Top 10 Email Automation Workflows For Online Businesses

Top email automation workflows for online businesses

Automation email workflows are one of the powerful tools to enhance the performance of many functions in an eCommerce business. They come equipped with everything needed to provide an overall enriched customer experience. This article will outline the 10 highly effective email automation workflows that truly make a difference in your online business.

What are automated email workflows and their benefits?

Automated email workflows are a series of tasks involving emails set up to be sent to customers or related people. They are triggered based on a behavior of a customer or an event of the business. Once set up, these emails are sent out automatically if there is a trigger and the conditions are fulfilled. 

Email automation workflows have become a strategic darling of eCommerce businesses because of their various benefits. Some of them are:

  • Target and personalize better

The workflow allows you to segment contacts into different groups, which helps you send more targeted emails to customers and increase engagement.

  • Boost sales

If you set the right formula and timing of your emails, together with quality content, you will carry out a successful lead nurturing campaign. Thus, you improve the conversion rates and gain more revenue. 

  • Save time and money

Email workflows are automatic. You only design the workflow, and it will do the work for you. You don’t need someone to click send but still works 24/7. Therefore, you can spend your time on other critical tasks and reduce your costs.

Top 10 valuable email automation workflows for eCommerce businesses

1. New subscribers engagement with a welcome series

Studies show that welcome emails gain nine times more clicks than emails sent when subscribers are interested in your brand or products most. When new accounts subscribe to your email list and register on your website, start engaging with them as soon as possible. A welcome email will introduce new members to your brand. 

Email automation workflow ideas for engaging new subscribers:

  • Thank you to new subscribers and introduce your social channels for them to engage with you.
  • Promote upcoming events.
  • Offer a discount for making the first order.
  • Show them feature products they may be interested in.

welcoming email workflow

Welcome new members – Atom8

2. Account-based marketing workflow

For B2B eCommerce businesses, account-based marketing (ABM) is an effective method to approach and build a partnership with this type of customer. Email automation workflow helps you carry out the campaign more effectively by grouping your target recipients based on industry, type of business or size, etc. 

Email workflow ideas for ABM:

  • Personalize by specific roles in the company.
  • Send helpful content relating to the recipient’s role.

3. Birthday celebrations or special occasions workflow

Your customers’ birthdays, anniversaries, holidays, or other special events are a good time for you to start your loyalty program. The email workflow for this will improve the relationship between your business and customers. It not only makes customers feel they are special and appreciated by your business but also helps you connect with them and motivate more purchases in the future.

Your email workflow should:

  • Contain a friendly celebratory note.
  • Offer a discount or other special perk.

4. Upsell or cross-sell automation

Upsell and cross-sell emails are invaluable strategies for eCommerce businesses to continue relationships with customers. Furthermore, you may drive more sales and profit. Depending on the type of products your customers have purchased or the content they have subscribed to, you can set up product recommendation email workflows for upselling and cross-sell.

Your email workflow should only send relevant items to avoid annoying your customers.

5. Cart abandonment workflow

68% of shoppers placing a product in their shopping cart abandon it. An email automation workflow will help you convert abandonment carts into your sales. Send them an email to persuade them to return and complete the transaction.

Ideas for cart abandonment email workflow:

  • Offer a discount code, free shipping, a bonus gift, etc.
  • Include a time limitation.Cart abandonment email workflow

Cart abandonment workflow

6. Lost opportunity nurture workflow 

Sometimes, a limited budget prevents online shoppers from purchasing the item they are interested in. It is a pity to lose this amount of precious sales. In this case, you can create a series of emails that offer a discount or other similar products at a lower price.

7. Inactive customer re-engagement workflow 

In fact, the costs for new customer acquisition are about 5x as much as for nurturing existing ones. While every online business has a list of potential customers, some of them haven’t engaged in it for a long time. They may be shoppers who have created an account or registered their email with your website or people who have made purchases but haven’t returned. Automated email workflow can re-engage inactive customers but is not as much as a new PPC or social media ad campaign.

Email workflows ideas for re-engaging inactive customers:

  • Share delightful content to regain customers’ attention.
  • Offer a discount or free shipping code to motivate them to make a new purchase.
  • Announce new product features and versions to spark their interest.
  • Survey to understand why they stop using your products.

Engaging email workflow

Re-engage new customers

Customer engaging email workflow

Re-engage existing customers

8. Sales pitching in a lead nurturing campaign

Leads usually don’t convert into customers immediately, but they need more convincing. Automation email workflow will enhance the chance of converting leads that you are able to capture into a paying customer with no limitation of time. By understanding that your leads want to learn more on the topic of running, you can send them related content and products. When you send them useful emails, you will develop a relationship with them and will be the first on their mind as they want to buy a product.

Email workflows ideas for a lead nurturing campaign:

  • Send useful information.
  • Offer discount or coupon code.
  • Create a powerful CTA.

9. Out-of-stock and back-in-stock notification workflow

Automated email workflows not only play an important part in your marketing efforts but also support organizational operations and other functions. In stockout events, this workflow will be a timely solution to keep your customer satisfaction. Set up an automated email workflow to apologize to the customers for the unexpected event. At the same time, alert your team about such events and have an action plan quickly.  

Out-of-stock email

inventory notification email

Notify team 

10. High-risk orders reminder workflow

This email workflow detects and prevents risky orders. Let’s say if your normal value of an order is between $50 and $150, but there is an $800-valued order, you should be notified about it to review before accepting the order. 

Fraudulent order reminder email

Risky orders reminder workflow


More advanced technologies have been developed and incorporated into comprehensive solutions to further improve the effectiveness of marketing and other fields. Hence, never stop looking for new solutions. And now, what are you waiting for? Try deploying these email workflows for your business. 


Table of Contents

Book a Demo

Request a demo for GritGlobal’s BigCommerce solutions.

My Webpage

I understand that I can withdraw my marketing consent at any time by submitting an opt-out request via email: By submitting this form, I acknowledge that I have read and understand the GritGlobal's Privacy Policy.