Email Automation

According to the 2023 Omnisend report, automated emails accounted for 42% of all email orders, despite constituting only 2% of the total emails sent. It is, therefore, evident that while email automation offers substantial potential, many businesses struggle to leverage it effectively. 

If you’re new to email automation or seeking to enhance your existing strategies, here are 20 automation examples you can immediately implement to boost the effectiveness of email marketing campaigns.

What is Email Automation?

Email automation refers to the process of sending pre-written emails to subscribers or customers automatically based on predefined triggers or actions. These triggers could include signing up for a newsletter, purchasing, or abandoning a shopping cart. 

Reasons to implement Email Automation

Increased efficiency and saved time

Automates repetitive tasks

Repetitive tasks like sending welcome emails, abandoned cart reminders, or order confirmations can be automated, freeing up your time to focus on other strategic initiatives.

Streamlined workflows

Email automation tools can handle complex email sequences, sending targeted messages based on specific triggers or customer actions, ensuring a smooth and efficient communication flow.

Improved customer engagement and experience

Personalized communication

Automated emails allow for personalization based on customer data, interests, or purchase history, leading to more relevant and engaging content.

Timely outreach

Triggered emails can be sent at specific moments, such as after a purchase, website visit, or cart abandonment, ensuring customers receive relevant information at the right time.

24/7 availability

Automated emails can address customer inquiries or requests outside of regular business hours, providing a sense of constant support and enhancing the overall customer experience.

Boosted sales and revenue

Targeted promotions

Automated emails can be used to send personalized promotional offers or discounts to relevant customer segments, increasing the chances of conversion.

Nurturing leads

Lead nurturing sequences can be automated, providing valuable content and information to potential customers and guiding them further down the sales funnel.

Cart abandonment recovery

In the event that customers abandon their cart, automated emails can be triggered to remind them of the items left behind. This can potentially prompt them to complete the purchase.

Enhanced data analysis and reporting

Detailed tracking

Most email automation tools provide comprehensive analytics and reporting features, allowing you to track key metrics like open rates, click-through rates, and conversions.

Campaign optimization

Data analysis helps identify what’s working and what’s not, enabling you to optimize your email campaigns for better performance over time.

Additional advantages

Additional advantages

20 Best Email Automation Examples 

1. Welcome emails

A welcome email is the first message that a new subscriber receives after signing up for an email list, service, or newsletter. 

A well-crafted welcome email sets the stage for a positive relationship with the subscriber and encourages further engagement with the brand or service. 

To ensure the effectiveness of your welcome message, consider the following elements:

  • Extend a warm welcome to new subscribers, emphasizing their membership in your community.
  • Clarify why they receive your email, ensuring transparency and relevance from the start.
  • Show subscribers’ expected benefits and how it adds value to their experience.
  • Infuse your brand’s unique personality into the message, showcasing what sets you apart.
  • Encourage exploration of additional content or deeper engagement with your business.
  • Provide clear guidance on the next steps for staying connected with your brand.
  • Surprise subscribers with a bonus, such as a free coupon or downloadable material, to enhance their experience.
  • Direct subscribers to your social media channels.

Example of welcome emails

Workona, a B2B company, sends a series of welcome emails to guide new customers through the onboarding process.

The first email prompts users to embark on the initial setup steps through clear instructions and an informative GIF. The Call to Action (CTA) button directs them to the product to begin exploring. To further enhance the message, a customer quote is included, highlighting the product’s benefits.

welcome emails

The subsequent emails utilize a consistent template to introduce various software features. Each email addresses a specific customer pain point and demonstrates how Workona’s product provides the solution. 

The subject line, such as “Tip 1: Solve tab overload” in the example below, emphasizes the value contained within, enticing recipients to continue opening their emails.

2. Thank you emails

A thank you email is a message sent to express gratitude or appreciation to a recipient for their actions, such as making a purchase, signing up for a service, attending an event, or completing a survey. 

This email format can serve as an alternative to transactional emails. Additionally, businesses can integrate expressions of gratitude within order confirmation emails, receipts, and invoices.

To optimize your thank you emails, consider incorporating the following elements:

  • Highlight the post-sale perks customers will enjoy for their purchase, reinforcing the value of their decision.
  • Provide comprehensive order confirmation details and a tracking link, ensuring customers can easily monitor their order’s progress.
  • Offer a user-friendly how-to guide to help customers maximize the benefits of your product, enhancing their overall experience.
  • Clearly outline the next steps for utilizing your service or any additional information necessary for a smooth transition.
  • Include referral links or share buttons, empowering satisfied customers to recommend your brand to others and potentially expand your customer base.

