4 No brainer eCommerce marketing automations

One of the first things I do when taking over an eCommerce business or setting up the marketing for one of my clients is an automated email marketing flows.

These work by automatically sending a sequence of emails to a customer or potential customer once they do something. For example, sign up for an email newsletter they get a welcome email straight away.

Everyone wants to automate as much as they can, but we’ve all seen automation fails, so you have to be careful where you apply them. Email automation is one of those places.

On top of being a great automation, email marketing is one of the most cost-effective ways of advertising your eCommerce business. With the soaring prices of Facebook and Instagram ads after the iOS14 update in May 2021, every smart eCommerce business is looking to reduce their advertising costs and maximise profits. Email marketing delivers that.

80% of email marketing can be automated

Most people think email marketing is spam. Sending out messages sporadically to any email address they can get their hands on. The smart eCommerce business starts with automated email flows and send timely emails when a customer is looking. This often makes up 80% of traffic and sales to an eCommerce site. If they achieve results they move on to sending out email campaigns to segments of their database which need to be manually set up. For example, an email to everyone who has opened an email in the last 3 months to customers about their End Of Financial Year promotion.

How to start email marketing automations

The best email flows to set up in order of effectiveness are…

  1. Basket drop outs
    Customer leaves a product in their basket without ordering. Send follow up emails that days and the preceding 48 hours.
  2. Welcome emails
    When someone places the first order or subscribes to your newsletter, send them a high and thanks for joining with a bit more about your brand.
  3. Customer reviews
    Shortly after the customer receives their order, ask them to review their order. This is a great way to automate building reviews which help increase conversion rates.
  4. Active on-site emails
    Many marketing automation software tools like Klaviyo can track when a previous customer has come back to your site. This can be used to trigger a sequence of emails highlighting the advantages of buying from you.

There is technically no limit to how many automated email flows you can set up, but be careful not to go over the top with them. Stick to these four and you’ll be getting the best of automation with results that don’t put customers off.