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WooCommerce Automated Emails: The Ultimate Guide To Driving Revenue on Autopilot

Editorial Team
May 28, 2024
WooCommerce Automated Emails: The Ultimate Guide To Driving Revenue on Autopilot

Setting up WooCommerce automated emails is the practical solution to boosting your online store's profits automatically.

Automated emails have 70.5% higher open rates and 152% higher CTR as compared to 'business as usual' emails.

Automated or triggered emails produce far better results than email blasts because they're based on the user's actions and interests.

There are elements of personalization, relevance, and right timing weaved into such emails.

In this post, we will show how you can set up WooCommerce automated emails from the WordPress dashboard itself. 

We are also going to reveal to you the 9 types of WooCommerce automated emails that your business needs to up engagement and sales.

So, let’s begin.

What are WooCommerce Automated Emails?

WooCommerce automated emails are a set of pre-defined emails automatically sent out to your customers based on an action they took on your website or the triggers you set.

These emails generally fall into two distinct camps:

  • Triggered email: Triggered emails are generated in response to specific user actions or events on the site, typically associated with making a purchase. 

WooCommerce transactional emails encompass a variety of notifications, including those for order confirmation, canceled orders, failed orders, processing orders, refunded orders, new account registrations, password resets, shipment tracking, order invoices,s, etc. 

  • Marketing emails: Marketing emails include emails sent to potential customers to convert them or to existing customers to turn them into repeat customers. 

You can automate emails to convert potential customers into paying ones. For instance, send reminders to those who abandon their carts. Other types include win-back, product review, recommendation, onboarding, and free-to-pro user emails.

Automated emails are essential to marketing automation and ensuring your customers keep growing while you retain your existing customers. Move to the next section to learn more about the importance of automated emails in WooCommerce. 

Why Should You Send Automated Emails in WooCommerce?

There are several benefits of setting up WooCommerce automated emails to your eCommerce store. Here are the top ones:

1. Save Time 

 The most significant advantage of email automation is that you don’t need a person to draft an email on the fly and manually hit the send button.

You can carefully plot your WooCommerce automated email strategy, set up the triggers, and go live!

Well, WooCommerce automated emails are a one-time setup and work like a workhorse for life.

2. Higher Open & Clickthrough Rates

Isn’t it irritating when you receive emails from a website that are irrelevant to you? It's so easy to slam the unsubscribe button or tuck it into the spam folder.

With WooCommerce automated emails, you know exactly where your prospects and customers are on their journey - so you can send out relevant and helpful content to their inboxes.

Did they subscribe? Shoot a welcome email. Did they click on the button in the previous email? Send them to the next automation. No, they didn't. Let's follow up!

3. Personalized Emails

Addressing them by their first name is one part of the personalization strategy.

By personalizing the emails, you can send emails to your prospects and customers based on the products they bought, order total, and more.

Imagine the limitless possibilities with all those emails!

Let's know about the default WooCommerce automated emails.

Does WooCommerce Send Automated Emails? 

Yes. WooCommerce, by default, sends automated emails to users. However, WooCommerce only sends transactional emails by default, not marketing emails. 

Here are the transactional emails WooCommerce sends automatically: 

  • New Order Email: Automatically sent to customers and/or administrators after a new order is placed to confirm the order details.
  • Processing Order Email: Notifies customers that their order is being processed and prepared for shipment.
  • Order On Hold Email: Sent to customers when their order is placed on hold, usually due to payment verification or other pending issues.
  • Canceled Order Email: Alerts customers that their order has been canceled by themselves or the store administrator.
  • Failed Order Email: Sent to customers when an order fails to complete successfully, often due to payment issues.
  • Completed Order Email: This email confirms to customers that their order has been successfully processed and completed, sometimes including shipping details.
  • Order Refunded Email: Notifies customers when their order has been refunded, whether partially or in full.
  • Customer Notes Email: Sent to customers to convey additional notes or messages related to their order, fostering better communication.
  • New Account Email: Sent to customers upon creating a new account on the store, welcoming them and providing essential account information.
  • Reset Password Email: Customers receive this email when they request to reset their password, containing instructions for securely resetting it.

You can find these email settings at WooCommerce ⇒ Settings ⇒ Emails.

default WooCommerce emails

In addition to these default automated WooCommerce emails, you can send other emails, which we will discuss later in this blog. 

With the default emails, you get customization options, such as Header Text, Footer Text, Base Color, Background color, etc.

default email design options WooCommerce automated emails

However, these options don’t really give you enough control or customization of the content of emails.