Example of thank you emails

Crocs sends an automated email as a special thank-you to show appreciation for customer loyalty. This email is triggered precisely one year after users subscribe to the company’s newsletter. As a genuine way to say thank you and encourage further purchases, Crocs automatically includes discount codes as part of its loyalty program.

thank you emails

3. Cart abandonment emails

Based on research from the Baymard Institute, nearly 70% of e-commerce shoppers abandon their carts after adding items. So, what’s the solution? Utilizing abandoned cart emails proves to be an effective strategy. 

Cart abandonment emails are automated emails sent to customers who add items to their online shopping cart but leave the website without completing the purchase. 

These emails serve as a reminder and nudge customers to return and finalize their checkout process.

To enhance the effectiveness of your gratitude emails, contemplate integrating these key factors:

  • Remind shoppers of items left in their cart or highlight related products they recently viewed, especially those now on sale.
  • Direct shoppers to other products that align with their interests or needs.
  • Provide compelling reasons to finalize their purchase, such as complimentary delivery, expedited shipping, or a lenient return policy.
  • Incentivize their return with a discount or exclusive offer.
  • Inform them about low inventory levels or impending sale expirations to create a sense of urgency and prompt action.

Example of cart abandonment emails

Concise and effective, luggage brand, Away, sends abandoned cart emails reminding customers that they can finish their purchases. This email ensures customers stay focused on completing their purchases without distractions or unnecessary information.

 cart abandonment emails

Away encourages customers to buy abandoned items and provides additional options, such as exploring new products and categories. Regardless of the links clicked, users will be directed back to the checkout page.

4. User onboarding emails

User onboarding emails are designed to guide new users through getting started with a product or service. 

These emails are typically sent shortly after a user signs up or creates an account and are aimed at helping users understand how to use the product effectively, familiarizing them with its features and functionalities, and ultimately encouraging them to become active and engaged users.

To enhance user experience, an onboarding email should encompass: 

  • Easy ways for new users to get acquainted with your product.
  • Access to a beginner’s tutorial or guide they can download.
  • Achieve small victories—simple, self-accomplished tasks for a positive experience.
  • Illustrations of your product’s capabilities and benefits for them.
  • Sheets or templates to customize their workflow.
  • Social proof that aligns with the goals of users for using your tool.

Example of user onboarding emails

LastPass’s user onboarding email simplifies the account setup process with a three-step guide, emphasizing the user-friendly nature of the product. The messaging is clear and concise, ensuring users understand the steps needed to complete their account setup efficiently.

Additionally, the footer provides easy access to further resources or support, enhancing the overall user experience.

onboarding emails

5. Cross-sell & Upsell emails

Cross-sell emails typically suggest complementary or related products that customers may be interested in based on their previous purchases. 

Upsell emails encourage customers to upgrade to a more advanced or premium version of the product they already own or are considering purchasing. 

To maximize the effectiveness of cross-selling and upselling emails, follow these tips:

  • Utilize a customer’s purchase history to suggest products tailored to their interests.
  • Provide bundled discounts or personalized deals to incentivize additional purchases.
  • Simplify the checkout process by seamlessly adding new items to a previous order, bypassing billing and shipping details.
  • Clearly articulate the benefits of purchasing certain products together to enhance value for the customer.

Example of cross-sell emails

Dollar Shave Club effectively cross-sells complementary products alongside its grooming kit subscription. Using “add” buttons as CTAs creates a seamless shopping experience from email to Dollar Shave Club’s website.

cross-sell emails

Example of upsell emails

Wix effectively utilizes FOMO and scarcity tactics to drive customer action. Offering a 50% discount and incorporating a countdown timer creates a compelling incentive for users hesitant about upgrading to a premium plan.

The email outlines the benefits that users stand to gain from upgrading to a premium plan, thereby further inciting them to take action.

upsell emails

6. Win-back emails

Winback emails are sent to inactive or dormant customers to re-engage them with your products or services. 

These emails are typically targeted towards customers who have yet to make a purchase or interact with your brand for a certain period.

A win-back email should be well-timed. Sending an email when an active customer is taking a break or on vacation could result in potential revenue loss.

A successful win-back email should include these components:

  • Request for feedback to identify any obstacles customers may be facing.
  • Entice returning customers with substantial discounts or an extended free trial period.
  • Provide a personalized tutorial to assist customers in getting back on track.
  • Highlight new features or significant updates to reignite interest.
  • Give customers the chance to resume their journey from where they left off.

