5 Automated eCommerce Email Marketing Workflows You Should Use

If you aren’t using automated eCommerce email marketing workflows, it’s a superpower you aren’t using. 

You could practically switch off all of your marketing campaigns, marketing dollar spends, and all the effort you take to promote Shopify stores and just focus on email marketing workflows for all I care. 


Why, you ask? No, I am not going to spew out statistics on email marketing again. You have enough of those. What you need is to implement eCommerce email workflows. 

Take action today. 

I’ll cut right to the chase. 

Now, you can use MailChimp, ConvertKit, Drip , Klaviyo or any other email marketing tool that integrates with Shopify

It’s important to take action; it’s really not about the tech or the tools you use.


For this blog post, we are going to focus on Drip

If you want to experiment, do this: Try out Shopify for free and sign up for a Drip free Trial

Just in case, here are email marketing automation templates to sell digital products.

Here are at least five Shopify email workflows with Drip that you should absolutely implement. 

Welcome Series Email Workflow

Post First Purchase Workflow

Repeat Purchase Workflow

Shopify Cart Abandonment (Guided)

Abandoned Browse Category Workflow

Bonus: Tips to maximize Shopify eCommerce Workflows

#1. Welcome Series Workflow 

Please. Say Hello. Be nice. Promise?  

It’s ridiculously easy. It’s the very basic of all human interactions. Yet, most eCommerce stores just don’t bother. 

The automated, purchase-triggered email doesn’t have to be boring, like “Hey Customer #27456. Thanks for the purchase”. 

Do more. Put yourself in your customers’ shoes. Would you like it if you got an email like that? 

As for how the welcome email works on Shopify (using Drip), it’s simple enough. 

Here’s how the Drip Welcome Series and “Making the First Sale” email marketing workflow works: 

ecommerce post purchase email

#2. Post First Purchase Workflow 

Got your first sale? There’s nothing more exciting than that. 

Don’t stop (you ain’t doing business for one sale). 

Getting new customers for your eCommerce business is absolutely critical. However, it’s only the beginning. Retaining your current customers is crucial, profitable, and certainly cheaper (than anything else you try). 


More than 80% of eCommerce customers claim that a positive brand experience (before the sale) and after the sale (post-purchase) helps them trust and like your brand more. 

You need an effective strategy to help build that trust, loyalty, likeability, and to “keep them interested”. 

Drip’s Shopify Post First Purchase Workflow helps you achieve just that. Nurture your way to customer retention.

Note that there are “feedback” centric emails and ways to bring in conversations around your brand or products as well. 

This is how the Post-purchase workflow looks like: 

ecommerce post purchase email workflow by drip

Read:

Post Purchase Email Marketing Examples You’ll Absolutely Love

#3. Repeat Purchase Email Workflows: Build a Loyal Customer Base 

Repeat customers. The open eCommerce secret sauce everyone knows but few use. As Drip puts it, it’s the bread and butter of an eCommerce business. 


If your customers purchased more than one product or even the same product twice, they deserve the red carpet. 


To get repeat purchases, you’ll need a heady mix of ingredients (all working together): 

  • Awesome products and/or services 
  • Obsession to tweak, change, and improve products and services (with the ability to act on feedback you receive).
  • Brand mindshare (earned over a period of time). 
  • Reward customer loyalty 
  • Exceptional customer service and customer support 

With those intangibles out of the way, here’s how to use Drip’s repeat purchase series of emails (where you tag customers as VIP). Three emails is excellent. 

This doesn’t include transactional emails

Include little things to “reward” your customers: thank you notes, discount codes, special offers, custom-made offers, free shipping offers, requests for feedback, and more. 

Here’s the Shopify and Drip related Loyalty email workflow

Repeat Purchase Loyalty automated email

Read: 

Here’s what Drives Customer Loyalty [Hint: It’s Not What You Think]

Interesting Loyalty Program Ideas and Experiments: Level up Your Strategy

#4. Shopify Cart Abandonment Guided Email Marketing Workflow (Guided) 

According to the Baymard Institute, the average shopping cart abandonment is now at 68.8%. 

For all the trouble you take (the money you spend and the resources you deploy), 2 out of 3 potential customers will abandon their shopping carts. 


Ouch. That hurts. 

Recent research from Bluecore, cart abandonment emails are money makers. Literally. 

Did you know that cart abandonment emails have the highest average conversion rate (2.63%) and click-to-conversion rate (21.78%) of any triggered ecommerce email? 

The good thing about Shopify and Drip? You can try to minimize this leak. In fact, Drip offers a guided email marketing workflow tailor-made for Shopify. 


Follow the wizard. Set the automated cart abandonment workflow up. You are good to go. 

With a few steps, activate the Shopify cart abandonment flow, brought to you by Drip and let the marketing automation do the magic. 

Shopify Cart Abadonment email

#5. Abandoned Browse (Category) Automation Workflow 


With a slight variation to the cart abandonment email workflow (above), why should you let go of those who “don’t add anything to the cart but did visit and browse products”? 

Did you know that you could send out targeted email workflows to potential customers who just browse your products but leave? 

Set specific categories — can include types of product, variants of products, and more — and send out emails for that one last push to turn casual visitors into customers. 

Here’s how the Drip and Shopify Product Category Page Abandonment email workflow works: 

abandoned page email automated

Tips to Maximize Shopify eCommerce Workflows 

eCommerce success has a lot to do with several things working together (not just products, brand imagery, price, offers, and more). There’s also the brand, product quality, customer service, and more. 

Don’t write emails like “corporations do”. Use character, personality, and some humor. Write like you write to your best friends. 

Don’t make email marketing emails sales-oriented. Don’t push. Nurture. Relate. Have fun. 

Segment your lists, tag your customers. 

Master your cart abandonment emails. They make money. Period. 

The “delays” — like “wait 3 days” and wait “7 days” are there for a reason. Don’t overwhelm. At the same time, don’t swing to the other side and never send email marketing messages at all. 

Some email marketing workflows, you can’t afford to ignore. Here are a few automated emails every eCommerce store should use 

Have clear calls-to-action

Start using these automated eCommerce email marketing workflows. Take your eCommerce business to the next level. Start with Shopify and get drip to do its magic. 

Join me on my LinkedIn community and share your thoughts. Follow me on Twitter or watch my videos on YouTube. 

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