8 Triggered Email Automations Based on Ecommerce Activity


Events on your ecommerce site should lead to triggered email automations if you want to capitalize on customer interest. Are you using these 8 automations?

In the world of e-commerce there exist numerous opportunities to maximize the value of your subscriber list to help improve business results. Setting up automations that are triggered by purchase events (or non-purchase events) can deliver long-term value by keeping your contacts engaged and making multiple purchases.

Here is a list of eight recommended email automations to set up for your e-commerce business. Also included are the data segments for each as well as the types of emails that can be sent, and the benefits you can expect from the automated messages.

1. Cart Abandonment

Target: Those who have abandoned a shopping cart

Message: Provide a notice to those that have added items to their shopping cart that their items are still available for purchase. It is recommended to send the first email 1 hour after abandonment, the second exactly 24 hours after abandonment, and the third at 48-96 hours after abandonment. In all cases, included the abandoned items in the email along with other similar product recommendations.

Benefit: To try and complete purchases from those that have expressed interest in various products.

2. Non-Buyers

Target: Those who have an account but have not purchased, or anyone that can be identified who hasn’t purchased

Segment: Non-purchasers

Message: Provide an incentive or special offer towards their first purchase

Benefit: To get those that have created an account but not purchased to make their first purchase.

3. Second Purchase

Target: Those who have purchased once, but not more than once

Segment: Filter by Total Orders equal 1, and possibly add a Purchase Date filter to keep this within the past year (or whatever timeframe seems most appropriate)

Message: Say thank you for their previous order, and provide a limited-time special discount for a second order (24 or 48 hours recommended)

Benefit: Re-engage previous buyers who have not made a second purchase

4. Time Since Last Purchase

Target: Those that have purchased, but not recently

Segment: Filter by purchase date, not within last X days

Message: We noticed you haven’t purchased anything in a while, so here is a special offer or incentive

Benefit: Get previous buyers to revisit the site and make an additional purchase

5. Interests

Target: Those that have purchased something similar to X product

Segment: Filter by Category Purchased or Product Purchased

Message: Because you liked a product in X category, we think you may like this product X

Benefit: Up-sell based on previous interest in similar product

6. VIP Customers

Target: Those who have purchased multiple times during X timeframe

Segment: Filter by “Total Orders” is greater than X, with possible additional segmentation by timeframe

Message: Provide a special offer for those that are actual VIPs based on purchase history

Benefit: Let those making the most purchases know that their patronage is appreciated, and provide them with a special offer on their next purchase (discount, free shipping, etc.)

7. Behavioral Triggers

Target: Those that have opened X message or clicked X link

Segment: Filter by “Campaign Activity” and select based on open or click. Note that clicks are a more reliable metric.

Message: The message depends on the behavior, but the idea is to provide more information or a special offer based on what product the subscriber has shown interest in

Benefit: A trigger can be established to send a follow-up email to anyone that clicked on a particular link or that clicked to purchase but did not complete a purchase.

8. Re-sends to non-clicks

Target: Anyone who did not click a link in a sent message

Segment: Filter by “Campaign Activity” and select based on “did not click”

Message: TBD based on non-activity. You want to re-engage with these potential customers.

Benefit: For important emails, resending to those that did not click is an easy way to maximize the potential of your email. If you put the time and effort into creating it, then sending it two or more times is an efficient way to get the most out of the message. When sending the second time, do it at least 24 hours after the first delivery, and send it at a different time than the first email. Also change the subject line and preview text so that it does not appear to be the same message in the recipient’s inbox.

If creating these automations feels daunting, we’d love to help! Reach out today to see how we can help you make the most of your email marketing efforts.

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