11 Must Have Ecommerce Email Marketing Automation Flows [With Examples]

The must-have e-commerce email marketing automation flows are abandoned cart flow, tailored promotional emails, welcome email flows, and order update emails.

11 Must Have Ecommerce Email Marketing Automation Flows [With Examples]

All of us get numerous emails every day. Some are from the e-commerce businesses we frequently interact with, while the others are platforms we signed up once and forgot to unsubscribe. 

Have you ever wondered why online platforms are dedicating so much of their time and resources to send marketing emails to us daily? Well, the answer is simple, they want to encourage you to make a purchase. And as for time, these emails are most likely automated.

Automated email marketing has become a norm ever since AI engines became more advanced and capable of handling complex operations. Pair that with the ever-growing demand for information, businesses throughout the world are using automation flows to boost sales engagement

So, if you also have an e-commerce store and want to incorporate automated email flows, then this article is for you. Here, I’ll tell you the 11 must-have e-commerce email marketing automation flows to give you insights on how you can get started with them and engage with your customers effectively. 

What is e-commerce email marketing automation?

E-commerce email marketing automation or email automation, in short, is the practice of creating automation flows to send tailored emails to your customers according to certain predetermined conditions. You can use these flows to send marketing and transactional emails for delivering an all-round customer engagement to improve sales.

One of the biggest advantages of using email marketing automation flows is that you can send these emails at a particular instance once the predefined conditions are met. You can choose multiple automation trigger types, such as: 

  • Sending informative emails after a customer opts in
  • Previous buying behaviors
  • Retargeting customers to get repeat purchases 
  • Send order or shipping details 

Setting up the email automation flows is a pretty simple process that allows you to make the most of the email channel and generate more sales for your e-commerce platform. 

11 best e-commerce email marketing automation flows

Crafting automated e-commerce email marketing flows can help you increase engagement and facilitate you to get more sales. Having said that, let’s explore some of the necessary email automation flows for enhancing your e-commerce business. 

Automated abandoned cart emails

It is a common occurrence for customers to add products to their carts and leave without completing the payment process. In fact, as per research on more than 300 websites, the average cart abandonment rate ranges from 65 to 75%.

Sending automated emails to compel your customers to come back and finish the checkout process is a great way to get those lost sales. To achieve that, you can offer special discounts or exclusive offers, encouraging customers to make a purchasing decision.

That being said, here is an example of an email marketing automation flow:

Email 1 (Sent 1 Hour After Abandonment)

Subject: Forget something? Complete your purchase now!

Hi [Name],

We noticed that you left some items in your cart. Don't miss out on your favorites!

Here's what you left behind:

[Product 1 Name]: [Product 1 Price]

[Product 2 Name]: [Product 2 Price]

Finish your purchase now by clicking the button below:

[CTA Button: Complete My Purchase]

Happy shopping!

Email 2 (Sent 24 Hours After Abandonment)

Subject: Your items are still waiting for you!

Hi [Name],

We're holding onto your items, but they won't be reserved forever!

Take another look at what's in your cart:

[Product 1 Name] [Product 1 Price]

[Product 2 Name]  [Product 2 Price]

As a token of appreciation for your interest, we’re giving you an exclusive discount code: RETURN20. Use it at checkout to enjoy 20% off your entire purchase!

Don't let them slip away! Click below to complete your order now:

[CTA Button: Go to Cart]

Best regards,

Final Email 3 (Sent 72 Hours After Abandonment)

Subject: Last chance! Your cart's about to say goodbye.

Hi [Name],

It's your final chance to claim your favorites! Your items are patiently waiting, but they won't be available much longer.

Here's a friendly reminder of what's in your cart:

[Product 1 Name]  [Product 1 Price]

[Product 2 Name] [Product 2 Price]

Secure them now by clicking below:

[CTA Button: Complete My Purchase]


Tailored promotional emails 

A big part of running a successful e-commerce store is running tailored promotional drip email campaigns to showcase your products directly to your customers. 

