Comprehensive guide to eCommerce email marketing

Creating a seamless shopping experience is key to your business’ growth. Imagine sending customers the perfect email that meets their needs and aligns with your brand’s goals and objectives. 

You’re not just communicating; you’re sparking a connection to drive sales and build loyalty. 

It sounds strategic, right? 

Yes, that’s the sauce of eCommerce email marketing. 

With a well-designed email, you can engage your audience and spur them to buy your products. 

And here’s where it gets interesting — a HubSpot study reveals that customers open about 34% of eCommerce emails. This gives you a chance to captivate, connect, and convert your audience into potential customers.

So, are you ready to take your online business to the next level? 

This in-depth guide offers expert strategies and tools to help turn your electronic messages into revenue generators. 

So, follow along as we uncover tips and best practices to improve your marketing strategy.

What is eCommerce email marketing?

eCommerce email marketing is the art of using mails to connect with customers, build loyalty, and drive sales to your online or brick-and-mortar store. It offers a direct line to your customers, where you can share product updates, offer promotions, and build a lasting relationship. 

In the broader context of digital transformation in eCommerce, this marketing method stands out. It contrasts the use of social media, where in-built algorithms dictate who sees your content. 

As such, you’re not at the mercy of trends and don’t need payment to boost visibility. 

Instead, you have full control over the content you share right inside your audience’s inbox. 

To further demonstrate the effectiveness of electronic mail marketing, a Techreport study reveals that mobile devices account for about 60% of email reads. 

So, in a digital age where almost everyone has a mobile device, employing this strategy in your online business offers possibilities to generate more revenue. 

Additionally, it keeps your business fresh in your customers’ minds, from your welcome message to future scheduled content. 

You also have the chance to re-engage past customers to buy new products.

What are the elements of eCommerce emails?

The eCommerce space is fiercely competitive. Every email sent is an opportunity to win a buyer’s heart over to your brand. 

To maximize the impact of your marketing efforts, your messages must contain key elements. 

Each plays a vital role in crafting emails that capture attention and drive action. They include the following:

On-Site conversion optimization

This defines how well-adjusted your website is to capture emails. You can add capture forms on key pages and leverage social proof to boost sign-ups. 

Personalization

Aside from the usual format of addressing your clients by their first names to maintain a more friendly touch, personalization entails aligning your messages to fit their interests and needs, which can ultimately lead to higher open rates and click-throughs.

Message

The information you plan to deliver must be relevant and engaging. This will encourage recipients to open your messages, interact with your content, and ultimately make a purchase. 

Design

An attractive mail design captures and maintains your audience’s attention. Eye-catching visuals and consistent branding enhance the user experience and drive conversions further.

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Is email marketing still worth it?

Absolutely! A Campaign Monitor report indicates that the average unsubscribe rate is less than 0.2%, showing how effective email marketing strategies can be. 

Despite the rise of social media and other digital platforms, this strategy remains a practical tool in a marketer’s arsenal. 

This is because it offers direct access to customers without any intermediary, which is unlikely in other channels.

Emails go straight to your audience’s inbox. 

So, you can craft personalized content tailored to their interests. It can be a special offer, announcing a new product, or a simple “hello, we’ve missed you” message. Furthermore, you can track your emails’ performance via advanced tools to help adjust your strategy accordingly.

Most importantly, email marketing is cost-effective. Compared to other marketing methods, emails are budget-friendly and offer high returns. 

According to the Litmus study, email generates a return on investment of about 3600%. 

As such, for every $1 spent, you make $36 in return, making it a valuable tool for retailers looking to score big without breaking the bank.

Exploring 7 eCommerce email marketing examples

As your business scales, you must capitalize on various types of mails to help you connect with your audience better and boost your revenue potential. Here are seven examples you should consider.

1. Welcome emails

This email type sets the stage for a long-term relationship with new shoppers. 

As the saying goes, “First impression lasts longer.” 

Consequently, you should make your first content as engaging and informative as possible.

Beyond the usual “Thank you for signing up” text, consider offering a special discount or highlighting key features of your store. 

