Email marketing remains one of the highest-ROI channels for ecommerce. Unlike paid ads where you pay for every click, email lets you reach customers you've already acquired—repeatedly and at minimal cost.
In this guide, we'll cover the essential email flows every ecommerce store needs, plus strategies to maximize revenue from your list.
Why Email Marketing Matters for Ecommerce
Email typically generates $36-42 for every $1 spent, making it one of the most profitable marketing channels.
- Owned audience: You control your list, unlike social followers
- High intent: Subscribers have opted in to hear from you
- Low cost: Pennies per email vs. dollars per click
- Automation: Set up once, generate revenue continuously
Email works alongside your other marketing. If you're working to improve your ROAS, email helps by converting traffic without additional ad spend.
Essential Email Flows
1. Welcome Series
Your welcome series introduces new subscribers to your brand. It typically generates 3-5x higher revenue per email than regular campaigns.
- Email 1: Welcome + brand story (send immediately)
- Email 2: Best-sellers or value proposition (Day 1-2)
- Email 3: Social proof and reviews (Day 3-4)
- Email 4: First purchase incentive (Day 5-7)
2. Abandoned Cart Flow
Abandoned cart emails recover 5-15% of lost sales. They're essential for any ecommerce store. See our guide on cart abandonment solutions for more strategies.
- Email 1: Reminder (1 hour after abandonment)
- Email 2: Address objections (24 hours)
- Email 3: Urgency or incentive (48-72 hours)
3. Post-Purchase Sequence
Post-purchase emails build loyalty and encourage repeat purchases, helping increase customer lifetime value.
- Order confirmation
- Shipping notification
- Delivery follow-up
- Review request (7-14 days after delivery)
- Cross-sell recommendations (14-21 days)
4. Win-Back Campaign
Re-engage customers who haven't purchased in 60-90+ days.
- Email 1: We miss you + what's new
- Email 2: Special offer to return
- Email 3: Last chance before sunset
Email Marketing Best Practices
- Segment your list: Send relevant content based on purchase history
- Personalize: Use name, past purchases, and browsing behavior
- Mobile-first design: 60%+ of emails opened on mobile
- Test subject lines: Small improvements compound over time
- Monitor deliverability: Clean your list regularly
Track your email performance alongside other channels with unified marketing analytics.
Key Takeaways
- Email generates $36-42 per $1 spent on average
- Welcome series, abandoned cart, and post-purchase are must-have flows
- Automation lets you generate revenue continuously
- Segmentation and personalization dramatically improve results
- Email improves blended ROAS by converting existing traffic
Frequently Asked Questions
What email platform should I use?
Klaviyo is the most popular for ecommerce due to its Shopify integration and automation features. Alternatives include Omnisend, Drip, and Mailchimp.
How often should I email my list?
Most successful ecommerce brands email 2-4 times per week. The key is providing value, not just promotions. Test frequency with your audience.
What's a good email open rate?
For ecommerce, 15-25% open rate is average. Flows (automated emails) typically perform better than campaigns at 25-40%.