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Many businesses underestimate the value of email marketing and don't know where to start or which automated email campaigns are a priority and which ones are worth trying. However, email marketing is a powerful tool for any digital business.

According to a study by VentureBeat Insight, those who use email marketing achieve an ROI of $38 for every $1 spent. This means that a higher ROI is generated compared to common digital channels. The same study also states that "84% of marketers believe that email is important or extremely important for customer loyalty". At the same time, it proves that email marketing encourages repeat sales and customer retention in general. 

So, let's take a look at 3 automated emails that every e-commerce store needs to set/set and optimize in order to keep their audience engaged and increase their sales trajectory! Keep in mind that there is no single "recipe" for how long you should send each email, or how many emails should be in the series. Read the examples below and experiment! 

Welcome email series

The welcome email is the first email that someone should receive when subscribing to a mailing list. You can have a welcome email for customers, but in this case, we are referring to a welcome email for new subscribers (not yet customers).

A study conducted by the Inboxarmy claims that welcome emails have on average 4 times higher open rate and 5 times higher click-through rate than a common email marketing campaign. Shoppers actively pay attention and interact with such messages, so it's a great opportunity for any business.

An effective welcome email aims to welcome new subscribers, set the right expectations and connect them with other channels. Often, it's an opportunity give potential customers an incentive to buy.  

Of course, there are many variations of welcome email that you can use. It can be one email or a series of emails. We, we suggest you try the following instructions:

Email 1: The first email should be a simple welcome to new subscribers and an introduction to your brand. It is also good to mention the channels on which the subscriber can follow you (e.g. Facebook account).

Email 2: The second email should include a comprehensive story about your brand. What makes it stand out? What does it have in common with buyers? Why should they choose it? 

Email 3: Finally, the third email should include some form of offer, such as a small discount, and some products that are popular or new.

Abandoned cart email series 

The average cart abandonment rate is 69.80%, according to the Baymard Institute! A series of emails can help you limit customers who put things in the basket but don't proceed to purchase.

Email 1: Your first email should simply remind shoppers what they left behind in the cart. We also suggest you include a link that takes them directly to the checkout. An offer is not needed at this point, as one email may be enough to get a returning customer, without limiting your profit margin.

Email 2: What are the main reasons for not buying the products in the basket? Think about it, take note, and then proceed to write that email explaining why they should buy from you. You can list the benefits of the product and share FAQs, for example.

Email 3: Finally, in the third email you could give further incentives to purchase, through a discount or offer, the products that were initially left in the basket.

Email series for repeat customers

According to a report by Stitch Labs on customer loyalty, repeat customers, on average, account for almost a quarter of an eshop's revenue, albeit only 11% of the customer base. 

It is clear that these customers are not good to be ignored. It costs far more to acquire a new customer than it does to convert an existing one into a repeat customer. That's why it's good to have a series of emails aimed at strengthening that relationship.

This guy email varies from business to business, so you need to decide how much better your business can interact with its loyal customers. Because repeat customers know and trust the business, you can focus more on offers that are relevant to their interests.

A very basic series of emails, which starts after a repeat customer has completed a purchase, might look something like this: 

Email 1: In the first email you should mainly make sure that the delivery went well and the product arrived as expected. Depending on the product, this email could also prompt a review.

Email 2: Since there is already a relationship with this customer, the second email may include a personalized offer or proposal. It can also be a good time to show off some of your new products!


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