These personalized emails are an excellent means to engage your customers and suggest the right products that best match their needs. 

Here is an email marketing automation flow example that you can use to automate your marketing emails: 

Promotional Email (Day 1)

Discover Our Bestsellers – Tailored Just for You!

Hi [Customer’s Name],

We noticed you haven’t checked out our offerings yet. 

Don’t worry, to help you get started, here are some of our bestsellers that we think you’ll love:

  • [Product 1] – [Short Description] [Link to Product]
  • [Product 2] – [Short Description] [Link to Product]
  • [Product 3] – [Short Description] [Link to Product]

Remember, use code [Discount Code ] to get [X]% off your first order.

Happy shopping!


Engagement Email (Day 3)

Subject: Top Picks Just for You!

Hi [Customer’s Name],

We’re here to make your shopping experience even better! Based on your interests, here are some personalized recommendations just for you:

  • [Recommended Product 1] – [Short Description] [Link to Product]
  • [Recommended Product 2] – [Short Description] [Link to Product]

These products are handpicked to suit your style and preferences. So don’t forget to give them a look! 

Explore now: [Link to your website]


You can continue sending more promotional emails based on the customer’s interest and level of interaction. 

Welcome email flows

Sending a series of welcome emails allows you to not just inform your prospects about your offerings, but also build a positive, customer-centric selling methodology rather than focusing solely on getting sales. 

By sending welcome emails, you can earn the vote of confidence of your customers, portraying yourself as a source of truth and acting as a genuine well-wisher looking out for their best interests. 

Having said that, below is an example of an email marketing automation flow for your e-commerce store:

Initial Welcome Email (Day 1)

Subject: Welcome to [Your Brand Name]! Enjoy a Special Gift Just for You 🎁


Hi [Subscriber's Name],

We're thrilled to welcome you to the [Your Brand Name] family!

As a small token of our appreciation, here's an exclusive 10% discount on your first purchase. Use the discount code [Discount Code] during checkout.

At [Your Brand Name], we're passionate about [briefly mention what your brand stands for"]. Stay tuned for exciting updates, special offers, and personalized recommendations.

[Link to website]

If you have any questions, feel free to reach out. We're here for you!


Brand Story Email (Day 3)

Subject: Get to Know Us – Our Story and Mission

Hi [Subscriber's Name],

We’re so happy you’ve joined us! 

Here's a bit about our journey and what makes us unique:

  • Our Mission: [Brief, heartfelt description]
  • Our Products: [Brief, engaging description]
  • Our Commitment: [Brief, sincere description]

Explore Our Collection: [Link to website]

Warm regards,

Product Highlight Email (Day 5)

Subject: Handpicked Favorites Just for You!

Hi [Subscriber's Name],

We thought you might like to see some of our top products:

  • [Product 1] – [Short, engaging description] [Link to Product]
  • [Product 2] – [Short, enticing description] [Link to Product]
  • [Product 3] – [Short, compelling description] [Link to Product]

These are some of our bestsellers that customers love. So take a look at them and let us know whether they match your unique needs. 

Happy shopping!


You can expand further on this automation flow to add more emails and market your products the way you want. 

Send automated welcome emails with Zixflow

Get started with Zixflow’s automation capabilities to send tailored welcome email series

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Sending order updates and delivery status

Every time your customers purchase a product, you have to send the order confirmation or delivery updates to their inbox. And what better way to do that than to send them order update emails? 

These emails allow you to keep your customers informed about their purchases and when they can expect them to be delivered to their doorstep. This way, you can ensure that your customers have a complete idea of their orders in real-time so they don’t submit support tickets to learn more about their delivery status. 

An example of email automation flow for order and delivery status emails is: 

Order Confirmation Email (Immediately After Purchase)

Subject: Thank You for Your Order, [Customer's Name]!

