Published On: 28 Mar 2023
376.4 billion emails every day: that’s the expected progression of email marketing by 2025. With email marketing running rampant in the world of ecommerce, it’s important to know how to learn email marketing automation and know how to optimize it.
Enabling ecommerce email marketing automation allows you to send pre-set email sequences to specific audiences to engage, nurture, and even convert leads. Why do you need email marketing automation? It’s time-saving, increases efficiency, and can help personalize the entire experience for subscribers.
With the best email marketing automation, you can improve your overall marketing strategy, streamline customer acquisition and retention efforts, and ultimately increase revenue.
Simply put, it helps you create an email marketing automation strategy that is so neatly tailored that it addresses the specific needs and interests of each customer at every stage of their journey. So, how does email marketing automation work and what are its benefits?
1) Increases relevance: With email marketing automation, you can ensure each email is relevant to the customers and targeted to meet their needs and interests. This creates greater resonance and encourages customers to engage with your brand.
2) Improves customer experience: By delivering relevant and timely emails, you can enhance the overall customer experience. With this, customers are also more likely to feel connected with the brand and that can often help build trust and loyalty.
3) Increases conversions: Sending relevant emails at the right time, more often than not, increases the chances of customers taking action. Whether it's making a purchase, signing up for a newsletter, or leaving a review, email marketing automation can nudge customers toward the desired action and ultimately drive more conversions.
4) Allows for continuous optimization: By analyzing customer engagement and conversion rates, you can continuously optimize business on the best email marketing automation platformsto improve results and better meet the needs of your customers.
Email marketing automation strategy for mapping the customer journey
Welcome flows are a series of emails that are sent to new subscribers as an important part of email marketing automation. This is a great opportunity to create a positive first impression by introducing your brand, setting expectations, and guiding the customer to their first purchase. The welcome flow can include a welcome message, a discount code, and product recommendations.
Here’s theemail marketing automation example from SurfStitch:
Newsletters are a great way to keep customers engaged and informed about your brand. You can send weekly or monthly newsletters that include new product releases, promotions, blog posts, and other relevant content. You can also use the newsletter to communicate your brand values and mission to new customers. This helps them understand what your brand stands for and how it aligns with their own values.
Here’s a good ecommerce email marketing automation example from Krave Beauty:
If you’re looking to send automated emails and SMS campaigns based on customer behaviors, sign up for Moda’s free trial.
Testimonials are social proof that can help build trust and credibility with your customers. Sending these as part of your email marketing automation strategy can make all the difference to potential customers. Be careful not to send too many: it’s best to send them as a follow-up after a site visit or customer service interaction.
This email from Ritual is a good reference:
When setting up email marketing automation, it’s good to account for these emails. This is a great way to target customers who are interested in a product but still on the fence about its quality, application, or practical appeal. When you send them an email with testimonials from satisfied customers, they’re more likely to feel comfortable with the buying decision.
See how Casper creates a compelling appeal with their cart abandonment email?
If you’re looking to send hyper-personalized emails based on customer behavior, Moda, the best email marketing automation tool lets you unlock the power of repeat revenue.
Emails with Related Product Recommendations can encourage customers to make a purchase and explore your product offerings further. To do this well, it’s best to use data from the customer's browsing history and site behavior to recommend related products that they may be interested in. Instead of bringing in a variety of products, keep it limited to only options that best complement the product the customer is viewing. Be sure to add a clear call-to-action to view or purchase the products in your email marketing automation sequence.
Laura Mercier does this right:
Pro Tips to learn email marketing automation for Ecommerce:
Email My Cart has proven to become an excellent converter in the ecommerce space, simply because some customers don’t log off because of lack of interest but rather lack of time. When you give them the room to save the items in the cart and follow that up with an automated email reminder, it helps bring customers back. In the email, highlight the items in the customer's cart and include high-quality images and descriptions. Be sure to include full cart details: pricing, size, color, delivery, and shipping information.
Here’s how American Giant does that:
When a customer visits your website but leaves without making a purchase, you can send Browse Abandonment emails to encourage the customer to return to the website and complete their purchase.
If you’re looking to learn email marketing automation, some browse abandonment ideas are: a personalized message that highlights the products or categories that the customer was interested in and product recommendations based on the customer's browsing history, along with any special offers or discounts that are currently available.
Here’s a good DTC email marketing automation example from FYRE:
Abandoned Cart Reminders are automated emails or notifications sent to customers who have added products to their online shopping cart but have not completed the purchase. For your DTC/Ecommerce brand, they can help reduce the number of abandoned carts as they encourage customers to complete their purchases, ultimately recovering lost sales and increasing revenue.
We love this example from Rudy’s Barbershop:
Now comes the fun part. When a customer has placed an order on your website, it’s an essential practice for you to send an Order Confirmation email. These emails are sent to confirm that the order has been received and to provide the customer with a summary of the purchase they have made.
This is a confirmation email from Allbirds:
If you find yourself wondering “what is the best email marketing automation”, it’s this. It’s a crucial part of the set up and a good hygiene practice for you to provide them with delivery updates. Provide regular insights on the progress of the shipment and help alleviate any concerns or uncertainty they may have about when their package will arrive.
