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9 Tips for Effective eCommerce Email Marketing

Email campaigns are essential for ecommerce businesses to build lasting customer relationships. These can increase sales and boost brand awareness if done right. You must find what works best for your business.

Competition is high in ecommerce. A good ecommerce email marketing strategy can turn your target audience into paying customers.

We put together some tips to make your ecommerce email marketing campaigns more engaging, effective, and profitable. 

1. Welcome Email Sequence

People who just signed up for your email list are engaged. Don’t let that go to waste. Create a  welcome email sequence for new subscribers.

welcome email example for effective eCommerce email marketing

This is a series of emails you send to new email subscribers when they sign up for your email list. This sequence builds a relationship and sets the tone for future communication.

Each email in the series should have a specific purpose, and each email should build on the one before it.

2. Send Responsive Emails

In ecommerce, half of all email opens are on mobile. Mobile opens account for 63% of opens in apparel retail and 49% in other retail fields.

Your audience likely reads your emails on their phones. You must select an email marketing service that has responsive emails. Make all the elements easy to read and use on smartphones and tablets. And it doesn’t stop there. Your website and landing pages must be mobile-friendly, too. If not, most mobile clicks in your emails will be wasted. Ruining your conversions.

3. Personalize Your Emails

Personalizing emails means using subscriber data to customize the content of an email to each subscriber. The most common and basic personalization is using the first name of the subscriber in greetings or subject lines. 

You can take this much further and personalize emails with any data you have. Include their website activity, previous purchases, or product recommendation. Here’s a bad personalization example with missing data. Stay on top of your data and personalization to avoid this. 

You can also segment your email list into different groups and tag them. Use their purchase history, location, age, or any other data you have. Then you can add dynamic content to your emails with tags. Dynamic content will only show up for subscribers that have that certain tag.

4. Segment Promotional Emails for Increased Conversions and Revenue

Segment your audience based on interest and purchase history. This helps you send more relevant promotional emails to effectively increase e-commerce conversion rates, resulting in improved sales and revenue. Email marketing software makes this a breeze.

You can send recommendations to customers based on past purchases. Or offer free shipping or discount codes to loyal customers. Amazon sellers can choose which products to recommend through Amazon product research. This tool will help you find items selling very well for your audience. 

5. Create Loyalty Programs for VIP Customers

Discounts, early access to sales, and other perks increase repeat customers. 

emailmarketing campaigns for loyalty programs for vip customers

Here are some tips for creating customer loyalty programs with email marketing campaigns:

  • Send exclusive content to your VIPs.
  • Send personalized birthdays and membership anniversary emails to VIPs.
  • Emphasize the exclusivity of your offers to help your VIP subscribers feel special. 

If your VIP customers feel catered to, they are more likely to spread the word about your brand.

6. Test Your Emails To Increase Clicks and Conversions

Test different subject lines, and compare their open rates. Try different calls-to-actions to see which ones increase click rates. Analyze email marketing performance and test different send times. You can see when people are more likely to open your emails and engage with their content.

7. Set up Automated Cart-Abandonment Emails

Abandoned carts are a huge issue for online retailers. 69.8% of shoppers who add a product to a shopping cart don’t make a purchase. But there is a way to combat this challenge: setting up automated emails for cart abandonment.

automated cart-abandonment emails for effective ecommerce email marketing

Automated cart abandonment emails are sent to customers who did not complete the purchase. They remind customers of their abandoned carts with a link to complete the purchase. You can spice this up with a second abandoned cart email with a discount to motivate shoppers.

8. Ask for a Review at the Right Time

Email marketing is the best channel to ask customers to review your products. The best time to ask for a review in emails is after the customer has had a chance to use your product. Make sure they have had enough time to evaluate so they’ll be more likely to provide honest feedback. 

Your review request emails can also include incentives, like discount codes. Timing is everything. Experiment with different intervals to know the ideal timing between a completed sale and a review request.

9. Explore Automation for a Consistent and Efficient Email Campaign

Sending triggered emails to your leads and customers builds relationships that lead to more sales. You need to send relevant automated emails to customers to increase engagement. Your goal should be to create long-term customers, not one-time buyers.

Wrapping up eCommerce Email Marketing

Email marketing is a channel all ecommerce businesses must use. It can improve customer engagement and increase sales. Even with social media and other digital marketing channels, email still drives sales. It’s personal, direct, and easy to track. 

People check their inboxes multiple times a day. Your marketing messages can reach them instantly.


What is the best email marketing platform for ecommerce? 

The best email marketing platforms for ecommerce are Omnisend, GetResponse, MailerLite, ActiveCampaign, Moosend, and Sendinblue. When looking for an ecommerce email marketing service, make sure it has deep integration with your ecommerce platform.

How do I grow my email list in ecommerce?

You can grow your email list in ecommerce in the following ways:

  • Add forms and popups to your site.
  • Offer discounts to visitors for signing up for your newsletter.
  • Post valuable content on your blog related to your product.
  • Ask current members to share and forward messages about sales and discounts.  
  • Hold an online contest or promotion.
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