Running an e-commerce platform is difficult, there’s no doubt about that. From managing inventory to keeping up with marketing, it takes a lot of effort to manage an online store that excels in every department. That’s why, whenever an opportunity arises to automate certain processes, they should always be looked into with a keen eye.

The Revolution of Automated Email Marketing

One of the most revolutionary things for e-commerce platforms in the last few years, for instance, is email marketing automation. For those unaware, this refers to the use of automated systems to send personalised, timely emails to customers based on their behaviour, preferences, and interactions with your store. Instead of manually crafting and sending individual emails, e-commerce businesses can now set up automated workflows that engage customers at the right moment, and in the right way. 

Changing the Goal of Order Confirmation

One of the ways it can do this is through optimising all of the emails businesses already send. To give an example, many businesses are using Shopify order confirmation email plugins that automatically trigger follow-up messages right after a purchase is made. Sounds pretty normal, right? Except these emails are more than just typical order confirmations. They are powerful marketing tools that include recommended products, discounts for future purchases, and even invites to loyalty programs. In effect, automated emails can recognise the type of customer being emailed and utilise one of the most opened email types – according to recent studies, which state that 70% of buyers open order confirmations – to make them come back for more.

Python Programming

Python’s ease of use, versatility, and extensive libraries makes it a popular language for automating email marketing. Scripts can automate repetitive tasks like sending bulk emails, creating and sending personalized emails, scheduling emails for specific times, and triggering emails based on user actions or events. It’s also a useful language for extracting and cleaning email lists from various sources (e.g. databases, CSV), as well as analyzing email campaign performance and generating reports.

Python’s robust libraries and frameworks like Pandas, NumPy, and Flask enable developers to create customized and scalable email automation. Tools like Jinja 2 allow for dynamic email templates, and integrations with APIs can track customer interactions in real time. 

Ending the Abandoned Cart Problem

Another way that automated email marketing has changed the landscape is through tackling one of the most prolific problems online stores face: abandoned carts. In another study, it was found that 7 in 10 customers end up abandoning their carts, with a variety of reasons including distractions, unexpected shipping costs, or simply not being ready to purchase. Ordinarily, it would be difficult to get these customers to return, but through an automated campaign, these customers can be sent automated, timely emails that remind them of their cart at just the right moment. What’s more, these emails can be personalised based on the items left behind, with time-sensitive CTAs that encourage them to return sooner rather than later.

Transforming Engagement With Welcome Emails

Welcome emails can also be both automated and effective. It’s important to remember that these aren’t ‘throwaway emails’, but rather the crucial first interaction the customer has with your brand outside of the website. Automating these emails allows businesses to instantly reach out and engage new visitors without delay, ensuring a strong connection is made when the customer is most interested. They also show customers that businesses are appreciative of their support. In the online space, it can be very easy for companies to become faceless entities – even ones with genuinely engaging websites and strong, transparent content. With the right personalised email, it’s possible to be even more transparent, openly communicating with the customer that their support is appreciated and that they are valued as an individual. 

Saving Straying Customers

Likewise, automated emails can be utilised to save customers who are being led astray. The competition in 2024 is massive, and with more people buying online, it’s only set to get bigger over the next few years. A good way to retain a solid customer base is through recognising when customers have been inactive and emailing them in a timely, encouraging manner. These emails can include exclusive discounts – such as ‘20% off your next purchase – or even points-based rewards to re-engage them. 

Conclusion

The point is that these are the customers who would normally fall by the wayside. With so much time taken up with other tasks, it’s hard to keep track of every customer who has become invested, has been absent, has left an abandoned cart, or has the potential to make further quick purchases. By automating the email marketing process, it’s possible for businesses to take hold of these customers, ensuring they’ve done everything they can to encourage purchases, repeat purchases, and build revenue. And there are many more processes not even mentioned here, including simplified A/B testing, data analysis, and automated loyalty rewards. This makes automated emails one of the most obvious ways to save time and grow in the process.