Example of win-back emails

Dinnerly, a meal delivery service, employs multiple win-back emails to entice customers. They offer a discount to reignite interest from a lapsed customer.

Dinnerly highlights improvements made since the customer’s last order and provides straightforward instructions for redeeming the discount. Finally, a clear call to action about Dinnerly’s objective: urging inactive subscribers to reactivate their accounts.

win-back emails

7. Reward & Loyalty emails

Reward and loyalty emails are sent to customers who are part of a loyalty program or have previously made purchases from a brand. 

These emails aim to nurture customer loyalty, encourage repeat purchases, and foster a strong relationship between the customer and the brand.

Here are some tips for crafting successful loyalty emails:

  • Provide immediate rewards and limited-time offers that customers will appreciate.
  • Offer long-term benefits such as deeper discounts, free shipping, and exclusive offers.
  • Give rewards or implement a redeemable points system for frequent shoppers.
  • Organize programs with exclusive giveaways and lucky draws to entice customers to join loyalty program memberships.

Example of reward & loyalty emails

Rose & Rex offers members a $25 gift card and early access to their holiday shopping guides. This exclusive offer adds monetary value and enhances the customer experience with value-added content.

By leveraging loyalty program data, Rose & Rex effectively segmented VIP program members, offering additional benefits to their most loyal customers.

reward & loyalty emails

8. Reactivation Emails

Reactivation emails are sent to inactive or dormant subscribers or customers to re-engage them with a brand’s products or services. 

The optimal reactivation emails consist of the following components:

  • A warm message expressing how much they’ve been missed.
  • A welcoming offer or an extended free trial to encourage their return.
  • A notification informs subscribers that they’ll be unsubscribed unless they confirm their subscription.
  • An invitation for feedback or the opportunity to complete a customer satisfaction survey.
  • An outline of the benefits they’ll miss out on if they remain unsubscribed or if their account is deactivated.

Example of reactivation emails

Readymag’s reactivation email is designed to capture attention, evoking a sense of urgency in recipients.

By informing subscribers that they will be unsubscribed within a week unless they resubscribe, Readymag allows its audience to review past newsletters and determine their ongoing interest in the content.

reactivation emails

9. Product launch emails

Product launch emails are used to introduce a new product or service.

This type is most effective when they’re part of a series that gradually unveils more information about your new offering leading up to the launch day. 

To build maximum excitement around your new product, your email series should incorporate:

  • Compelling headlines that capture attention, complemented by one or two memorable lines in each email.
  • Teasers that provide sufficient information to genuinely excited anticipation for the launch day.
  • Engagement tools such as surveys or community threads to gauge interest and gather feedback.
  • Exclusive access programs or early notifications for product advocates and journalists.
  • Appropriate intervals between each update, including the product teaser and the launch day email.

Example of product launch emails

Basecamp’s launch of its latest book, “It Doesn’t Have to Be Crazy at Work,” showcases a successful product release. Leading up to its launch, there was significant excitement among its tech-savvy user base, followed by extensive public interest and media coverage upon its release.

Building on the success of its previous book, “Rework,” Basecamp leveraged its established audience, who eagerly anticipated more content.

product launch emails

Dedicated members of the Basecamp community and fans of “Rework” took initiative to engage prominent authors and tech leaders in public discussions on work-life balance.

10. Post-purchase emails

Post-purchase emails are automated messages sent to customers after they have completed a purchase. 

These emails can serve various purposes, including order confirmation, shipping notifications, product feedback requests, and cross-selling or upselling additional products or services.

Here are some tips to help you craft effective post-purchase emails:

  • Send a sincere thank-you message to show appreciation for the customer’s purchase. 
  • Provide clear and detailed order confirmation information.
  • Offer helpful post-purchase information such as tracking details for shipped orders, instructions for product assembly or use, and links to customer support resources or FAQs.
  • Encourage customers to leave feedback or reviews about their purchases. 
  • Recommend related or complementary products based on the customer’s purchase history.

Example of post-purchase emails

This follow-up email example from Crocs covers all the essentials: it provides the order status and details, offers the option to cancel if any discrepancies are found, includes an image and details of the ordered product, and features a clear call-to-action to view the order details on the website.

post-purchase emails

11. Product recommendation emails

Product recommendation emails are based on customers’ past interactions, preferences, and behaviors to personalize product suggestions and offer relevant recommendations to individual customers.

