Email Marketing for e-commerce

Each of us have consented to receiving marketing communications from companies we have purchased a product or service from. We usually do this in the hope of receiving updates on new product launches, news on seasonal deals or discount codes. However, how many of us usually end up either deleting the emails we receive or worse...unsubscribing?

E-commerce email marketing, or e-marketing as it is commonly known, is an essential part of customer acquisition. It plays a huge role in the consideration and awareness stage of a customer’s buying journey, and when done properly can drive a tremendous amount of traffic to a company’s website. It is also a highly effective way of connecting with customers and building long lasting relationships with them.

With the number of global e-mail users set to grow to 4.48 billion users by 2024, it is one of the most popular methods of communication marketers have with their customers.

If you haven’t started using e-marketing within your marketing communications yet, or if you are unsure of how to create successful email campaigns, we’ve got you covered! We’ve gathered some top tips and things to consider when creating emails to generate interest from leads, retain customers and improve your conversion rates.

Choosing the right email marketing software tool

It sounds simple enough, but with over 450+ email marketing tools to choose from, it’s anything but.

The first thing to consider is your customer relationship management software (CRM) and finding an email marketing tool that integrates seamlessly with it, as it will provide you with a hassle free solution for managing customer data.

Secondly, it is important to choose an email marketing tool that will create multi-device optimised email templates. In today’s world, only 43% of people open emails on their desktops so this means your emails must be mobile friendly. Design options should also be highly considered so you are able to create interactive and eye catching emails.

Thirdly, you want to pick an email marketing tool that is sophisticated enough to handle replies and send automated responses. If you think replying to the daily emails that flood your inbox is hard, try replying to all the responses generated from an email you blasted out to hundreds or thousands of people!

Finally, you want to choose a tool that will provide you with decent insights into the email campaigns you send. Make sure you choose a tool that offers built in statistics on email performance and transaction options.

Think about who you are sending your emails to

Segmenting your email lists will be the most powerful thing you can do when planning an email campaign. There is nothing worse than trying to convince a man to buy a pair of shiny heels, when he subscribed to receive promotional discounts on three piece suits!

Mailing list building is an ongoing process and you can create general or specific lists depending on the content or purpose of your email. Try not to just send your emails to men and women, but think of also categorising them based on age, location, interests or buying patterns. Your email marketing tool will automatically remove people who have unsubscribed but you should also refresh your lists and examine who is unsubscribing and why. Consider your open rates and bounce rates, perhaps people aren’t opening your emails or aren’t even receiving them. Always try to understand why and correct the cause.

Do not sound like a robot in your emails

People aren’t silly, they know you won’t be typing every email out and personally greeting them at the start, but do your best to personalise your emails.

Email marketing tools allow you to input fields from your mailing list into your emails and subject lines. People are less phased by this nowadays but it is always attention grabbing to receive an email with your name in the subject line and details about you throughout the email.

Depending on your industry and audience, you can always experiment with your wording and be creative. Just think of how many emails a customer may be getting everyday, your aim to to stand out from the crowd.

A really great way to test your audience is to perform A/B testing, which allows you to send the same email but with different characteristics. These differences could include wording, colours, day of the week, time of day or images. The email marketing tool will send the different tests out to a percentage of your mailing list and report on which emails did best. You can then repeat this until you find correlations in the emails that report the best results. This data will allow you to improve your email techniques and help you to better understand your audience.

Do not act desperate or pushy

The biggest mistake a lot of companies make is to bombard their clients with daily emails. Plan your campaigns well and you won’t need to be doing this as you want your customers to have positive expectations from your email marketing. Create email content that offers value to customers and leaves them looking forward to receiving the next.

If your customers aren’t responding or engaging with your emails, there’s something you can set up so you don’t have to chase them.

Most email marketing tools offer an automation functionality which supports you in staying in contact with your customers that don’t respond or click on your emails. You can control the email journey your mailing list will go through based on their activity with your communications. Let’s say a customer receives an email from you but doesn’t open it or click on any links. You can set up an automated campaign that ensures they receive a follow up email later that week with altered messaging or a different offering. This means you are not pushing the same email on to the same people who may have in fact followed your links and made the desired purchase.

These automated campaigns have various other forms and whilst they do take time to set up, they pay off in the long run and can ensure you maintain suitable contact with inactive customers.


The world of digital marketing and online communication is ever changing and technological advancements support a range of tactics marketers can take advantage of when done properly. Customer needs and wants also evolve, so make sure you get feedback from them when you can to improve your marketing communications and do it right!

This blog was written by Jasmine Archer, Marketing Assistant