Brooklinen gets it right in this email:
Upselling involves offering customers an upgrade of something they have already purchased, while cross-selling involves offering customers something complementary. These emails are sent after a customer has made a purchase or expressed interest in a product or service and can be an effective way to increase the value of each customer by encouraging them to make additional purchases.
This example from Chewy is gold if you’re looking to learn email marketing automation for upselling and cross-selling:
The best email marketing platform Modaempowers DTC and Ecommerce brands to retain customers using relevant segments to deliver personalized content.
An important part of your Ecommerce email automation strategy is sending a Feedback and Review email. You can use the positive reviews on your digital assets and learn from the negative feedback to improve business practices.
Here’s a good reference from Sun of a Beach:
Sending Birthday and Anniversary emails helps improve customer engagement and increases the chances of repeat business as you are showing your customers that you value customers and care about their relationship with your brand. This can help to create a positive emotional connection and keep your brand on top of their mind.
JCrew does it right with this email marketing automation example:
Customer Thank You emails are an essential part of the ecommerce/DTC marketing automation strategy to create a positive customer experience, which can lead to repeat business and referrals. Additionally, it can help to build brand loyalty and trust, as customers are more likely to remember and recommend businesses that express gratitude for their patronage.
See how Abercrombie & Fitch does that?
With an email marketing automation tool, Referral Reminder emails are easy to run. These are messages sent to existing customers to remind them to refer their friends, family, or colleagues to generate new leads and acquire new customers through word-of-mouth marketing. By reminding customers to refer others and offering incentives for doing so, you can leverage the power of your existing customer base to grow the brand and attract new customers.
BOMBAS uses referral reminders in theiremail marketing automation example:
Reward Notifications are a cost-effective way to keep customers engaged and foster long-term relationships with them. The goal is to incentivize customers to return and make additional purchases, which can increase customer satisfaction. By offering rewards for purchases or referrals, customers feel appreciated and it encourages them to continue doing business with your company. These emails also serve as a reminder to customers of the rewards they've earned and can increase the chances of them returning to your store.
Here’s a good example from Rose & Rex for email marketing automation:
Some of the best email marketing automation examples include customer win-back emails. When done well, Customer Win-Back emails can help you recover lost customers and increase revenue. By reaching out to customers who haven't made a purchase in a while, you can remind them of your brand and entice them to return to your store with a special offer or discount. These emails help identify the reasons why customers stopped doing business with your company, allowing you to make improvements and prevent similar issues in the future.
This email from bareMinerals is a good case in the point:
In Ecommerce email marketing automation, early access emails create a sense of exclusivity and value for loyal subscribers, making them feel like VIP customers. By providing subscribers with first access to limited-time offers, sales, and new product launches, you can generate excitement and build anticipation around your brand. This can lead to increased engagement, higher open and click-through rates, and ultimately, more sales.
We love JULEP’s Black Friday early access email:
By offering loyal customers exclusive discounts, you not only encourage them to make additional purchases but also make them feel valued and appreciated. These customers are more likely to remain loyal and continue to do business with your company. By targeting your most loyal customers with personalized discounts and promotions using email marketing automation workflows, you can improve customer retention, boost sales, and differentiate your brand from competitors.
This ecommerce email marketing automation email with loyalty-specific discounts can help increase customer happiness and lead to positive word-of-mouth marketing.
Tiered offers and discounts are promotions in which the value of the discount increases as the customer's spending amount increases, incentivizing the customers to spend more to reach the next discount level, increasing the average order value across the spectrum.
The result is higher revenue and improved customer satisfaction. Additionally, tiered offers and discounts can help incentivize first-time customers to make larger purchases and become repeat customers.
If you’re looking to learn email marketing automation for tiered offers, here’s an inspiration:
Use the best email marketing automation platform Moda to segment customers and personalize the automation flows. For example, you could offer higher discounts to customers who frequently make purchases or even those who have been inactive for a while.
By offering customers exclusive access to products, services, or discounts through email marketing automation, you can incentivize them to sign up for a membership program to encourage repeat purchases. These membership programs are set up with the best email marketing automation tools to segment your audience and target high-value customers with personalized offers and promotions.
We all know that it’s important to gather feedback from customers and identify areas for improvement. By asking customers to rate their likelihood to recommend your brand to others on a scale of 0 to 10, you can get a clear picture of overall customer satisfaction and identify areas where your business is excelling and areas where it needs improvement.
When you offer customers the option to subscribe to certain products or services, you create a recurring revenue stream and incentivize customers to make ongoing purchases. Start by segmenting your customers using email automation platform Moda. Target high-value customers with personalized offers while improving retention and hence brand reputation.
Here’s how Ollie offers subscriptions in their email marketing automation flows:
When you Google “what is email marketing automation? ”You come across a plethora of results but most forget one thing: email marketing automation, when done right, connects you with the right customers at the right time. For personalized email workflows, use the best email marketing automation platform Moda to deliver the right message at the right time in the customer’s buying journey.
Sign upfor your first free account to see how you can leverage Moda for effective email marketing automation.
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