What’s the best way to set up email automation for my online store?
If you run an online store, you’ve probably wondered how to turn more visitors into customers without spending every day writing emails by hand. Email automation is one of the most reliable ways to boost conversions, bring people back to your store, and increase repeat revenue. So what’s the best way to set it up so it actually works, runs without constant oversight, and helps you grow? The key is building a simple, strategic set of automated sequences that guide shoppers from first visit to first purchase and then into long-term loyalty.
Where should you start with email automation for ecommerce?
Most stores should start by automating the customer journey from the moment someone joins your list. The quickest wins usually come from three core flows: a welcome sequence, an abandoned cart sequence, and a post-purchase sequence. These cover the biggest opportunities to drive new revenue without requiring complex segmentation or advanced data setups.
According to Klaviyo’s 2023 Benchmark Report, automated emails generate a higher click rate than manual campaigns and are responsible for an average of 31 percent of total ecommerce email revenue (source).
That means even a basic automated setup can make a noticeable difference from day one.
How do you build a welcome flow that actually converts?
A solid welcome flow introduces your brand, reassures new subscribers that they made a good decision signing up, and gives them an easy path to make their first purchase. The strongest welcome flows keep things simple and helpful.
A good approach is a three email sequence:
- A warm introduction with a clear offer or incentive.
- A follow up that highlights best selling products or customer favorites.
- A trust building message that shares reviews, FAQs, or a story about your brand.
Research from Omnisend found that welcome emails have an average open rate above 60 percent and generate more than three times more revenue per email than other promotional messages (source).
When you run your store with Surge by Thrive, you can build a welcome sequence directly inside the Email & SMS Marketing platform using triggers, timing delays, and personalization tags.
How do you set up an abandoned cart flow that recovers lost sales?
Abandoned cart messages are among the most profitable automations in ecommerce. Shoppers abandon carts for all kinds of reasons distractions, unclear costs, needing more time but a simple automated reminder often brings them back.
A strong abandoned cart sequence usually includes:
- A friendly reminder about what they left behind.
- A second message with clarity on shipping, returns, or guarantees.
- A final reminder with social proof or an incentive if it fits your brand.
Shopify reports that the average cart abandonment rate is nearly 70 percent (source).
Recovering even a small portion of those lost carts can produce a meaningful revenue lift. With Surge by Thrive, you can build these reminders using Workflow Automations so shoppers automatically get a helpful nudge without you doing anything manually.
What about post purchase emails? How important are they?
Post purchase emails are one of the most overlooked automations in online retail. These messages increase customer satisfaction, build trust, get more reviews, and encourage a second purchase. They also show customers that your store cares about the experience, not just the sale.
A simple post purchase sequence can include:
- An order confirmation with clear expectations.
- A delivery update or thank you email.
- A product education message showing how to use the item.
- A review request.
- A follow up offer for a recommended product.
PowerReviews found that nearly 99 percent of customers read reviews at least occasionally before making a purchase (source).
This means your review request email plays a real role in shaping future conversions. If you use Surge, you can send automated review requests through the Reputation Management tools.
How do you personalize automated emails without making things overly complicated?
Personalization makes your emails feel relevant, but it doesn’t have to be complex. Even small touches make a meaningful difference. Using your subscriber’s first name, recommending products based on categories they viewed, or sending reminders based on their activities can all improve engagement.
McKinsey found that companies using personalization effectively generate up to 40 percent more revenue from those efforts compared to those that do not personalize (source).
Surge by Thrive makes this much easier because your CRM, forms, and email tools work together. You can capture behavior using Custom Forms and track customer journeys inside the CRM so your automated messages feel more custom without needing extra apps.
What supporting automations should you set up after your core sequences?
Once your welcome, abandoned cart, and post purchase flows are running smoothly, you can build more targeted automations such as:
- Win back sequences for customers who haven’t purchased in a while.
- Birthday or anniversary messages with a personalized offer.
- Browse abandonment messages for shoppers who viewed products but never added to cart.
- Back in stock or price drop alerts.
- Loyalty or VIP messages for high value customers.
These aren’t required on day one, but they can steadily increase engagement as your list grows. You can manage all of these in Surge using Workflow Automations or your combined Email & SMS Marketing tools.
How do you keep everything running smoothly long term?
The best email automation systems are simple, measurable, and updated regularly. You don’t need dozens of sequences for your store to grow. What you need is a handful of strong automations that run well, get reviewed monthly, and are updated as your product line or promotions change.
A few good habits include:
- Reviewing your email metrics once a month to look for trends.
- Testing different subject lines or offers to see what improves conversions.
- Updating product recommendations when you add new inventory.
- Refreshing your post purchase messages with seasonal or trending products.
Surge makes this easier because you can manage everything in one place with no switching between tools. And if you need help setting up automations for your store, you can always reach out to the Surge team or request a demo.
Final thoughts
Setting up email automation for your online store is one of the highest impact steps you can take to grow your revenue. The best path is to start with the core automations that move customers from first visit to second purchase, then slowly build additional flows as your list grows. When your emails are powered by a system like Surge by Thrive, your CRM, workflows, forms, SMS, and email all work together so personalization is easier and results come faster.
If you want an easier way to launch and manage your ecommerce automations, you can explore Surge’s email and workflow tools or request a live demo today.