Statistics report that welcome emails have an average open rate of over 60%. This makes them perfect for starting off on the right foot with your clients.

2. Newsletters

Newsletters help to maintain communication with your audience. They can include product updates, educational content, and promotions. An industry benchmark reveals that newsletters have an open rate of 22%. 

So, provide valuable and relevant content that keeps your subscribers informed and motivates them to show interest in your brand.

3. Promotional emails

Promotional emails attract customers with special offers, discounts, or new product launches. 

They’re vital for driving conversions. Many big brands leverage them to prompt customers to buy more products. 

You can take your strategy up a notch by offering discounts to customers on their birthdays. 

As you’d expect, this will make them feel valued and drive them to make another purchase.

4. Abandoned cart emails

It’s interesting to note that about 70% of online shopping carts are abandoned. That’s a lot of potential revenue left on the table. 

Abandoned cart emails are your chance to recapture those would-be buyers. These messages can help you remind those customers of purchases they left behind. You may even offer incentives to spur them to make payments. 

5. Win-back emails

These types of messages target inactive customers who haven’t engaged with your brand. They often include special offers or reminders of what they’re missing. 

So, it’s essential to craft a compelling message that’ll rekindle their interest and drive repeat purchases.

6. Transactional emails

These mail types are sent to a customer’s inbox based on specific actions performed on your website. They include order confirmations, shipping notifications, payment invoices, purchase receipts, and password resets. 

In addition, a transaction mail can encourage customers to make more orders by suggesting complementary products. 

For instance, if someone buys a printer from your store, you can suggest they purchase printing papers via mail. This subtle upselling can turn a simple order confirmation into more sales opportunities.

7. Product-specific emails

Consumers crave personalized interactions with the brands they love.

This is where product-specific messages shine, as they provide information on customer’s orders. 

While automated, these emails can include recommendations, reviews, or product suggestions.

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6 most effective eCommerce email marketing best practices

Indeed, eCommerce email marketing can increase your engagement and sales, but only if executed appropriately. 

To achieve this goal, let’s consider six best practices from the infographic below that can help you create impactful campaigns and maintain strong bonds with your customers:

1. Send emails at optimal times

Timing is everything, and you want to get it right in your campaign. Sending mails when your audience is most likely to engage can boost open and click-through rates. 

So, employ features such as behavior-triggered campaigns or send-time optimization offered by many marketing platforms.

Behavior-triggered emails respond to specific actions (such as cart abandonment or viewing a specific product), while send-time optimization adjusts the timing based on geographic location. 

Interestingly, Moonsend’s analysis noted that weekdays have a high open rate, with Thursday leading the pack among Americans and Europeans. 

It also discovered that 8 to 9 a.m. is the best time to deliver emails. 

However, it’s vital to research and understand what time works optimally for your customers and boosts conversions. 

2. Personalize your campaigns

Personalization goes beyond addressing customers by their first name. It involves tailoring the content based on their preferences, demographics, or behavior. 

You can leverage customer data such as product views, purchase history, or wishlist items to create relevant and engaging content. 

It also implies segmenting your audience.

Dividing your email list into new subscribers, repeat customers, or interested buyers allows you to tailor specific messages that concern each group.

Consequently, you’re able to address their unique needs promptly.

3. Ensure transactional emails reflect your brand’s personality

Order confirmations and shipping notifications often have higher open rates than promotional emails. 

No buyer enjoys a situation whereby a store is radio silent about details relating to their payments or purchases. 

So, what’s the bottom line here? 

Deliver prompt messages regarding user transactions. This will no doubt build trust and provide a cohesive customer experience.

4. Continuously optimize your emails

Regularly optimizing your email campaigns with tools like A/B testing can improve performance. You can test different subject lines, images, and CTAs to determine what resonates best with your audience. 

For example, experimenting two subject line variations to see which generates higher engagement can refine your approach where necessary and maximize results.

5. Leverage social proof

Adding customer reviews and testimonials to your emails can enhance credibility and influence your customers’ purchasing decisions. 

