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Automated emails:

Why make automated emails
and which ones should you make?

32% of all email orders came from automated messages

No business has the time to send emails to each customer every time they interact with your website.

To make the biggest impact with your customers, you need to deliver the perfect message at the perfect time. This is where email automation comes into play.

While your newsletters and one-off campaigns still have their place in your email marketing strategy, successful companies will have automatic emails set up and ready to trigger when your customers interact with your website in a certain way.

Keep reading to learn more about automated emails and find out which ones we suggest you create.

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What are automated emails?

According to Mailchimp, automated emails are a way to create emails that reach the right people with the right message at the right moment without doing the work every time, sending automated messages leveraging a marketing automation tool.

Email automation helps you find your audience and engage with them, converting leads to customers. Unlike manual campaigns, automations run in the background while you tend to other valuable tasks.

Automated emails allow you to send transactional, event-triggered emails whilst ensuring your messaging is always on-brand. You can give your customers a personalised experience and help you improve your customer retention rate. It also gives you the opportunity to track digital behaviours and engagements.


Our top 7 automated email suggestions:


1. Welcome

Trigger: Subscription

Email: Welcome

When you get a new subscriber, following up with a polite welcome email can help turn your new leads into customers. This is a simple way to entice people in and get them on board. Remember, this is probably your first interaction with them and first impressions mean A LOT! 

74% of people expect to receive a welcome email when they subscribe to a mailing list.”

Lots of businesses will offer discounts in exchange for signing up to their emails, this is a great way to get potential customers initial information meaning they will be in your contacts for future campaigns.

“They generate as much as 320% more income per email than other promotional messages.”

2. Abandoned cart

Trigger: Customer abandons their cart

Email: “Hey >> insert customer’s name << did you forget to checkout?”

70% of shoppers abandon their carts and never come back”

When a user adds a product to the online shopping cart of an e-commerce site but doesn’t proceed to checkout and complete the purchase. Users may abandon because they aren’t ready to buy. Instead, they are using their cart as more of a “wish list” as they shop around and compare prices. Setting up automatic, personalised email alerts to remind users they have items in their cart is often just the nudge they need to finish checking out.

4 out of 10 shoppers who click back to your store complete their orders that would’ve otherwise been lost”

3. Order confirmation and shipping confirmation 

Order confirmation:

Trigger: Order placed

Email: “We have received your order”

Send a receipt and provide a seamless shopping experience for your customers. This email is more of a formality but it is essential for your customer to feel at ease that their order went through and everything is under control. 

Shipping confirmation:

Trigger: Order marked as shipped

Email: “Your order is on its way to you!”

Excite your customers and let them know when their order has been shipped. There’s nothing worse than ordering something and having to wait for it to arrive and not knowing if it’s even been shipped yet. Your customers will appreciate the communication and this positive experience will encourage them to shop with you again.

4. Order follow-up

Trigger: Order received by customer

Email: “Let us know what you think”

Ask customers for feedback about their latest shopping experience. Not only will this give you important information about if any of your products could do with improvement but positive reviews can be displayed on your site or social media. This communication with your customers will also let them know that you care about their experience.

5. Browse abandonment 

Trigger: Customer spends time on a specific page and then leaves the site.

Email: “We saw you were looking at X you might be interested in Y” 

This is one you don’t want to over use but it can be good for bringing back visitors to your online store after they browse a specific page and leave your website.

6. Birthday emails (if applicable) 

Trigger: It is the week of your customers birthday

Email: “Have a birthday treat on us”

If you have a section to collect your contacts’ birthdays at signup you have the option to send them out an email in the run up to their birthday. This helps you stay connected with your customers and surprise them with a special birthday treat.

7. Customer Reactivation

Trigger: Customer hasn’t made a purchase in X amount of days

Email: “We’ve missed you, check out what’s new”

Re-engage your customers who haven’t made any new orders for a selected period of time. This period will differ from business to business depending on the average frequency of repeat purchases. With people’s busy schedules and so many online options these days it can be easy to forget certain brands exist so a little reminder can help bring back customers who’ve shopped with you before.

The bottom line

With automation, more gets done and the added productivity is of higher value.

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