Marketing automation tools can be incredibly valuable for e-commerce businesses. Nearly 16 times more orders per recipient than regular bulk email. Marketing automation gives you the ability to create a single email—or an email series—that sends automatically based on predetermined triggers.
Let’s Explore the Numbers
Most people don’t read every email in their inbox, so if your goal is to sell more stuff, the data shows that opting for an automation series can help increase impressions and result in more sales.
Abandoned cart series automation produces almost 37 times more orders per recipient than a regular bulk email, while the abandoned cart single email automation results in around 30 times more orders per recipient.
On average, an abandoned cart series produces an order for every 43 recipients, as compared to a single abandoned cart email, which yields an order for every 54 recipients. That’s a 24% increase in orders per recipient.
Let’s compare the average revenue per automation for the abandoned cart series and the abandoned cart email.
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Keeping in mind that sales figures can be skewed by stores with more expensive products, a single abandoned cart email averages $544 in revenue, while the average abandoned cart series generates $958—that’s over 75% more revenue per automation. This is money you make without doing anything more than simply setting up the automation.
A similar pattern holds true for first purchase automation. A first purchase email series results in twice as many orders per recipient compared to single-email first purchase automation. The average revenue reflects a comparably dramatic increase: single-email first purchase automation results in $149, while a first purchase series averages $480 per automation.
There Are Exceptions to the Rule
The numbers above show that creating a series of abandoned cart or first purchase emails resulted in more sales than their single-email counterparts. However, there are a few interesting outliers.
For example, let’s take a look at welcome automations. Although they outperform the average bulk email, comparing a single welcome email to a welcome series tells a less definitive story than the e-commerce automation previously discussed.
Average orders per recipient are almost identical for welcome automation. Some studies have shown that the welcome email actually performed about 3.8% better. When comparing the average revenue generated per automation, however, a welcome series saw a 51% advantage over the welcome email.
Welcome automation can serve a number of different purposes, from simply greeting new contacts to showing off your latest products. Since its applications vary so widely, it’s important to take another look at the data.
If we focus only on welcome automation that includes a product block or a product recommendation, the results are similar. Average orders per recipient are slightly higher in single welcome emails. A welcome series yields about 41% more revenue on average.
It’s an interesting nuance, but don’t let these findings keep you from using a welcome series to help generate orders for your store.