For instance, you can highlight some customers’ feedback or showcase popular products in your campaigns to reassure potential buyers about their quality. 

Also, including a testimonial about a product’s benefits may persuade subscribers to buy such an item. 

6. Optimize for mobile devices

With a significant portion of emails being opened on mobile devices, it becomes essential to make your emails mobile-friendly. 

So, design responsive email templates that adapt to various screen sizes. 

Also, pay attention to image sizes, font readability, and the placement of call-to-action buttons. Remember, the little details always matter!

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7 best eCommerce email marketing platforms you should know

As your business grows, managing your campaigns via an email application (like Gmail or Yahoo Mail) can quickly become impractical. 

It’s time to consider eCommerce email marketing platforms to handle your growing user base. 

These tools offer a range of features designed to enhance your marketing efforts. They provide sleek sign-up forms to attract potential customers and appealing newsletters for further engagement. 

They are particularly useful for their automation capacities and ability to seamlessly handle large workloads. 

Let’s consider these platforms and how they can help you achieve significant results.

1. Mailchimp

Mailchimp is a popular email marketing platform known for its user-friendly interface and powerful features. It allows businesses to create, automate, and analyze mail campaigns easily. 

As one of the top eCommerce tools that can transform your online business, it offers a range of customizable templates and advanced segmentation options, helping you target specific audiences and personalize your messages.

Features: 

• Built-in CRM system for managing customer data
• Over 100 prebuilt templates with drag-and-drop functionality
• Mailchimp supports multichannel campaigns, integrating email, social media, and web marketing tools
• Its advanced segmentation can target specific audience groups 
• It offers web hosting with SEO tools and SSL certificates for building and managing websites

Pricing:

• Free: $0 per month
• Essentials: $13 per month
• Standard: $20 per month
• Premium: $350 per month

2. Klaviyo

Klaviyo is famous for its automation and data analysis capabilities. It excellently integrates with eCommerce platforms like Shopify, allowing personalized campaigns based on customer behavior and purchase history. Its advanced segmentation and reporting features enable you to create targeted campaigns that resonate with your audience.

Features:

• Advanced segmentation tools to target audience groups based on behavior and customer actions
• It supports both email and SMS marketing
• A user-friendly automation builder
• Klaviyo offers detailed insights into metrics like customer engagement and revenue generation from campaigns
• Seamless integration with Shopify to allow easy tracking of customer orders

Pricing:

Depending on your number of active profiles (from 0 to 250,000) 

• Free: $0 per month
• Email-only: From $20 to $2,300 per month
• Email + SMS: From $35  to $2,315 per month

3. ActiveCampaign

ActiveCampaign combines email marketing with powerful automation and CRM (Customer Relationship Management) features. It provides tools for creating personalized email sequences, managing contacts, and seamlessly handling repetitive tasks. 

The platform’s advanced automation capabilities allow you to set up complex workflows based on customer interactions and preferences.

Features:

• Robust and customizable marketing automation
• Integrated CRM tools for sales automation to enhance customer relationships
• Excellent email deliverability
• Robust reporting options, such as click-maps and geo-tracking, for eCommerce platforms.

Pricing:

It depends on the number of contacts: 

• Starter (1,000 to 10,000 contacts): From $15 to $149 monthly
• Plus (1,000 to 50,000): From $40 to $609 per month
• Pro (1,000 to 50,000): From $79 to $969 per month
• Enterprise (1,000 to 50,000): From $145 to $1,169 per month

4. HubSpot

HubSpot is an all-in-one platform that includes robust email marketing tools.

It offers a range of features for designing and automating email campaigns, managing contacts, and analyzing performance. Its marketing automation feature helps you nurture leads through personalized email sequences and track their engagement across various channels.

Features:

• Excellent customization options, for easy organization and tracking
• Seamless email integration with Google Workspace for efficient communication
• Dynamic reporting and dashboard features to create tailored reports

Pricing:

• Free tools: $0 per month 
• Marketing hub starter: $15/month/seat
• Starter customer platform: $30/month/seat
• Marketing hub professional: $800/month (includes 3 seats)
• Marketing hub enterprise: $3,600/month (includes 5 seats)

5. Brevo

Brevo, formerly Sendinblue, is a comprehensive marketing and automation tool that caters to businesses of all sizes. It provides a variety of features, including email campaign creation, automation workflows, and SMS promotion. 

