Email consistently outperforms almost every other marketing channel for online stores. The return on investment is high because you’re talking to people who already know you. The challenge is knowing what to set up first.
Here’s the order that makes sense.
1. The welcome email (or sequence)
The first email someone receives from you sets the tone for everything that follows. It goes out automatically when someone joins your list. It should acknowledge them, tell them what to expect, and give them a reason to stay subscribed.
For an online store, a small welcome discount works well here. You’re converting new subscribers into first-time buyers at the moment they’re most interested.
2. The abandoned cart sequence
The average online store loses around 70% of carts before checkout. An abandoned cart sequence — usually 2 to 3 emails over 24 to 72 hours — recovers a meaningful percentage of those.
The first email is a simple reminder sent within an hour. The second offers help or addresses an objection. The third can include a small incentive if you’re willing to discount.
3. The post-purchase sequence
A customer who just bought from you is the warmest lead you have. A post-purchase sequence confirms their order, sets expectations, and begins turning a one-time buyer into a repeat customer. Order confirmation emails have the highest open rates of any commercial email — use them well.
4. The browse abandonment email
Slightly more advanced, but worth setting up once the basics are running. If someone visits a product page and doesn’t add it to their cart, a browse abandonment email can nudge them back. This works best for higher-priced items with a longer consideration period.
5. The re-engagement campaign
Every list accumulates inactive subscribers. A re-engagement campaign sent to anyone who hasn’t opened or clicked in 90 to 180 days gives them a chance to opt back in. A smaller, more active list performs better than a large, disengaged one.
What platform should you use?
For WooCommerce stores, Klaviyo integrates most deeply. MailerLite is a good lower-cost option for smaller stores. See our Mailchimp vs Klaviyo comparison to decide which suits your setup.
Read next
See our detailed breakdown of the post-purchase email sequence for exactly what to send and when, or compare Mailchimp vs Klaviyo to choose the right platform.
Need a hand?
We set up email programmes for e-commerce businesses. Have a look at our email marketing services or get in touch.
