22 Must-Have Email Automation Flows for E-commerce Marketing

Most e-commerce stores are doing at least some email marketing. While large firms have gotten on the “segmentation and personalization” track, many smaller merchants have not. Mid-market retailers often have a mixed bag of homegrown DIY automated flows and mass campaign emails. It’s easy to assume a profitable endeavor is as profitable as it can be and fail to optimize the effort. There are many “must-have” email automation flows that you can use to increase your revenue. It’s a false economy to not put forth the effort to expand your flows, as that is leaving money on the table.

But you can, and should, do so much better than that!

Despite all efforts to convince some marketers that email is dead, that statement could not be further from the truth. Not only does email drive sales, but it delivers a 36X ROI on your investment! That makes it the most lucrative marketing technique available.

Perhaps you have a few core automation flows – abandoned checkout, welcome, and maybe a post-purchase thank you. This isn’t even close to making good use of the tool, and the quality and length of these flows are important to your return on investment. We recommend as many as 22 depending upon the merchant.

Email marketing is actually fairly new

Email began in the 1970s, and SPAM became an acknowledged side effect in 1988. Email marketing grew in use from the 1990s on but was largely used exclusively by larger companies who were using “marketing automation” such as Unica, Eloqua, Marketo, and Hubspot. These tools were expensive and out of reach for most ecommerce businesses.

Email marketing has been in use since 1978 but only became a common effort for online merchants when the Internet became nearly universally available in the mid-2000s. Also, the price for automated tools became more affordable. Now, most email marketing software includes AI to speed up the job and improve conversion rates.

So these are our recommendations for 22 Must-Have Email Automation Flows

1. Welcome Emails

First impressions matter. Surely you are happy to invite them in to shop in your store. That’s the purpose of a welcome email. Welcome emails set the stage for your customer’s relationship with your brand.

The best Welcome emails are not just an email that sends when you gain a new list subscriber. It’s a chance to educate people about your company and the value you bring to your customers. WHY should they buy from you? Make the most of this key email marketing automation flow. Tell them and use this opportunity to:

Thank customers for signing up.
Share your brand story and key offerings.
Invite them to play on your socials.
Introduce your loyalty and referral programs
Provide a discount code or special offer to encourage a first purchase.

Pro Tip: Address your customers by name and personalize the emails to recommend products based on their preferences.

Welcome emails have an average open rate of 82%, making them an excellent starting point for your email marketing journey. A strong call to action can drive immediate engagement and establish a connection with your audience.

This is your time to establish a relationship by explaining how you select your products, as well as your service offerings. Be sure to lead with what makes your store unique.

2. Abandoned Checkout and Cart Emails

It is my opinion that this is the most misunderstood of the common automated emails. You’ll need to decide between “cart abandonment” and “checkout abandonment.” They are decidedly different, and your analytics will demonstrate that many people add to cart but never get to your checkout. If you’re only sending automated emails from checkout, you are likely losing out.

Some of the email marketing software offer both options – cart and checkout. Why might you need both? Because far fewer people get as far as checkout as add to cart. Plus, some email marketing automation software triggers the checkout flow only after an email has been submitted on the checkout page. This greatly reduces the number of people who will get the checkout email.

Whether or not you need both is a testable premise. Try it. See what happens.

Checkout abandonment is a huge bugaboo for ecommerce. Store owners are always trying to increase the number of shoppers who complete a purchase. Automated abandoned checkout emails can recover lost revenue. Make sure your automation includes:

A reminder of the products left in the cart.
A compelling call-to-action (CTA) to complete the purchase.
Additional incentives like free shipping or a limited-time discount code can create a sense of urgency.
Do make a quick bullet list of why they should buy from YOU.

Pro Tip: Include product images and clear CTAs to increase open rates and conversions.

Studies show that abandoned checkout emails have as much as a 45% open rate and a 21% conversion rate. Sending a series of reminders, with escalating offers, can significantly increase the likelihood of conversion.

Take it further by adding social proof, such as customer reviews or trust badges, within your abandoned cart email. This additional element helps to build confidence in hesitant shoppers.

The message in each abandoned cart and abandoned checkout should be very similar. You will have to experiment to see if things like “adding good competitors” as a suggestion to the cart email may improve the return or hurt it.

3. Order Confirmation and Transactional Emails

Your shopping cart software usually sends order confirmation emails after a customer order. However, most store owners will find an email marketing program to be a more flexible tool. This essential email flow reassures customers that their transaction was successful. They are also a prime opportunity to:

Include personalized recommendations for related products. – Ever try an upsell (add this to your cart in the next 10 mins for free shipping)
Encourage customers to share their purchase on social media.
Share estimated delivery times for increased trust. Note that if your product does not ship immediately, we strongly recommend a series of reminder emails so that you are managing expectations for arrival. This minimizes complaints and questions.
Be sure to include contact information for customer support in these emails.
Don’t put a coupon in the first confirmation email. It is confusing, and they may try to apply it to the current purchase. Wait at least a week.