Hi [Customer's Name],

Thank you for your order! We’re excited to get your [product name(s)] to you as soon as possible. Here are the details of your purchase:

  • Order Number: [Order Number]
  • Order Date: [Order Date]
  • Shipping Address: [Shipping Address]

Items Ordered:

  • [Product 1 Name] - [Quantity] - [Price]
  • [Product 2 Name] - [Quantity] - [Price]

Total: [Total Price]

We’ll notify you as soon as your order has shipped. In the meantime, if you have any questions, feel free to contact our support team.

Thank you for shopping with us!


Shipping Confirmation Email (Day 2-3)

Subject: Your Order is on the Way, [Customer's Name]!

Hi [Customer's Name],

Your order has shipped and is on its way to you! You can track your package using the link below:

  • Order Number: [Order Number]
  • Tracking Number: [Tracking Number]
  • Carrier: [Carrier Name]
  • Track Your Order: [Tracking Link]

We hope you’re excited to receive your [product name(s)]. If you have any questions, feel free to reach out to our support team.

Happy shopping!


Out for Delivery Email (Day of Delivery)

Subject: Your Order is Out for Delivery Today!

Hi [Customer's Name],

Exciting news! Your order is out for delivery and will be arriving today.

  • Order Number: [Order Number]
  • Tracking Number: [Tracking Number]

If you need any assistance or have questions, don’t hesitate to contact us.

Thank you for choosing [Your Brand Name]!


Delivery Confirmation Email (Day After Delivery)

Subject: Your Order Has Been Delivered!

Hi [Customer's Name],

We’re happy to inform you that your order has been delivered! 

If you have any questions or concerns, or if something isn’t quite right, please let us know. We’re here to help!

Thank you for shopping with us. We look forward to serving you again soon.


Holiday or festive offers

Nothing excites customers more than receiving discount offers from their favorite brand on the product of their choice. Now imagine how many sales you can get if you offer special discounts around holidays or the festive season when everybody is looking to buy a gift for their loved ones.

Sending automated emails containing festive discounts and special deals allows you to get sales quickly in a short period of time. That is why, you can use the following automation flow for sending holiday offers. 

Announcement Email (2 Weeks Before Holiday)

Subject: Get Ready for the Holidays! Exclusive Offers Inside 

Hey [Customer’s Name],

The holiday season is just around the corner, and we’re excited to bring you some amazing deals! Whether you’re shopping for yourself or looking for the perfect gift, we’ve got you covered.

Here’s a sneak peek at what’s coming:

  • Up to 50% off on select items
  • Buy One, Get One Free deals
  • Special holiday bundles

Mark your calendar and stay tuned for more details!

Happy Holidays,

Early Access Email (1 Week Before Holiday)

Subject: Early Access! Start Your Holiday Shopping Now 🎄

Hey [Customer’s Name],

As a valued member of our community, we’re giving you early access to our holiday sale! Shop now and get the best deals before they’re gone.

Up to 50% off on select items. Use code [Discount Code] at checkout to start saving today!

Shop Early: [Link to Shop]

Happy shopping!

Official Sale Launch Email (Start of Holiday Sale)

Subject: The Holiday Sale is Here! Don’t Miss Out on Big Savings

Hey [Customer’s Name],

The wait is over – our holiday sale is officially live! Now’s the perfect time to grab those gifts and treat yourself.

Get up to X% off on select items

Shop Now: [Link to Shop]

Warm regards,

Last Chance Email (2 Days Before End of Sale)

Subject: Last Chance! Holiday Sale Ends Soon 🎄

Hi [Subscriber's Name],

Our holiday sale is ending soon! Don’t miss your chance to save big on your favorite items. Here are some of the bestsellers: 

[Best Seller 1] – [Short Description] [Link to Product]

[Best Seller 2] – [Short Description] [Link to Product]

[Best Seller 3] – [Short Description] [Link to Product]

Use code [Discount Code] at checkout for extra savings.

Shop Now Before It’s Too Late: [Link to Shop]

Warm regards,

Recommend relevant products based on past behavior

Suggesting relevant products to your customers based on their buying history is a great way to get repeat purchases and build a solid relationship with them.

