Did you know that, in e-commerce, email marketing has an average return of €45 for every €1 invested? This data from Litmus Report 2025 places it among the digital marketing channels with the highest return on investment (ROI). For online stores, where every visitor counts, this strategy can be the deciding factor between an abandoned cart and a completed sale.
But beware: the secret is not just in sending emails, it's in automating those emails based on customer behaviour. From reminding customers about abandoned shopping carts to suggesting new products after a purchase, email marketing automation for e-commerce allows your shop to always be in the right place at the right time with the right message.
Throughout this article, you will discover which automations are essential, how they work, and why they should be part of your strategy if you want to grow consistently in the digital world.
The Importance of Email Marketing for E-commerce
In competitive e-commerce, every interaction counts. Email marketing is one of the few tools that allows you to communicate directly with those who have already shown interest in your shop, whether by visiting, subscribing, or purchasing. Let's explore the three major roles that email plays in the success of an online shop:
Nutrition: turning curious visitors into buyers
Not everyone buys on their first visit. Many customers need time, context, and trust.
With a good nurturing sequence, including emails with useful content, social proof, comparisons, or product advantages, you can accompany the customer throughout their decision-making journey and increase the chances of conversion.
Sales: the right message at the right time
With the right automation, email marketing for online shops allows you to take advantage of every sales opportunity.
Whether it's a shopping cart reminder, a flash campaign, or a personalised offer, email springs into action whenever there's potential to generate revenue.
And the best part is that it does all this automatically.
Build loyalty: sell more than once
Acquiring a new customer costs up to five times more than retaining an existing one. That is why reselling to those who have already purchased is one of the most profitable strategies.
With post-purchase emails, related product suggestions, or exclusive campaigns for loyal customers, email marketing transforms one-off sales into lasting relationships.
Email Marketing Automation for Online Stores: The Essentials
Automating email delivery is not just a matter of saving time. It is a way to ensure that every customer receives the right message at the right time, without fail.
These are the email marketing automations for e-commerce that you should implement as soon as possible.
Welcome Automation to Make an Impact and a Good Impression
The emails in this automation are the most opened. They achieve a staggering 91% open rate, according to Hive.co!
This is because when someone subscribes to the newsletter or creates an account, they are receptive and curious. It is the ideal time to introduce your brand.
In practice, it works like this:
- Automation is activated at the time of subscription.
- A sequence of 1 to 3 emails is sent over a period of 3 to 5 days.
- This sequence may include:
- The history of the brand and what sets it apart
- Best-selling products or customer favourites
- Exclusive welcome discount code
- Testimonials or reviews
Abandoned Cart Automation to Recover Lost Sales
It is estimated that 7 out of 10 visitors place products in their shopping cart and leave without buying.
With this automation, the customer receives an email a few hours after leaving without paying, often with an extra incentive, such as a discount or shipping offer.
In practice, it works like this:
- Automation is activated automatically when the customer abandons the cart without completing the purchase;
- This automation sends 1 to 3 emails, spaced out over time (for example, 1 hour later, 24 hours later, 72 hours later).
- For greater conversion potential, these emails may include:
- A direct reminder: ‘Have you forgotten something?’
- Images of products left in the shopping cart
- An incentive: limited discount or free shipping
- Social proof (“This product is one of our best sellers!”)
Sales Recovery Automation to Recover Unpaid Orders
Multibanco and MBway are two of the most widely used payment methods in Portugal. However, references are not always paid on time.
A payment reminder email can clarify questions, reinforce trust, or even offer an alternative payment method. This automation prevents hot sales from being lost due to technical issues or last-minute hesitations.
In practice, it works like this:
- Automation is activated if the customer does not make payment within 24 hours;
- An email (or SMS) is sent with:
- Warning: ‘Your order has not yet been finalised’ or ‘Payment has not yet been completed’
- Direct link to repeat payment
- Suggestions for other methods or customer support
Automation of Product Sent to Reinforce Trust
After an order has been shipped, an automatic email with confirmation and tracking code increases transparency and trust in your shop.
In practice, it works like this:
- Automation is activated when the order changes status in the system (e.g. ‘shipped’).
- An automatic email is sent with:
- Confirmation of dispatch
- Link to track your order
- Information on estimated deadlines
- Tip for contacting us in case of delay
- You can include a call-to-action to follow the brand on social media or leave feedback.
This is one of the moments when the customer is most receptive. Take the opportunity to express your gratitude and reinforce the brand's values.
Post-Purchase Automation to Boost Future Sales
It is easier to sell to those who have already purchased. A good post-purchase sequence can build loyalty and increase the average value per customer.
In practice, it works like this:
- It activates automatically after the purchase is complete.
- Sequence of 2 to 5 emails, over a period of 7 to 30 days.
- It may include:
- Request for product evaluation or review
- Suggested complementary products
- Personalised thank you note (with name and product)
- Discount or offer for new purchase
- Valuable content: ‘How to care for your product,’ ‘Tips for use’
Conclusion
Email marketing for e-commerce continues to be one of the most effective tools for generating sales, building customer loyalty, and scaling an online business. And when we talk about consistent results, automation is the real driving force behind this effectiveness.
Whether it's to recover shopping carts, reinforce confidence after a purchase, or encourage a new order, these automations work 24 hours a day for your shop without relying on manual effort.
They are customisable, measurable, and scalable.
Implementing these automations may seem complex, but it doesn't have to be. Start with one (the abandoned cart, for example) and adjust as you learn more about your customers' behaviour.
FAQ'S
What are email marketing automations for e-commerce?
These are sequences of emails sent automatically based on customers' actions or behaviour in an online shop. They enable you to communicate at the right time, with the right message, without manual intervention.
Why is investing in email marketing automation worthwhile?
According to the Litmus Report 2025, email marketing has an average ROI of €45 for every €1 invested. With automation, this return increases, as messages are more relevant and timely.
What are the main types of automation for online shops?
- Welcome
- Abandoned cart
- Sale recovery (payment not completed)
- Confirmation of dispatch
- After purchase
How does welcome automation work?
It is activated when someone subscribes to the newsletter or creates an account. It sends 1 to 3 emails over the following days to introduce the brand, showcase products, and offer incentives.
What is abandoned cart automation?
It is activated when the customer leaves the website without completing the purchase. It sends emails with reminders, product images and, sometimes, discounts to recover the sale.
How does sales recovery automation help with conversions?
When payment (e.g. MBWay or Multibanco) is not made within 24 hours, send an email with a link to complete the payment, suggestions for other methods, and customer support.
What is product shipment automation used for?
Boost customer confidence by automatically sending shipping confirmation, tracking codes, and estimated delivery times, as well as encouraging feedback or interaction with the brand.
Does post-purchase automation really increase new sales?
Yes. By sending emails after a purchase with requests for reviews, suggestions for complementary products, or exclusive discounts, you can boost new sales and build customer loyalty.
Is it difficult to implement email marketing automation in an online shop?
Not necessarily. You can start with simple automation, such as abandoned carts, and scale up as you better understand your customers' behaviour.