Pro Tip: Design transactional emails with your brand’s aesthetics for consistency.

These emails have a staggering open rate of 70-90% because customers are eager for confirmation and details. Leverage this attention by suggesting add-on products to drive additional sales.

4. Shipping and Delivery Notifications

These emails are sent by your cart, your shipping software, OR your email marketing program. Use whichever offers the best shopper experience. Sending a shipping confirmation is considered to be “best practices” or expected from most stores.

These emails set the right expectation and ease the “when will my package get here” questions. These emails not only reduce anxiety but also boost customer loyalty. Provide:

Clear tracking links.
Estimated delivery dates.
Tips for product use or care while they wait.
You can also market here -” You may also like” with closely relevant and personalized products is a great choice. Add a coupon to encourage another purchase.

You may only need one email if everything you have ships fast. If there’s a delay, you may want to add to this series with subsequent emails. A series of well-timed updates keeps customers engaged and minimizes inquiries to your customer service team, saving resources. The better you set customer expectations, the lower your return rate.

To elevate this experience, add content like unboxing videos, care instructions, or exclusive tips in your shipping emails. This not only keeps customers excited but also creates an opportunity to cross-sell related products. These items may also work in your purchase thank-you emails.

5. Post-Purchase Follow-Ups

Maintain engagement after a sale with a post-purchase email flow. The flow contains a series of emails that are sent after the purchase confirmation.

They can:

Request reviews or feedback to improve your offerings.
Offer usage tips.
Gather quality research (ask questions via a short online survey).
Suggest complementary products.
Invite customers to join loyalty programs.

Pro Tip: Highlight user-generated content or testimonials in follow-ups to build social proof.

Customers who receive follow-up emails are 54% more likely to make another purchase, making this a crucial touchpoint in the customer journey.

For instance, follow-up emails can feature a short survey or incentivize reviews with a small reward like a discount code. This step not only engages customers but also provides valuable feedback for your business.

6. Promotional Emails

This is often where merchants start. They blast out sales, new products, and other stories that are attractive to their audience. Promotions are vital to keeping your audience engaged.

However, blasting the identical message to all customers is not always the best approach. Doing so, if open and engagement rates are low, can also hurt the deliverability of all your email messages.

Segmentation, where possible, is best.

These emails can include:

Seasonal sales and special offers.
Exclusive discounts for subscribers.
Announcements about new product launches or a major restock.

Pro Tip: Use dynamic content to segment offers based on customer behavior.

Segmented promotional emails generate 760% more revenue when compared to non-targeted campaigns, proving the importance of understanding your audience’s needs and preferences.

Here are some examples of why you should segment your blasts:

Shoppers who own Samsung phones are not likely to find iPhone accessories interesting.
I am personally annoyed when I get emails featuring discounted prices for items I recently purchased.
Women who do not currently have a man they buy for don’t care about your men’s department sale. Customer experience matters in email, too!

Pro Tip: To maximize the impact of your promotional emails, employ A/B testing to experiment with subject lines, images, and calls to action. This guarantees that you’re consistently enhancing performance.

7. Re-Engagement Emails

There are many reasons why you lose shoppers who like your products. The internet is full of competition, and they may forget your brand. You want prior customers to come back. Returning shoppers are important to your overall growth, and email offers a good way to bring them back.

The purpose of this email flow is to win back dormant customers. While reminding them of newer items that may appeal to them, remind them why they love your brand by offering:

A personalized discount code.
Updates on new products or services.
Surveys to understand what might rekindle their interest.

Pro Tip: Use subject lines that evoke curiosity or create a sense of urgency, such as “We Miss You! Here’s 20% Off to Welcome You Back.”

Re-engagement campaigns can recover up to 25% of inactive subscribers, making them an essential part of your email marketing strategy.

To further enhance these email flows, consider tailoring content based on past customer behaviors. For example, showcase similar items to those they’ve purchased before.

8. Newsletter Emails

Regular newsletters keep your audience informed and engaged. Newsletters are usually more informative. Do you have some new content you’d like to share? Has there been major news in your industry that they may find interesting? Regular and interesting news can help keep your brand on the top of shoppers’ minds, increasing the likelihood of a repeat purchase.

Share:

Product updates and company news.
Industry news where relevant.
Helpful blog posts and guides.
Customer profiles or personal reviews.
Exclusive offers for loyal subscribers.

Pro Tip: Maintain a consistent schedule for sending emails to build trust and anticipation.