By recommending suitable products to your buyers that go along with their purchase, you can get additional sales while allowing them to make the most of their initial order. 

Product Recommendation Email 

Subject: Loved Your Recent Purchase? You Might Like These Too!

Hi [Customer's Name],

We hope you’re enjoying your new [recently purchased product]! Based on your interest, we’ve selected a few items that we think you’ll love:

  • [Recommended Product 1] – [Short Description] [Link to Product]
  • [Recommended Product 2] – [Short Description] [Link to Product]
  • [Recommended Product 3] – [Short Description] [Link to Product]

Check them out and let us know what you think!

Enjoy shopping!

Browsing Behavior Email 

Subject: Still Thinking About [Product Category]? Here Are Some Suggestions!

Hi [Customer's Name],

We noticed you were browsing our [product category] section. Here are some popular items that might catch your eye:

  • [Product 1] – [Short Description] 
  • [Product 2] – [Short Description]
  • [Product 3] – [Short Description]

Don’t hesitate to reach out if you have any questions!


Complementary Product Email 

Subject: Enhance Your [Purchased Product] with These Accessories!

Hi [Customer's Name],

Your [purchased product] can be even better with these complementary items:

  • [Accessory 1] – [Short Description] [Link to Product]
  • [Accessory 2] – [Short Description] [Link to Product]
  • [Accessory 3] – [Short Description] [Link to Product]

Check them out and take your experience to the next level.

Warm regards,

Send automated recommended products via Zixflow

With Zixflow’s automation functionality, you can send relevant product recommendations to upsell and cross-sell your offerings

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Asking for a review or feedback

Emails are not only used for promoting your products or services but also to gather customer feedback. Sending emails to collect reviews and feedback demonstrates your willingness to improve your services and provide a better sales experience to your customers. 

These types of emails leave a positive impression on your customers, as you are eager to better your e-commerce business and thereby, deliver a personalized experience in the future. This way, you can build brand loyalty among your customers and make them come back again. 

Below is an example of the automation flow for sending feedback emails: 

Post-Purchase Feedback Request Email (3 Days After Delivery)

Subject: How Was Your Recent Purchase? We Value Your Feedback!

Hi [Customer's Name],

We hope you’re enjoying your new [product name(s)]! Your feedback is important for us. And we would like to know more about your experience.

Could you take a moment to share your thoughts? 

Share Your Feedback: [Link to Feedback Form]

As a thank you, enjoy 10% off your next purchase with code THANKYOU10.

Thank you for your time!

Best regards,

Follow-Up Feedback Request Email (1 Week After Initial Request)

Subject: We’d Still Love to Hear from You!

Hi [Customer's Name],

Just a quick reminder that we’d love to hear your thoughts on your recent purchase of [product name(s)]. Your feedback is important to us and helps us make your experience even better.

Share Your Feedback: [Link to Feedback Form]

Don’t forget, you can use code THANKYOU10 for 10% off your next purchase as a token of our appreciation.

Thank you!

Warm regards,

You can send more follow-ups if a customer has not responded yet. But ensure you don’t send too many of them as it can get a bit annoying for your customers. 

Post-sale engagement

Your work doesn’t end because a customer has made a purchase. Once a sale is completed, comes the part of post-sale engagement. After all, you want your customers to keep coming back so you don’t have to search for new customers every now and then. 

So, if you want to develop a robust sales engagement model, you need to run automated post-sale engagement campaigns to ensure your customers can use their products properly. These emails usually contain guides, videos, and helpful articles on how to use a particular product, allowing your customers to make the most of it. 

Here is an email automation flow example for sending post-sale emails: 

Thank You Email (Immediately After Purchase)

Subject: Thank You for Your Purchase, [Customer's Name]!

Hi [Customer's Name],

Thank you for choosing [Your Brand Name]! 