However, you can customize your emails more flexibly if you install an additional WordPress CRM plugin in your WooCommerce store. 

Later in this blog, we will show you how to create a custom automated email with personalization. Before that, let’s check how to strategize an email automation strategy.

Setting Up an Email Automation Strategy

The objective of email automation boils down to three things:

1. Converting visitors into subscribers

2. Converting prospects into customers

3. Engaging with customers post-purchase to increase their lifetime value

Based on this, you can break down your automation strategy into three segments:

  • Pre-conversion automation: It is targeted towards your prospects to make them aware of your brand and your products. For example, a promotional email about the launch of your new product or a new product update.
  • Automation for people in the decision-making process: Such emails need to lure them with social proof, highlight product details, answer their questions, and press the urgency trigger. For example, email with product benefits or incentives such as free delivery or discount, etc.
  • Post-conversion automation: These emails follow up on the user experience, provide links to review the item they’ve bought, and recommend products based on their latest purchase. If they bought a subscription plan, you could have an onboarding sequence in place.

Whichever segment of the marketing automation strategy you are designing, keep in mind the importance of personalization when creating automated emails. Personalized emails come across as if you are talking to the customer one-on-one, which makes users feel special

Along with personalization, you should also keep in mind to give space between emails. Automated emails need to be set up once and they run automatically.

 However, that doesn't mean you should bombard users with multiple emails one after another. Instead, you should add delays between emails to allow users the necessary time to engage with each of your emails. 

Now that you know how to make an automated email strategy and what to keep in mind while sending WooCommerce automated emails, let's check how you can send one.

How to Send WooCommerce Automated Emails in WordPress?

To send WooCommerce automated emails, we are going to use FunnelKit Automations

You can create any type of automated aka triggered emails such as welcome emails, anniversary emails, win-back emails, order confirmation emails, etc., using this WordPress plugin

FunnelKit Automations offers many pre-built, ready-to-use recipes.  You can easily import and customize them to quickly set up automated email marketing campaigns. FunnelKit Automations also allows you to create your automated email campaigns from scratch.

From the user-friendly dashboard, you can track active contacts for a campaign, total orders, average order values, etc. 

Before starting the process, ensure you have installed and activated FunnelKit on your WooCommerce store.

Follow these steps to create WooCommerce automated emails:

 Note: Here, we will set up an automated email where users receive a thank you email for placing an order. We will also share a time-sensitive discount coupon with the email to encourage people to place another order quickly.

Step 1: Add new automation

To send WooCommerce automated emails, you must create a new automation. To do so, navigate to FunnelKit Automations ⇒ Automations and click Create Automation.

Add WooCommerce automated emails automation

You should now see many email templates. We will select the “Post Purchase” template, which allows users to receive a “Thank You” email after placing an order. 

select discont for next purchase

Now, to import, click on “Import,” provide a name, and click on “Create.”

import discount for next purchase automation

Here is the automation that will be imported. Here is the automation workflow:

  • The automation starts whenever an order is created (someone successfully places an order).
  • Delay of 1 day.
  • Check if the order total is greater than a certain amount.
    • If the condition is met, the automation will create a dynamic coupon and email the discount to the user. 
    • If the condition is unmet, the automation will send a different email thanking the user for placing the order.
discount for next purchase automation

🔔 Note: The automation uses the Order Created trigger, which means this automations will run every time users place an order. You can leave the trigger as it is. 

Step 2: Set Delay

The automation has a Delay of 1 day. You can adjust it according to your strategy. To do this, click the Delay step and set the Delay period. Here, we are setting a Delay of 3 days as most people are likely to receive their physical product by the third day. 

 Make sure to Hit Save.

add delay of 3 days

Step 3: Set the condition to offer a post-purchase discount 

The next step is to set the conditions that will determine which customers will receive a discount through automation. The default of this recipe is 25. However, make sure you set an order total that ensures you make a profit even after the discount you plan to offer for the next purchase.

🔔 Note: Here, we are setting the condition that the order total must be greater than 200.

coupon condition is greater than 200

Step 4: Set the discount coupon 

Now it’s time to set the discount coupon. To do this, click the Create Coupon step and set the discount. 

With FunnelKit Automations, you can personalize coupon codes using merge tags. Here, we are adding “ThankYou10” appended with the customer's first name to personalize the coupon. 

personalize discount coupon

Our experts also recommend setting an expiry period to create urgency in users. Time-sensitive discount coupons encourage users to place orders faster to redeem the discount. 

add expiry after specific days

Step 5: Design the email with coupon code

Now, we will design the email with the coupon code that will be sent to users who meet the conditions and qualify for a discount on their next purchase. 