Including compelling visuals and valuable content increases click-through rates and keeps your brand top-of-mind for your subscribers.

Introduce storytelling into your newsletters by featuring customer success stories or behind-the-scenes looks at your business. This fosters a sense of connection and loyalty.

9. Special Occasion Emails

These types of emails add some smiles to your relationship with your shoppers. Celebrate milestones with your customers by sending personalized emails on:

Birthdays and anniversaries.
Membership milestones.
Holidays and special seasons.

Include exclusive discounts or gifts to boost click-through rates and customer appreciation.

Pro Tip: These must be personalized, or they won’t work that well. Highlight the exclusivity of your offer by using phrases like “Just for You” or “Celebrate With Us.”

Special occasion emails have a high open rate due to their personalized nature, making them a powerful tool for customer retention.

Enhance these emails with festive designs and limited-time offers to amplify the sense of celebration and urgency.

10. Educational Emails

This type of email is helpful when the product sold can benefit from the user having a deeper understanding of its possibilities.

As an example: If you’re selling t-shirts for sports teams, there is a likely limit of once per year for that team. That said, many kids or adults are in multiple leagues, so reaching out to remind them of your existence can bring them back. However, you don’t want it to appear like you’re just about the “dollars.” Great topics for this audience might be “choosing the best fabrics to stay cool,” or “launder them correctly to keep colors bright.”

Provide value beyond promotions with educational emails that not only engage but also empower your audience. These emails can:

Share helpful tips and tricks related to your products, offering insights on how to get the most out of their purchase.
Include detailed how-to guides, video tutorials, or step-by-step instructions to walk customers through common challenges.
Address frequently asked questions to simplify the customer experience and provide clarity on product features or services.

By offering this kind of valuable content, these emails position your brand as an authority in your niche, fostering trust and encouraging customer loyalty over time. They also present an opportunity to deepen your relationship with your audience by making their lives easier and solving problems they may face.

Educational emails are also an excellent platform to showcase thought leadership by promoting more in-depth resources, such as blogs, whitepapers, case studies, or ebooks. This not only helps to build credibility but also encourages customers to view your brand as a go-to resource for industry knowledge and expertise. In turn, this strategy can enhance long-term engagement and create a deeper connection with your audience.

11. Feedback and Survey Emails

Understanding your customers’ experiences can significantly enhance your offerings. Feedback emails invite customers to:

Share their thoughts on a recent purchase.
Complete surveys on shopping experience improvements.
Provide suggestions for new product ideas.
Gather added demographic information that can be used to further segmentation such as birthday, gender, or even whether or not they have children in the home.

Pro Tip: Incentivize participation with small rewards like discount codes or freebies.

These emails show customers that you value their opinions, increasing loyalty. Responses can offer invaluable insights, helping you adapt your strategies and products to meet customer needs better.

12. Product Recommendation Emails

Using customer data, recommendation emails spotlight products tailored to individual preferences. These can include:

Suggestions based on previous purchases.
Recommendations for complementary items.
Bestsellers and new arrivals aligned with browsing habits.

Pro Tip: Enhance these emails with dynamic content for real-time relevance.

Recommendation emails have been shown to drive a significant percentage of ecommerce revenue by personalizing the shopping experience and increasing average order value.

13. VIP and Loyalty Program Emails

Rewarding loyal customers strengthens relationships and encourages repeat business. VIP emails can:

Offer early access to sales or exclusive products.
Provide sneak peeks at upcoming collections.
Highlight rewards points or membership perks.

Pro Tip: Use engaging visuals and specific details about their VIP benefits.

Loyalty program emails reinforce customers’ connection to your brand and encourage additional purchases to unlock rewards. These emails often yield high open and engagement rates.

14. Event Invitation Emails

If your business hosts webinars, in-store events, or exclusive online sales, invitation emails are essential for boosting participation.

These emails can:

Highlight the event’s key benefits, such as learning opportunities, networking, or exclusive deals.
Provide a straightforward RSVP or registration process, along with event details (time, date, location).
Include a reminder or calendar link to help participants schedule the event easily.

Pro Tip: Use urgency in your subject line, such as “Limited Seats: Don’t Miss Our Exclusive Event!” Personalized messages can boost open rates for your high-priority audience.

Event invitation emails also serve as an engagement tool, keeping customers excited and connected to your brand’s initiatives.

Reorder Reminder Emails
For businesses selling consumables or products that need regular replacement, reorder emails are a must. These emails can:

Remind customers about when it’s time to reorder based on their purchase history.
Include easy access to reorder with one-click functionality.
Offer small discounts or incentives for reordering early.

Pro Tip: Use data analytics to automate reminder triggers for recurring purchases and optimize timing.

