Agência Kaizen
Automação de Marketing

Email Automation for E-commerce: Setup Guide

For every R$ 1 invested in email marketing, the average return is R$ 36 — the highest ROI of all digital marketing channels. But “email marketing” is not a monthly newsletter. It’s automation: sequences that trigger automatically based on customer behavior. For e-commerce, this is the difference between a store that

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For every R$ 1 invested in email marketing, the average return is R$ 36 — the highest ROI of all digital marketing channels. But “email marketing” is not a monthly newsletter. It’s automation: sequences that trigger automatically based on customer behavior. For e-commerce, this is the difference between a store that survives and one that scales.

5 Essential Email Automations for E-commerce

1. Welcome (Activation)

  • When it triggers: When the lead signs up for the list
  • Sequence: Email 1 (immediate): welcome + discount on first purchase. Email 2 (48h): best-selling products. Email 3 (7 days): brand story + value proposition
  • Open rate: 50-60% (well above the media average of 20%)

2. Abandoned Cart (Recovery)

  • When it triggers: 1h, 24h, and 72h after abandonment
  • Sequence: Hour 1: product reminder with photo. Hour 24: social proof (reviews from buyers). Hour 72: progressive discount of 5-10% + urgency
  • Recovery rate: 10-15% with 3 well-crafted emails

3. Post-Purchase (Loyalty)

  • When it triggers: After delivery is confirmed
  • Sequence: Day +3: “How are you liking it?” + request for review. Day +14: cross-sell of complementary category. Day +60: “Is it time to restock?” (consumable products)

4. Reactivation (Recover Lost Customers)

  • When it triggers: Customer hasn’t purchased in 90 days
  • Sequence: “We’ve missed you” + store news + “Here’s an exclusive coupon” + “last email: do you want to keep receiving?” (list cleaning)

5. Browsing Abandonment

  • When it triggers: Customer viewed 3+ products but didn’t add to cart
  • Content: “Did you see these products?” + “Here’s a guide on how to choose” (education, not just sales)

Integrated marketing automation with Kommo CRM →

Automation Tools

  • ActiveCampaign: Best for visual automation and dynamic segmentation
  • RD Station: Good Brazilian ecosystem, integration with national CRM
  • Klaviyo: Focused on e-commerce, native integration with Shopify
  • Mailchimp: Good for starting out, limited for advanced automation

Set up email automation with Kaizen →

Kaizen Agency — Marketing Automation for E-commerce. Google Premier Partner. Measurable ROI.

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