Email automations is a feature that allows you to set up time or action based triggered emails to subscribers. Since the emails are triggered based on the shopper’s behavior, it is highly personalized to the shopper’s needs. Such emails are set up to nudge your shoppers to take action on your Shopify store.
But, why can’t you just send generic promotions in your newsletter? Automated emails are highly personalized and are sent based on a shopper’s activity on your store. Due to this, they see higher engagement rates. In fact, triggered emails have a 70.5% higher open rate and 152% higher click-through rate than generic email newsletters. Such emails increase your conversion rates by 53%.
If you haven’t set up automated emails on your store, you’re missing out on turning shopper interest into revenue! With automated emails, you can target shoppers in a timely manner and bring them back to make purchases. It gives you more leverage over your competitors and helps you build customer loyalty.
Here are 10 automated emails that we suggest you set up on your eCommerce store:
10 Email Automations to Set Up on Your Shopify Store
1. Cart abandonment reminder
Cart abandonment rates are as high as 69% and most merchants face this problem of losing revenue in their carts. Tackle this problem with a timely sequence of abandoned cart emails. You can set up a sequence of 3 cart abandonment reminders, with intervals of 1 hour, 24 hours, and 48 hours between the emails.
You can set up different offers and tactics to nudge the shopper to complete their purchase. Set up a discount ladder, use urgency in your copy (especially your subject line), provide free shipping, or show similar products to upsell to the shopper.Pro-tip: It’s important to understand which of these tactics convert your shoppers better. Test out these tactics and pinpoint the tactic that sees higher conversion rates. For some merchants, free shipping gets the cart through checkout. For others, a discount ladder has more effect.
2. Welcome series
A welcome email is typically the first communication touchpoint for the shopper. Setting up an automated welcome email is a great way to engage the shopper with your brand and create a personal connection. Users who receive a welcome email show 33% more engagement with the brand. You can grab inspiration for your welcome email series from Casper.
Pro-tip: Always aim to improve the messaging in your welcome email. Your goal should be to see higher open and click rates through the welcome email. Test out different copy and tactics in your welcome email and track their performance with your RevTap analytics dashboard.
3. Transactional emails
Updating your customers about their order is a crucial part of delivering a positive shopping experience. Set up transactional emails that update the shopper about their order— an email confirming the order, another informing them that their item is shipping (along with a tracking link), and an email confirming delivery.
This open communication sequence will assure the shopper about their order. Shoppers are more likely to even come back and shop with you, after experiencing how easy it was to keep a track of their order.
Pro-tip: Transactional emails often see 8x open rates and generate 6x revenue. Use this opportunity to cross-sell products related to the product that the shopper bought. You can also show related products. Monitor your analytics and learn how this tactic works. Based on the results, you can optimize the copy and restructure the recommendations you have set up.
4. Browse abandonment
A huge percentage of your store visitors are just visiting your store and they don’t even add an item to their cart. A browse abandonment is one kind of email automation that will do just the trick to bring back shoppers to purchase from you. Browse abandonment emails see 80.9% higher open rate and 50.5% higher click-through rate than traditional emails. So, if you haven’t set up browse abandonment reminders, it’s time you do!
Besides showing the product that the shopper last looked at, you can add ‘Recently Viewed’ widgets or recommend similar products. Use the email to add more context and give shoppers more options for what they can buy from your Shopify store.
Pro-tip: How are your shoppers engaging with your browse abandonment emails? At what time are they opening the email? Does a 1-hour interval work better for your browse abandonment messages? Understanding these elements of your automated email can help you improve its performance.
5. Back in stock emails
Stockouts are inevitable. But, losing interested customers isn’t! Set up a back-in-stock subscription to let your shoppers stay updated about product availability. Once the product is back in stock, the shopper will be sent an email letting them know they can now shop the product. Best way to ensure you don’t lose interested shoppers!
The subject line in your back-in-stock email is crucial. Always use this limited character space to remind shoppers they subscribed to these updates. Moreover, remind the shopper about the product with a picture of the item in the email. This is sure to jog their memory and they’ll head to your store instantly.
