12 Email Automations Every Ecommerce Store Must Have
Email automations that increase sales, strengthen loyalty, and reduce churn. A quick guide to quick and safe implementation.
TL;DR: Implement three mandatory layers first, Welcome, Abandoned Cart, Post Purchase. Add a loyalty layer, reactivation, and personalized offers. Measure Open, Click, CVR, Email Revenue, and take care of sending reputation.
The 12 Important Automations
- Welcome: A warm welcome message with value, brand story, and sign-on benefit.
- Abandoned Cart: A chain of 2 to 3 messages with product images and a shortcut to the cart.
- Order confirmation: full details, delivery times, tracking link.
- Shipping update: departure status, expected delivery, tracking link.
- Thank you for your purchase: trust boost, code for next purchase, review request.
- Reactivation for dormant customers: A unique offer for returning to purchase.
- Upsale and cross-sale: complementary items based on a previous purchase.
- Review Request: After initial use, a quick link to leave a review.
- Joining a customer club: exclusive benefits, points, priority for promotions.
- Updates and promotions: Periodic newsletter with new products and events.
- Birthdays: Greetings with a customized coupon.
- Recommendations based on previous purchases: Personalization based on history and behavior on the site.
Best Practices for Smart Configuration
Timings
- Abandoned cart, 1 to 2 hours, 24 hours, 72 hours.
- Review request, 7 to 10 days from delivery.
- Reactivation, 45 to 60 days without purchase.
content
- A short and clear title, one main value.
- Sharp product images, prominent CTA.
- Social proof, quotes and reviews.
Personalization
- First name, favorite categories.
- Recommendations based on viewing and purchase.
- Coupon adjusted for historical AOV.
Deliverability
- Verified domain, SPF, DKIM, DMARC.
- List hygiene, regular cleaning of inactive recipients.
- Stepwise warm-up rate for new lists.
Metrics that must be measured
Open Rate
Positive trend after A/B testing of Row and Sender.
Click Rate
Is the CTA clear and relevant?
CVR
Email-to-purchase conversion rate.
Revenue per Email
Average revenue per email sent.
Unsub and Spam
Less than 0.1 percent of complaints is preferable, otherwise refine frequency and content.
Quick Start Checklist
- Map the customer funnel and define clear triggers.
- Write 2 versions of each email for A/B testing.
- Segments are created by loyalty, frequency, and category.
- Set sending limits to avoid being overwhelmed.
- Check on mobile before publishing.
Want us to build email automations for you that generate regular income?
Talk to usIn Spiky, we will define the 12 flows, write creative, and schedule A/B tests with a measurement dashboard.
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