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Email marketing for e-commerce [why and how to use it]

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Email is likely one of the most generally used marketing channels within the e-commerce house. Email campaigns successfully encourage your previous buyer or e-newsletter subscribers to go to your web site to purchase one thing.

An inexpensive and efficient manner to enhance repeat purchases.

Emails additionally permit you to customise and exactly goal your messages based mostly on the consumer segments and obtain wonderful conversion together with your viewers.

Reasons why email marketing is essential for e-commerce

1/ Improve buyer retention

Customer retention and repeat order are a few of the few key metrics that e-commerce web site house owners care for, as these don’t price as a lot as getting new customers and are equally useful to the enterprise.

You can set automation in your email checklist or ship event-based emails to your current buyer to deliver them again to purchase one thing new that matches their wants.

2/ Cost-effective

Email marketing is likely one of the most cost-effective and easy-to-maintain strategies of steady marketing. Email Marketing instruments like EmailOctopus allow you to begin for free for up to 2,500 subscribers.

You can simply leverage email marketing at mass to attain all of your viewers together with your normal email marketing campaigns, cart abandonment, e-newsletter or product showcase email for only a few {dollars} (and even for free).

3/ Easy to measure

Another advantage of email marketing is that it’s simple to measure. Once you’ve despatched your email marketing campaign, you mechanically get full analytics, together with the open fee and click on fee.

To add to this, you may as well add UTM parameters to all of the hyperlinks in your email to observe the conversion of the viewers coming to your web site out of your email marketing campaign. You want to allow UTM parameters in your email marketing instrument and setup conversion monitoring in your retailer internet analytics instrument.

4/ Stay linked

A significant a part of operating an e-commerce enterprise is to make sure that your prospects don’t overlook you.

Apart from a marketing email marketing campaign, you may as well ship email newsletters the place you may speak about different issues like if you happen to run a magnificence product web site, then the e-newsletter may be about “5 ways to use a cheek tint” or one thing else.

This ought to principally be one thing that your prospects would love studying.

Strategies on how email marketing may be useful for e-commerce companies

1/ Create a welcome email collection

Having a welcome email collection is essential in serving to customers setup their full account and additionally in letting them know how the platforms work.

This additionally helps take away the friction and frustration they may have whereas establishing their account in the event that they want clarification about sure issues.

To setup an email welcome collection, you may open EmailOctopus and create automated email collection the place you may have all of your emails and set the delay so the consumer sequentially will get the emails.

Sample onboarding email by Framer
Sample onboarding email by Framer

Set up a collection of welcome emails to impress your new subscribers. This permits you to share your model story, spotlight your greatest merchandise, or supply reductions to drive gross sales. When new or current subscribers enroll for the e-newsletter, they count on to hear from you. That’s why they signed up.

Many new subscribers often want extra info, so a collection of welcome emails is an effective way to showcase your e-commerce model, elevate buyer data about your providing, and allow them to know concerning the platform.

2/Email segmentation

Email segmentation is a manner of segmenting your email checklist based mostly on particular classes. For instance, this may be based mostly on location, gender, age or different specific preferences based mostly on their buy historical past.

It’s an effective way to make sure that you ship your viewers the simplest email.

Let’s perceive this with an instance: assume you run an e-commerce web site that sells magnificence merchandise, and you already know {that a} particular viewers loves shopping for lipstick each month. So if you happen to launch a brand new lipstick, then sending it to this phase could be most useful.

3/Personalised emails

Personalisation permits email entrepreneurs to tailor their messages to their goal audiences. It is an efficient manner of offering messages which are related to recipients. By utilizing email personalisation, you may construct belief and create a constructive buyer expertise.

This may be so simple as including simply the recipient’s title or as customised as including product recommendations based mostly on previous purchases.

Here’s a pattern email template.

Example of a personalised email
Example of a personalised email

4/ Cart abandonment email

Cart abandonment emails are one other manner to get better gross sales that will in any other case have been misplaced. Cart abandonment emails are automated emails which are despatched to prospects who’ve added gadgets to their on-line purchasing cart however haven’t accomplished their buy.

Think of it as a delicate reminder like “Hey buddy – you forgot to complete your purchase”.

Sample cart abandonment Eemail
Sample cart abandonment email

In order to create a profitable cart abandonment marketing campaign, it’s essential to take into consideration the shopper journey and create a message that feels related. It could be greatest if you happen to additionally thought concerning the timing of the emails, ensuring you don’t ship them too early within the purchasing journey.

Try to personalise the message to the person buyer, highlighting the gadgets they left within the cart and providing a reduction or different incentives to encourage them to full the acquisition.


The neatest thing about e-commerce email marketing is that it’s a low-risk channel that enables you to take a look at and iterate till you discover the precise rhythm.

But that doesn’t imply e-commerce email marketing is youngster’s play. You face obstacles, make errors and be taught from experiences.

So attempt to repeat and get pleasure from. You can be shocked how shortly you’re going to get extra views to your web site and, extra importantly, generate income for your enterprise. to sum up, how do you use email marketing for E-commerce

  1. Use email marketing to entice new prospects and re-engage the prevailing ones.
  2. On-time email scheduling to enhance conversion fee.
  3. Build model loyalty by interacting together with your prospects.
  4. Use email marketing to gather suggestions.

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