Ecommerce Email Marketing: The Ultimate Guide For 2024 And Beyond (Best Practices + Examples)
Email Marketing—Not As Old as Internet Explorer: Despite perceptions, email marketing remains relevant and effective. It’s far from being obsolete, even amidst the rise of social media platforms like Instagram and TikTok.
Ecommerce Emails—Still Packing a Punch: Even in 2024, email marketing is a valuable strategy for ecommerce. It helps in engaging with customers directly and is a resource worth investing in.
Master the Craft of Email Marketing: For those who see potential in email marketing, learning effective strategies can significantly enhance outreach and engagement to maximize its benefits.
Guide to Email Marketing for the Skeptics: This guide is designed to address the doubts of skeptics and provide insights into leveraging email marketing effectively in the digital age.
Email may once have been popular, but seriously—in 2024, why even invest in this digital marketing strategy? Isn’t email marketing dead?
A wise Redditor once said:
Now, you're here for either of these two reasons:
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1. You think ecommerce email marketing is a waste of resources. (Aren't the kids now on Instagram and TikTok anyway?)
2. You know email marketing isn't like our ancient friend, Internet Explorer, but don't know how exactly you can use it to your advantage.
For both of these burning questions, this is just the guide for you.
I’ve wandered far and wide to interview email marketing experts and ecommerce business owners to find out how to become your customers’ favorite email to open.
What is Ecommerce Email Marketing?
Ecommerce email marketing is a key digital marketing tactic used by online stores to connect with their customers.
A cost-effective solution with a high conversion rate, email marketing allows you to nurture subscribers, turn them into loyal customers, and ultimately—drive sales.
The right email marketing strategy can help you achieve three primary goals: build relationships with both new and potential customers, inform your audience, and promote your brand.
Before we move on, there’s something you should know about…
…some challenges almost all email marketers face
There are a few frogs to kiss—hoops to jump through—before you become a prince in your customers’ inboxes:
- Inboxes are crowded, and your audience’s attention span is short. The majority of emails (61%) are read for just over 8 seconds. Now combine that with the sheer volume of emails sent and received daily, you’re competing for dear life to stand out in an overflowing inbox.
- Your best campaigns may just end up in the spam folder. According to Zero Bounce, most folks report an email as spam just because they believe “it looks like spam.” A couple of common offenders include poor design and improper grammar and punctuation. Mistakenly spell “bear with us” as “bare with us” and suddenly you’re an unwelcome nudie pervert. Unsubscribe.
- Delivering personalized emails at scale is hard. As your email list grows, it becomes increasingly difficult to personalize quality content for each subscriber. And email personalization is important, to say the least: it can boost your sales by 20% and increase your click-through rates by at least 26%.
- The compliance ecosystem is getting more complex. If you collect, use, and store customer data, you cannot ignore data privacy laws like GDPR and CCPA. Staying compliant is a headache, though. Plus, if you don’t treat sensitive information with the respect it deserves, you could land yourself in some hot doo-doo.
But, worry not. For each of these challenges, there’s a solution. We’ll go over these in detail in a jiffy.
For now, let’s look at some bona fide benefits of email marketing for your ecommerce brand.
Why Should Ecommerce Brands Use Email Marketing?
Pop quiz: How much is an email worth in ecommerce?
According to Litmus, for retail and ecommerce, you get $45 for every $1 you spend on email. That’s higher than the cross-industry average of $36—an outstanding ROI!
Apart from the sky-high return on investment, email marketing is still pretty relevant in 2024 (and beyond) for these reasons:
1. It brings in a steady cash flow
Klaviyo’s marketing mix report revealed that 76.86% of ecommerce businesses consider email marketing as one of the top 3 ROI-generating marketing channels.
In the grand scheme of things, email marketing is an inexpensive way of connecting with your audience.
In an interview with Email on Acid, Rand Fishkin, founder of SparkToro, says this:
If you’re not investing in an email list, you’re almost certainly missing out. That TikTok/Instagram/Threads/Twitter/LinkedIn following you’re building?
