Email marketing for online shops: automate and sell more

While everyone is talking about TikTok and Reels, email marketing is still generating an average return of €36 for every euro invested. It isn't glamorous, but done well it's the channel that drives the most revenue in eCommerce. The key is automation: flows that work on their own, 24/7, without you having to lift a finger.

The welcome flow: your first impression

When someone subscribes to your list, you have 48 hours of peak attention. A 3-email flow — brand introduction, bestsellers with social proof and a first-purchase incentive — converts between 5% and 12% of those subscribers into customers. Without this flow, you're giving away easy sales.

Abandoned cart recovery

70% of carts are abandoned. A staggered 3-email flow — a gentle reminder after an hour, product benefits at 24 hours and a final nudge with urgency at 48 hours — recovers between 5% and 15% of those lost sales. It's literally money that was already in your till and walked out the door.

Post-purchase and loyalty

The post-purchase email isn't just a 'thank you for your order'. It's an opportunity to ask for a review, cross-sell complementary products and turn a one-off buyer into a repeat customer. Brands that look after this stage have an LTV up to 3 times higher.

You don't need to send newsletters every day. You need the right flows, well written and well segmented. That's what separates an email list from a sales machine.