A carefully curated series of automated emails can go a long way in instilling confidence in your brand, building trust, and securing that all-important sale by staying front-of-mind. Plus, once set up, it gives you more time to focus on your business while the automation handles the rest – like your own email marketing assistant.
I recommend crafting messages that align with your niche and brand, offering value through useful, educational or entertaining content to keep customers (and potential customers) engaged and clicking.
Automated emails don’t have to be a complex series of dozens of communications. A collection of two or three authentic emails will effectively engage customers, as long as you’re consistent with your branding and tone. With some monitoring and analysis, you’ll soon find your perfect flow.
Welcome Emails
As soon as you’ve secured a subscriber, it’s recommended that you set a trigger to send your first welcome email within half an hour. This email should introduce your brand, share your story and deliver any promised incentives (e.g., discount codes).
First impressions count. Your welcome sequence sets the tone for your entire relationship, so this is your opportunity to clearly communicate who you are, what you stand for and what subscribers can expect from you. Whether your brand voice is bold and playful or calm and considered, consistency here builds trust from the outset.
Trigger: within 30 minutes of sign-up
Timings: immediately, then 1-2 days later, then 3-5 days later
Frequency: 2-3 emails
Potential themes or topics:
- Introduction: “Welcome to [Brand Name]”
Why it works: Sets expectations and introduces your brand story authentically. - Value-led: “Here’s what you can expect from us”
Why it works: Reassures subscribers that their inbox space will be worthwhile. - Incentive delivery: “Here’s your exclusive discount code”
Why it works: Fulfils your promise and encourages an early conversion. - Social proof: “Why our customers love us”
Why it works: Builds credibility and trust early in the relationship. - Direction: “Start here – our most-loved products”
Why it works: Reduces decision fatigue and guides first-time buyers towards proven favourites.
A strong welcome sequence doesn’t just say hello; it lays the foundation for long-term engagement and future sales.
Abandoned Cart Emails
There are many reasons why someone may abandon their cart. It could be as simple as life getting in the way, or they could be shopping for a better-priced alternative. Perhaps something has prevented them from completing the purchase – perhaps high shipping fees, long delivery times, or unclear return terms. This is your opportunity to remind them about their cart and address any potential issues in follow-up emails.
Trigger: within an hour of abandoned cart
Timings: every other day until conversion or the last email is sent
Frequency: two to three emails
Potential themes or topics:
- Helpful: “Oops, you forgot your item – click here to complete your purchase”
- Convenience: “We offer a range of delivery options”
- Assurance: “Did you know, you have up to 30 days to return your item for a full refund?”
Post-Purchase Follow-Up
With millions of alternatives available, your customers choose to shop with you. This is the perfect opportunity to thank them for their custom. Research shows that post-purchase follow-up emails can increase the chance of a repeat purchase by up to 30% (Sendcloud). This is also an opportunity to reassure them that their purchase will be handled professionally and swiftly, and to gather valuable feedback.
Trigger: immediately after the order has been placed
Timings: post-purchase, once shipped, 24 hours after delivery, one week after delivery
Frequency: 3-4 emails
Potential themes or topics:
- Gratitude: “Thank you for choosing us”
- Helpfulness: “How other customers are using this product”
- Feedback: “Please rate our product/service”
- Recommendation: “Based on your purchase, there are other options you may enjoy”
- Education: “How to best enjoy your product/service: tips and tricks”
Re-engagement
As a consumer, you understand the vast range of options available for any given product. With algorithms vying for your attention, it’s no wonder that customers might wander towards the latest gadget, fad or innovation. With customer attrition (churn) rates around 51% in the UK (DirectiveConsulting), it’s essential to have a robust re-engagement plan for the inevitable customers who stray.
The timing of your ‘win-back’ campaign depends on your industry and products, but for low to mid-priced consumer goods, aim to re-engage approximately 6-8 weeks after the last purchase. It’s also a good opportunity to evaluate your brand and product, and consider why customers haven’t returned.
Trigger: 6-8 weeks since the last purchase
Timings: 8 weeks since last purchase, one-week since first re-engagement email, one-week since re-engagement follow-up
Frequency: 3-4 emails
Potential themes or topics:
- “We Miss You”
Why it works: It’s low pressure and unassuming – customers may have simply been influenced by external factors. - “New Products You Might Like”
Why it works: It addresses the “you don’t have anything I need” mindset. - “Exclusive Deal”
Why it works: Time-sensitive offers or discounts, can create urgency and drive action. - “Last Chance”
Why it works: This boosts communication performance and gets customers back into your ecosystem.
Abandoned Browse Emails
Life gets in the way, and browsing sessions can often be cut short. An abandoned browse campaign is a great way to gently nudge potential customers back to your site. Many email platforms offer a quick design solution that pulls the abandoned product’s details from your e-commerce platform and displays them in an email template, just like they appear on your website. This is ideal to cut down on time, so long as you’re happy with the way your product is displayed on your website, i.e., sharp imagery, clear copy and compelling Unique Selling Propositions (USPs).
Trigger: within two hours of browsing
Timings: within two hours, one to two days, two to four days
Frequency: 1-3 emails
Potential themes or topics:
- “Still thinking about Product X?”
Why it works: A simple, gentle reminder to bring customers back to your page. - “Why do others love this product?”
Why it works: Social proof is powerful and a great time to highlight your unique selling points. - “Do you need more information?”
Why it works: It’s a subtle way to add value or provide additional details for free.
Best Practices
- Optimise for mobile: Over 68% of emails are opened on mobiles.
- Use clear, sharp images: Visuals help catch attention and increase engagement.
- Be clear about your call to action: Make it easy for customers to take the next step.
Recommended Email Platforms for UK Small Businesses
- Mailchimp
Offers a free plan, user-friendly interface, and robust email automation features. Great for small businesses starting out. - MailerLite
Cost-effective with a free plan for up to 1,000 subscribers. Includes automations, landing pages, and more. - Moosend
Affordable pricing with powerful automation tools, including advanced segmentation and analytics. - Klaviyo
Unifies your data, channels and agents in one AI-first platform – text, WhatsApp, email marketing and more. - Benchmark Email
Offers competitive pricing and powerful automation features, ideal for growing small businesses.