Email marketing for stores: the essential automated flows

Email is still one of the channels with the best return for an online store, and most of that return comes from automated flows: emails that go out on their own when the customer does (or stops doing) something.

1. Welcome

When someone subscribes to the newsletter or registers. Introduce the store, what sets you apart and, if you use one, the promised incentive. It is the email with the highest open rate you will ever send.

2. Abandoned cart

One or two hours later. Remind them what they left, answer doubts (shipping, returns) and make it easy to come back in one click.

3. Post-purchase

On top of the confirmation: usage tips, product care, who to call with questions. A few days later, a request for a review.

4. Replenishment

For products that run out: “your coffee must be running low”, calculated from the purchase date and typical consumption. And an invitation to subscribe so they never have to think about it again.

5. Win-back

For customers who have not bought for months: new arrivals, something related to their last purchase and, where appropriate, an incentive.

6. Personal dates

Birthday or anniversary of the first purchase, if you have the data and the consent.

Measuring

Revenue attributed to each flow, unsubscribe rate and spam complaints. If a flow generates unsubscribes, it is annoying people: adjust the frequency or the content.