Starting your first e-commerce store feels overwhelming enough without worrying about complex marketing systems. But here’s the reality: email marketing has an average return on investment of 36 times, meaning for every dollar you spend on email marketing efforts, you can expect $36 in return.
The problem? Most guides assume you’re already familiar with email marketing basics. This guide starts from zero and walks you through setting up email marketing automation that actually works for beginners.
By the end of this guide, you’ll have automated email sequences running that welcome new customers, recover abandoned carts, and bring back previous buyers – all without manually sending a single email.
Table of Contents
What Is Email Marketing Automation (And Why You Need It)
Email marketing automation sends targeted emails to your customers based on their behavior, without you having to manually hit “send” each time. Think of it as having a helpful assistant who knows exactly when to follow up with different customers.
For example, when someone abandons their cart, automation sends them a gentle reminder email an hour later. When a customer makes their first purchase, they automatically receive a thank you message and care instructions for their product.
According to Omnisend’s 2025 research, automated emails generate 37% of sales from just 2% of email volume. This means your automated emails work much harder than your regular newsletters.
5 Essential Email Automations for Beginners
Don’t try to set up everything at once. Start with these five core automations that deliver the biggest impact:
1. Welcome Email Series
Your welcome email introduces new subscribers to your brand and delivers any signup incentive you promised. This email typically has the highest open rates because people expect it right after joining your list.
What to include:
- Warm greeting and brand introduction
- Promised discount code or freebie
- What to expect from your emails
- Links to your best-selling products
- Social media links
2. Abandoned Cart Recovery
More than 70% of shopping carts end up abandoned. According to the Baymard Institute’s comprehensive research, the average cart abandonment rate across industries is around 70%, representing a massive opportunity for revenue recovery. Cart abandonment emails help recover some of these lost sales by reminding customers what they left behind.
Recommended sequence:
- Email 1: Send 1 hour after abandonment with cart reminder
- Email 2: Send 24 hours later with social proof or testimonials
- Email 3: Send 3 days later with small discount offer
3. Post-Purchase Thank You
Thank you emails show appreciation and set expectations for what comes next. They also present opportunities to encourage social sharing and reviews.
4. Product Review Request
Send these 5-7 days after delivery when customers have had time to use their purchase. Positive reviews build social proof for future customers.
5. Win-Back Campaign
Target customers who haven’t purchased in 60-90 days (adjust based on your typical purchase cycle). Offer exclusive discounts or showcase new products to re-engage them.
Step-by-Step Setup Guide
Phase 1: Choose Your Email Platform (Week 1)
For beginners, I recommend starting with one of these three options:
Shopify Email (Best for Shopify stores)
- Free up to 10,000 emails/month
- Native integration with your store
- Simple automation templates
- Limited customization options
Mailchimp (Best for multiple platforms)
- Free up to 500 subscribers
- Works with most e-commerce platforms
- More design flexibility
- Steeper learning curve
Klaviyo (Best for growth)
- Free up to 250 subscribers
- Advanced segmentation features
- Higher monthly cost as you grow
- Most powerful automation options
My recommendation: Start with your e-commerce platform’s native tool if available (like Shopify Email), then upgrade as you grow.
Phase 2: Install and Connect (Week 1-2)
- Sign up for your chosen platform
- Install the app or plugin on your e-commerce store
- Verify the connection is working by checking that customer data flows correctly
- Set up basic tracking to capture website behavior
Common beginner mistake: Not enabling website tracking from day one. You need this data to create behavioral automations later.
Phase 3: Build Your First Automation (Week 2-3)
Start with a welcome email since it’s the simplest:
- Create a new automation in your email platform
- Set the trigger to “someone subscribes to your email list”
- Write your welcome email using a template
- Test the automation by subscribing with a test email address
- Activate the automation once testing confirms it works
Phase 4: Add More Automations (Week 4-8)
Add one new automation every 1-2 weeks. This prevents overwhelm and lets you test each one properly.
Recommended order:
- Week 4: Abandoned cart email
- Week 6: Thank you email
- Week 8: Review request email
Setting Up Your First Abandoned Cart Email
This automation typically generates the highest immediate revenue, so let’s walk through it step by step:
Step 1: Create the Automation Trigger
- Set trigger: “Customer adds item to cart but doesn’t complete purchase”
- Set delay: 1 hour after abandonment
- Add condition: Only send if cart value is above $10 (prevents spam complaints)
Step 2: Design Your Email
Subject line options:
- “Forgot something in your cart?”
- “Your items are waiting for you”
- “Complete your purchase before these sell out”
Email content structure:
- Friendly reminder they left items behind
- Show images of the abandoned products
- Include a clear “Complete Purchase” button
- Add your contact information for questions
Step 3: Test Before Launching
- Add items to your own cart and abandon it
- Wait for the email to arrive in your inbox
- Click through to ensure the cart link works
- Make a test purchase to verify the process
Essential Email Content Templates
Welcome Email Template
Subject: Welcome to [Brand Name] – Here’s your 15% off code!