To design the email with the Coupon code, click on the Send Email step below the Create Coupon step.

click on send email option with coupon code

After that, customize the email subject and preview the text if you want to. Personalizing the subject line can boost the open rate. 

After that, choose Visual Builder and click Edit to start designing the email.

add subject line and choose visual buider

Now hover on the Personalized Coupon email template and click on Preview. 

click preview personalized coupon

Then, hit “Import This Template” to import. 

import personalized coupon template

After importing, customize the email template to fit your brand. Change the logo, heading, etc. 

Choose the discount code that will be emailed to the email. On the left side, select the Automation tab and then choose the dynamic coupon you created in the previous step. 

add automation coupon to coupon block in email

You can also add a Related Product section using the WooCommerce Product block by FunnelKit Automations so users are tempted to place another order. You can showcase either the upsell, cross-sell, or both. 

add related products in email

After customizing, make sure to click on save. 

Step 6: Design the email without a discount coupon code

To design the thank you email without a coupon code, click on the Send Email action, which will be activated if the condition is not met. 

click send email without coupon

Like you imported and customized the email with the discount, you can do the same here. This time, import the Post Purchase Education template. 

import post purchase email template

After importing, customize it according to your needs. You can also recommend related products in this email. 

Make sure to save all the changes. 

Step 7: Activate the WooCommerce automated email campaign

Now that the campaign is ready, it’s time to make it live. To activate the campaign, turn on the toggle button.

activate discount for next purchase automation

And that’s it! Your WooCommerce automated email campaign is ready!

9 Types of WooCommerce Automated Emails

In this section of the post, we're going to look at the types of WooCommerce automated emails you can send out to your customers.

We will also share some examples and action tips so you can implement them too.

#1: Welcome Series

A welcome series goes out to the user when they subscribe to your newsletter and share the email address with you.

The content of this type of WooCommerce automated emails depend on what your opt-in box offers.

If you've promised them deals - let them know they'll be getting those in subsequent emails. And if you've promised to offer a coupon code - share it first and then introduce them to your brand.

For example, Sweaty Betty - asks people to sign up to get a 15% discount and free delivery.

Take a look:

The welcome email takes the conversation forward by giving the new subscribers a 15% off code right at the beginning.

Notice how their call to action is at the top and not lost in a block of text. It is what makes this email captivating and action-producing:

Also, observe how the email continues to persuade them after giving the coupon code above the fold. They say, "We're famous for the bum-sculpting leggings"- so you instantly know their USP (unique selling proposition).

Action Tips: Be sure to carry forward the conversation you started on the website. Give subscribers what you promised right in the beginning - treat your welcome email as an opportunity to start a relationship and set the expectations right.

#2: Cart Abandonment Sequences 

A cart abandonment sequence is one that gets triggered when someone adds an item to the cart - lands on the checkout page and leaves the process in between after giving their email.

There could be several reasons for cart abandonment, like - a technical glitch while completing the purchase, user distraction, the card didn't work, etc.

It's always good to reach out and check what the problem is so as to recover the abandoned carts effectively.

As per several studies, you should be sending out three cart abandonment automated emails:

  • 1st email: to check if there was a problem. This should ideally be sent between 60 mins to 4 hours after abandonment.
  • 2nd email: Highlights some benefits of the products in the cart and also offers a discount coupon to entice the customer. This should go within 24 hours of abandonment.
  • 3rd email: Maintain pressure with the element of urgency, especially because of the expiring coupon code. This final mail should go within 72 hours of abandonment.

Here's an example of a well-crafted cart abandonment email from Beardbrand:

WooCommerce automated email

The above email appears as if it's coming from the next door guy, Keith who is a beard specialist.

By the way, what a cool designation to have! 😉

Here's another example from Birchbox - perhaps it's the second or third email in the WooCommerce automated email sequence for abandoned carts:

Action Tips: Make sure you don't just create one cart abandonment email to customers- but a series of 3 emails. The first one should just offer help. The second one may plug a coupon code and go slightly more aggressive on cart recovery. The third one can use elements of urgency (i.e., discount expiring/items running out) to close the sale.

If they don't buy even after this, add them to your list of newsletter subscribers to keep in touch and send them regular promotional emails.

#3: Shipment Check-In

A shipment check-in email is a follow-up email asking the customers for feedback about their shopping experience.

