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How to use marketing automation for ecommerce: practical tips for marketers

How to use marketing automation for ecommerce: practical tips for marketers

Our technology partner Mailchimp explains how to make your shop "automation-ready" in just a few minutes and which messages to your customers can be easily automated.  

Why every online shop needs a marketing strategy 

There’s more to marketing than sending recurring newsletters to your customers. When sending generic messages to your entire user database without segmenting, the probability is high that the content is not relevant for your audience. 

Your secret to (future) success: Send the right message to the right user at the right time. 

Instead of simply sending emails to your entire audience, start sending targeted messages to segments of your audience  for events that are relevant to your customer at that moment—with ecommerce marketing automation

Marketing automation can be used when a certain event occurs (such as a newsletter signup or a purchase), to automatically trigger a series of pre-built email messages and ads that display  to customers for whom that event applies. 

Marketing automation helps reduce your operating  costs, because automated emails mean less manual effort for you and your employees. Instead of spending hours creating weekly newsletters, your employees can focus on other actions that add value to the shop and your customers. 

Typical Marketing Automation Workflows

Newsletters usually contain current offers, information about new products, and events—in short: time-sensitive content. In many situations, these types of messages are not relevant to a customer who needs to cancel a purchase. 

Marketing automation, on the other hand, takes a closer look at the customer's individual situation and sends the messages that are relevant for the customer in the current situation. 


The goal of each newsletter subscription is to convert the collected lead into a paying customer in the near future. But to start sending the regular newsletter directly after signing up is often not the best way to achieve this goal. 

With marketing automation, the new newsletter subscribers can be sent a custom  welcome  email series. This can consist of emails that: 

  • Introduce the shop and the team 

  • Present the products

  • Explain the USP in detail

  • Supply incentives for the initial purchase like a discount



If a customer has bought for the first time, the customer relationship doesn’t end with the first sale. On the contrary, in the time after the purchase, it is a matter of ensuring that the customer is absolutely satisfied with his or her shopping experience—and will make another purchase with a good feeling. 

With marketing automation, messages can be automatically delivered to the new customer to support this goal. Post-purchase automations like a product follow-up or a first purchase automation can consist of a series of emails that:

Thank customers for shopping

Ask for feedback and suggestions for improvement

  • Provide information on care, use, and maintenance

  • Refer to warranties or additional services

  • Offer suitable products as a supplement

  • Supply incentives for the second purchase

Best Clients

Every shop has them—the customers who are loyal to a brand, buy regularly and can and want to report positively on their experiences. These customers are special and should be treated accordingly. Sending the regular weekly newsletter is only one part of the required "VIP communication.” 

With marketing automation, not only can the relationship with the best customers be actively cultivated, it can also turn the most loyal customers into brand ambassadors—generating new customers for the shop. To achieve this goal, emails can be sent to the target group to:

  • Thank the customer for their loyalty 

  • Give advance access to new products and promotions

  • Invite them to a special VIP program

  • Provide incentives to share with friends, family, and fans


Ready to use in minutes with free integrations

Marketing automation can make a big difference for shop operators, but does not have to be expensive or complicated to use. Where previously high investments in the necessary technology were necessary, today native integrations like Mailchimp make it possible to set up marketing automation without the use of developers or previous marketing knowledge. And this applies regardless of whether a shop consists of 1 or 100 employees. 

With just a few clicks, Mailchimp syncs your Shopware shop's orders and customer information  for you to set up your marketing automations. 

One such integration recently released is Mailchimp integration for Shopware. Mailchimp offers an all-in-one Marketing Platform that is cost-effective and offers marketing automation, CRM, ads and more. With Mailchimp you will be able to:  

  • Create and send emails that help you reach your target audience and build your brand

  • Set up marketing automations based on the buying behavior of your customers

  • Send product recommendations

  • Segment your customers based on their purchase history

  • Create Facebook and Instagram ads for your customers

  • And more..

To the Mailchimp integration

FAQ - Marketing automation for ecommerce

How to use marketing automation for ecommerce?

Marketing automation for ecommerce involves using software to automate and optimize marketing tasks such as email campaigns, social media posts, and customer segmentation. By automating repetitive tasks, ecommerce businesses can improve customer engagement, increase conversions, and save time and resources.

What is marketing automation?

Marketing automation is the use of software and technology to automate repetitive marketing tasks, such as email campaigns, social media posts, and lead nurturing. By automating these tasks, businesses can increase efficiency, improve customer engagement, and free up time and resources for other important tasks.


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