What Can eCommerce Stores Do About Tariffs?
With tariffs back in the news and supply chain disruptions causing headaches for eCommerce businesses, it’s safe to say everyone is feeling the pressure. Product costs are rising, and delays are holding inventory up. Customers are also more sensitive to change than usual.
It’s a lot, and it probably feels that way. The good news for eCommerce marketers is that there are a few critical levers you can pull, especially when it comes to how you connect with your customers.
Strengthen Trust & Loyalty With Intelligent Email Automations and Flows
The market is rocky. Customers know that, and right now, they’re looking for consistency. With prices trending upward almost everywhere,
- If you’ve increased prices, have you been transparent about it?
- Did you communicate clearly to keep people in the loop?
- Are you making the shopping experience easy, and minimizing the impact of delays for customers?
Brands who show up for their customers now will earn loyalty that lasts beyond any (hopefully temporary) turbulence.
It’s also time to double down on whatever brought them to your brand to begin with. That’s bigger than price. And in some cases, it’s even bigger than your product. It’s about how you’ve made them feel, and how well you can keep hitting the right notes to keep them coming back.
Let Email Automation Do the Heavy Lifting
With so many variables in play, eCommerce brands need all the help they can get. An email automation delivers in spades, especially when the sailing isn’t smooth.
With the right email workflow automation in place, you really can have it all:
- Keep your brand top-of-mine.
- Nurture trust among your most valuable customers.
- Expand your list and drive sales to soften the impact of price hikes.
In this article, we’re breaking down the essential automated email campaigns you should prioritize protect you customer experience and your revenue, even (and especially) when you’re thrown a curveball like historic changes in tariffs.
The Email Automation Flows That Keep Revenue…Flowing (Even When Prices Go Up)
1: The Welcome Flow
What’s the point of this email automation?
Your welcome email flow is the first and most important opportunity you get to roll out the red carpet. It’s a series of emails that greet new subscribers and introduce them to your brand.
First impressions are always everything. But right now, they’re extra everything. In more certain times, you can afford to be a little brand-centric in your welcome flow. But right now, you need customers to feel like they’re getting real value, right from the start. You want to keep their minds on value, and off things like pricing jitters or concerns about shipping. This might call for some adjustments to your messaging and design.
How to structure a high-converting welcome email flow
- Email 1: A warm welcome (obviously), plus some follow-up if you offered something in a popup. The goal here isn’t necessarily to talk about your brand, but let readers know they’re in good hands (and prove it).
- Email 2: Readers who open this one are interested in learning more. Now’s the time to spotlight what sets you apart. Talk about your quality, your values. Whatever your strong suit is, make it shine here.
- Email 3: Set clear expectations around shipping times, especially if you’re expecting delays. If you have to deliver this kind of bad news, it’s best to do it early, and do it transparently.
Personalization matters, too. Tailor these emails as much as you can based on user behavior and preferences. But even more importantly, you should aim to remove any uncertainty the reader may have had before subscribing.
2: The Abandoned Cart Flow
Why this email automation belongs on the essential list
Carts get abandoned. A well-crafted abandoned cart email automation wins them back. This series is an event-based email automation that triggers when a customer loads up their cart, and then ghosts.
You can expect that to happen more than usual at the moment: tariffs and supply chain hiccups are causing major buyer hesitation. That makes getting your abandoned cart email flow in ship shape should be high up on your priority list.
What an effective abandoned cart flow looks like
- Email 1: A reminder, but not a nag. The usual messaging about “forgetting” the cart may be a little less relevant right now. Instead, focus on value and urgency.
- Email 2: Bring in some social proof to nudge readers back to checkout. Pick some great reviews or UGC to feature. It’s a good idea to pick examples where customers explain why they’re happy. In other words, real-world problem solving is worth more than the 5-star widget.
- Email 3: This is an ideal place to throw in a limited-time bonus or discount. This is standard practice anyway, but in 2025 it’s a no-brainer.
3: The Shipping Delay Flow
An email automation that gives your readers full transparency
Shipping delays damage trust. But unexpected shipping delays damage it beyond repair. This flow is a good way to keep your customers in the loop, so they don’t get any nasty surprises after purchasing.
Proactive, honest updates show your customers that you respect their time (and their money). Brands who make this effort will have a much greater chance of riding out tariff-induced uncertainty with their lists in good shape.
Building a shipping delay email flow that leaves customers curious, not irritated
- Email 1: Break the news. Be upfront about the delay, and share an updated timeline.
- Email 2: A sincere apology, perhaps pairs with a little perk (free or discounted shipping, bonus points, or some other value add).
- Email 3: Confirm once the order ships, and give detailed tracking information for peace of mind.
4: The Back in Stock Flow
Inviting customers to get it before it’s gone (again)
One of the very few silver linings of supply chain chaos is that it reminds customers that they can’t take their favorite products for granted. Hearing that something is back in stock is more compelling when you’re not sure when it will be back again. Capitalize on that with an email automation that alerts customers when out-of-stock products are back and ready to ship.
Back-in-Stock alert can be a golden ticket to recover lost sales. Plus, you’re reaching out to people who already wanted what you’re selling, a (relatively) easy win.
How to craft back in stock email flows that don’t sound gimmicky
- Email 1: Announce the big news, but don’t spend too much email space telling a story about the product. The point here is scarcity and urgency. Make the CTA stand out.
- Email 2: Remind subscribers who have purchased the product in the past why they loved it in the first place. Emphasize benefits, don’t dwell on features.
- Email 3: Urgency is key here. Tell readers that stock is limited (as long as that’s true).
Segment your audience based on product interest to make these alerts hyper-relevant and more effective.
The Post-Purchase Flow
Preserving purchase momentum by letting customers know they’re more than a number
This email automation flow keeps the conversation going after the sale. You want customers who read this to see that you actually value their business. It’s also an opportunity to present more products that align with their interests and increase CLV.
Post-purchase emails that keep buyers coming back for more
- Email 1: Short and sweet. This should be a heartfelt thank you, with a confirmation of order details.
- Email 2: Smart recommendations for complementary products, refills or upgrades.
- Email 3: A gentle review request, or an invite to join your loyalty program.
The emails in this flow don’t need to be long. But they do need to make an impact. Customers who open them should feel reassured, then excited, then a desire to share their experience (even if that comes from a little incentive).
Email Automation: Your Tariff-Time Lifeline
We’ve helped eCommerce brands successfully adjust their email marketing automation strategies to handle uncertain times.
If you’re looking to tighten up your email workflow automation, recover abandoned carts, or master integrating email automation with CRM systems, we’ve got you.
In the next chapter of our series, we’ll dive into Campaigns That Convert When Costs Go Up: email strategies that focus on turning tariff-driven cost hikes into revenue-generating opportunities.