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Email marketing & automations · for online stores
Email marketing for online stores: the channel that sells without a new click
UpCommerce is an email marketing agency in Greece for online stores and for any business with a customer list: we set up the automations that run on their own — abandoned cart, welcome, repeat purchase — design and send the campaigns, and measure email in revenue per send, not in open rates. On the platform that fits your store, with proper deliverability, by the same team that runs the advertising — so the customer who cost money on Google buys again without a new click.
What it includes
Three jobs that are usually done as one — which is why they do not perform
Email marketing for an online store is not “the Friday newsletter”. It is the automations that work 24 hours a day without anyone touching them, the campaigns that have a reason to be sent, and the list that grows with people who want to hear from you.
Flows triggered by a customer’s action — sign-up, cart, purchase, absence — that send the right email at the right moment. Set up once, they bring the largest share of email revenue every month.
New collections, offers, seasonality, content. Not to the whole list every time: to segments that have a reason to receive it, at a frequency that does not burn the list and on a calendar that ties in with the advertising.
Sign-up forms that do not annoy, an incentive that does not give away margin, and segments based on what each person bought and when. A small list that opens is worth more than a large one that ignores you.
The automations
The seven automations every online store should have
The first three usually bring the most money; which ones are set up first depends on the store’s data, and the rest are added once there is enough traffic for them to make sense.
1 · Welcome
The new subscriber is the warmest person on your list. Two or three emails: who you are, what sets you apart, and the sign-up incentive — if there is one — with an expiry date.
2 · Abandoned cart
The automation with the most direct link to revenue. First email within an hour, a reminder the next day, and only then, if needed, an incentive — not a discount from the first email, because the customer learns.
3 · Browse abandonment
They looked at products, put nothing in the cart. One email with what they looked at and alternatives. Lower return than the cart flow, much larger volume.
4 · Post-purchase
Thank you, delivery information, how to use the product, what goes with it. The customer who just bought is the most likely to buy again — if you talk to them before life makes them forget.
5 · Repeat purchase and replenishment
For products that run out — cosmetics, supplements, pet food, consumables — an email shortly before they will need it again. For the rest, a repeat-purchase flow based on the average time between two orders.
6 · Win-back
Customers who have not bought for longer than usual. Two or three emails, escalating, and at the end a clean-up of the list from those who do not respond — because inactive contacts hurt everyone else’s deliverability.
7 · Reviews and customer content
A few days after delivery, an email asking for a review or a photo. It feeds the site, the advertising and Skroutz — and tells the customer their opinion counts.
Which email platform — and why we do not start there
The platform is chosen by how deeply it connects to your store: orders, products, cart in real time. Without that connection there are no automations — only newsletters.
What they bought, when, how often, what they looked at. A platform that holds that data allows segmentation and repeat-purchase predictions; a platform that holds only addresses does not.
Most platforms charge by list size or sending volume. That is why a clean list is not only a deliverability matter — it is a cost. We suggest a platform change only when the current one cannot do something that will bring measurable revenue.
If you do change platform: list transfer with consents, warm-up of the new sender, SPF, DKIM and DMARC set up properly. A rushed migration drops deliverability for months.
How we measure email — in revenue, not in open rates
How much money each campaign and each flow brought, measured the same way we measure advertising. Open rate has said little since 2021 — Apple “opens” the emails by itself.
What part of the store’s total revenue comes from email, month by month. It is the number that shows whether the channel is growing or merely sending.
The share that reaches the inbox, not spam: SPF, DKIM, DMARC, sender reputation, a clean list. If this drops, every other number drops with it for no obvious reason.
How many sign up, how many unsubscribe, how many are inactive. A list that grows with people who never open is not an asset — it is a cost.
Common mistakes
The mistakes we see in most online stores’ email marketing
Almost none of them needs budget to fix. They need someone to see them and set them up properly once.
Only a newsletter, no automations
One email a week to everyone, and no flow for the cart or the new subscriber. The largest share of email revenue comes from automations — which often do not exist.
A discount in every email
The customer learns to wait for the coupon and stops buying at full price. The incentive goes in with strategy and an expiry date, not as a reflex.
The same email to the whole list
The customer who bought yesterday gets the same offer as the one who never bought. Segmentation is the cheapest tool an online store has and the least used.
Deliverability nobody looks at
DMARC is missing, the sender has a poor reputation, the list has thousands of dead addresses — and the emails go to spam without anyone knowing. It shows up as “email does not work”.
Email without retargeting, retargeting without email
The abandoned cart needs both: an email within an hour, ads over the following days. We run them together — see Meta Ads for online stores →
Measuring in opens
Open and click rates that “look good” while email revenue does not move. If email is not measured in orders, it is not measured.
Results
Email and automations inside one system, with names
The clients' own numbers, for the period each case study describes. All case studies →
Email Marketing & Email Automations
Two of the nine additional services: on their own or together with any advertising programme. Setup, production, sending, measurement.
Additional services →Growth Partner Program
Google & social ads for online stores with a dedicated account manager — email runs alongside, so advertising pays a second time.
Growth Partner Program →Google Ads for online stores
The customer who cost money on search buys again from email.
Google Ads →Performance marketing agency
Email as the repeat-purchase channel inside the overall performance plan — one number for all channels.
Performance marketing →Athens & Thessaloniki
Email is run by people who also know advertising
Elina and Georgia set up and run the automations and campaigns, Achilleas the advertising — in the same team, with the same numbers. Six people, Glyfada and Thessaloniki, clients across Greece. Meet the team →
No online store but a customer list — a clinic, a school, a shop, B2B? The same automations work for appointments, renewals and repeat purchases. Bespoke DMS →
Frequently asked questions about email marketing for online stores
What does email marketing for an online store include?
Three things: the automations triggered by customer actions (welcome, abandoned cart, post-purchase, repeat purchase, win-back), the campaigns sent with a plan to segments of the list, and the work on the list itself — forms, segmentation, clean-up — so that emails arrive and get read.
Which automations bring the most money?
Usually abandoned cart and welcome, then the post-purchase flow — which ones come first is decided by the store’s data. Repeat purchase and win-back are added once the store has enough customers with a second order for them to learn from.
Which email platform should I choose?
It depends on the size of the list, the store’s platform and how deeply you want to work the data. What matters is the connection to your store, the data per customer and a cost that email revenue can carry. If you already work on a platform, we work there; we do not change platforms without a reason that can be measured.
What share of revenue should come from email?
There is no single right number for everyone — it depends on whether your products get bought again and how often. What we measure is the trend: if the share of revenue from email rises month by month, the channel is working. If email brings almost nothing while a list exists, the automations are almost always missing.
How often should I send a newsletter?
As often as you have something worth the recipient’s time — and not to the same people every time. A list that gets three emails a week for no reason unsubscribes or ignores you, and both cost. The sending calendar comes from your store’s new collections, offers and seasonality, not from a fixed number.
Why do my emails go to spam?
Usually for one of three reasons: your domain’s SPF, DKIM and DMARC are missing or wrong, the list has many inactive or invalid addresses, or you send too much to everyone. We check this first, before any email is written — because if it does not arrive, nothing else matters.
Can email work together with advertising?
It has to. The customer who cost money on Google or Meta to arrive buys again from email at no new cost — that is where profit per customer rises. And the abandoned cart needs an email within an hour and retargeting over the following days. At UpCommerce the same team runs both, with the same report.
How is email marketing charged?
A monthly fee, depending on scope: automations only, campaigns only, or both with the work on the list. You pay the platform’s cost directly, in your own account, which stays yours. The written proposal comes after the intro call, with the scope we chose together.