Remarkably, its drag-and-drop editor makes it easy to design visually appealing emails. Its automation tools also help you set up cart abandonment and follow-up reminders.

Features:

• Robust email marketing automation tools for SMBs
• Customizable email templates with an easy-to-use drag-and-drop editor
• Supports SMS and WhatsApp campaigns, though additional costs apply
• Workflow automation for tasks like welcome messages and abandoned cart notifications

Pricing:

• Free (300 emails/day): $0
• Starter (5,000 emails/ month): $9 per month
• Business (more automation features): $18 per month
• Enterprise (unlimited contacts): custom price

6. Omnisend

Omnisend is explicitly designed for eCommerce, offering a suite of features tailored to enhance online retail marketing.

It provides tools for creating automated email sequences, managing customer segments, and tracking campaign performance. 

Its pre-built automation workflows help you send timely messages, such as welcome emails, order confirmations, and promotional offers.

Features:

• Drag-and-drop email builder with various templates to create attractive emails quickly
• Robust segmentation tools that allow you to target specific audiences
• Its Pro plan offers unlimited email sends and SMS credits, which is ideal for businesses with larger contact lists

Pricing:

Pricing depends on your number of contacts (from 0 to 150,000+)

• Free: $0 per month
• Standard: from $16 to $1,456 per month
• Pro: from $59 to $1914 per month

7. Drip

Drip specializes in automation and personalized communication. It offers advanced segmentation and workflow automation features to help you create targeted email campaigns based on customer behavior and preferences.

Features:

• Drag-and-drop email builder with over 50 themed templates for different sectors
• 40+ pre-built automation workflows
• Easy sharing of automation workflows, excellent for marketing team collaborations

Pricing:

Pricing depends on your contacts: 

• From 2,500 to 180,000 people: $39 to $1,999 monthly
• From 185,000 to $5,000,000 people: Custom price

A unique feature of these platforms is their analytics.

With their detailed reporting features, you can track the revenue each campaign generates. Thus, you can refine your strategies based on real data for maximum impact.

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Case studies of successful email campaigns

Many times, after trying to reach your campaign goals, it may seem like you’ve hit a brick wall. 

Whenever that happens, you may need to pause and reset your strategy. 

Alternatively, you can learn from the successes of other businesses, which can be the game-changer you need.

Case studies are invaluable in this regard. They showcase real-world examples of how companies achieved their marketing objectives and offer practical insights you can apply to achieve yours.

1. Fridja

Ben Fridja, founder of the eCommerce store Fridja, used to stress over new product launches. He’d invest heavily in new products, only to see slow sales initially. 

But everything changed when he began offering preorders via his email newsletter.

For one of his product releases, this strategy helped him presell 25% of the initial stock before the product even hit the shelves. These advance sales eased the pressure of the launch, giving the product strong momentum from day one, eventually leading to a complete sell-out.

Here’s how Ben did it:

• He opened preorders a month before release. This gives customers time to learn about and buy the product.
• He featured the offer in all newsletters leading up to the launch, thereby maximizing visibility.
• He incentivized preorders with discounts, encouraging immediate purchases.

2. KC tool

Collin Thomas, marketing manager at KC Tool, handles multiple channels solo. 

To manage his workload, he relies on automated email marketing. 

A standout strategy is the company’s “Tool of the Day” newsletter, which offers a 24-hour discount on a featured tool.

This simple yet effective tactic has led to his products selling out regularly, with an impressive 72% open rate and a 7% click rate. 

Here’s how the process works:

• Collin uses MailerLite’s RSS-to-email feature to automatically pull data from the “Tool of the Day” website and send these deals to his subscribers’ inboxes. 
• Subscribers sign up for the Tool of the Day emails through a specific form. Thus, this targeted email reaches interested customers, spurring them to make quick purchase decisions.