Your order has been received, and we’re processing it now. You’ll receive an email with your order’s delivery information after it has been shipped.

Thanks again for your support!

Best regards,

Product Experience Email (1 Week After Delivery)

Subject: How Are You Liking Your [Product Name]?

Hi [Customer's Name],

It’s been about a week since you received your [product name(s)], and we hope you’re loving them!

We’d love to hear about your experience. How are you finding the [product name(s)]? Any feedback you can share helps us improve and serve you better.

Feel free to reply to this email or leave a review on our website.

Thank you for being a valued customer!

Best regards,

Loyalty Program Invitation Email (2 Weeks After Delivery)

Subject: Join Our Loyalty Program – Get Rewarded for Your Purchases!

Hi [Customer's Name],

We appreciate your continued support as a customer of [Your Brand Name]! As a token of our gratitude, we’d like to invite you to join our loyalty program.

In this program, you can earn reward points and use them for getting exclusive discounts and rewards. Plus, enjoy early access to sales and special promotions.

Sign up today and start earning rewards!

Join Now: [Link to Loyalty Program]

Best regards,

Cross-Sell/Recommendation Email (1 Month After Delivery)

Subject: Discover More Products You’ll Love!

Hi [Customer's Name],

We hope you’ve been enjoying your [product name(s)]! If you’re looking for more great products, we’ve got you covered.

Here are some recommendations based on your recent purchase:

[Recommended Product 1] – [Short Description] 

[Recommended Product 2] – [Short Description] 

[Recommended Product 3] – [Short Description]

Explore these options and treat yourself to something new!

Best regards,

Special occasion emails

Special occasion emails are sent to your customers to celebrate a special occasion in their lives, such as birthdays, anniversaries, holidays, or other significant events. By being a part of your customers' lives, you ensure that your relationship is not just limited to a vendor and customer. 

Usually, you can use these emails to send personalized messages wishing the customer well on their special day. You can also include exclusive discounts or free offers as a way to encourage the customer to buy a gift for themselves.

Birthday Email (On Customer's Birthday)

Subject: Happy Birthday, [Customer's Name]! 🎉

Hi [Customer's Name],

Wishing you a happy birthday filled with happiness! To show our gratitude, here’s a surprise gift just for you:

Enjoy [X]% off your next purchase as our birthday gift to you. Use code BDAY15 at checkout to redeem your discount.

Celebrate in style and have an amazing day!

Best wishes,

Anniversary Email (On Customer's Joining Anniversary)

Subject: Celebrating [X] Years Together – Thank You!

Hi [Customer's Name],

Happy [X] Year Anniversary! It’s been an incredible journey, and we’re grateful for your continued support over the years.

As a thank you for being part of our community, here’s a special offer just for you:

Enjoy [X]% off your next purchase to celebrate this milestone together. Use code ANNIVERSARY20 at checkout to redeem your discount.

Thank you for your loyalty and support. Here’s to many more years ahead!

Best regards,

Customer Appreciation Email (Randomly Throughout the Year)

Subject: Just Because – Thank You for Being Amazing!

Hi [Customer's Name],

We just wanted to take a moment to say thank you for being an amazing customer! Your support means the world to us, and we’re incredibly grateful to have you as part of our community.

As a small token of our appreciation, here’s a special offer just for you:

Enjoy [X]% off your next purchase with code THANKYOU15 at checkout.

Thank you for being awesome!

Best regards,

Send special occasion emails automatically using Zixflow

Connect with your customers and give them a surprise on their special day with Zixflow

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Back-in-stock email automation

When your previously out-of-stock items become available again, you can send automated back-in-stock emails to notify your customers about the same.

The focus here is to tell your customers that the items they were interested in are now back-in-stock. You can include a call-to-action to allow your customers to immediately check out these restocked products and compel them to make a purchase before the item sells out again.

Back-in-stock Notification Email (Immediately After Product Restock)

Subject: [Product Name] is back-in-stock – Don’t Miss Out!

