E-commerce email marketing, Australia
The flows, campaigns, and strategy to turn your list into a predictable revenue channel, not just a newsletter you send when you remember.
Email is the highest-ROI channel most e-commerce brands are underusing.
Not because they're not sending, most are. But because there's a significant gap between "sending emails" and running an email program that compounds revenue month over month.
The gap most brands have
The typical e-commerce email setup we walk into looks something like this: a welcome flow built at launch, a basic abandoned cart sequence, and a newsletter that goes out when someone has time to write one. The flows haven't been touched in a year. Campaigns go to the whole list. There's no reporting beyond open rate.
That setup is leaving 15–25% of email revenue on the table, conservatively.
A well-run program has the right flows live and converting, campaigns going to the right segments at a consistent cadence, a clean list with proper deliverability hygiene, and reporting that shows what's actually working.
The flows every e-commerce brand needs
Welcome series. Your highest-converting automation. New subscribers are at their most attentive in the 48 hours after signing up. A 3–5 email welcome series introduces the brand, handles the most common objections, and makes the first purchase as easy as possible.
Abandoned cart. Still the single highest-revenue flow for most e-commerce brands. Typically 1–3 emails over 24–48 hours. Copy, timing, and whether to include a discount are all things worth testing, the defaults your ESP suggests are rarely optimal.
Abandoned browse. Often overlooked. Browse abandonment targets people who viewed a product but didn't add to cart, earlier in the funnel and lower conversion than cart, but high volume means it adds up.
Post-purchase. The flow that drives repeat orders. Order confirmation, shipping update, delivery confirmation, review request, cross-sell, replenishment reminder, each email earns trust and seeds the next purchase.
Win-back. For subscribers and customers who've gone quiet. A 2–3 email sequence over 30–60 days, with a clear sunset if they don't re-engage. Keeping disengaged contacts on your list is a deliverability liability; a win-back flow at least gives them a chance to come back before they're removed.
Campaign management
Flows handle the always-on revenue. Campaigns handle the peaks, launches, promotions, seasonal moments, editorial content.
A planned monthly campaign calendar, segmented, scheduled, and executed consistently, keeps the list warm between purchase cycles and drives the short-term revenue spikes that complement the compounding revenue from flows.
We write the copy, design the templates, build the segments, and send the campaigns. You approve the calendar.
Deliverability and list health
A growing list with declining deliverability is a liability, not an asset. We monitor inbox placement, keep authentication records in order, run list hygiene to remove chronically unengaged contacts, and set sunset thresholds that protect your sender reputation before it becomes a problem.
Take the free email program audit to see where your e-commerce program sits right now, a score out of 75 and a prioritised list of what to address first. If you're on Klaviyo or considering a move, see how we work with Klaviyo specifically.
Not sure where to start?
Take the free 3-minute audit. Ten questions on your automations, deliverability, and segmentation, and a scored breakdown of what to fix first.
Start the free auditYour questions answered
E-commerce email marketing is the practice of using email to drive revenue throughout the customer lifecycle — from the welcome email a new subscriber receives to the abandoned cart reminder, the post-purchase follow-up, and the win-back campaign for lapsed buyers. It combines triggered automation (flows that fire based on customer behaviour) with broadcast campaigns (planned sends to segmented lists). For e-commerce brands, email typically drives 20–35% of total revenue when the program is run well. Beyond Open Rate is an Australian e-commerce email marketing agency specialising in brands doing $1M–$20M/year.
The right e-commerce email agency in Australia measures success in revenue, not open rates. Three things to check: do they report on revenue per recipient and email's contribution to total revenue? Do they audit before they build? Are they platform-independent, or do they earn commissions for recommending certain tools? Beyond Open Rate ticks all three — fixed-scope engagements, revenue reporting, and no platform referral fees.
At minimum: a welcome series (3–5 emails), an abandoned cart sequence (1–3 emails), a post-purchase flow (driving repeat orders and reviews), and a win-back sequence for lapsed buyers. These four flows typically account for 15–30% of total email-attributed revenue. Most brands we work with are missing at least two of them.
For a well-run e-commerce program, email should account for 20–35% of total revenue. Below 15% usually means flows are missing or underperforming, or campaigns are going to the whole list without segmentation. Above 40% can indicate over-reliance on email at the expense of acquisition, worth watching.
A flat monthly retainer based on scope, no hourly bills, no per-send fees. Most clients start with a fixed-fee audit and flow build, then move to a monthly retainer for ongoing management. We don't do lock-in contracts; it's month-to-month after the initial build.
We work across Klaviyo (our primary platform for e-commerce), Mailchimp, ActiveCampaign, Omnisend, and Brevo. For most e-commerce brands with meaningful volume, we recommend Klaviyo, but we'll work with what you have or help you migrate if the switch makes sense.
Claim your free 30-minute strategy session.
Worth $500, yours at no cost. In 30 minutes we'll identify exactly where your email program is leaving money on the table and give you the strategies to fix it. No obligation, no pitch. Sessions are limited, so don't sit on it.
- ✓ 30 minutes, valued at $500, 100% free
- ✓ We find where your email is losing you money
- ✓ Walk away with strategies to act on immediately