B2C ecommerce retailers have tough competition these days, and it is essential to harness the full potential of email marketing automation to stand out. This guide highlights ten essential automations that can help retailers engage customers effectively and drive sales in the coming year.
1. Welcome Series
A well-designed welcome series is vital. It is the first impression potential customers have of your brand and establishes the foundation for a lasting relationship.
Using automation tools like Klaviyo, retailers can craft a sequence of welcome emails that greet new subscribers with warmth and provide insights about the brand and its products. For instance, a study found that companies with automated welcome emails can see engagement rates increase by over 50%. This approach not only enhances customer retention but also encourages strong initial engagement.
2. Abandoned Cart Emails
Did you know that nearly 70% of online shoppers abandon their carts? Abandoned cart emails can significantly recover lost sales by sending timely reminders to these customers.
Automating this process allows retailers to send personalised emails that include not only reminders but also enticing offers, such as 10% off their purchase. This strategy has proven effective, with studies showing that automated abandoned cart emails can bring back up to 30% of those potential sales, boosting brand loyalty in the process.
3. Post-Purchase Follow-Up
Just because a purchase is made doesn’t mean communication should stop. Sending a thoughtful post-purchase follow-up email can enhance customer experience.
For example, a follow-up email can express gratitude for the order, provide tailored product recommendations based on the purchase, and invite feedback. According to research, effective post-purchase emails can lead to repeat purchases, as they make customers feel valued and connected to your brand.
4. Customer Reactivation Campaign
Over time, some customers might slip into inactivity. To tackle this, a reactivation campaign can help reconnect with those who haven’t engaged in a while.
By automating this outreach through Klaviyo, retailers can send personalised emails featuring incentives, or even ask for feedback on why they stopped engaging. Studies have shown that targeted reactivation emails can bring back 10-15% of lost customers, making it a cost-effective strategy to boost overall sales and drive customer retention.
5. Birthday and Anniversary Emails
Celebrating milestones like birthdays or anniversaries with personalised emails can greatly enhance customer loyalty.
By automating this process, brands can ensure these special messages, often accompanied by exclusive deals, reach customers on time. Research indicates that 60% of consumers appreciate receiving discounts during their birthday month, leading to increased conversions and fostering a bond with your brand.
6. Product Recommendations
Tailoring product recommendations based on customer behavior can significantly improve the shopping experience.
Using purchase history and browsing patterns, retailers can create emails that suggest relevant products. For instance, if a customer frequently buys skincare items, the email could showcase new arrivals in that category. This level of targeting can lead to a 20% increase in average order values and help customers discover items they might love.
7. Browse Abandonment
Browse abandonment emails are triggered when customers have viewed a product but not added it to their cart, therefore not triggering the Cart Abandonment flow. Use a browse abandonment automation to drive people back to your website so they can either browse similar products or complete a purchase.
According to Klaviyo benchmarks, these emails generate an average click rate of 5.48%, which is higher than most other automations.
8. Win-Back Campaigns
If customers haven’t engaged with your brand in a while, a win-back campaign can rekindle their interest effectively.
By sending tailored emails that remind them of past purchases and include special offers, retailers can encourage them to return. On average, win-back emails can achieve a 15% response rate, providing a valuable opportunity to rekindle relationships with dormant customers.
9. Review Request Emails
Customer feedback is essential for continuous improvement. After a purchase, sending an automated review request can prompt satisfied customers to share their thoughts.
These emails should be timed carefully, typically sent one week after the product has arrived. This strategy not only helps businesses gather useful insights but can also lead to higher ratings and improved reputation, influencing potential customers' decisions.
10. Replenishment Reminders
For consumable products, timely replenishment reminders can drive repeat purchases.
Automating reminders based on average usage patterns allows retailers to nudge customers toward re-purchasing items they need. For example, if a customer typically buys vitamins every month, a reminder email can be sent just before the one-month mark. This simple strategy can lead to a substantial increase in sales, positively impacting customer retention.
Maximising Email Marketing Impact
By implementing these email marketing automations, B2C ecommerce retailers can effectively strengthen their engagement strategies in 2025. Leveraging tools like Klaviyo will ensure that communication is both timely and relevant, leading to improved customer relationships and increased sales.
Investing in these automation strategies streamlines business processes and creates memorable touchpoints for customers, contributing to long-term success. As the ecommerce landscape evolves, effective email marketing will be key to staying ahead in the competitive market.
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