For skincare and wellness brands in Canada, one-time purchases aren’t enough to build a sustainable e-commerce business. The real growth lies in repeat orders.

With rising advertising costs and decreasing returns on paid channels, your focus should shift to retention—keeping your existing customers engaged, loyal, and coming back for more. That’s where email and SMS automation comes in.

In this guide, you’ll learn how to set up high-impact email and SMS flows for your skincare e-commerce store, boost lifetime value (LTV), and implement loyalty automation that turns occasional buyers into devoted fans.

Why Email & SMS Are Critical for Skincare E-Commerce

Skincare is personal. Buyers often experiment with different products before settling on a routine—and when they do, they reorder regularly. This behavior makes email and SMS the most effective tools for nurturing long-term customer relationships.

Benefits:

• High ROI: Email marketing delivers an average of $42 for every $1 spent
• Predictable revenue: Automated flows generate consistent sales
• Personalization: Messages can be tailored to skin type, product usage, or buying stage
• Retention: Reduces churn and builds loyalty over time

If you’re not using email and SMS automation to stay connected post-purchase, you’re missing out on your most profitable revenue source.

Core Email Automation Flows Every Skincare Brand Needs

A strong email automation strategy doesn’t mean spamming your customers—it means delivering relevant, timely content that supports their skincare journey.

1. Welcome Series

Goal: Introduce your brand, educate the customer, build trust

Flow:

• Email 1: Brand story + what makes your products unique
• Email 2: Bestsellers + first-purchase incentive
• Email 3: Skin quiz or product recommender
• Email 4: Social proof + reviews
• Email 5: CTA to complete first purchase

Tip: Include FAQs, usage guides, and before/after imagery to increase conversions.

2. Abandoned Cart Series

Goal: Recover missed sales opportunities

Flow:

• Email 1 (1 hour later): “Did you forget something?”
• Email 2 (24 hours): Highlight product benefits + testimonials
• Email 3 (48 hours): Offer a discount or incentive
• Email 4 (72 hours): Sense of urgency or limited stock messaging

Why it works: Canadian beauty shoppers often browse on mobile and buy later—this series nudges them to act.

3. Post-Purchase Flow

Goal: Build customer trust, reduce buyer’s remorse, encourage second purchase

Flow:

• Email 1: Thank you + what to expect
• Email 2: Product usage tips & skin routines
• Email 3: Cross-sell related products
• Email 4: Review request
• Email 5: Second-order incentive

Pro tip: Personalize based on product bought (e.g., send exfoliation tips to serum buyers).

4. Replenishment or Reorder Flow

Goal: Time-based reminders to restock skincare items

Trigger: Set based on average usage cycle (e.g., 30, 60, 90 days)

Flow:

• Email 1: “Running low on your moisturizer?”
• Email 2: Highlight benefits of consistency in skincare
• Email 3: Offer subscription or bundle savings

This flow is the foundation of loyalty automation for wellness and skincare brands—because consistency is key to customer skin results.

5. Win-Back Campaigns

Goal: Reactivate dormant or churned customers

Trigger: No purchases in 90+ days

Flow:

• Email 1: “We miss you!”
• Email 2: Personalized product recommendation
• Email 3: Exclusive win-back offer

Use subject lines like “Is your skin missing us?” to re-engage emotionally.

SMS Marketing for Beauty Brands in Canada: Best Practices

While email builds depth, SMS delivers immediacy. It’s a powerful channel for skincare brands—especially during launches, restocks, or urgent campaigns.

When to Use SMS:

• Limited-time sales or product drops
• Replenishment reminders
• Back-in-stock alerts
• Loyalty point updates or rewards
• VIP exclusives

Canadian consumers are becoming increasingly comfortable with SMS from brands—but it must be respectful, valuable, and permission-based.

Top SMS Automation Flows for Skincare Brands

1. Welcome SMS

Send an instant thank-you or discount code when someone opts into SMS.

2. Cart Recovery SMS

Faster than email and effective within the first hour of cart abandonment.

3. Reorder Reminders

Simple message: “Time to refill your serum? Tap to order with 15% off.”

4. Order Updates + Delivery Notifications

Enhances trust by keeping customers informed about their shipments.

How to Personalize Emails & SMS Based on Skin Profiles

Skincare is not one-size-fits-all. Use first-party data to personalize messaging by:

• Skin type (oily, dry, sensitive)
• Concerns (acne, aging, dullness)
• Product preferences (clean, vegan, fragrance-free)
• Order history

Examples:

• Subject line: “Gentle hydration tips for dry winter skin”
• SMS: “Hey Mia, your favorite retinol is back in stock!”

Segmentation drives open rates, click-throughs, and repeat orders.

Implementing Loyalty Automation for Wellness Brands

Loyalty is about more than points. It’s about creating ongoing connection and reward cycles that feel natural to your audience.

Tools for Loyalty Automation:

• Smile.io or LoyaltyLion for points and referrals
• Recharge for subscription benefits
• Klaviyo flows to trigger loyalty updates, reward thresholds, or VIP perks

Ideas to Automate:

• Reward points reminders after 3rd purchase
• “You’ve reached VIP tier” messages
• “Refer a friend, get $10 off” SMS offers
• Birthday/anniversary skincare gift emails

These flows build brand equity and make customers feel seen, not sold to.

Tech Stack for Email & SMS Automation (Starter-Friendly)

Tip: Start with 1–2 flows per channel, then build out as your store grows.

Key Metrics to Watch for Email/SMS Success

To know if your automation is working, track these performance indicators:

Monitor results weekly and optimize copy, send times, and segments.

Mistakes to Avoid in Email & SMS Marketing

Overloading with promotions
Constant discounts can hurt brand value. Mix in education, tips, and UGC.

Ignoring deliverability
Use verified sending domains and test on real devices.

Sending the same message to everyone
Segmentation and timing are key. Batch-and-blast is dead.

Lacking mobile optimization
Over 60% of Canadian beauty shoppers open emails on their phone. Make sure CTAs and design are responsive.

Final Thoughts

If you want more loyal customers, better profit margins, and higher LTV, there’s no better investment than email and SMS automation.

Skincare buyers don’t need more ads—they need more connection, education, and timely nudges. With the right flows, messaging, and segmentation, your brand becomes part of their daily routine.

Start small. Automate essentials. Optimize as you grow.

Need help setting up effective automations that convert? Talk to Zrafted’s ecommerce strategy team and let’s turn your skincare shoppers into subscribers and superfans.