Reorder emails improve customer retention while driving repeat sales effortlessly. If you offer a subscription on the featured items, consider pitching this convenience to those who regularly reorder but aren’t subscribed.

16. Upsell and Cross-Sell Emails

Encourage customers to explore more of your catalog through strategic upsell and cross-sell emails. These emails can effectively:

Provide personalized recommendations for premium or complementary products based on each customer’s previous purchases.
Create bundling offers that incentivize buying multiple related products together at a discounted rate.
Highlight the enhanced features and benefits of an upgraded version of a product they’ve previously shown interest in.

Pro Tip: Utilize A/B testing to experiment with different subject lines, offer placements, and product combinations to determine what resonates best with your audience.

By strategically suggesting additional items that complement their original purchase, upsell and cross-sell emails not only enhance customer satisfaction by meeting their evolving needs but also increase the average order value per transaction. This approach effectively showcases the variety of your product line, encouraging customers to discover more and ultimately make more informed purchasing decisions.

17. Win-Back Emails

Reignite interest in inactive customers through win-back campaigns. You may want to add those who do not engage with these emails the option to unsubscribe. This helps keep your email metrics accurate.

Effective approaches include:

Personalized subject lines such as “We Miss You! Here’s 20% Off to Welcome You Back.”
Highlighting new arrivals, exclusive offers, or customer-favorite products.
Conducting surveys to identify why they left and address their concerns directly.

Pro Tip: Adding social proof and showcasing recent positive reviews can reassure hesitant customers.

Win-back emails can recover a significant percentage of dormant subscribers and provide valuable insights to improve retention.

18. Seasonal and Holiday Emails

Take advantage of key shopping periods by creating time-sensitive offers tied to holidays or seasons. These emails:

Feature holiday-themed designs and festive CTAs.
Promote exclusive deals, gift guides, or stocking stuffers.
Build urgency with countdowns or “limited-time offer” messaging.

Pro Tip: Plan campaigns around globally celebrated events like Black Friday, Christmas, or Valentine’s Day for maximum impact.

Seasonal emails boost sales by aligning with your customers’ buying behaviors during key moments.

19. Customer Milestone Emails

Celebrate important milestones in your customers’ journeys, such as anniversaries or birthdays. These emails:

Offer exclusive discounts or gifts to honor the occasion.
Include personalized notes to show genuine appreciation.
Highlight their loyalty or achievements in your rewards program.

Pro Tip: Gamify milestones by showing customers how close they are to unlocking their next reward.

Milestone emails strengthen brand loyalty and encourage customers to remain active.

20. Limited-Stock Emails

Limited-stock emails create urgency and drive immediate action by highlighting products in short supply. To maximize their effectiveness, these emails should:

Clearly indicate how many items are left or how quickly they are selling out, encouraging customers to act fast.
Use bold, compelling calls-to-action (CTAs) like “Buy Now” or “Hurry, Limited Stock!” to prompt quick decisions.
Emphasize the exclusivity of the product to increase its appeal and make customers feel they might miss out.

Pro Tip: Add countdown timers to reinforce urgency and encourage quicker responses.

When paired with strong visuals and focused messaging, limited-stock emails can boost conversion rates and create excitement, helping to drive sales and increase customer engagement.

21. Referral Program Emails

Encourage customers to bring in new shoppers with well-structured referral program emails. These can:

Highlight the benefits for both the referrer and the referred (e.g., discounts or free products).
Make the referral process as easy as possible with unique referral links.
Include reminders or updates about unused referrals.

Pro Tip: Provide additional incentives, such as double rewards during promotional periods.

Referral emails are a powerful way to grow your customer base while rewarding loyal buyers.

22. Subscription Reminder Emails

For subscription-based products, reminder emails play a key role. They can:

Notify customers when their subscription is about to renew.
Alert buyers to the fact that their next shipment is on its way.
Offer options for upgrading or customizing their plan.
Highlight the convenience and benefits of continuing their subscription.

Pro Tip: Provide a one-click option for seamless renewal or changes to the subscription.

These reminders reduce customer churn and keep recurring revenue streams steady.

Key Takeaways for Ecommerce Email Marketing Success

To maximize the effectiveness of your email campaigns, remember to:

Use marketing tools to automate emails for timeliness.
Continuously test subject lines, CTAs, and design for better open and click-through rates.
Prioritize mobile-friendly designs, as many customers check emails on their phones.
Segment your audience to provide tailored experiences that resonate with individual preferences.
Invest in high-quality visuals and concise, actionable copy for every email.

When crafted and deployed strategically, these must-have emails can enhance customer engagement, drive higher conversion rates, and position your ecommerce business for long-term success.