Pro-tip: Use analytics to understand which products come back to shop the product once they receive the in-stock update. If your analytics show poor responses from customers, you can tweak your copy and change the button’s placement to improve results.
6. Re-engagement emails
You’re sure to have shoppers who bought from your store once and then disappeared. You don’t want them to forget about you. O Re-engagement email is one of the best email automations to set up, giving lapsed shoppers a discount to win them back.
Many email marketers set up re-engagement (or win-back) campaigns to re-engage inactive shoppers. Such campaigns are focused on ensuring that you don’t lose shopper interest and have a chance to increase your customer loyalty.
When you first set it up, revise the copy of these win-back emails on a weekly basis and test how shoppers respond to it. Use A/B testing to understand which subject lines increase open rates and how you can place your content to effectively make shoppers click through to your store.
Pro-tip: Analyze your customer segments on your RevTap analytics dashboard. Here, you can see lapsed customers, customers who bought x days ago, etc. Once you set up re-engagement emails, you’ll notice the segments changing based on responses from your lapsed customers.
7. Review requests
Reviews are proven to boost your credibility. 77% of customers read product reviews before making a purchase. So, if you haven’t enabled reviews on your product pages, it’s time you’ve set them up!
Set up an automated email to request shoppers for reviews of the product they bought. You can allow shoppers to add photos of the product to give store visitors an authentic picture of your product. Incentivize reviews by rewarding your shopper with loyalty points.
Pro-tip: Measure how much shoppers are reviewing your products. A low conversion rate on reviews shows that your shoppers are interested to engage with your store. You want your shoppers interested in interacting with your brand!
8. Loyalty programs
80% of your company’s future revenue will come from just 20% of your existing customers. With the eCommerce industry saturated with too many stores, shoppers have enough options to choose from. You need to be a cut above the rest. Loyalty programs will help you create a personalized shopping experience and create deeper relationships with your shoppers.
Once set up, send emails about your loyalty program to shoppers who have bought from you 3 or more times. Explain your loyalty program in your email and set up automated emails to let shoppers know when they level up on your loyalty program or are eligible to redeem their points. Read LoyaltyLion’s blog about writing loyalty program emails.
Pro-tip: Target specific customer segments like VIP customers and set up automated emails about your loyalty program for this specific segment. You can also choose to set up automated emails nudging a second purchase from one-time shoppers and using the loyalty program as the reward.
9. Price Drop Emails
Oftentimes, your shoppers end up buying a product because it is too expensive or outside their budget. By giving them an option to subscribe to product drop updates, you can allow them to come back when the product’s price drops or when there is a sale.
Set up price drop emails that send an automated email to the interested shopper when the price of the product drops. To learn more, read this extensive guide to price drop emails.
Pro-tip: Your analytics dashboard will tell you which products are bought only when there is a price reduction and the percentage of customers who prefer to shop at discounts. This can also help you pinpoint which products need to be optimized by price so that shoppers are more willing to buy it.
10. Referral marketing
Many eCommerce stores don’t prioritize referral marketing. However, referral marketing is one of the most effective ways to acquire new customers and increase revenue. Referral marketing generates 3-5x higher conversion rates than any other channel.
Set up automated referral emails asking customers to refer your store to a friend. Incentivize referrals with a coupon, loyalty points, or a flat amount off on the shopper’s next order. Not sure how to write referral emails that convert? This blog by Talkable has all the best practices to write stellar referral emails.
Pro-tip: Test out different offers to see which one your customers are likely to take action for.
Use RevTap to make your email automations convert better
We hope this blog helps you set up automated emails. With RevTap, you can grab customer and marketing performance data to segment your customers based on their activity on your store. Using these analytics-driven customer segments, you can send personalized emails that drive higher sales. Your store analytics can help you understand what works and doesn’t. Enable an integrated analytics dashboard and tap into revenue opportunities now!