Statistically, it’s better to trade 1,000 new followers for a single email subscriber. That’s how lopsided the value-exchange is.
2. It gives you complete control
Email is an “owned channel” which means that your email list belongs to you, unlike social media algorithms or search engine rankings.
This provides you with direct access to your audience and the ability to manage your messaging, empowering you to cultivate enduring relationships without depending on external platforms.
3. It boosts brand awareness and engagement
Think of email marketing as your digital meeting point.
This is the place to interact with your audience, share updates, and provide exclusive deals that will make them feel like VIPs. The goal is to establish a community that welcomes and respects everyone.
And the numbers prove it!
For 80% of small and mid-sized businesses, email marketing is the top online tool for retaining customers.
4. It allows for hyper-personalized messaging
Not all customers are created equal, and your emails shouldn't be either.
Split up your audience by what they like, what they've bought, and what they look at. This lets you send hyper-relevant content tailored to their needs.
Think birthday deals for your loyal customers, reminders for indecisive shoppers, and exclusive previews for your VIPs.
Send the right message to the right person at the right time, and watch engagement and conversions go up.
Not sure where to start with email marketing? Check out our list of the best ecommerce email marketing courses for beginner to advanced strategies.
Types of Ecommerce Emails to Build Loyalty and Grow Sales
Let’s get familiar with the various types of emails, how they drive the marketing funnel for your online business, and what to include in them.
We’ll also see real-life examples in action for each—straight from my own inbox!
Welcome emails
Ding-dong! A new subscriber is at the door! Welcome emails are your brand’s first impression—the handshake, the virtual high-five that sets the tone for your relationship.
Why they’re important: These conversion powerhouses generate 4x the opens and 5x the clicks of regular emails. This is your chance to create a positive impression.
How they drive the funnel: Welcome emails nudge subscribers from the awareness stage (they know you exist) to the interest stage (they want to learn more).
What to include:
- A warm greeting. “Thank you for subscribing, we're thrilled to have you on board!”
- Brand introduction. Share your brand story, mission, and values to build a connection. Brand this email with your logo, custom graphics, or even cute GIFs.
- Highlight key products or categories. Show off your top sellers and services to grab their attention.
- Offer a discount or incentive. Encourage immediate action with a special offer for new subscribers. Entice new subscribers with a discount coupon or bonus to spur them into action.
- Set expectations (optional). Let them know what kind of content they can expect to receive from you and how often.
I recently signed up for ProWritingAid, and here’s their stellar welcome email in my inbox:
Abandoned cart emails
Imagine a customer browsing your ecommerce store.
They fill their cart with amazing finds, but then… they disappear. An abandoned cart email is a targeted message for shoppers who leave items in their cart without checking out.
Why they’re important: Life happens. Maybe they got distracted. Perhaps they’re second-guessing their decision. This email serves as a gentle reminder of the items left behind, encouraging them to come back and complete their checkout.
In the 2024 Klaviyo Benchmark Report, the abandoned cart flow consistently led to high engagement across all ecommerce industries they studied.
How they drive the funnel: These emails pull customers back from the brink of exiting the consideration stage and nudge them toward the decision stage. They’re an ecommerce defibrillator of sorts.
What to include:
- A friendly reminder. “Did you leave something behind? Your cart misses you!”
- Product images. Visually remind them of what they're missing out on.
- Direct link to their cart. Make it easy for them to return and complete the purchase.
- Incentive (optional). Offer a discount, free shipping, or other perks to sweeten the deal. Alternatively, remind them of what a great deal it is!
- Sense of urgency (optional). Hint that the products may sell out or the promotion is time-sensitive.
Like this one from the Indian beauty retailer giant, Nykaa:
Transactional emails
Transactional emails bridge the gap between action and information—delivering vital key details triggered by a specific customer action.
They're not about flashy promotions.
Why they’re important: They make customers feel more confident with timely updates and confirmations, making the whole online shopping experience transparent and easy.