Hi [First Name],
Thanks for joining the [Brand Name] family! We’re excited to have you.
As promised, here’s your exclusive 15% off code: WELCOME15
Use it on any order over $50. No expiration date because we want you to find the perfect time to shop.
While you’re here, check out our customer favorites:
- [Product 1 with image and link]
- [Product 2 with image and link]
- [Product 3 with image and link]
Questions? Just reply to this email – we read and respond to every message.
Welcome aboard! [Your Name]
Abandoned Cart Email Template
Subject: Did you forget something?
Hi [First Name],
You left something in your cart, and we wanted to make sure you didn’t miss out!
[Product image] [Product name and price]
[Complete Your Purchase Button]
Need help deciding? Here’s what other customers love about this item: [Customer testimonial or review]
Questions? We’re here to help! Just reply to this email or call us at [phone number].
Happy shopping, [Your Name]
Common Beginner Mistakes to Avoid
Mistake 1: Setting Up Too Many Automations at Once
- Solution: Start with welcome emails only. Add new automations every 2 weeks maximum.
Mistake 2: Not Testing Your Automations
- Solution: Always test with your own email address before activating any automation.
Mistake 3: Forgetting About Mobile Users
- Solution: Preview every email on mobile devices. Over 60% of people read emails on their phones.
Mistake 4: Sending Too Many Emails Too Quickly
- Solution: Space out your automation sequences. Don’t send more than one email per day from automated sequences.
Mistake 5: Using Generic, Salesy Language
- Solution: Write emails like you’re talking to a friend. Be helpful, not pushy.
Timeline and Realistic Expectations
Week 1-2: Platform setup and learning
- Choose and install your email platform
- Connect it to your store
- Learn the basic interface
Week 3-4: First automation live
- Welcome email automation running
- Basic email capture form on website
- Start building your email list
Week 5-8: Core automations complete
- Abandoned cart recovery active
- Thank you emails sending
- Review request emails scheduled
Month 2-3: Optimization and growth
- A/B testing subject lines
- Segmenting your audience
- Adding advanced automations
Expected results: Most beginners see their first automation-driven sales within 2-4 weeks of setup. Don’t expect massive results immediately – email marketing builds momentum over time.
Measuring Your Success
Track these key metrics to know if your automations are working:
Email-Specific Metrics
- Open rate: Aim for 20-25% for e-commerce emails
- Click rate: Target 2-5% depending on your industry
- Conversion rate: Track how many email clicks turn into purchases
Revenue Metrics
- Revenue per email: How much money each email generates
- Automation revenue percentage: What portion of total sales comes from automated emails
Most email platforms provide these reports automatically. Check your metrics monthly, not daily, to avoid getting distracted by normal fluctuations.
Scaling Your Email Automation
Once your core automations are running smoothly, consider adding:
Advanced Automations
- Birthday/anniversary emails with special offers
- Replenishment reminders for consumable products
- VIP customer appreciation sequences
- Seasonal promotional campaigns
Segmentation Strategies
- New customers vs. repeat customers
- High-value customers vs. bargain hunters
- Product category preferences
- Geographic location
Integration Opportunities
- Connect with social media advertising
- Integrate with customer service platforms
- Link to loyalty program systems
Troubleshooting Common Issues
“My emails aren’t sending”
- Check your automation is activated (not just saved)
- Verify your trigger conditions are being met
- Ensure your email platform is properly connected to your store
“Open rates are very low”
- Test different subject lines
- Check if emails are going to spam folders
- Verify your sender reputation isn’t damaged
“People are unsubscribing frequently”
- Reduce email frequency
- Improve email content relevance
- Check that your emails match what people expected when signing up
Getting Help and Further Learning
Platform-Specific Resources
- Shopify Email: Check the Shopify Help Center for setup guides
- Mailchimp: Use their Knowledge Base for troubleshooting
- Klaviyo: Access their Academy for advanced training
When to Consider Professional Help
- Your store generates over $10,000/month in revenue
- You’re spending more than 10 hours/week on email marketing
- You want to implement complex segmentation strategies
- Your current setup isn’t generating expected returns
Next Steps: Building on Your Foundation
Once you have these basic automations running, you’ll have a solid foundation for email marketing success. Focus on consistently creating valuable content, testing different approaches, and gradually adding more sophisticated strategies.
Remember, email marketing automation isn’t about sending more emails – it’s about sending the right emails at the right time to the right people. Start simple, test everything, and build complexity gradually as you learn what works for your specific audience.
The most successful e-commerce stores view email automation as a long-term investment, not a quick fix. With patience and consistent effort, your automated emails will become one of your most reliable revenue sources.
Your automated email sequences are now ready to work around the clock, nurturing relationships with customers and driving sales while you focus on other aspects of growing your business.
Need personalized guidance for your specific e-commerce platform? Consider consulting with an email marketing specialist who can review your setup and recommend optimizations based on your unique business needs.