This email is different from a product review email, where you exclusively ask for a public review of the product(s) they’ve bought.

Feedback emails are more personalized and encourage them to give an honest assessment - it may be positive or negative. It also shows that you're willing to move the needle if anything needs to improve.

Here's an example of a WooCommerce automated email from Moo:

The email is brimming with personality and is from a character - Little Moo, the print robot. It's a breath of fresh air to read automated emails like these - they’re rare in an inbox full of dull emails howling for sale.

Action Tips: Keep the subject line short and exciting (don't include the order number). Something like - “How was it?” “Did you like what we sent your way?” “Can you spare a minute to share your experience at <>?”

Also, tell them what they can do if they haven’t received their order yet.

Finally, establish the need for feedback and then let them know that the process is not going to take long.

#4: Personalized Product Recommendation

A customer is more likely to open and click on your email after he has bought from you than when he is just a prospect.

So it makes a lot of sense to send them relevant emails containing product recommendations based on the item(s) they have just bought. 

Have a look at an incredibly persuasive WooCommerce automated email from Mackenzie:

As you can notice, Mackenzie shares a coupon code to encourage repeat buying, and the code has an expiry period of 30 days - that's good.

Action Tips: Recommend up to 3 most relevant products in this WooCommerce automated email. Avoid exceeding that number. Keep in mind that your new customers are also likely to recommend your store to their friends or relatives. So, nudge them to share by incentivizing them.

#5: Priming For The Next Sale (Rapport-Building Drip-Feed)

Educational content offers value to your customers while building rapport helps promote the feeling that you’re truly invested in their success and aren't after making a quick buck.

Product use cases, ideas, maintenance, best practices, or even back-stories that went into their production - can all make a positive impression.

Here's an example of BOOM! By Cindy Joseph. Take a look:

Notice Boom is not pitching for a sale here but priming readers for the next purchase.

This is how you build rapport - you let people know that you’re genuinely invested in them, care for them, and are worthy of their trust.

Action Tip: Craft automated emails that teach people about your products, give them ideas on how to use them, and focus on their major pain points. Your emails should make them feel that you care for them and understand what they need to solve problems.

#6: Review Collection

Review collection emails are highly effective WooCommerce automated emails.

As per a study conducted by Bright Local, 88% of people trust reviews online from strangers as much as personal recommendations.

Hence, if you want to be a store that people trust, you must have many reviews. Reviews are not only good for SEO but also increase conversions.

Here's an incredible example from Biscuiteers that converts at a jaw-dropping 18% - well above the industry standard of 3%. Take a look:

The email is on-brand and looks beautiful. What works is that the white background makes the text easy to read. Plus, headlines in pink quickly tell the user what they're expected to do. There's no beating around the bush!

Moreover, it lets people know what others love about the store, giving them a lead to follow.

Action Tip: Make sure you design this email in a way that is on-brand, infused with personality, and the objective is evident in the beginning. Avoid beating around the bush here.

It’s a great idea to put a couple of testimonials so that they can follow the lead of the other customers.

After they submit the review, send a thank you email to build a strong relationship with them.

#7: Purchase Anniversaries

Purchase anniversaries email gets triggered a certain number of days after your customers make their first purchase. It may be their 3-month or 6-month anniversary with you. These types of WooCommerce automated emails are great in ensuring you form a strong bond with your customers.

Here's an email from True Citrus:

The headline here is pretty captivating. When they say, “Good things come in threes”- one wants to read more to see what they're talking about.

Notice how the background is mostly white, so the text attracts attention.

Further, True Citrus makes it a point to highlight the deadline of the coupon code for the anniversary sale - i.e., 48 hours!

Action Tips:  Acknowledging anniversaries or thanking people for being a customer or subscriber can lead to increased loyalty, additional sales, and brand advocacy. So do set up automated email sequences on strategic days from the date of their purchase.

#8: Replenishments

Replenishment emails are sent out to the customer when a product they bought from you is about to run out.

Many store owners are missing out on the opportunity to engage with their customers when a product is going to finish by not encouraging them to re-stock.

A study published by found that replenishment campaigns had the highest CTR compared to any lifecycle emails.

Love this email from Just Right by Purina:

From the question at the top to the call to action button copy -everything is quite aware of what the buyer needs.

Action Tip:  Think of how often your customers would be using the product and when you should reach out to them for replenishment or refilling. Two emails work better than one - you can send the first one ten days in advance and the other 3-4 days before.

You don’t have to offer a discount because they already need the item, so why train them to expect a coupon every time for replenishment? Reminding on time is good enough.

