24th July 2023

Enhance Your E-commerce Business with Effective Email Automation

Written By Krystian Poleszak

24th July 2023

Updated: 23rd April 2024

In today's competitive e-commerce landscape, email marketing remains one of the most powerful tools to engage your audience, drive conversions, and improve customer loyalty. Automations help to create and advance customer relationships, which are crucial for sustained success. Having to manually manage and send out individual emails to every customer is highly inefficient and in most cases not feasible. That's where email automation comes into play.

In this blog article, we delve into the world of email e-commerce automation, exploring popular types of automations available, as well as the benefits and features of using Klaviyo, a leading platform for e-commerce email automation.

email automation

What are Email Automations?

Email automations, also known as email flows, are a set of pre-defined emails which are strategically triggered by specific actions or events, as part of a continuous workflow. They allow you to send targeted, personalised messages to your customers at the right time, based on certain behaviours, preferences, or stages in the customer journey.


Popular Types of Email Automation

By automating repetitive tasks, you can save time and streamline your communication, whilst delivering relevant content for your audience. Here are some of the most commonly used automations in e-commerce:

1. Welcome Series:

A welcome series is essentially an automated introduction for customers who are new to your brand. Most welcome email automations include a sequence of emails sent immediately after a customer takes an action on your site, such as signing up to your newsletter, or making their first purchase. By providing a warm welcome, sharing information about your other products or services, and offering exclusive discounts or incentives, you can engage new customers and encourage them to come back.

2. Abandoned Cart Recovery:

Abandoned carts are a common challenge for e-commerce businesses. An abandoned cart automation aims to re-engage customers who have added items to their online cart but left without completing the purchase. By sending a series of reminder emails, which can include personalised product recommendations, review ratings, or limited-time discounts, you can entice customers to return to their cart and complete the transaction.

3. Post-Purchase Follow-up:

A post-purchase email automation enables you to thank your customers for purchasing, request a review, and recommend related products based on their recent purchase. Nurturing these existing customer relationships helps to build loyalty and drive repeat business. By staying connected with your customers, you can foster long-term loyalty and increase the customer's lifetime value.


Benefits and Features of Email Automation


Email automations allow you to create highly personalised experiences by leveraging your customer data. By segmenting your audience and tailoring content based on their preferences, viewing history, or purchase behaviour, you can deliver targeted messages that resonate with individual customers.

Increased Efficiency

Automated flows help to free up your valuable time and resources. Instead of manually sending reminder emails, you can set up workflows that automatically trigger the right message at the right time. This ensures consistent communication and allows you to focus on other aspects of your business.

Improved Customer Engagement

Deliver timely and relevant content, enhancing customer engagement through email automation. By providing personalised recommendations, informational content, or exclusive discounts, you can keep customers interested, increase open and click-through rates, and ultimately drive conversions.

Using Klaviyo for Email Automation

Klaviyo is a powerful platform designed for e-commerce businesses to optimise their email marketing efforts. With Klaviyo, you can leverage a wide range of automation features, including advanced segmentation, fully customisable email templates to match your branding, and in-depth analytics & reports. It integrates seamlessly with popular e-commerce platforms like Shopify, making its implementation hassle-free.

 Flow Deliverability Metrics

From Gmail and Yahoos stricter spam regulations that came into play from February 2024 there has been a stricter focus on email deliverability - flows included. This means ensuring that your flows are going to the right people and that any high spam, bounce or unsubscribe rates and low open rates are dealt with accordingly to ensure your brand maintains a strong sender reputation.


Many businesses can grow and leverage the opportunities in the world of e-commerce with email automation, a true game-changer in e-commerce. Deliver targeted and custom messages to your customers on a large scale.

By implementing a welcome series, abandoned cart flow or post-purchase follow-up, you can boost customer engagement, drive conversions, and foster long-term loyalty. As a Klaviyo Partner email marketing agency, we work frequently with email flows for all types of e-commerce clients. Speak to us today about revamping your current email automation strategy as part of our marketing support retainer.