Ultimate Guide to Ecommerce Automations

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If you’re an ecommerce business owner looking to unlock the full potential of email marketing, you’re in the right place.

And don’t worry, service-based businesses—I’ve got you covered with another blog, Top Automations in Email Marketing for Service Businesses.

The goal here is to open your eyes to the amazing possibilities email marketing offers: more sales, better engagement, and a smoother workflow with emails running on autopilot.

Now, we’re skipping the usual welcome series today, so if you need help, head over to the Email Marketing Superstore and check out my Welcome Series Builder courses.

Instead, we’re diving into 10 unique automations specifically designed for ecommerce. Whether you’re familiar with these automations or they’re entirely new to you, you’re in for a treat.

So, let’s get started and explore these essential ecommerce automations!


Automation 1 – Abandoned Cart

The first out of the ecommerce automations to consider is the abandoned cart series.

This comes into play when someone goes through your checkout process, enters their email address, but doesn’t complete the purchase.

Obviously, it’s crucial to remarket to these potential customers.

You can use this series to simply remind them that their cart is still waiting for them, encouraging them to return and complete the purchase.

It’s also an opportunity to check in and see if they have any questions or concerns. For example, if you sell shoes and know that sizing is a common concern, you can include a link to your sizing guide to help them choose the right fit.

You could also highlight your exchange or refund policy, guarantees, or any other information that will help them make that final decision.

Additionally, you could offer an extra incentive down the line, such as free shipping, especially if shipping costs might have been the reason for abandoning the cart.


Automation 2 – Browse Abandonment

The second ecommerce marketing automation is browse abandonment.

This targets those who browse your site but don’t add anything to their cart.

A key point here is that this only works for subscribers who already have your cookie. So, if I visit your site and I’m not on your email list, I won’t receive this email.

However, if I’m already a subscriber and I browse your site without making a purchase, you can send me an email.

This email could either be coincidental, offering a special deal on the item viewed, or it could be more direct, saying, “Hey, I saw you checked this out. Do you have any questions? I’d love to support you with it.”

This personalised approach helps re-engage potential customers and encourages them to complete their purchase.


Automation 3 – Customer Thank You

The third type of ecommerce marketing automation is the customer thank you email.

This follows a purchase and is essential for enhancing the post-purchase experience and providing excellent customer service.

You can keep it simple with a single email saying, “Thank you so much for supporting my small business. Here’s how you can get support.”

Alternatively, you can create a full series covering product care, FAQs, and usage tips.

You can also consider tailoring your thank you emails based on whether it’s a first-time or repeat purchase – get fancy and have different sequences depending on the specific product or product category purchased.

There are endless possibilities here, which is exciting, but if you haven’t started yet, at least add that initial customer thank you email.


Ultimate Guide to Ecommerce Automations


Automation 4 – Product Review

The fourth type of ecommerce marketing automation is the product review request.

If you already use third-party software for this, you can skip setting it up in your email marketing software.

However, if you don’t have a review request email in place, it’s a fantastic way to gather reviews for your website.

Sending a simple email asking customers to leave a review can significantly boost your product’s credibility!

For instance, if you use something like Klaviyo for your email marketing, you can include a link that takes them directly to the product page where they can easily write their review.

This seamless and straightforward process encourages more customers to share their feedback, making it one of the most vital ecommerce automations.


Automation 5 – Upsell or Cross-Sell

The fifth type of marketing automation for ecommerce is the upsell or cross-sell, another post-purchase strategy.

This one kicks in immediately after someone purchases.

For example, if a customer buys shampoo from your store, the system can trigger an email suggesting they also purchase your conditioner.

You might want to send an email saying, “Hey, you bought this, but you might also like this,” and offer a special deal, such as a bundle price or a code for free shipping to combine the orders.

This is a great opportunity to get some extra sales straight off the bat!


Automation 6 – Replenishment Email

The sixth type of marketing automation for ecommerce is the replenishment email, perfect for consumable products that need refilling.

A classic example is moisturizer.

If it typically takes about three months for someone to finish a tub of moisturizer, you can send an email two months after their purchase asking if they’re running low and inviting them to reorder.

This email can include a direct link to add the product to their cart and a PS suggesting related items they might also like to try.

This is a great way to encourage repeat purchases and keep your customers coming back.


Automation 7 – Customer Win-Back Email

The seventh type is the customer win-back email, which is similar to the replenishment email.

This is used when someone hasn’t made a purchase for an extended period, and you want to re-engage them.

Typically, this period is at least twice as long as the timeframe used for the replenishment email.

You can send a simple “we missed you” email to remind them of your brand and encourage them to return.

Alternatively, you can include a special offer to entice them back, such as a discount on your products.

This approach helps to reignite their interest and prompt them to make a purchase from you again.



For more, get the course Ecommerce Automations


Automation 8 – Stock Alerts

The eighth type of ecommerce marketing automation is back-in-stock alerts.

While your Shopify site might handle this automatically, platforms like Klaviyo can also manage this function seamlessly.

This feature is particularly useful for your most popular products…

If an item goes out of stock, you can add a signup subscription box on its product page, inviting customers to enter their email address to receive a notification when it’s available again.

Once you replenish the stock levels in your Shopify store or any other platform, the system automatically sends out an email to those who signed up.

It’s as simple as that!


Automation 9 – Birthday Offers

One of the most underrated ecommerce automations is the birthday offer!

This gesture not only shows appreciation but also fosters a stronger connection with your customers, making them feel valued and appreciated.

To be able to do it, capture someone’s birthday date when they sign up – then send them personalized birthday offers.

You can keep it simple with a message like, “Hey, here’s something special for you on your birthday,” or you can offer a delightful freebie to make their day extra special.


Automation 10 – Purchase Anniversary

The final type of marketing automation for ecommerce that I recommend is the purchase anniversary email.

This automation offers a unique way to reconnect with customers, celebrating the milestone of their first purchase from you.

You can send a message saying, “Hey, it’s been a year since your first purchase with us,” or acknowledge their loyalty over time.

Express gratitude by offering a discount code or a special offer exclusively for them.

An amazing tool to enhance these automations, especially with Klaviyo and Shopify, is the ability to generate unique, expiring discount codes tailored to each subscriber.

These codes are created dynamically at the moment the email is sent, managed through Shopify, and can be set to expire based on your chosen conditions.



As you can see…

There is a lot you can do with ecommerce automations!

This might seem overwhelming, but I encourage you to start with one and build from there. Automating these processes can significantly reduce the pressure of having to constantly send promotional emails.

Imagine having all these emails set up and automatically going out – it would take a lot of pressure off your regular email campaigns, ensuring customers are engaged and likely to buy at the right moments…

If you want my support and guidance with this, or if you prefer to hand this over to someone, I occasionally offer done-for-you services or VIP days to set up these automations for you. Just head to yaelkeon.com/everything to check out your options.

Otherwise, for more ecommerce specific guidance, check out my course, ECOMMERCE AUTOMATIONS, to learn how to get more sales and provide amazing customer service in your sleep!




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