E-commerce email marketing: creating automated sequences that convert
Email marketing remains the channel with the best ROI in digital: an average of €36 for every euro invested. Yet, most e-merchants simply send a monthly newsletter without a true automation strategy. Automated sequences (also called workflows or flows) work for you 24/7: they send the right message, to the right person, at the right time, without your intervention. This guide provides you with templates and best practices to create sequences that generate continuous revenue.
Why automated email is so effective
Automated emails significantly outperform classic newsletters in terms of performance.
Key figures
Automated email open rate: 45 to 60% (vs 15-25% for newsletters). Click-through rate: 10 to 15% (vs 2-5%). Revenue per email sent: 3 to 5 times higher than newsletters. Automated emails account for an average of 20 to 30% of the email revenue of a well-optimized e-commerce business, while requiring no daily effort once configured.
The principle of contextual relevance
An automated email is triggered by a customer action (subscription, cart abandonment, purchase, birthday). It therefore arrives in a relevant context where the customer is receptive. This is the fundamental difference from a newsletter sent at the same time to your entire database.
The welcome sequence: your first impression
The welcome sequence is the most important. It's your best chance to turn a subscriber into a customer.
Email 1: Immediate welcome
Sending: immediately after subscription. Content: thank you, brand presentation (values, history, differentiation), delivery of welcome code if promised, highlighting your best-sellers. Goal: create an emotional connection and encourage the first purchase.
Email 2: Your story (Day +2)
Content: your mission, your commitments, customer testimonials, certifications and labels. Goal: reinforce trust and differentiation. Brands that tell their story build a stronger relationship with their customers.
Email 3: Buying guide (Day +4)
Content: guide to choosing the right product, comparison of your ranges, recommendations based on needs. Goal: remove hesitation and facilitate the first purchase. If the customer still hasn't bought, this email gives them the keys to decide.
Email 4: Last chance (Day +7)
Content: reminder of the welcome code with expiration date, gentle urgency, additional testimonials. Goal: convert undecided customers with a legitimate sense of urgency. This 4-email sequence can generate a conversion rate of 8 to 15% for new subscribers.
The abandoned cart sequence: recovering lost revenue
70% of carts are abandoned. A well-built sequence can recover 10 to 15% of them.
Email 1: Gentle reminder (Hour +1)
Tone: benevolent, not aggressive. Content: "Did you forget something?", visual of abandoned products, return to cart button. No promotion at this stage. Many customers abandon due to distraction, not deliberate choice.
Email 2: Reassurance (Hour +24)
Content: answers to common objections (return policy, payment security, customer reviews on abandoned products), quick FAQ, link to customer service. Goal: remove obstacles that prevented the purchase.
Email 3: Incentive (Hour +72)
Content: limited-time offer (free shipping, -10%, free gift). Create a sense of urgency with a clear expiration date. This is the last lever to convert the most hesitant carts.
The post-purchase sequence: turning customers into advocates
The relationship doesn't end with the purchase. The post-purchase sequence builds loyalty and increases customer lifetime value.
Email 1: Enriched confirmation (immediate)
Beyond simple order confirmation, add: a sincere thank you message, delivery tracking information, customer service contact details, product usage tips if relevant.
Email 2: Satisfaction follow-up (Day +7 after delivery)
Ask the customer if everything went well. Provide a link to customer service in case of problems. Offer to leave a review. Customers asked for a review within 7 to 14 days of receipt have a 3 times higher response rate.
Email 3: Cross-sell (Day +14 after delivery)
Recommend complementary products based on the purchase made. Use personalization: "Customers who bought X also love Y". Post-purchase cross-selling can increase your revenue per customer by 10 to 20%.
Email 4: Repurchase reminder (Day +30 to Day +60)
Depending on your consumption cycle, send a reminder when the customer is likely to need to repurchase. Cosmetics: 4 to 6 weeks. Food: 2 to 4 weeks. Fashion: 6 to 8 weeks. Adapt the timing to your product.
Best practices for maximizing impact
Beyond sequences, a few fundamental principles determine the success of your email marketing.
Deliverability
Use an authenticated sending domain (SPF, DKIM, DMARC). Clean your database regularly (remove inactive users after 6 months). Maintain a bounce rate below 2%. If your emails go to spam, no sequence will be effective.
Personalization
Beyond the first name in the subject line, personalize content based on behavior: products viewed, purchase history, order amount. Personalized emails generate 6 times more transactions than generic emails.
Mobile-first design
65% of emails are opened on mobile. Use a single-column design, large buttons, short texts. Test each email on mobile before deploying it. An email unreadable on mobile is a lost email.
Recommended tools
Several platforms allow you to create these sequences without technical skills. Klaviyo is the reference for e-commerce (native Shopify integration, advanced segmentation, powerful templates). Mailchimp is a good alternative for small budgets. Brevo (formerly Sendinblue) is interesting for the French market with good value for money. Choose a tool that integrates natively with your e-commerce platform to benefit from customer data synchronization and automatic triggers.
Key takeaways
- Automated emails generate 3 to 5x more revenue per email than newsletters
- The welcome sequence (4 emails) converts 8 to 15% of subscribers
- Abandoned cart recovers 10 to 15% of lost revenue
- Post-purchase increases LTV by 10 to 20%
- Deliverability is the #1 prerequisite
- Test everything on mobile before deploying
Checklist
- Welcome sequence (4 emails) configured
- Abandoned cart sequence (3 emails) active
- Post-purchase sequence (4 emails) in place
- Email authentication (SPF, DKIM, DMARC)
- Mobile-first design verified
- Behavior-based segmentation
- Database cleaning scheduled every 6 months
- A/B test on email subject lines
Frequently asked questions
How many emails to send without being intrusive?
Which email tool to choose for beginners?
Should I offer a discount in the welcome sequence?
How to avoid spam?
Need to set up your email strategy?
We configure your automated sequences and optimize your email marketing strategy to maximize your revenue.
Discover our email offering