephora’s Post-Purchase Emails
Sephora sends personalised product recommendations and rewards points after each purchase, encouraging repeat business.
Common Mistakes to Avoid
Over-Automating
Don’t bombard customers with too many emails. Space them out and keep them relevant.
Ignoring Mobile Users
Over 60% of emails are opened on mobile. Ensure your emails are mobile-friendly.
Skipping Personalisation
Automation doesn’t mean generic. Use customer data to personalise your emails.
Final Thoughts
Email automation is the ultimate sales machine for ecommerce businesses. It saves you time, keeps your customers engaged, and drives consistent revenue. Start with the five must-have workflows, test and optimise, and watch your sales grow.
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