Email marketing isn’t dead, it’s smarter, faster, and more profitable than ever, especially for Canadian e-commerce brands that leverage automation.
According to Optinmonster, 320% more revenue is driven from automated emails than non-automated emails!
This guide explores how automation works, why it’s so powerful for Canadian e-commerce, and how to build your own revenue-driving workflows, complete with a checklist and local-specific strategies.
What Do We Mean by Email Automation?
Email automation is the process of sending targeted, behaviour-based messages automatically, triggered by customer actions or milestones, instead of manually sending one-off campaigns.
Here are the key automation types that drive the highest ROI for e-commerce:
1. Welcome Series
Triggered when a new user subscribes or signs up. Your welcome sequence introduces your brand, showcases your best-selling products, and often includes an incentive (like 10% off your first order).
2. Abandoned Cart Emails
One of the biggest profit savers. These emails remind customers to complete their purchases and can recover up to 10–15% of lost revenue. Consider tailoring your cart recovery series by including currency (CAD), local delivery timelines, and return assurances.
3. Post-Purchase Follow-Ups
After the sale, automation can encourage reviews, referrals, or repeat purchases. You might send:
- “Thank you” emails
- Product care tips
- Cross-sell or upsell suggestions
4. Re-Engagement Campaigns
Designed to win back inactive subscribers. Offer incentives like free shipping on your next order or showcase what’s new.
5. Loyalty and Birthday Emails
Personalized “Happy Birthday” or “Anniversary” emails can make customers feel valued and drive surprise conversions.
Why Automation Outperforms
Here’s why automation drives better results:
- 24/7 Personalization: Reach customers automatically in their time zone, no missed windows.
- Higher Conversion Rates: Automated emails can outperform scheduled campaigns by up to 300% in conversions
- Localized Relevance: Automations can include local holidays (like Victoria Day or Boxing Day), regional shipping updates, and bilingual content (English/French).
- Cost Efficiency: Once set up, automations require little manual effort while continuously generating sales.
Building an Automation Sequence for Canadian Customers
When building your email workflows, think local-first. Canadian customers value clarity, convenience, and trust.
Here’s a simple framework to follow:
Step 1: Map the Customer Journey
Identify touchpoints where automation makes sense — sign-up, browse, cart, purchase, re-engagement.
Step 2: Localize the Experience
Adjust your timing, tone, and messaging to reflect Canadian seasons, time zones, and holidays.
For example:
- Offer winter gear promos in early November.
- Adjust scheduling for Eastern vs. Pacific time.
- Acknowledge national events like Canada Day or Black Friday.
Step 3: Optimize for Delivery and Returns
Canadians are particularly cautious about delivery costs and return policies. Use your emails to reassure:
“Free returns across Canada” or “Delivered within 5 business days — coast to coast.”
Step 4: Automate Reviews and Referrals
Post-purchase workflows can include:
- Review requests (e.g., 10 days after delivery)
- Referral incentives (“Give $10, Get $10”)
Top Tools for Canadian E-Commerce Email Automation
Here are some platforms that perform exceptionally well for Canada-based brands:
- Klaviyo
- Omnisend
- HubSpot
- ActiveCampaign
- MailerLite
Email Automation Quick-Start Checklist
Before launching, make sure you’ve covered the essentials:
✅ Define your top 3 email workflows (Welcome, Cart, Re-engagement)
✅ Segment your Canadian audience (by location, language, and purchase behavior)
✅ Set time zone-based triggers
✅ Use dynamic product blocks (e.g., “People in Ontario love these winter picks!”)
✅ Test mobile responsiveness
✅ Add bilingual templates (if applicable)
✅ Track key metrics: open rates, click-through, and conversion rates
In today’s fast-evolving e-commerce space, automation isn’t just an upgrade, it’s a competitive advantage. It allows your business to connect with customers authentically and consistently, while driving measurable revenue.
From the Welcome Series that sets the tone to Re-engagement Campaigns that revive old customers, every automated message is a chance to deepen trust and boost sales.
If you want to integrate automation into your broader marketing plan, check out our Ultimate Guide to Growth Strategy for Businesses, it explains how to align email workflows with your long-term growth goals and brand positioning.