Do email automations really work?

Do email automations work? Is it even worth setting them up?

Let me hit you with a mind-blowing stat: Email automations are responsible for 34% of orders, but are only 2% of emails sent! Yep, automations are like that one coworker who quietly carries the whole team while the rest of us are chatting about lunch.

So, if you’ve been ignoring automations, you might as well start leaving $20 bills under your couch cushions for fun.

TL;DR 🎯

Automations = Money Machines. They’re not just for abandoned carts (although, yes, those are important). Think welcome emails, back-in-stock alerts, and post-purchase upsells. Automated emails convert at 1.72%, compared to a measly 0.07% for campaigns. Oh, and 1 in 3 clicks leads to a purchase.

Translation: Automations aren’t just pulling their weight—they’re bench-pressing your business.

Why do automations crush it? 🤔

It’s all about timing, baby. Think of it like a sales associate in a physical store. Automations show up exactly when your customer needs them:

• Welcome series: Greet them when they’re still excited and browsing (first impressions matter).
• Abandoned cart reminders: Give them a nudge when they’re this close to buying.
• Post-purchase flows: Suggest complementary products while they’re riding that “new purchase” high.

In short: Automations know what to say and when to say it. Campaigns? They’re like shouting into the void, hoping someone listens.

What to watch out for ⚠️

Automations aren’t “set it and forget it.” (Sorry, Ron Popeil.) Here’s where brands mess up:

• Using generic messages: Personalization isn’t optional. “Hey, customer” won’t cut it anymore.
• Ignoring performance: Check your open, click, and conversion rates. If your abandoned cart flow isn’t working, fix it faster than a Shopify theme glitch.
• Neglecting your segments: Automations aren’t one-size-fits-all. Tailor them to your audience—new customers need a different pitch than repeat buyers.

How to do it ✅

1. Audit your automations: Pull up your email platform and see what’s running. Are your abandoned cart, welcome series, and post-purchase emails set up? If not, start there.
2. Optimize, don’t settle: Test subject lines, CTAs, and timing. A little tweak can make a big difference.
3. Expand your arsenal: Once the basics are crushing it, try flows like:
   • Browse abandonment: Follow up with window shoppers.
   • VIP/customer loyalty: Reward your top customers with exclusive offers.
   • Back in stock: Notify customers who’ve been eyeing sold-out items.

One last thing 🪄

If you’re not investing time in automations, you’re leaving money on the table. They’re not just an email hack—they’re a growth engine.

And remember: automations work for SMS and push notifications too. So, don’t stop at email. If a customer abandoned a cart, why not ping them via SMS? Or send a push notification when that hot item is back in stock?

Start small, experiment, and let those automations quietly do the heavy lifting while you focus on other things (like finally organizing your inventory or taking a lunch break for once).

Bonus tip: Use POPSMASH to create product quizzes for your social posts to 1) grow your email list from social and 2) get product preference data to segment new customers into the right welcome series.

Quote of the week 💬

"Automation isn’t about doing less—it’s about doing what matters more, at exactly the right time."