#9: Buzz-Building For a Product Launch

When you launch a new product in your store, create a sequence of emails introducing the product to your users. Don't just send a one-off email and let each email lead to the next one.

The first email should simply announce the arrival of the new product in your store. Take a look at an email from BOOM! By Cindy Joseph:

Subject: Meet our *NEW* all-natural Boom… 

The subject line of this email is crafted to create curiosity. The email body shows what the product looks like, what it does, and what differentiates it from the pack.

The CTA button reads - 'Check out the item' and not 'Buy Now' - which is how it should be.

This first email should be followed up by 4-5 strategic emails that lead people to the sale. These can be about product ingredients, testimonials, FAQs, etc.

Action Tip: Plot a series of well-crafted and well-thought emails to educate and then convert them. In the first email, use powerful words like “Introducing,” “Meet the new,” and “Announcing” in your subject line as they capture more attention.

The other automated emails in the sequence can inform people about the product's ingredients, share testimonials, and emphasize the FAQs.

The final email can nudge them to buy. Pretty strategic!

Common Mistakes to Avoid in WooCommerce Email Automation

Automated WooCommerce emails can significantly enhance customer engagement and drive sales, but some common mistakes can undermine their effectiveness. Here's a concise guide to help you avoid these pitfalls.

  • Deliverability Issues

Poor sender reputation can cause emails to land in spam folders. To resolve deliverability issues, regularly monitor and maintain a good sender score. You must also authenticate your emails with SPF, DKIM, and DMARC to verify their legitimacy and improve deliverability.

High bounce rates can also hurt your deliverability. To prevent a high bounce rate, regularly clean your email list to remove invalid addresses and use double opt-in methods to ensure accuracy. 

Experts also recommend avoiding spam trigger words and excessive punctuation in your email content, as sophisticated spam filters can easily flag such emails.

👉 Learn more about Google and Yahoo's New Deliverability Rules

  • Spam traps and bounces

Spam traps are email addresses used to identify spammers, and falling into these traps can severely damage your sender's reputation. 

To avoid them, regularly update and clean your email lists, removing inactive subscribers. Never buy email lists; they are often filled with spam traps and unverified emails.

Plus,  monitor your email engagement metrics closely; high bounce rates and low open rates can indicate issues with list hygiene. Implement re-engagement campaigns for inactive subscribers and remove those who do not respond.

  • Unsubscribes and Opt-outs

High unsubscribe rates can signal problems with your email strategy and content relevance. To ensure your emails are highly relevant to your audience, segment your email list based on customer behavior and preferences to send more personalized content. 

Ensure your email frequency strikes a balance to avoid overwhelming subscribers and high unsubscribe rates. Provide an easy opt-out option with a clear unsubscribe link. Request feedback from unsubscribers to enhance your email strategy and content.

Frequently Asked Questions About WooCommerce Email Marketing Automations 

  • Where to edit the automated emails from WooCommerce?

To edit automated emails from WooCommerce, navigate to WooCommerce ⇒ Settings ⇒ Emails. Here, you can edit options such as Header Text, Footer Text, Base Color, Background color, etc.

  • Can WooCommerce send emails?

Yes. By default, WooCommerce can send transactional emails about processed orders, canceled orders, password resets, and other related information. 

  • How to automate emails in WooCommerce?

You can navigate to WooCommerce ⇒ Settings ⇒ Emails to set up and automate transactional emails. However, if you want to send more advanced emails, such as abandoned cart recovery emails, win-back emails, etc., you must install an email customizer plugin named FunnelKit Automations. 

  • Does WooCommerce send confirmation emails?

Yes, WooCommerce sends order confirmation emails to customers. 

Ready to Send WooCommerce Automated Emails?

WooCommerce automated emails will make your life easier and strengthen your customer bond. Just set them up once, and you're good to go for a long time!

 Setting up becomes even easier when you use FunnelKit Automations, a WooCommerce plugin that helps you create successful automated email campaigns by providing valuable insights.

Once you know how the campaigns are performing, you can make the necessary adjustments to ensure better results. 

The best part is that FunnelKit offers a wide range of triggers and actions, allowing you to create practically any automated email campaign in WooCommerce.

So, get a copy of FunnelKit and send WooCommerce automated emails today!

Author: Editorial Team
The Editorial Team at FunnelKit (formerly WooFunnels) is a passionate group of writers and copy editors. We create well-researched posts on topics such as WordPress automation, sales funnels, online course creation, and more. We aim to deliver content that is interesting and actionable.