Boosting sales on autopilot: How to use email automation to maximise profits

Email marketing is one of the key ways to communicate with customers and motivate them to buy. Are you taking full advantage of the potential of automated processes? We have compiled a list of basic and powerful automations that offer new opportunities to increase sales.

Abandoned shopping cart
On average, 70% of online shopping carts are abandoned. However, email campaigns targeting abandoned shopping carts can increase the purchase completion rate by more than 10%. Of course, the result depends on the specific market segment, the devices users employ, and the overall perception of the brand.

What discourages customers from buying? According to the Baymard Institute, which tests the usability of e-shops, the main reasons include

What discourages customers from buying? One reason may be the complexity of the purchasing process. According to the Baymard Institute, which conducts extensive usability testing of e-shops, a complicated purchasing process is one of the most common reasons for abandoning a shopping cart. Simplifying the process can lead to a significant increase in conversions. The most common reasons for abandonment are:

✅ Final price – about a quarter of customers leave because
of the price ✅ Excessive shipping costs
✅ Low credibility of the e-shop
✅ Limited payment options

When setting your strategy, it is also important to bear in mind that customers often abandon their shopping carts deliberately in the hope that the shop will offer them a discount. This phenomenon is known as the “abandoned cart tactic”. It is important to consider these practices. This is so that your e-shop does not lose revenue from the full price, but also to keep customers motivated to complete their purchase.

Customer
reactivation What about people who once bought from you but then disappeared? Emails to reactivate customers who have been inactive for more than six months can bring up to 20% of them back. A personalised reactivation campaign with an exclusive offer or news can rekindle their interest.

Collecting contacts and welcome emails
Welcome emails have an open rate of up to 82%, which is one of the highest rates among all types of emails. So why not take advantage of this? Combine your welcome email with an attractive offer – a discount on the first purchase, a gift, a free e-book or exclusive content. There are no limits to your creativity.

Offering complementary products
Emails offering complementary products can increase overall sales by up to 30%. This form of cross-selling is particularly effective when personalised based on the customer’s previous purchases. For example, if a customer has purchased a mattress, they may be interested in high-quality bed linen or a mattress protector.

Name day and birthday wishes
What is the key to building customer relationships? Personalised communication, without a doubt. Birthday and name day wishes are among the most common marketing tactics in this regard. They have the potential to strengthen loyalty and are often combined with an exclusive offer that motivates the customer to make another purchase.
However, when we look at it from the other side, it is precisely on these days that recipients’ e-mail inboxes tend to be full of similar greetings. Customers can easily overlook your e-mail or perceive it as less personal if it is generic and lacks added value.

? Try a different approach

• Do not just send generic greetings. You can add a special discount, gift, special ebook, or unique message to your email. There are no limits to your ideas; the more original, the better.
• Focus on timing. Consider whether it would be better to send the email a day or week in advance, when there is less competition in the inbox, rather than on the actual holiday/birthday.
• Congratulating customers on important dates is not mandatory. It is fine if you decide not to use automation. There are other ways to build relationships with customers (e.g. personalised offers based on behaviour or reactivation campaigns).

By using these automations, you will not only save time, but also provide personalised content that will appeal to customers and motivate them to make further purchases. Email automation is therefore an indispensable tool for effective online marketing.

Automation in email marketing saves time and delivers results. From recovering abandoned shopping carts to personalised messages, the key to success is sending the right messages at the right time to the right audience. If you also link your messages to a well-designed offer, email marketing can be one of your most effective sales channels.