These are pre-set emails that are sent automatically based on certain actions, events or time intervals. For example:
Purchase: customer completes order → receives a thank you.
Abandoned Cart: Added items to cart but did not order → receives a reminder.
Signup: Signed up for the newsletter → receives a welcome email.
These emails are personalized to the customer's behavior, which increases their effectiveness.
Why are automations important?
1. Personalisation
Automated emails are targeted and responsive to specific customer needs and are timed according to their behaviour and interactions with your business. This increases the likelihood that they will read the email and take the desired action.
2. Saving time
Once set up and automated, they already work on their own. While automation won't replace newsletters with current offers or event invitations. However, you don't have to manually create a new campaign every time to make your emailing profitable.
3. Increase sales
Emails that are sent at the right time and with relevant content have a higher conversion rate. For example, an abandoned cart reminder can bring back up to 50% of undecided customers.
4. Building a relationship with the customer
With regular and targeted communication, you strengthen the relationship with your customers, which leads to repeat purchases.
The most common types of automation in e-commerce
1. Welcome Series
The first contact is crucial. Welcome emails usually have the highest open rate. In them, introduce your brand, values and the reasons why the customer did the right thing by signing up.
2. Abandoned cart
One of the most profitable types of email automation. Remind the customer what they left in the cart and give them a reason to complete the order (e.g. a limited-time discount).
3. Thank you emails
A simple "thank you for your purchase" builds trust and reminds customers that you appreciate them.
4. Reactivation emails
Do you have inactive contacts? Send them a reminder after a period of time that you missed them and offer a reason to return (e.g., a discount code or gift with purchase).
5. Birthday emails and holiday wishes
Nothing says "we appreciate you" better than a birthday or holiday card with a small gift - like a discount on a purchase. If you collect your clients' birth dates it would be a great mistake not to use the potential of these data. In addition, many email tools can generate the date your clients have a holiday based on their first name. One of them is Ecomail, for example.
6. Instructional emails
Are you selling a product that requires some use or care? Send your customers tips on how to get the most out of it.
7. Replenishment reminders
Are you selling an item that is consumable? Remind customers that it's time for a new order.
How to set up automation?
1. Select a platform
Tools like Klaviyo, HubSpot, ActiveCampaign, Mailchimp or Ecomail offer user-friendly email automation solutions.
2. Segment your customers
Segment your contacts by their behavior, preferences, or purchase history. This allows you to target specific groups.
3. Write content
Every email should have a clear objective - to inform, remind, or inspire action. Be concise, to the point and add a call to action (CTA).
4. A/B test
Try different variations of emails to see what works best.
5. Analyze and optimize
Track open rates, click-through rates and conversions. Improve emails based on the data. Interested in email marketing metrics? Read our article on Metrics in B2B Email Marketing.
Conclusion
Email automations are like a silent helper for your business. They increase sales, strengthen customer relationships and save you time. If you're not using them yet, it's time to start. It only takes a small step to big results!
Looking for a specialist to help you set up your emailing correctly? Contact our specialists to help you choose the right emailing tool for your needs and prepare a complete email marketing strategy.