Best Email Automation Moves to Enhance E-Commerce Business

What is Email Automation?


Email automation is the ability to send time or action triggered emails to subscribers with relevant information. Automation is useful for a variety of different marketing purposes.

Email automation is when you set up email operations to be communicated either based on a trigger or a transpired period.

For example, when a consumer first expresses up for your newsletter or generates a description of your store, you know you have to send a pleasant email. But doing this manually every time you got a new contributor would be time-consuming and exasperating (especially if you’re competent at email capture).

So, you would place up an email that would go out to your diverse innovative supporters/clients.

Email automation can go so much moreover than simple refreshing emails though. This ensures that you’re sending the right message at the right time every time, without lifting a finger. And that’s perhaps the biggest benefit of email automation. But there are even more benefits to using automated email workflows.

Advantages of Email Automation


There are at most insignificant five good purposes to start addressing automated emails:

1. Automated emails help you significantly boost wealth. Their exchange rate is 5-10 times more precious than promotional newsletters. We discovered that left cart email automation workflows on Black Friday boasted an open rate of 37.69% and an overall investment rate of 2.13%.

Recognizing that 7 out of every 10 carts are distributed, gaining over 2% of those lost sales is astronomically immeasurable.

2. Automated emails are always relevant to your consumers. This signifies you won’t be shattering messages to your purchasers without a cause – they will be contextual at the right time.

3. Automated emails don’t break usual newsletters – they complement them. Email automation helps you produce regular brand communication.

Not all of your emails should be promotional. You may send a “Thank you” email after a purchase, a “Birthday” email, etc. All of them can be automated and communicated while you relax.

4. Marketing automation does not require much of your time. You initiate up emails once, and they proceed to do the job later.

5. You don’t stay underdeveloped your adversaries. According to Lead Space, nearly 82% of organizations rely on some form of email automation. So, if you still don’t have any automated workflows allowed, you’re manipulating out.

Patterns of Email Marketing Automation Workflows You Should Unquestionably Put to Use

1. Subject Workflows

Principal Triggers: Page Illustrations or Content Offer Downloads

Create a workflow for each of the industry-related subjects you generate content about. So if, hypothetically, you're a unicorn herdsman whose principal content topics involve unicorn diets, unicorn clothing, and unicorn boarding, you could bucket your content retailing propositions (e.g. eBooks, webinars, kits, etc.) and blog posts by these problems, create an email workflow for each question, and trigger the relevant workflow when one of your communications views a page or downloads a suggestion clustered around that topic


You can trigger a content download workflow based on a class of prostration from a machine like HubSpot’s free exchange means, HubSpot Marketing Free. (HubSpot customers: You can add Contact Flows, HubSpot's pop-up information, as an add-on by grasping the directions hereabouts. To trigger a computerized workflow in HubSpot, you can practice the “Lead Flow Submission” right as the opening situation.)

So if a connection downloaded your eBook called 10 Tips for an Equitable Unicorn Diet, your "unicorn diet" workflow would be triggered, transferring that communication other important content, like blog support about unicorn dietary suggestions.

2. Web Clients/New  Consumers Welcome Workflow

Principal Trigger: Agreement to Your Blog

Convey your earmark new blog contributors a pleasant, cordial friendliness with a blog hospitality email. You can use this email to appreciate communications for supporting, suggest them what they'll get out of studying your blog, review their consent settings (and allow them to make changes), and expand your blog's best-performing commodities or other offers.

Get tips for planning a flourishing blog hospitality email here, and learn more about optimizing pleasant emails here.

3.New Customer Training Workflow

Foremost Trigger: Lifecycle Platform

While we're on the case of warm welcomes, contemplate setting up a series of delightful emails when a contact changes into a paying patron, which you can trigger when a contact's lifecycle platform gets renewed to "customer."

Not only is this a wonderful way to kick off your new shopper association on a convincing note, but it can also keep your shoppers engaged after they buy. And if your product or service necessitates a little training on your customers' part, use this workflow as an occasion to introduce helpful training supplies on an incremental basis.

4. Idle Evangelist Workflow

Principal Triggers: Visits, Clicks, or Form Submissions

Create a powerful list (we call these Smart Lists in HubSpot's Marketing Platform) that automatically refreshes to incorporate communications who are really interested with you. To generate this list, use trigger standards such as high inception of visits to your website, sounds on your emails or social media posts, or form submissions. Then create an email workflow to leverage this list as a way to strengthen evangelism of your top content in social mechanisms.

Because these connections are highly interested with you previously, they're more apt to share your top content. You can also contemplate adding list examples to pull in contacts with a particular number of Twitter followers so you can leverage the strength of these social media influencers in your database.

5. Contact Establishing Workflow

Principal Trigger: Multiple Top-of-the-Funnel Conversion Events

If a contact has downloaded numerous of your top-of-the-funnel retailing offers like eBooks and webinars, it might be an immeasurable sign they're ready for a little bit more. Set up workflows that help to advance these contacts further down the funnel.

