[5 Step] Ecommerce Email Marketing Strategy

Last updated June 14, 2019

An eCommerce email marketing strategy is vital if you want to stay relevant to your customers. It can help keep them in the loop and serve as an aid to move your product more effectively.

But there are still many who don’t take advantage of this fact. Worse yet, those who do often fail to do so effectively.

Basic functionality is already in place when using website builders like Shopify or Bigcommerce, which suppose to make a lot of the processes easier. Regardless of the platform you chose to setup your online store, email marketing should be utilized.

To help you out, I have compiled a list of five different emails you should be sending out to your customers to stay connected.

image11. The Welcome Email

The welcome email is the most basic part of any email marketing campaign. It’s the beginning of a relationship that can be extremely lucrative for your business. It is, therefore, extremely important to start off on the right foot.

Instead of settling for something that is ‘good enough’, spend some time and effort trying to figure out the best way to introduce your customers to your mailing list. Getting an idea of the value you deliver with each new message is not only good for your buyers, it’s a great way to get a feel for how you should campaign going forward.

Make it as personal as you can and consider throwing in some humor. Try to give it the look and design of your website. If you promised a discount for signing up, ensure that it automatically reaches them. Finally, feel free to advertise some of your best-selling products.

2. The Seasonal Refresh

All industries require product refreshes in order to remain relevant and it is likely that your store has specific seasons during which they occur. This is a great time to send out an email to your subscribers to let them know about your new stock.

In the email, you should include a clear message about what makes the latest iteration of your product better than the last, ensure that it is just as good as the original, and even offer an incentive such as free shipping to seal the deal.

Often times people sign up for a mailing list because they like your product, but wish it was more refined or slightly different. This is a good opportunity for you to tell them that you’ve listened to their desires.

3. The Sale Reminder

Sales are an important aspect of any business, online or otherwise. They can help you move the last remaining bit of stock, clear room for new merchandise, and even entice people to buy things they normally might not.

You should run sales during the expected times of year, such as Black Friday, Cyber Monday, and all holiday seasons, but it’s worthwhile to also consider running an unexpected sale. Limiting the time or inventory quantities can serve as a great motivator to get more people to pull the trigger.

Sales are so tempting to customers that emails advertising one are more likely to be opened than any other kind you send. Take advantage of this opportunity by offering a deal that is worth your customers’ time.

4. The Abandoned Cart

Adding something to a shopping cart only to leave it there is a common phenomenon in online shopping. In fact, nearly 80% of shoppers who add something to their cart don’t make a purchase. Some people change their mind about a product, some find the tax or shipping costs too high, and others simply forget about it.

No matter what the reason for abandoned carts, if you don’t have an automated email being sent to customers who leave your site before completing a purchase, you are missing out on massive potential.

This is because an average of over 60% of customers who left their cart will come back if you send them an email about the products they left behind. Although this doesn’t necessarily translate into completed purchases, it does give you a greater chance of sealing the deal.

Sweetening the offer by providing free shipping, a discount, or a free gift can be a great way to help convince even the most hesitant of buyers.

5. The Reengagement

Sometimes your customers forget about you. There are many reasons why this might happen, but if they do, it is good to send out a reminder that you exist from time to time. Especially to customers who have not accessed your website in a while.

This email can be a special offer or simply a way to confirm that your customer is still interested in receiving your messages. On the one hand, you may get an unsubscribe request, but on the other, you can get an affirmation that your campaigns are effective and desired.

Remember, how your email appears matters just as much as the message you want to send across.

If you want to reach the maximum potential, and achieve a higher response rate, I recommend following some basic guidelines, that are guaranteed to help your campaign and increase your sales. First of all, you should acknowledge that sending out personalized emails is highly effective, as most people tend to respond more to personal messages (even if they know they’re automated).

You can try and use their name, purchase history, birth date, age or location in a creative way so that your customers will get the feel that the email is directed specifically at them.

Another important key is the email layout design. Keep your emails short and neat with a nice, clean design. Don’t forget to grab their attention with a clear CTA.

As you may know, many people don’t even read the entire email you’re sending, as their eyes are immediately drawn straight to the Call-To-Action button. Make sure your CTA is located at the top of the email, with a short, clear text.

Keep in mind that your goal is to prompt an immediate action from the reader, so the text you use should include a verb such as “Click Here”, ”Purchase Today” or “Shop Now”.

There’s no argument that the marketing game has changed. But if you stay updated, you can easily use these trends to your benefits. Hopefully, with the help of these email marketing strategies and tips, you’ll achieve better results.

About the Author

Brandon David is the creator of WebsiteBuilderInsider, a resource website for anything related to site creation. Although he didn’t receive any formal training, he has dedicated most of his time to becoming an authority on everything web related. When not online, Brandon is most likely eating, sleeping, or doing something else to maintain his unhealthy addiction to the internet.

giles thomas


Giles Thomas is the founder of AcquireConvert, the conversion rate optimization blog that teaches ecommerce stores how to increase conversion rates and profits. He is the Founder of Berlin based ecommerce growth agency Whole Design Studios, a head mentor at the Google Launchpad Accelerator and a member of the Google Experts program.


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