Quick answer: Email marketing automation sends the right email to each customer automatically, triggered by what they do in your store. The five automations every ecommerce store should set up first are: a welcome series, abandoned cart reminders, browse abandonment, post-purchase follow-ups, and win-back emails for lapsed customers. Tools such as Klaviyo, Omnisend, Mailchimp and Shopify Email connect to your store and make these easy to build.
Why automation matters for online shops
- Automated emails reach people at the moment they are most interested.
- They run 24/7 once set up, with no extra work.
- They usually earn far more per email sent than one-off newsletters.
- They help turn first-time buyers into repeat customers.
The 5 essential automations
1. Welcome series
Trigger: someone joins your email list.
Emails: 3–4 over 1–2 weeks. Deliver any promised discount, tell your brand story, show bestsellers and reviews, and answer common questions.
2. Abandoned cart
Trigger: a shopper adds products to their cart and leaves without buying.
Emails: usually 2–3. A reminder after about 1–4 hours with the product image, then a follow-up the next day handling objections (delivery, returns, reviews). Save discounts for the last email, if you use them at all.
3. Browse abandonment
Trigger: a known subscriber views products but does not add them to the cart.
Emails: 1–2 showing the viewed products and similar items.
4. Post-purchase
Trigger: an order is placed.
Emails: thank you and what to expect; how to use or care for the product; a review request after delivery; then related products or a refill reminder.
5. Win-back
Trigger: a customer has not bought for a set time, for example 90 days.
Emails: “We miss you” with new arrivals, then an incentive, then a final message before you stop emailing them.
More automations to add later
| Automation | When to use it |
|---|---|
| Back in stock | Popular items that sell out |
| Price drop | Items people viewed are now cheaper |
| Birthday or anniversary | Personal offers that feel special |
| VIP or loyalty | Reward your best customers |
| Replenishment | Products that run out, such as skincare or pet food |
| Sunset flow | Clean out unengaged subscribers to protect deliverability |
Choosing a tool
| Tool | Known for |
|---|---|
| Klaviyo | Deep ecommerce data and segmentation, popular with Shopify stores |
| Omnisend | Email and SMS automation with ready-made ecommerce flows |
| Mailchimp | Easy to start, good templates |
| Shopify Email | Built into Shopify, simple automations |
| MailPoet | Built for WordPress and WooCommerce |
Grow your list the right way
- Offer a clear reason to join: a first-order discount, free guide or early access.
- Use a well-timed pop-up or a sign-up box in the footer and at checkout.
- Follow UK rules: under UK GDPR and PECR you need clear consent for marketing emails. The “soft opt-in” lets you email existing customers about similar products if you gave them a chance to opt out when they bought. Every email must include an easy unsubscribe link.
Best practices
- Write subject lines that are clear and specific rather than clickbait.
- Design for mobile first; most emails are opened on phones.
- Personalise with names, products viewed and past purchases.
- Set up SPF, DKIM and DMARC for your domain so emails reach the inbox.
- Test one thing at a time: subject lines, timing or offers.
Measure what matters
Track revenue per recipient, click rate, conversion rate and unsubscribes for each automation. Open rates are less reliable because of privacy features in email apps.
Frequently asked questions
How many emails should an abandoned cart flow have?
Two or three is common. More can annoy people.
Should I give discounts in automated emails?
Use them carefully. Frequent discounts train customers to wait for one. Try reminders and reassurance first.
Setting up your shop? See how to start selling products online and why you need an e-commerce website.