If the contact is a lead, try sending them emails containing more middle-of-the-funnel content that might upgrade them to a marketing qualified lead (MQL) or an opportunity in your sales process. This workflow could include content and web pages you've identified from an attribution report analysis as influential in converting leads into customers -- perhaps content like customer success stories/case studies, free trial offers, or product demos.

6. Anatomical Retail Repetition Workflow

Main Triggers: Bottom-of-the-Funnel Page Views/Conversion Events

On any given website, there are certain page visits and conversion events that indicate product interest more so than others. First, identify these pages and conversion events using an attribution reporting tool like HubSpot's. You’ll notice that, more often than not, the pages you unearth will be your pricing page, your product pages, etc. -- pages contacts view when they're truly evaluating your products or services.

Use workflows here to trigger an internal email notification to your sales rep informing them of these high-value activities. Using personalization, give the rep all the information they need about the lead in question, including relevant mid- and bottom-of-the-funnel content that they can send to the lead in their outreach email. This allows you to connect sales reps with the best possible leads at the right time.

7. Counter Arrangement Workflow

Main Trigger: Inactive Contacts

Reawaken inactive contacts with a re-engagement workflow, enrolling contacts once they've met certain list criteria. For example, you could set conditions such as the length of time since their last form submission, website visit, or email click, triggering the email when it's been a while since a contact last engaged with you.

In your workflow, try sending them an exclusive offer or coupon to get them excited about your company again. For more tips about launching an effective email re-engagement campaign, check out this post.

8. Program Workflow

Main Trigger: Registration or Attendance

Hosting a live, in-person event? Or maybe an online event, like a webinar? Use email workflows to automate your communication to event registrants and attendees before, during, and after the event.

For example, create a workflow that delivers important information registrants should know leading up to the event, such as hotel accommodations and agenda information for live events, or webinar log-in information for online events.

9. Isolated Shopping Cart Workflow

Main Trigger: Shopping Cart Abandonment

If you're an ecommerce business, you'll likely benefit from an abandoned shopping cart workflow. The concept here is simple: When someone adds an item to their online shopping cart but leaves your site without completing the purchase, you can trigger an email workflow that reminds them of their forgotten purchase and motivates them to complete the transaction by offering a special discount code or some other incentive to buy.

10.  Upsell Application Workflow

Main Trigger: Past Purchases

Communication with your customers shouldn't stop after they make a purchase. This is especially true if you sell a variety of different products and/or services. Use workflows as an opportunity to upgrade or upsell your existing customers, or sell them complementary products and services depending on what they've already purchased.

Create dynamically updating lists of contacts who purchase a certain product -- or combination of products -- and create workflows aimed at recommending other products/services or encouraging upsells or add-ons.

11. Client Contentment Workflow

Main Trigger: High or Low NPS Scores

If you administer regular Net Promoter surveys of your customer base, you can use customers' Net Promoter Scores as a property to trigger workflows.

Simply determine what your ideal customer happiness score is, and use that as the threshold for your dynamic list of happy customers. Then trigger a workflow for customers with "happy" scores and reward them with exclusive content, offers, or discounts.

Trigger a different workflow for your "unhappy" customers that includes content/offers aimed at helping to improve their happiness. We'll give you a few bonus points if you segment those unhappy customers by the reasons, they're unhappy, and send them even more targeted workflows aimed at addressing the issues that are making them so grumpy.

12. Client Success/Engagement Workflow

Main Triggers: Success Metrics or Product Usage

If you keep track of customer success metrics, you have a prime workflow opportunity on your hands. For example, if you're trying to build up your arsenal of customer case studies, you could automatically trigger an email that asks customers if they'd be interesting in being featured as a success story once certain customer success metrics were met.

Furthermore, if you keep track of customers' product adoption or feature usage, you could trigger a workflow for users who are exhibiting low product engagement, providing resources that educate and train them on how to use the product features they're not taking advantage of.

13. Future Purchase Reminder Workflow

Main Trigger: Purchases Made on a Cycle

Does your contacts database include customers who typically purchase on a cycle? Enter those people into a workflow that gets triggered when they make a purchase.

For instance, let's say you sell eye care products, and a customer purchases a six-month supply of prescription contacts. Enroll that customer into a workflow that sends them an automated email five months later as a reminder that their six-month supply is about to run out, and it might be time to order a new batch of contacts.

A customer or prospect contacts customer service via email or an online form.

Sometimes, your customers or prospects might have trouble using your free or paid software. When this happens, fielding a bunch of customer service emails and messages can take tons of valuable time from your schedule.

One way to avoid this it to create a workflow that categorizes that makes customer concerns into tickets that can be categorized, labeled and assigned to customer service reps on your team. These tickets can also help you keep track of ongoing problems as well as when issues with a customer or prospect are resolved.

Main Trigger: When someone e-signs a quote or contract.

Sealing the deal is obviously key to successful sales. Automating small aspects of this process, like emails someone might get after signing a contract or quote page with you, can allow you to spend more time nurturing the client over the phone, during demos, or through other messages.

With a deal-based workflow, you can trigger confirmation emails when a prospect becomes a client or qualified lead by signing a quote or contract. With systems like HubSpot, you can also set the workflow to change the contact's status to show where they are in the sales lifecycle.