Here are strategies to convert customers effectively using a product recommendation email:

  • Tailor product suggestions according to page visits and shopping history, ensuring personalized recommendations.
  • Incorporate a promo code to incentivize repeat visits and purchases.
  • Provide informative content that addresses common questions about your product or service, enhancing customer understanding and confidence.
  • Integrate a survey to gather insights into customer interests and purchasing behaviors, enabling further customization of recommendations.

Example of product recommendation emails

Tarte understands the customer’s preferences and past orders, allowing them to tailor recommendations accordingly. In this case, Tarte suggests the Hannah Meloche x Sugar Rush palette and Maracuja glossy lip oil to capture the individual consumer’s attention.

recommendation emails

12. Birthday emails

Birthday emails are personalized marketing messages sent to customers on or around their birthday.

People are more likely to treat themselves to an unplanned purchase on their birthday, making it an ideal time to drive engagement, encourage purchases, and nurture customer loyalty and positive brand perception.

Below are our top suggestions to ensure your birthday email stands out:

  • Maintain a friendly and enjoyable tone throughout the email.
  • Provide a personalized gift coupon tailored to the customer’s interests.
  • Create an intriguing email subject line to increase open rates.
  • Ensure your email design is distinct and eye-catching.

Example of birthday emails

Need Supply intentionally sends their birthday emails one day after the recipient’s birthday, offering two distinct advantages:

1. The email arrives when the recipient’s inbox is less crowded than on their birthday.

2. It is a unique gesture compared to typical birthday emails.

This email is a sharp copywriting that resonates with readers, creating a familiarity akin to speaking with old friends.

13. Anniversary emails

Anniversary emails are messages sent to celebrate milestones or significant events. They can be used in two main contexts:

Customer relationship management (CRM): You send these emails to acknowledge a customer’s special occasions with the company. This could mark the anniversary of their:

  • First purchase
  • Subscription to a service
  • Account creation

Company milestones: Organizations use them to commemorate their founding anniversary or other relevant achievements.

To elevate your anniversary emails, contemplate incorporating the following elements:

  • Compelling subject lines that captivate attention from the start.
  • Narratives recounting your brand’s history and highlighting past achievements.
  • Customer usage statistics or metrics demonstrating the frequency of interactions with your brand.
  • Personalized discounts, coupon codes, or exclusive offers tailored to each recipient.
  • Appealing giveaways or contests offer substantial prizes to engage and excite recipients.

Example of anniversary emails

Teachable’s anniversary email shows a great approach to commemorating company milestones while fostering engagement with subscribers. 

The email showcases shared achievements and expresses gratitude for the subscribers’ support. It’s concise, featuring clear calls to action that guide subscribers to the website and social media platforms. 

Teachable’s anniversary email effectively blends celebration and appreciation while keeping the spotlight on its subscribers.

anniversary emails

14. Social proof emails

Social proof emails leverage social proof – evidence that other people have had positive experiences with a product or service – to persuade recipients to take a desired action, such as purchasing or signing up for a subscription.

According to TINT, 75% of consumers search for reviews and testimonials before purchasing a product. Therefore, you can build trust, credibility, and confidence in the brand by sending social proof emails effectively.

Here are some tips for creating successful social proof emails:

  • Use genuine testimonials, reviews, or user-generated content to build trust and credibility.
  • Ensure that the social proof you include in your emails is relevant to your target audience and aligns with their needs and preferences.
  • Incorporate a mix of different types of social proof, such as customer testimonials, ratings, case studies, or user-generated content, to appeal to different segments of your audience.
  • Use eye-catching visuals, such as images or videos, to enhance the impact of your social proof and make it more engaging for recipients.

Example of social proof emails

Magic Spoon’s charming compilation of the most humorous customer reviews they’ve received is a clever tactic to inspire customers to make a purchase without coming across as overly salesy.

social proof emails

15. Review request emails

Review request emails are sent to customers specifically asking for their feedback and review on a product, service, or overall experience with your business.

Additional tips for optimizing your review request emails:

  • Timing: Send the request after a positive customer experience, such as completing a purchase or receiving a service.
  • Offer incentives (where allowed): Consider offering a small discount or reward for leaving a review but ensure compliance with platform guidelines.
  • Maintain a positive tone: Be polite and appreciative of your request.
  • Follow up: A gentle follow-up email is acceptable if you don’t receive a response initially.

Example of review request emails

Signature Hardware’s review request email is well-crafted, covering all the essential aspects. Customers understand that their reviews contribute to product development and shape future product recommendations.

Reviewers have the opportunity to enter a raffle to win a $100 in-store gift card. The more reviews a customer submits, the higher their chances of winning.

review request emails

16. Back-in-stock emails 

Back-in-stock emails are sent to customers to notify them when a product that was previously out of stock becomes available for purchase again. 

