Email Deliverability Basics: Staying Out of the Spam Folder
A great email is worthless if it lands in spam. Deliverability depends on authentication, list quality and sending habits. Here’s how to get each one right.
3 min read · Evergreen guideEmail and WhatsApp Automations Every Business Should Set Up First
Automated messages work around the clock, reaching customers at the moment they are most likely to act. Start with these proven flows.
Key takeaways
- A welcome series sets expectations and turns new subscribers into customers.
- Abandoned cart and browse reminders recover sales that would otherwise be lost.
- Post-purchase messages drive reviews, repeat orders and referrals.
- Always get consent, make opting out easy, and keep messages genuinely useful.
Why automation first
Campaigns, meaning one-off newsletters and offers, need effort every time. Automations are set up once and run continuously, triggered by what a customer does. They often produce a large share of email revenue for online stores, because they arrive at exactly the right moment.
1. Welcome series
Triggered when someone subscribes or creates an account.
- Message 1, immediately: thank them, deliver any promised discount or download, and say what to expect.
- Message 2: your story, what makes you different, best-selling products or core services.
- Message 3: social proof, such as reviews, case studies and photos from customers.
- Message 4: a clear offer or invitation to book or buy.
2. Abandoned cart
Triggered when someone adds items to their cart but doesn’t complete checkout.
- First reminder within a few hours, showing the items left behind.
- A second reminder a day later that answers common objections: delivery time, returns, payment options.
- An optional final reminder with an incentive, used carefully so customers do not learn to wait for discounts.
3. Browse abandonment
Triggered when a known subscriber views products or services but doesn’t add anything to the cart. A gentle message featuring what they viewed, plus related items, keeps you in mind.
4. Post-purchase
- Order confirmation and shipping updates, which are expected and highly read.
- How-to-use or care tips that reduce returns and support requests.
- A review request after the product has arrived and been used.
- Cross-sell or replenishment reminders timed to when customers typically need more.
5. Win-back
Triggered when a customer hasn’t purchased or engaged for a while. Remind them what they liked, share what’s new, and consider a modest incentive. If they still don’t engage, remove them from regular sends to protect deliverability.
6. Service reminders
For clinics, salons, workshops and service firms: appointment confirmations, reminders the day before, follow-ups after the visit and reminders for periodic services. These reduce no-shows and bring customers back.
WhatsApp and SMS alongside email
Messaging apps get read quickly, which makes them ideal for order updates, appointment reminders and time-sensitive offers. They also feel personal, so send fewer, more relevant messages, and always with the customer’s consent.
Ground rules
- Collect clear consent and record it.
- Include an easy way to unsubscribe or opt out in every message.
- Personalise beyond the first name: past purchases, location, interests.
- Test on mobile, where most messages are read.
Our Email & WhatsApp Marketing packages set up these flows and manage your campaigns every month.
Frequently asked questions
How many emails should a welcome series have?
Three to five messages over one to two weeks works for most businesses. Measure engagement and trim messages that do not perform.
Can I add customers to my list without asking?
Send marketing messages only to people who have agreed to receive them, and follow the rules that apply to your region and channel. Transactional messages, such as order updates, are different from marketing.
