6 Email Programs You Should Be Sending

There are six types of emails every ecommerce marketer should send. In coming posts, I’ll elaborate on each of these programs, if I haven’t already. Some of these may be familiar to you — but if any aren’t, you’re missing out on potential revenue, so be sure to start sending them.

1. Newsletter

email programs karmaloop

[Image via Karmaloop]

Newsletters are the foundational marketing emails of any business, ecommerce or otherwise. Send your subscribers daily, weekly, biweekly, or monthly newsletters to update them regarding new products or other news about your store. You can also segment your email list by these metrics, so subscribers can choose how often they would like to receive your newsletter. Similarly, if you sell several different product categories, you can segment your list based on interest, too — some subscribers may only want to hear about women’s clothing and not men’s, for example. Segmenting your newsletter list will reduce your unsubscribe rate and allow you to send your subscribers more personalized, engaging emails.

2. Welcome Series

2Modern Welcome Email

[Image via 2Modern]

When we studied the effectiveness of email flows, we found that welcome series are highly profitable, but rarely used. On average, our customers make around $2,000 a month thanks to welcome series alone. These emails are your first point of contact with new subscribers, so it’s important you put your best foot forward. Like newsletters, welcome series are a great platform for advertising your product catalogue. Your welcome series can feature new, popular, or trending products.  

3. Abandoned Cart

Huckberry Abandoned Cart

[Image via Huckberry]

We discussed our 15 abandoned cart best practices in a previous post, but the importance of these emails deserves to be reiterated. Many brands make between $5-$10 per abandoned cart email sent — and that’s counting every email, even the unopened ones. Send your customers 1-2 emails reminding them of items they’ve left in their cart to recover potential purchases. In the emails, include photos of the abandoned products, as well as any relevant details, like quantity, price, color, or size.

4. Browse Abandonment

Browse abandonment emails are similar to abandoned carts, but are triggered when a customer visits a product page — they don’t have to add an item to their cart, but merely view it. Because visiting a product page doesn’t quite indicate the same level of interest as adding an item to a shopping cart does, include related or similar products in your browse abandonment emails to broaden your net.

5. Post-Purchase Followup

Drizy Review Email

[Image via Drizly]

Post-purchase emails come in three flavors: “thank you” emails, product reviews, or product recommendations. Sending “thank you” emails after a customer purchases humanizes your brand, and consequently strengthens customer loyalty and builds a rapport.

Similarly, product review emails indicate that you value your customers’ opinions. They’re also important because they contribute to your brand’s social proof, so take any opportunity you can to generate positive feedback from your customers.

Product recommendation emails are different from product recommendations within emails because they are triggered by the purchase of a particular product. If someone purchases a bike, for instance, you can trigger an email suggesting he or she also purchase a tire pump or bike lights. While these items are not suggested for this customer alone, they are still curated based on behavior.

6. Inactive Customer Winback

Rent the Runway Winback

[Image via Rent the Runway]

Send winback emails to customers who have been inactive for some period of time. Each company defines inactivity differently, but six months is a good rule of thumb. You can further segment by types of inactivity (i.e. haven’t purchased but have been active on site) to deliver more targeted emails. Winbacks should include updates on what a customer might have missed since becoming inactive, as well as incentives, like discounts, to lure them back.

Are there any additional types of emails you send? Let me know in the comments!

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2 comments

  • How do you trigger the Browse Abandonment emails sequence? do you take the email using a Popup? (i am a klaviyo customer :))

    • Hi Shiran – Popups work, but we can also get emails from people clicking through campaigns (and then we can track them going forward). Drop us an email at success@klaviyo.com and we can help you get this setup.

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