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How To Create An Effective Ecommerce Email Marketing Strategy

A group of people looking at a cell phone while discussing DTC marketing strategies.

This post will look at several strategies that will help you build an ecommerce email marketing strategy from scratch. Let’s get started.

Create a Welcome Email Series

When a shopper subscribes to your email newsletter, the principles of effective ecommerce email marketing, dictate that you must create a great first impression to turn them into loyal customers. To do that, you need to create a great first impression and you need to send more than a single welcome email which many new subscribers find to be overwhelming generally owing to the reason that there’s too much information crammed into the email. A great sales funnel starts with a great welcome email series. So keep it light, tell who you are, and tell your readers what to expect. A nicely done welcome email series helps you set the right tone at the beginning. This is super easy if you integrate SAP with eCommerce.

However, a welcome series email introduces your brand to customers and shows off what you have. This helps put your ecommerce brand in front of them and creates positive relationships with your new subscribers and build trust with them.

2. Practice Ecommerce Email Segmentation

Ecommerce email segmentation is a marketing strategy that turns subscribers into groups that share a defined quality. This helps you personalize your messaging to each group.

Ecommerce email segmentation is a marketing strategy that divides subscribers into groups based on defined qualities. This allows you to provide advanced personalization using email messages well-tailored to each group. This increases email engagement rates and ultimately improves your revenues. More eyeballs read your emails, and that gets more people to convert. Furthermore, using PIM software can streamline ecommerce data organization for email segmentation, enabling targeted campaigns for increased engagement and sales. Additionally, a decentralized ecommerce platform can go a long way in helping you market your platforms and build out a site easily. 

For ecommerce email segmentation to be effective, it’s not simply based on demographics alone, like age or location, but also on lifestyle interests and behaviors as well.

3. Reward Loyal Customers

It’s a great thing to have new customers. Your brand should always be acquiring new customers. However successful store owners know it’s difficult to thrive without repeat customers. Research shows that repeat customers tend to spend 65% more as compared to new customers. They want to be pampered.

Even if you lack a full-fledged customer reward program, you can still inspire loyalty through ecommerce email marketing by sending discounts on products, offering previews of products, offering Facebook stickers, celebrating the birthdays of your customers, and doing other little things.

4. Use a well-designed and Responsive Email

It’s highly necessary for ecommerce emails to be displayed on mobile devices. If you have a mobile-first design that makes it better. Ensure that the branding is on spot and the logo matches what you have on site. You can create a mobile optimized logo with the help of an online logo maker like Designhill for free. You can even include pricing tables inside.

Pricing tables are an important aspect of product page optimization, but that’s not all. They help people on the fence compare products and make a decision. You can embed Excel into html and present useful data to your subscribers that way.

Close to 50% of emails are now opened on mobile devices. Your sales will drop if a large percentage of that number deletes the email as soon as they get it owing to a complicated interface or a site that takes forever to completely load. You don’t want that.

Ensure that you review your customers’ experience from time to time starting from email deliverability to conversion rates.

5. Split test your Ecommerce Email Campaigns

Ecommerce email split testing is when you send a variation of an email to a subset of your subscribers and another variation to another small subset to find which version of the email gets better results. Results can be measured in terms of higher open rate, click through rate, and conversion rate.

When running split tests, test subject lines, email length, visuals and CTA buttons.

6. Send Back-in-Stock Alert emails

When a product is out of stock, don’t hide the product pages like other store owners. Let them know the product is out of stock. Also, give them an option to be notified via either email or SMS so that they can submit the details and get updates as soon as possible.

After you get the emails, ensure you send them regular updates to keep them in the loop.This helps you retain shoppers who would have otherwise jumped ship to competitor websites.

7. Send an Abandoned Cart Email Series

Over $18 billion in revenues is lost yearly to abandoned carts. With an abandoned cart email series, you can nudge shoppers to return to your ecommerce store and complete the purchase.

Besides getting hold of potentially lost revenue, an abandoned cart series will improve the customer experience too.

8. Take advantage of Seasonal Promotions

Ecommerce sales move up and down throughout the different months of the year. Festive seasons and holiday spikes result in a huge amount of sales if you have good ecommerce email marketing in place. Take advantage of the trend to improve sales to your store. 

If you don’t have the time to create all the content, just use SEO Tools Centre AI sentence rewriter to create seasonal promotion content in a few minutes!

As a final note, the final months of the year have several festive periods strung together and sites report 30% more revenue during this time than on other months. 

9. Track Your Results

Ecommerce email marketing has plenty of moving pieces that you need to track constantly to get a whole view of results. A good E-commerce email marketing software is a must-have to give you the best return on your investment, on time and money.

You can track the open rate, click-through rate, conversion rate, and unsubscribe rate too. For example, if you invited your subscribers to a webinar on Zoom, email marketing software will give you a bird’s eye view of the clicks on the link and conversion ratio.

In addition, also keep an email finder tool at hand to verify your emails. If you don’t track these things you never know which part of your email campaign you need to optimize. Your investment’s return may be far lower than what you may otherwise imagine.

10. Use Personalization to Target Different Segments

It’s common to have more than one target audience you want to reach to. And your products need to appeal to more than a single segment of the population. However what if you’re not able to reach the entire audience with your message, that’s where personalization can help.

Personalization can improve open rates, clicks, and engagement and also reduce bounces. If you’re not segmenting your list and personalizing your emails–start now. 

Sending emails with content that’s tailored to each audience keeps subscribers happy and happy subscribers tend to buy more.

You can start by segmenting your list under demographics of age, income, education, and gender identity.

Other than demographics, there is also psychographics that go into email personalization. Psychographics refer to traits like a person’s values, personality, and interests.

This creates a valuable picture of your subscriber and how you communicate with them.

Segment subscribers by contact details, Shopify past purchase behavior, click habits and more.

11. Offer Exclusive Discounts to Loyal Customers

Keep your most loyal customers returning to your store repeatedly with a loyalty program.

Repeat customers are your bread and butter that helps your eCommerce business grow. One quick way to build a committed and loyal following is by creating a loyalty club for the best people in your customers. There are many ways to make this possible.

Subscribing to some ecommerce newsletters often makes you a part of the loyalty club. So once you sign up, you’re inside.

These special customers are the repeat customers who are perfect for a loyalty program. Using this segment you can easily send an email to your repeat customers and let them know of their special status and make the relationships even stronger.

You can encourage them to head back to your store for more exclusive offers.

12. Create Responsive, Well-Designed Emails

The emails that you send out should be responsive and designed well. This goes for all like promotional emails and transactional emails.

That doesn’t mean every email has to be laden with images or GIFs.

Text-only emails do well when they’re interesting to read.

13. Be Visually Appealing

This can be done with images, yes, but you can also use non-image formatting like headings and bullets to break up text and make your emails easy to read.


Chances are, your email service provider uses responsive templates that automatically adjust based on the display screen’s size. Most tools allow you to preview or send a test email to make sure things look the way you want.

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