3. Pathpages

Modest Mitkus, the solo founder of Pathpages, knows the value of lead magnets for building an email list. 

But his behavior-based automation, which sends targeted content based on buyers’ interests, sets him apart. 

This strategy turned subscribers into paying customers.

Here’s how it works:

• The automation first checks if the subscriber is already a customer.
• If the subscriber is not, it sends emails on topics related to templates that Mitkus sells. 
• When subscribers click a link, the system triggers a follow-up email with more related content and offers.

4. Buildcamp

Gregory John’s Buildcamp experienced the power of email marketing firsthand. He sold out his latest bootcamp in just 6 hours and generated a waitlist 5 times larger than the available spots. 

He tapped into the growing interest in AI (Artificial Intelligence) and promoted the bootcamp in his weekly newsletter. 

The result? Instant sell-out!

However, his success didn’t happen overnight. 

Here’s an overview of his strategy:

• His newsletters had numerous industry-related information, with product promotions making up a small portion.
• His design skills helped his emails stand out.
• He also uses subscriber segmentation to send content that matches the specific needs of different groups.

10 fresh & creative email marketing ideas for your online store

Standing out from thousands of online stores is a never-ending struggle. 

Yet, you can still command attention and make a lasting impression in your customers’ inboxes.

Below, we explore some ideas that can help you grab attention and drive rapid results for your online business: 

1. Recommend personalized product to customers

Imagine opening an email that was made just for you. That’s precisely what personalized product recommendations feel like. 

As a business owner, leveraging your customer data can help you curate products tailored to each recipient’s preferences.

This approach improves the shopping experience and also boosts conversion rates. 

You can also employ tools like AI-driven algorithms to make this process seamless, ensuring your customers always feel valued and understood.

2. Implement interactive content in your emails

Static emails are archaic; today’s customers crave interaction. 

When you incorporate elements like quizzes, polls, and clickable images, you can engage customers right from their inbox.

On one hand, these interactions can help buyers discover which products best match their taste. 

On the other hand, you obtain valuable data for future campaigns. 

Also, recipients are likely to spend more time with your content, increasing the likelihood of a purchase.

3. Leverage abandoned cart reminders to your advantage

As earlier stated, abandoned carts are a common challenge in eCommerce. 

However, a well-timed reminder can turn this hurdle into an opportunity. 

Instead of the usual “You left something behind” email, add a creative twist.

You may consider adding humor or a limited-time discount. You may also add a personalized message highlighting the unique value of the products left in the cart. 

For example, “Your cart items are feeling lonely—why not bring them home with a 10% discount?” 

This twist nudges the customer to complete their purchase and adds flair to your brand.

4. Insert behind-the-scenes content into your messages

Customers love to feel like they are part of the creative process. Behind-the-scenes content can offer them such an exclusive experience. 

Whether it’s a sneak peek into how your products are made or a preview of upcoming launches, this builds a better bond with your audience. It can also make your brand more relatable and foster loyalty among your subscribers.

5. Seasonal campaigns with a personal touch

Seasonal campaigns are a staple of email marketing. 

So, employ winning inventory management strategies to target the preferences and behaviors of different customer segments. 

For example, a winter campaign could offer product recommendations for customers who’ve previously purchased warm clothing. 

When you align your seasonal offers with your customers’ needs, your emails become more relevant, and your chances of conversion increase.

6. Add customer testimonials and reviews to your emails

The digital era we live in calls for essential social proof. Showcasing past customer testimonials and reviews in your emails can be very potent. You could create a highlight that features a loyal customer’s story alongside their purchased products.

Alternatively, you can compile a list of top-rated products based on customer reviews. This idea helps build trust and encourage other customers to share their positive experiences with your brand.

7. Introduce limited-time offers and flash sales

Urgency is a tried-and-true tactic in marketing, and it works wonders in email campaigns. 

Limited-time offers and flash sales create a sense of urgency that prompts immediate action.

Consider adding a countdown timer within the email to make your offers even more compelling. This visual cue reinforces the limited-time nature of this perk and can lead to a significant boost in conversions.

