6 Types of Automated Emails Your eCommerce Store Must Be Sending

There’s no denying the power of email—especially for eCommerce businesses.

In order to keep your leads moving through the sales funnel—and to keep your previous customers coming back for more—it’s important to be sending out certain automated emails.

In particular, there are six different types of automated emails that every eCommerce site must be sending on a daily basis in order to drive more business.

Here’s what they are:

1. Order Confirmation

Once a customer makes a purchase from your store, you should send them an order confirmation email, confirming that their order is being processed, the order’s contents are accurate and the shipping address is accurate.

Most customers expect the order confirmation email to be sent almost immediately after they have placed an order. This email serves as sort of the digital receipt that a customer would come to expect from a brick and mortar store and can be used as a reference point for customer service inquires or additional order questions.

2. Shipping Confirmation

The shipping confirmation email is similar to the order confirmation email in that it assures a customer that their purchase is on its way. It also allows the customer to review their order once more and review the details regarding shipping.

Online consumers have come to expect shipping confirmation emails as assurance that everything regarding the shipping of their order is running as planned. Not having a shipping confirmation email creates doubt in the customer’s mind and makes them wonder if the company they ordered from is as credible as they thought it was.

3. Welcome Series

Once your user creates an account or provides you with their contact information, you will first want to send them an email asking them to confirm their account and thanking them for subscribing.

Once they have confirmed their email address, send them another email thanking them for doing so. You can also use this second email as an opportunity to encourage your new subscribers to follow you on social media or send them links to some of your most popular content.

4. Upsell Email

Once your users have purchased from you, you should be encouraging them to purchase more (upsell). But the upsell should relate to their previous purchase somehow.

For instance, if your users purchase a computer from you, then you could upsell a computer case or mouse to go along with it. Just don’t oversell. If your customers have only spend $30, then you are probably pushing your luck by upselling a product that is $500.

5. Cart Abandonment Reminder

The cart abandonment email is a response to customers who make it to checkout but then leave before making a transaction.

This email allows you to persuade your almost-customers to complete the transaction they initiated. By reaching out to these leads via email, you can cater messages to them based on the products you know they are already interested in.

To increase the likelihood of people responding to these emails, you can offer discounts, add a positive product review or mention that the supply is limited.

6. Order Follow-up

Order follow-up emails are an unexpected but welcome form of communication that shows consumers that you care about their experience.

By thanking your consumers for their order and asking them to provide their opinion—in review form or directly to your customer service reps—you are able to get valuable feedback about your products.

This order follow-up email can also be used to drive customers back to your website and indirectly remind them to do business with you again. After thanking them for their purchase, for example, you could show them other products that are similar to what they purchased.

Or if you want to provide your customer with some more value, you could include information about how to use or care for the product they purchased.

Automating Your Transaction Emails

Once you have decided on the content, it’s time to set up all of your emails with a reliable automated email software. That way, all six emails will be sent out automatically depending on the action that the user takes.

Need help creating the content for those emails or setting them up? Get in touch—we’d be happy to help.

What other transactional emails do you use or would you recommend? Let us know in the comments!

Note: This blog post was originally published on June 4, 2014 on the Sa Growth Blog and has been updated for accuracy.


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