Everything You Need to Know About Ecommerce Email Workflows

Guide to Ecommerce Email Workflows
  • By Sakshi Arora,
    Published on: Nov 30, 2022
  • Updated on: Mar 30, 2023
  • Email Marketing

It comes as no surprise that after the pandemic, ecommerce sales skyrocketed which resulted in intense competition. Thus, to stand out in the market and attract customers, an ecommerce business needs to go above and beyond. Email remains the most effective platform among various marketing channels to drive sales.

Email outperforms several marketing mediums as they offer exclusivity and personalization to the target audience. Email gives you an advantage to segment your target audience based on gender, age, demographics, and geographical location. And email workflow plays an integral role here by sending personalized emails/messages that hit the right chords with your qualified leads.

So, let’s take a look at ecommerce email workflows, how to automate an email workflow, the benefits, and the top five email workflows you need today.

What Is an Email Workflow?

An automated email workflow is a sequence of emails triggered to subscribers depending on their contact details, behaviors, or interests. These emails combine to achieve an objective, such as signing up for a service or making a purchase. Email workflows are important to everyone, but it is essential if you experience the following:

  • Inconsistent email communication
  • Bad customer lifecycle
  • Loads of manual workload

You can use an email workflow to start activities depending on the lead-related information you have. This enables you to deliver the proper information to the right person at the right time. Putting in place a powerful marketing automation system may yield productivity, enhance client connections, and eventually increase conversions.

Triggers on the other hand are responsible for sending the process to leads. It can do any activity that is integrated with another function of your email system.

How Automated Email Works?

The automated email simply works when your email service provider (ESP) automatically sends a message/response, and when an individual takes (or sometimes does not) a specific action on your website or mobile application.

Let’s take an example:

  • When someone visits your website, they could fill out forms, download an ebook, etc. The email marketing database receives them as a new entry.
  • Based on criteria like where they are, what they like, how they behave, etc., they are categorized into several audience groups.
  • An email campaign is created by the marketer, where rules and triggers are defined, a drip campaign is created, and emails are scheduled.
  • The target lead receives’ emails based on the guidelines and campaigns created.

Benefits of Ecommerce Email Workflow

  1. Email automation helps to maintain brand consistency that fosters long-term and valuable relations with customers.
  2. Drip campaigns as compared to Facebook and Twitter are 40 times more effective for customer acquisition.
  3. By sending scheduled automated emails to your prospects over a predetermined length of time, email automation keeps the audience engaged.
  4. By sending relevant and personalized messages, automated email allows you to build strong relations and create consistency with your consumers.

Top 4  Email Workflows You Need Today

1. Subscriber Welcome Email Series

The first point of contact between a company and a consumer. Thus, it is important to make a good first impression through your welcome emails. Leverage welcome email to connect with your leads – introduce your brand, add facts/information to engage customers, and intrigue them about your services or offers.

Your welcome series can be like this:

Email 1 – Say “Thanks” and Welcome Them

Begin by extending a warm welcome to new subscribers by thanking them for choosing to receive your emails. Sending a thank-you message expresses your gratitude. You can use a single line of text with emoticons, or you can get creative and include images or animated GIFs.

Email 2 - Introduction to the Brand

Not everyone who subscribes to your newsletter knows about your brand, so it is important to share some relevant information. And a welcome email series is the best way to do so, you can share “Who, What, and How” about your brand.

Email 3 – Deliver Your Incentives

This is the perfect opportunity to give any incentives you promised as a thank you for signing up, such as a guide, a discount code, or an exclusive deal. You shouldn't hold your new subscribers. 

Email 4 – Recommend Products in a Creative Way

It is extremely competitive out there for ecommerce stores. Hence, you need to go make the most of your welcome email series. You have the opportunity to introduce products to potential subscribers as best you can. So work on your strengths – add eye-catching images of happy customers, share your best-selling products, show discount products, and much more to keep them interested.

2. Post-First Purchase Email Series

You've already overcome the first obstacle when a consumer makes their first order. Getting them to become repeat shoppers is the next challenge. And this is where the post-first purchase process enters the picture. Use this email series to ensure your brand is the first thing that comes to customers’ minds when they plan to shop. And this can be achieved through personalization. You can use the following email series.

Email 1 – Confirm Order with a “Thank You” Note

Order confirmation emails have an average of 67% open rate and 17% click rate. This means that customers are eager to check their emails after placing an order. So, a positively added “Thank You” note is the best way to establish a connection with them. Moreover, it provides a satisfactory post-purchase experience, building trust among purchasers and brands.