Hi [Subscriber's Name],

Great news – [Product Name] is back-in-stock and ready to ship!

We know you’ve been waiting for this, so don’t miss your chance to get your hands on it.

Order now before it sells out again!

Shop Now: [Link to Product]

Happy shopping!

Best regards,

Reminder Email (3 Days After Initial Notification)

Subject: Did You Get Your [Product Name] Yet?

Hi [Subscriber's Name],

Just a quick reminder – our popular [Product Name] is back-in-stock and selling fast!

If you haven’t already, now’s the perfect time to grab yours before it’s gone again.

Don’t miss out – order now!

Shop Now: [Link to Product]

Best regards,

Limited Stock Alert Email (1 Week After Initial Notification)

Subject: Last Chance to Get Your [Product Name]!

Hi [Subscriber's Name],

We wanted to give you one last heads up – there are only a few [Product Name] left in stock!

If you’ve been thinking about getting one, now’s the time to act before it’s gone again.

Order now while supplies last!

Shop Now: [Link to Product]

Best regards,

Final Reminder Email (2 Weeks After Initial Notification)

Subject: Final Call – Get Your [Product Name] Before It’s Too Late!

Hi [Subscriber's Name],

This is your final reminder – our [Product Name] is selling out fast, and this might be your last chance to grab one!

Don’t let it slip away – order now before it’s too late!

Shop Now: [Link to Product]

Best regards,

Retargeting emails

Retargeting emails are sent to customers who have previously visited your e-commerce website or added items to their cart but did not complete the purchase. And have not returned to check out your platform for a while. 

By sending automated retargeting emails, you can remind the customer of the items they were interested in and may include personalized recommendations based on their browsing or purchase history. 

You can also ask for feedback from their end to know why they haven’t visited your store and modify your communication accordingly to get them back again. 

Initial Engagement Email (1 Day After Initial Interaction)

Subject: Thanks for Visiting [Your Brand Name] – Here’s Something Special!

Hi [Subscriber's Name],

We noticed you recently visited [Your Brand Name] but didn’t make a purchase. We understand – sometimes it takes a little extra time to find the perfect product.

As a thank you for stopping by, here’s a special offer just for you:

Enjoy 10% off your next purchase with code [Discount Code].

Shop Now: [Link to Shop]

We hope to see you again soon!

Best regards,

Product Recommendation Email (2 Days After Initial Interaction)

Subject: Discover More Great Finds at [Your Brand Name]!

Hi [Subscriber's Name],

We noticed you were interested in [Product Category] during your recent visit to [Your Brand Name]. So, here are a few suggestions that you might like:

  • [Recommended Product 1] – [Short Description] [Link to Product]
  • [Recommended Product 2] – [Short Description] [Link to Product]
  • [Recommended Product 3] – [Short Description] [Link to Product]

Explore these options and find your perfect match!

Best regards,

Limited Time Offer Email (3 Days After Initial Interaction)

Subject: Hurry! Limited Time Offer Just for You 🕒

Hi [Subscriber's Name],

We wanted to give you another chance to take advantage of our special offer:

Enjoy [X]% off your purchase for the next 24 hours only with code FLASH15.

Don’t miss out – shop now and save!

Best regards,

Start automating your email marketing to drive more sales for your e-commerce business

Overall, setting up automated email marketing flows for your e-commerce business is an excellent way to autopilot your engagement and drive sales. 

However, to run these automated email marketing automation flows, you will need an advanced automation platform to help you kickstart your email marketing. And the software that fits the bill is Zixflow. 

Zixflow is an all-in-one CRM, communication, and marketing automation solution, built to help you grow your business by saving both time and money. 

With Zixflow’s sales cadences, you can craft custom e-commerce email marketing flows to incorporate the above-mentioned flows into your overall marketing strategy.

Zixflow sales cadence builder to build automated email flows to engage your customers.

That being said, give Zixflow a try! With its 14-day free trial, you can experience using the platform firsthand and autopilot your promotions effectively.

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