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eCommerce Email Marketing Guide

Complete Guide to Ecommerce Email Marketing

eCommerce marketing is an effective marketing tactic that relies on emails to advertise goods and services to prospective and current clients. It ranges from straightforward to complex or challenging, such as combining many campaigns to boost sales. The primary purpose of email marketing is to increase client confidence and create a long-lasting relationship. The ability to communicate with consumers in a tailored fashion at a significantly lower cost makes email marketing one of the most helpful tools available today for eCommerce firms.


Email marketing is the most effective digital marketing strategy for assisting client acquisition out of all the options accessible. It’s crucial to simplify complete email marketing campaigns under the objectives, key performance indicators and performance metrics to expand eCommerce businesses. The essential metrics need to be monitored for eCommerce email marketing campaigns: Delivery rate, Open rate, Click-through rate, Bounce rate, Conversion rate, Subscribe rate and Unsubscribe rate.


How Email Marketing helps in eCommerce


eCommerce Email Campaigns are the Key to Success

Email marketing is essential for succeeding in eCommerce because more than 99% of customers regularly check their inboxes. According to statistics, 59% of consumers feel that marketing emails affect their purchase decisions. In comparison, over 80% of merchants view email marketing as one of the most affordable methods of keeping clients. Consequently, email marketing tends to retain consumer connections in addition to raising brand recognition and establishing a reputation.


Types of eCommerce Emails

1. Welcome emails

The first step in creating a lasting relationship with a consumer is sending them a welcome email. Your welcome email’s goal is to inform current and potential subscribers about your company, not merely to serve as a signup confirmation. Make sure your email is action-oriented, engaging, and has a purpose. It should be uncomplicated, orderly, and visually appealing.


2. Loyalty emails

The lifetime value of each client may be increased by regularly creating well-targeted email campaigns that nurture your current and potential customers. One example is the premium membership programs. They are one of the most popular loyalty programmes. It entices customers to subscribe to an “exclusive” email list that first grants them access to exclusive offers, new product announcements, and invites to exclusive events.

3. Re-engagement emails

Many “disengaged subscribers” are aware of your brand and goods/services but have not purchased from you or even seen your emails in a long time. Re-engagement prompts with offers that are too good to pass up are a successful technique to re-engage these subscribers. Make sure your incentive stands out so it cannot be overlooked, whether a contest or discount offer. Customizing it and giving the client a sense of value and importance is preferable.


4. Anniversary emails

Personalized anniversary greetings with discounts, prizes, coupons, and other special offers are a great way to communicate with customers and establish trust. When someone joins your email list, you can discover their birthdate or anniversary without requesting extra information. You can entice clients to base their purchase decisions on pricing and shared values, engagement, and overall experience with your business by offering rewards based on their prior interactions.


5. Promotional emails

Promotional emails usually turn email subscribers into customers and those consumers into brand evangelists. Brands often use these emails for advertising their goods, services, deals, and promotions. As a result, you need to focus more attention on these efforts.


6. Post-purchase emails

The most practical follow-up is a post-purchase campaign, which helps you build a seamless connection with your clients. Post-purchase emails are a valuable tool for soliciting consumer feedback. Additionally, it results in marketing other goods and services that could interest your clients. You must follow up with post-purchase emails to your first-time customers to cultivate and win them over as faithful patrons.


7. Review request emails

Reviews are a terrific approach to win over customers’ confidence. The majority of users use customer reviews to locate new items. The sort of social evidence required to sway consumer behavior is provided through testimonials, which also assist in establishing your brand’s reputation and give your business a lot of credibility. Reviews obtained via client feedback emails are a terrific approach to gathering insightful information about your goods and services. Furthermore, it communicates to customers that your company cares about them.


8. Cart abandonment emails

Following up with customers using an abandoned basket email is a popular strategy to make up for missed sales. Abandoned cart emails are highly conversion-focused messages that entice recipients to act quickly.


9. Price drop emails

Price drop notifications let buyers know when there are unannounced discounts on their preferred products. Since the shoppers’ browsing history is recorded and retained, an email is sent to them whenever you change pricing in your eCommerce system. Everybody interested in the product will learn about the price drop through the triggered email.


10. Back-in-stock emails

For consumers who expect to buy anything they want whenever they want, the effect of things being out of stock may be highly irritating. If the customer buys from your rival instead, you can lose out on some potential revenue. Sending back-in-stock emails might lead you to make up for missed sales potentially. You can also maintain consumer interest in your brand and ultimately satisfy customers by giving them the desired goods.


Crucial Elements of an eCommerce Email 

On-site conversion: An essential component of eCommerce email marketing is on-site conversion optimization. By having an email capture form on your homepage and placing it prominently above the fold, you can optimize your website for efficient email capture. In addition to focusing on your value proposition, you may use social proof to increase signups.


Personalization: Personalization helps your eCommerce business stand out in your consumers’ inboxes, resulting in higher open rates, click-through rates, and ultimately more sales. It strengthens your relationship with your clients and demonstrates concern for their preferences and interests. Product suggestions, page-specific automation, intelligent list segmentation, and contact scoring are some efficient techniques for properly implementing personalization in your emails.


Message: Messaging is one of the most critical aspects of an email and must persuade readers to open your messages, click on your call to action, interact with your content, and buy things from your store. The email is entirely useless if the messaging does not apply to the target or if it does not support the marketing objectives. You may improve your messaging by steering clear of typical spam terminology and abiding by unsubscribe regulations. You can also enhance your email by including eye-catching emojis and subject lines to boost open rates and pique the user’s interest.


Design: Effective eCommerce email marketing campaigns need beautiful designs because your customers want stunning images, captivating graphics, and a wonderful inbox experience. Engaging graphic elements, relevant and consistent calls-to-action, clever content and language arrangement, device optimization, and responsiveness can improve your email design.


Best practices for eCommerce Email Marketing

To help you better your email marketing approach, let’s look at some eCommerce email marketing best practices.

  1. Ensure your email design templates are responsive to be read on any device.
  2. A/B testing will help you understand your consumers better.
  3. Sending special and additional discount offers or reward points fosters client loyalty and develops your brand image.
  4. Let your customers know when important news is made to get people to visit your website
  5. Send each user-specific, highly tailored, behavior-triggered email.
  6. Start a referral program that can produce new leads and foster enduring partnerships.



eCommerce email marketing is one of the finest tools for businesses to create leads and turn them into paying clients. The process might start with collecting signups to expand the email list. Once this is done, you should plan your email frequency and content based on your company’ KPIs, objectives, size, requirements, audience, and resources. The next step is to build a flawlessly curated email template with a device-responsive, beautiful, eye-catching, and attractive design. Finally, make sure to monitor the performance. If anything isn’t ideal, repeat the complete procedure to identify your error and retry it after fixing it.

Sources: Ecommerce Email Marketing: The Definitive Guide (2022)





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