8. Establish user-generated content campaigns

User-generated content (UGC) is a goldmine for businesses. By encouraging your customers to share photos or reviews of their purchases online, you can build a community around your brand. 

Feature this content in your emails to showcase real customers enjoying your products, which can lead to much better purchases.

9. Offer loyalty program updates

Rewarding your most loyal buyers is vital for retention, and email is the perfect channel to keep them informed about their value. 

Therefore, send regular updates on their loyalty points, upcoming rewards, or exclusive offers available only to members.

In addition, you can personalize emails that acknowledge a customer’s loyalty milestones. 

For instance, “Congratulations, you’ve reached VIP status” can make them feel valued, thereby encouraging further engagement with your brand.

10. Curate storytelling emails

Last but certainly not least, storytelling is a powerful tool in email marketing. 

Rather than simply promoting an item, you can weave it into a narrative that resonates with your audience. 

You’ll surely build an emotional connection with customers, making them more likely to stay loyal to your brand.

For better ideas on the art of persuasive storytelling, consider watching this insightful TED talk:

https://www.ted.com/talks/kelly_d_parker_the_art_of_persuasive_storytelling?subtitle=en

So how to set up an eCommerce email marketing strategy easily?

Building a successful business isn’t just about having great products; it’s about connecting with your customers in a purposeful way. 

Let’s discuss how to set up an eCommerce email marketing strategy that not only works but truly resonates with your audience.

Step 1. Build your mailing list

The first step is to have and grow a concise list that includes website visitors, social media followers, and customers.

You can embed sign-up forms on your website or promote your newsletter on social media, which can encourage sign-ups.

Step 2. Send welcome emails

Welcome new subscribers with an automated email. These messages have high open rates and can set the tone for lasting relationships. 

So, encourage first purchases and present important information about your brand. 

Step 3. Regularly send promotions

Send promotional emails regularly to keep your brand in your customers’ minds.

Aim for a weekly or biweekly routine to stay connected with your audience. 

Don't spam your customers.

Step 4. Remind non-converters

If subscribers don’t open your emails, resend them with a new subject line.

This tactic can help you reach those who missed the first one.

Step 5. Segment your audience 

As your list grows, segment your audience based on behavior, preferences, or demographics. 

Also, tailor your emails to these groups to keep them engaged and move them through the sales funnel.

Step 6. Recover abandoned carts

Set up abandoned cart emails to remind customers about products they left behind. Integrate your eCommerce platform with your automation tool to automate this process.

Step 7. Reactivate inactive subscribers

You can employ win-back campaigns to re-engage inactive subscribers. 

If they remain unresponsive, consider removing them to maintain a healthy list. 

Remember, for an effective marketing campaign, more doesn’t always guarantee success. 

Step 8. Collect feedback

After making a purchase, send automated emails asking for feedback. This information can help improve your products and services.

Step 9. Send personalized recommendations

Use customer behavior data to recommend products that are personal to each buyer. This can increase sales and overall customer satisfaction.

Step 10. Leverage transactional emails

Use transactional emails, like order confirmations, to build trust and reinforce your brand’s personality. 

This is a great opportunity to engage your customers.

Take the right financing step with Stenn 

There you go! eCommerce email marketing is a powerful strategy for connecting with customers, boosting sales, and growing your brand. 

But success doesn’t come from a one-size-fits-all approach. 

By setting clear goals, leveraging customer data, utilizing cutting-edge AI tools, and continually refining your strategy, you can achieve success with this marketing tactic. 

However, even the best mailing strategy requires the right fuel to truly soar. As such, you need a steadfast ally to journey with you. 

Thankfully, Stenn is readily available to guide your efforts toward success. 

As we know, traditional funding methods are slower and often involve complicated processes. 

But with our revenue-based financing, you can quickly get the capital you need — often within 24 hours. 

This allows you to invest in your campaigns, stock up on inventory, and take your business to the next level.  You can also explore our alternative business funding options for added perks.

So, don’t back on your potential; partner with us today and get the liquidity to keep your momentum going.