Informing customers about upcoming stock replenishment or their inclusion in a priority waiting list can prevent permanent declines in sales. 

To reassure your customers, ensure your inventory update emails contain the following:

  • Reference previous shopping history or page visits to determine which items your customers want to see back in stock.
  • Inform customers if your back-in-stock reminder allows for immediate purchases or entails a waiting period before orders can be placed.
  • Provide customers with the option to pre-order or join a waitlist if the quantity is limited.

Example of back-in-stock emails

Colourpop employs an attention-grabbing design in this back-in-stock email, featuring the subject line “They’re Back.” They refer to these products as “fan favorites,” emphasizing their popularity. Such language, including user testimonials, can encourage visitors to purchase quickly.

17. Giveaway emails

Giveaway emails are sent to subscribers or customers to promote a giveaway or contest hosted by the brand. 

The primary purpose of giveaway emails is to encourage recipients to enter the giveaway by providing their contact information or completing specific actions, such as sharing the giveaway on social media or visiting the brand’s website. 

Here are some tips for crafting successful giveaway emails:

  • Tailor the prize and giveaway mechanics to resonate with your ideal customer base.
  • Ensure the giveaway adheres to any legal requirements or social media platform guidelines.
  • Announce the giveaway across your social media channels to amplify its reach.

Example of giveaway emails

Lonely Planet offered a complimentary trip for two to Yellowstone National Park. The email presents recipients with various ways to savor a visit to the park, urging the audience to submit their email address to enter the contest. Participants have the chance to win a $2,500 trip for two by entering the competition.

 giveaway emails

18. Event invitation emails

Event invitations can encompass both physical, in-person gatherings and online activities such as webinars, online courses, and workshops.

Here are some additional tips for optimizing your event invitation emails:

  • When possible, personalize the email with the recipient’s name to create a more welcoming tone.
  • Tailor the content and tone to resonate with the specific interests of the intended audience.
  • Briefly mention the value that attendees stand to gain from participating in the event.
  • Create a sense of urgency for events with limited slots or early bird registration discounts to encourage prompt RSVPs.

Example of event invitation emails

Asana frequently hosts online workshops focusing on remote team management. Event invitations are sent out a few weeks prior to the scheduled workshop, followed by reminders one day and one hour before the live session.

event invitation emails

19. Referral emails

Referral emails are sent to existing customers or subscribers, encouraging them to refer friends, family, or acquaintances to the brand’s products or services.

By incentivizing current customers to refer others, brands can expand their reach, increase brand awareness, and acquire new customers at a lower cost than traditional marketing methods.

Referral emails should capture attention with clear messaging and visually appealing imagery. A well-designed referral program typically incorporates:

  • Product discounts are offered to both the referrer and the referee.
  • Shareable social media content to facilitate word-of-mouth promotion.
  • Unique shortcodes or referral links are assigned to each referrer for accurate attribution.

Example of referral emails

Lumina’s referral program, offering a “refer-two, get-one-free” incentive, emphasizes the product as the main benefit. Referrers are motivated to recommend friends and family to obtain more of a product they already enjoy. At the same time, referees are enticed to use their unique referral link for a $25 discount.

referral emails

20. Lead nurturing emails

Lead nurturing emails are sent to leads to develop relationships, build trust, and guide them through the sales funnel toward making a purchase.

Here are strategies for nurturing your most valuable customers:

  • Personalize your email content and subject lines to establish a human connection.
  • Address customer pain points, needs, and aspirations directly.
  • Segment your email lists using techniques like dynamic segmentation to ensure your messages are highly relevant.
  • Map your content and resources to different stages of the buyer’s journey.
  • Utilize clear calls-to-action (CTAs) with defined outcomes at each stage of the purchasing process.

Example of lead nurturing emails

Casper’s email welcomes new subscribers with a sleep-themed message, showcasing its one million-strong community. The CTA “Let’s get sleepy” leads to informative content on sleep hygiene, demonstrating Casper’s focus on customer well-being over sales.

lead nurturing emails


Through the examination of these 20 diverse examples, it’s evident that automation offers immense potential for streamlining processes. This enhances customer engagement and drives conversions.Are you ready to unlock the potential of your email marketing? If you’re uncertain where to begin, let our experts help you craft high-performing email campaigns that drive results. Explore EMAIL MARKETING services now!

IMP provides digital marketing services for global ecommerce companies. Our solutions help businesses increase their profits sustainably and reduce dependency on paid media.