Email Marketing for BigCommerce: What Matters
BigCommerce stores have fewer integration options than Shopify stores, but the options that exist are solid. The most important factor is choosing a tool that treats BigCommerce as a supported platform rather than an afterthought.
Check the integration quality first. A native BigCommerce app or a well-maintained API integration is essential. Look for automatic sync of customer data, order history, and cart events. If the integration requires manual data exports, it is not worth your time. Before committing to any platform, connect your BigCommerce store during the trial period and verify that data flows correctly.
Prioritize automation over templates. Beautiful emails matter, but automated sequences (cart recovery, post-purchase, welcome series) generate the majority of email revenue for e-commerce stores. Choose a tool with strong automation first, nice templates second. The three core automations typically generate 40-60% of total email revenue.
Watch the pricing model. Contact-based pricing (Klaviyo, Drip, ActiveCampaign) gets expensive as your list grows. Pay-per-email pricing (Sequenzy, Brevo) is often cheaper for stores with large subscriber lists that do not email daily. Calculate your actual cost at your expected list size before committing.
Integration Quality Comparison
Not all BigCommerce integrations are created equal. Here is what to look for:
- Data sync: Does it sync customers, orders, product catalogs, and cart events?
- Real-time updates: Do events trigger immediately or on a delay?
- Product catalog: Can you pull product images and prices directly into emails?
- Cart recovery: Does it capture abandoned cart events automatically?
- Browse abandonment: Does it track product page views for retargeting?
Klaviyo and Omnisend score highest on integration depth. Drip and ActiveCampaign are solid. Mailchimp and Brevo provide basic sync. Sequenzy connects via API with reliable data flow.
The Three Revenue-Driving Automations
Cart Recovery (10-20% of email revenue)
A 3-email abandoned cart sequence is the single highest-ROI automation for any BigCommerce store:
- Email 1 (1 hour): Reminder with cart contents and direct checkout link
- Email 2 (24 hours): Social proof - reviews and ratings for abandoned products
- Email 3 (48 hours): Urgency with optional incentive (free shipping or small discount)
Post-Purchase Follow-Up (10-15% of email revenue)
Turn one-time buyers into repeat customers:
- Day 3: Product usage tips and care instructions
- Day 10: Review request with a direct link
- Day 21: Cross-sell recommendations based on purchase history
Welcome Series (5-10% of email revenue)
Convert new subscribers into first-time buyers:
- Immediately: Brand story with first-purchase incentive (10-15% off)
- Day 3: Social proof - top reviews and bestselling products
- Day 6: Urgency reminder about expiring welcome discount
Advanced Strategies for Growing BigCommerce Stores
Purchase-Based Segmentation
Once your email platform is syncing BigCommerce order data, build segments based on purchase behavior:
- VIP customers: Top 10% by revenue for exclusive offers
- Repeat buyers: 2+ purchases for loyalty rewards
- Lapsed customers: No purchase in 90+ days for win-back campaigns
- Category buyers: Product-specific segments for targeted cross-sells
Browse Abandonment
If your platform supports it (Klaviyo and Omnisend do), browse abandonment emails target visitors who viewed products but did not add to cart. These emails remind shoppers about products they showed interest in and typically recover 1-3% of browsers as buyers.
Win-Back Campaigns
Target customers who have not purchased in 60-90 days with a re-engagement sequence. Lead with new arrivals or bestsellers rather than discounts. If they do not respond, follow up with a modest incentive. Win-back campaigns keep your customer base active and reduce churn.
Getting Started
Start with the three automations that drive the most revenue for BigCommerce stores:
- Cart recovery with a 3-email sequence (1 hour, 24 hours, 48 hours)
- Post-purchase follow-up for reviews and cross-sells
- Welcome series to convert new subscribers into first-time buyers
These three automations running on autopilot typically generate 30-50% of total email revenue. Set them up first, then add campaigns and segmentation as you grow.