Everything You Should know about eCommerce Email Automation


Ecommerce email delivery is a huge deal for e-commerce stores. 

Like, a really, really big deal. On average, e-commerce shops will allocate more than 27 percent of total sales to email marketing. 

It’s obvious why it’s so successful — eCommerce email automation helps traders to fine-tune their marketing campaigns and deliver the correct message at the right moment. 

But the greatest distinction between a good email automation program versus an ineffective one boils down to one key point: use data to push the automation. You might term this a big data point (pun intended).

As people want custom printed merchandise. You need to integrate a custom product design tool such as ImprintNext which enables your customer to personalize any product in your eCommerce store. 

There are days when batch and blast emails to your entire list are a sound strategy. 

In this in-depth eCommerce email automation guide, you can learn: How to develop & manage your master email list Best practices for email campaigns. autoresponders you can have although it’s still uncertain which one came first, chicken or egg, it’s obvious for email marketing — you’ll need a list of contacts before you can start sending emails. 

How to maintain an Email List?

When you gather email addresses, it’s always the best time to start gathering extra details from your subscribers. Data is the base for better eCommerce email automation. For any fresh and exclusive data point you create, you will have much more granular email updates that you submit and sales and promotions that you bring to your audience.

Embedded sign up forms is another way to create a list of subscribers. They can be featured on the website as well as on Facebook. Usually, e-commerce retailers may insert the sign-up form in the header or footer of their pages, such as this illustration from the clothes company, Aritzia. 

After a defined wait time, the flyout type should “fly-out” from the side of the website. This sort of application is less obtrusive than a pop-up method but more attention-grabbing than an embedded sign-up form.

The use of a mixture of flyout and embedded forms is a smart way to ensure visitors to your site can register to receive their email newsletters easily. 

For shops collecting EU citizens’ data, learn more about GDPR, which will be operational on 25 May 2018 and affect the way your visitors collect information.

An Engaged message List:

The fastest way to improve your email deliverability is by sending emails to an engaged list.

Most major email clients track how recipients engage with emails from your domain. Email clients use this information to determine whether your emails qualify as spam.

Having a lot of uninterested subscribers will only hurt your efforts to reach those who actually do want to receive your emails.

Segmenting List:

Instead of constantly blinking the whole list with the same updates and ads, consider segmenting the list. 

Not only does this increase the results that Internet Service Providers ( ISPs) look at, you’ll also see a good improvement in revenue. Our new segmentation comparison study has shown that promotions sent to segmented lists receive 3X revenue per receiver of those sent to non-segmented lists.

For your list through, it’s best practice to check your email address for all of your new subscribers when first opt-in. 

This method, called double-opt-in, will also help you build your list, reducing misuse and stopping invalid or mistaken emails from accumulating.

Strike a Balance Sheet:

To prevent spam filtering, the emails will contain at least 500 text characters. When you are trying to find the right terms to reach the 500 character level, suggest adding contact details, legal disclaimers, or client address in fine print at the bottom of the document. 

You can also have alternative text with any of your pictures, so that subscribers may read a summary of each image if your photos are not loaded correctly.

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Email Automation Campaigns:

The bread and butter among several email marketing approaches are sending out promotions. Campaigns are a smart opportunity to reach out to customers for discounts, new items, and other fun company changes. 

Classic email marketing has taught everyone how to deliver promotions to anyone on the master list, hence the term “Batch and Blast.”

However, promotions should not be submitted to the entire master list. 

You can send more tailored and appropriate email promotions, which will lead in turn to higher openings, clicks, and, eventually, revenue through combined data with your subscribers into more sophisticated segments. 

You may also use demographic information (e, gender, and geography) to build your segments around behavioral data such as average purchase value, order frequency, order recruitment, purchasing activity (buying with coupons alone, full price, etc.) to target further.

Why Segmenting Email Automation?

Having the most money out of the list is not just sending invitations to those that are not involved. That’s why it’s not about purchasing lists or delivering invitations to those you don’t want to — it’s about the overall amount of contacts. Some individuals are delighted to obtain the emails and to have a track record of opening them. 

In a new comparison study, we looked at the data behind 1.5 billion emails and noticed that campaigns sent to a small portion of the store’s contacts work better than campaigns sent to most of the list, delivering higher open rates, click-through rates, and sales per user.

Auto Responders:

Autoresponders are built to make it simple during their life cycle to establish and maintain relationships with your subscribers and clients. 

With autoresponders, you can automate emails that help your company grow without losing the personality and relevance needed to build strong customer loyalty. 

You may trigger an email or several emails, which are dependent on someone entering a list, being added to one section, or doing certain other stuff – including shopping or leaving a carriage.

Abandoned Carts:

To put it simply, discarded carts are making profits for you. 

Sending a prompt alert that provides a picture of the item(s) abandoned is a one-two shot to transform a shopping cart.

Relevance and pacing are the secrets to driving these sales. That is why abandoned cart emails provide some of the best details for Klaviyo customers on any email marketing campaign. Let’s look at the overall output of abandoned carts in our dataset: Open Rate: 41.18% Click Rate: 9.50 percent Payment for recipients: $5.81 This email from Allens Boots is sent to recipients one hour after they have fallen out of their cart. 

Interestingly, the performance of immediate and late cart emails is comparable for Allens Boots; with sales, put purchase rates and open rates well above 50%.

Browse Abandonment:

Browse drop-off emails are identical to abandoned cart emails that are caused when a recognizable user enters the product page and does not initiate or complete a check-out. You don’t have to add an object to your cart to cause this surge. All the site user has to do is show the object and pass on. 

Visiting the merchandise page does not show the same degree of curiosity as adding an object to the shopping cart and beginning the checkout phase, and it is advised that you consider your drop-off emails a “lighter touchpoint” than your abandoned cart volume.


Over the course of this tutorial, you’ve studied the basics of e-commerce marketing automation from acquisition to implementation. 

You also learned the power you hold by using the data in your marketing database to better inform your email automation strategy. 

The next move from here is to start exploring, iterate and develop the email automation marketing plan. 

Successful promotion is just one and it’s over! It consists of continuous research and review to fully identify the market and effectively produce the most relevant and tailored communications. Although it can be tempting to batch and blast, anyone with a well-defined segmentation plan should rise to the top.

Author Bio – Kevin Cook is an eCommerce specialist for Online T-Shirt Design Software at ImprintNext, who has vast experience in web-to-print technology. He offers valuable tips and solutions about ImprintNext Product Design software and other app extensions.

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