March 10, 2025
With email communication constantly evolving the way in which brands engage with customers continues to change. By setting up strategic email journeys, brands can nurture leads, increase engagement, and drive sales—all without constant manual effort.
Here are five essential automated email journeys that every ecommerce business should implement to maximise their marketing impact.
Your welcome series is often the first impression new subscribers have of your brand, so make it count. This email sequence introduces your business, builds trust, and encourages engagement right from the start.
A well-crafted welcome series should:
Greet new subscribers warmly.
Set expectations about what they’ll receive.
Offer an exclusive incentive, such as a discount or free shipping, to encourage a first purchase.
Introduce your brand’s story, values, and unique selling points.
Provide links to helpful resources like a style guide, FAQs, or featured collections.
To enhance effectiveness, consider segmenting welcome emails based on subscriber interests or demographics. For example, a clothing brand might send different introductions based on whether the subscriber is interested in men’s or women’s fashion. Additionally, incorporating visually appealing elements—such as product showcases or customer testimonials—can make your emails more engaging.
High open rates (above 50%) indicate strong subject lines and curiosity.
Click-through rates (CTR) over 20% show engagement with your content.
First-purchase conversion rates reveal how effective your incentive is.
Lower unsubscribe rates indicate a well-received introduction to your brand.
Cart abandonment is one of the biggest challenges in ecommerce, but automated emails can help recover lost sales. When a customer adds items to their cart but doesn’t complete the purchase, a timely reminder can bring them back.
An effective abandoned cart email should:
Remind customers of the items left behind.
Use persuasive language and urgency.
Offer an incentive, like a discount or free shipping, to encourage conversion.
Include high-quality images of the abandoned products.
Use dynamic content to personalise messages based on user behavior.
A follow-up email a day or two later can further improve recovery rates. If they still don’t complete the purchase, a final reminder with social proof (such as product reviews) or limited-time urgency can be the push they need.
Recovery rate (aim for 10-20% of abandoned carts converted to purchases).
Email open rates above 40% show interest in the reminder.
Click-through rates of 15-20% indicate strong intent.
Increased average order value (AOV) if the email successfully upsells or cross-sells.
The customer journey doesn’t end after a purchase. A well-timed post-purchase email enhances customer satisfaction and encourages repeat business.
A great post-purchase email should:
Thank the customer and confirm their order.
Provide shipping details and expected delivery times.
Suggest related products or accessories based on their purchase.
Include tips on how to use the product effectively.
Encourage the customer to join your loyalty program or follow you on social media.
Ask for a review or feedback on their purchase.
Following up a week or two later to check in on the customer’s experience can increase brand loyalty. This is also a great opportunity to request reviews or encourage social media engagement.
High open rates (above 50%) suggest a strong post-purchase connection.
Review submission rates indicate customer satisfaction.
Increased repeat purchase rate over time shows long-term success.
Engagement with user-generated content (UGC) like photos or testimonials.
Reactivation rate (10-20% of inactive users engaging again is a strong result).
Click-through rates of 5-10% indicate interest in offers.
Lower unsubscribe rates show that content is still relevant to them.
Increased engagement with future emails suggests successful re-engagement.
Increased lifetime value (LTV) of customers who receive these emails.
Higher engagement rates (open and click-through) compared to regular emails.
Growth in VIP program sign-ups and referral conversions.
Increased frequency of repeat purchases.
Implementing these five automated email journeys can transform your ecommerce marketing. From welcoming new subscribers to re-engaging dormant customers, each journey plays a key role in boosting sales and fostering customer loyalty.
As ecommerce competition grows, automated email marketing isn’t just an advantage—it’s a necessity. By leveraging these strategies, you’ll create a more personalised, effective, and profitable email marketing system.
At Candid Digital, we specialise in helping ecommerce brands craft automated email strategies that drive results. Whether you’re looking to increase engagement, recover lost sales, or boost customer loyalty, we’ve got you covered. Get in touch today and let’s elevate your email marketing strategy!
Candid Digital, Fenchurch House, 12 King St, Nottingham, NG1 2AS
Candid Creative, Innovation House, Cray Rd, Sidcup, DA14 5DP