Email 2 – Follow-Up Mail with Shipment Confirmation

Of course, an order confirmation email is exciting, but the shipment confirmation email is sheer bliss. Finally, they will receive their order, or at least they will know when to expect it. A proper timeline is a wonderful trust builder, encouraging them to engage more with you.

Email 3 – Cross-sell Related Products

Your post-purchase emails should include product recommendations. As long as you provide a relevant recommendation, it will benefit both the consumer and your company. Cross-selling products that satisfy the customer's demands foster customer satisfaction and long-lasting connections. Cross-selling can also boost sales and generate revenues.

Email 4 – Request a Review

Any e-commerce business, especially targeting a huge customer base should gather feedback from its customers. These emails not only give you important social proof, but they also assist you to learn how your clients interact with your buying process and products.

3. Post-Repeat Purchase Email Series

Build enduring relationships with clients. Reward them and let them know you value their loyalty. Customers when appreciated and rewarded are less likely to switch brands, plus they can also be turned into brand ambassadors promoting your products through their channels. However, for this email series, you need to segment customers based on their purchase and order behavior. You can use the following emails for this series:

Email 1 – Offer a Discount

A discount offer for a reorder or second order should be included in your first post-repeat purchase email. They already bought the product, and if they gave your positive review, you know they liked it.  Hence, now is the perfect time to convince them to place another order at a discounted price.

Email 2 – Send Replenishment Emails

For e-commerce companies that offer products with a limited shelf life, replenishment emails are hugely beneficial. After reviewing your customers' purchasing history, you can determine what your consumer enjoys and perhaps even wants. You know they will be buying it. So, your goal here is to make sure that they buy it from you. Create urgency with the best tagline, so your customers can't resist buying instantly.

Email 3 – Use Gamification and Rewards

Genuine and interesting interactions earn far higher engagement than commercial ploys. Gamification is one of the best ways to attract and reward customers. For the customers, it is fun. So, instead of direct offers, you can use quizzes, surveys, or spin-the-wheel challenges. This stimulates their interest and motivates them to take part. Gamification emails are a fantastic method to increase loyalty.

Email 4 – Request For Referrals

Nothing beats a good referral. Referrals are the most reliable type of advertising by far. So, send an email request, and make it simple for your loyal customers to tell their friends and family about you. And, you can thank them for passing along recommendations.

4. Win Lost Customers Back Email Series

The win-back series aims to re-engage customers who have previously made a purchase but haven't visited your website in a long time. The benefit of this type of email series is that it is usually simpler and less expensive. All you have to do is express your appreciation for their initial purchase and provide them with a reason to return.

Email 1 – Simple Greeting Email

One of the common reasons for customers leaving is when their loyalty is not recognized. Start with a simple greeting message without going overboard. Remind them why they chose you in the first place and tell them how you have become better than ever. Make them feel valued and appreciated by keeping the content crisp and concise.

Email 2 – Offer Hard-to-Resist Incentives

Not everyone will respond after your first email. Probably many will not even open your greetings email. The second email should definitely start with exciting incentives. An incentive can be anything from bonus gifts to prices or discounts, but remember to create urgency. FOMO acts as a ticking time bomb that makes your customers take you seriously.

Email 3 – Ask for Feedback

Feedback emails are best to understand the reasons behind lost or disengaged customers. The feedback can either get customers back if they are satisfied with your persuasion/you can ensure they are your top priority or it will help you improve your email campaigns, customer experience, and customer service.

Email 4 – The Last Resort

This email is your final attempt to get back to disengaged consumers. The email informs the subscriber that you will delete them from the mailing list in 'X days' if they don't click the CTA to stay on the list.

This email is the best way to motivate people to stay connected, as FOMO is a powerful motivator in this online savvy world. Plus, if your customers opt out, it helps you to keep your list clean from inactive subscribers and will only provide you with qualified leads.

Wrapping Up

Email workflows foster personalization, which helps in attracting your target customers. Particularly, automated emails are extremely relevant and bound to drive action. Creating an automated email workflow is not a complex thing, but to do it successfully, you have to articulate the workflows and create captivating emails.

Build your first automated email workflow with the help of experts at Growth Natives. Reach out to us at info@growthnatives.com.

Author Box

Sakshi Arora

Sakshi Arora is a seasoned content writer and editor with extensive experience across various industries including B2C, B2B, travel, e-commerce, and IT. In her free time, she enjoys expressing her creative side through painting and writing poetry. She also finds solace in nature and has a deep spiritual connection. Music brings her immense joy.

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