Just placed an order? You'll get an email with your order summary and shipping details. Requested a password reset? The instructions will be sent directly to your inbox via a transactional email.
How they drive the funnel: These emails play a crucial role in the decision stage and retention stage, confirming purchases, providing shipping updates, and offering support.
What to include/different types of transactional emails:
- Order confirmations. “Congratulations! We’ve received your order!” Summarize the details of the order, such as the items bought, shipping address, and overall cost.
- Shipping notifications. Provide tracking information and estimated delivery dates.
- Delivery confirmations. Confirm that the order has been successfully delivered.
- Password resets. Give the lowdown on how to reset a forgotten password.
- Account updates. Confirm changes to account information.
- Receipts and invoices. Make sure customers have access to their purchase records.
Check out this sweet and simple order confirmation I got from an online jewelry store, Delta Charms:
Promotional and seasonal emails
Promotional emails are your direct line to boosting sales. Announce new products, highlight special offers, or share exclusive content with your audience.
And when the seasons change or a holiday rolls around? 'Tis the season for targeted promotions in your customers' inboxes. A seasonal email is basically a subset of a promotional email.
Why they’re important: These emails create a sense of urgency and excitement, luring customers with exclusive deals and tempting promotions. Using FOMO, they push customers to take action.
Consider this—in 2020, 76% of revenue generated through email campaigns during the July 4th holiday came from campaigns sent a week before.
How they drive the funnel: From drawing in new customers with appealing welcome offers to rekindling the interest of loyal followers with exclusive deals, promotional and seasonal emails can drive action at every phase of the customer journey.
What to include:
- Clear and concise offer details. “Get ready for Diwali with 40% off sitewide!” Make the discount, promotion, or special event easy to grasp.
- Catchy visuals. Use top-notch images or videos to showcase your products and capture attention.
- A strong call to action. Get people to jump on the offer by using a clear button or link that says “Shop Now” or “Get Your Discount.”
- Sense of urgency. Use phrases like “limited-time offer” or “don't miss out” to encourage immediate action.
Diwali season has almost come and gone. It’s a pretty big deal on this side of the world, so I didn’t have to dig too deep to find this in my inbox:
Upsell and cross-sell emails
Cross-selling is like saying, “Hey, you might also like this pair of socks to go with those shoes!” You're offering complementary products that enhance the original purchase.
Upselling, on the other hand, is like saying, “You know, for just a little bit more, you could get the deluxe version of those shoes with extra cushioning and arch support.”
You're encouraging an upgrade to a more premium product.
Why they’re important: By offering personalized product recommendations, these emails help customers find products they may enjoy and boost their satisfaction.
According to Saleslion, 64% of sales professionals cited email follow-up as the most effective strategy for cross-selling.
How they drive the funnel: They primarily work in the decision and retention stages, encouraging customers to add more items to their cart or make additional purchases after the initial sale.
What to include:
- Personalized recommendations. “Hey, have you considered buying a cover with your new phone?” Suggest products based on the customer's browsing history, past purchases, or items in their cart.
- Product images. Showcase the recommended products with clear and interesting visuals.
- Customer testimonials. Build trust and social proof by including positive reviews from other customers.
- Clear call to action. Encourage customers to explore the recommended products with a prominent button.
After I signed up for Amazon Prime shipping, I got this email post-purchase a few days later:
Re-engagement emails
Think of re-engagement emails as your “we miss you!” messages. This is an opportunity to rekindle the spark with inactive customers.
Why they’re important: Your brand may occasionally slip customers' minds, or they might have temporarily lost interest. These emails remind them about the benefits of community membership and tempt them back into your fold with exclusive offers or personalized recommendations.
How they drive the funnel: They aim to bring customers back into the interest or consideration stage after they've become inactive.
What to include:
- Personalized message. “It’s been a while!” Acknowledge their past interactions with your brand and tailor the message to their interests.
- Incentive. Offer a discount, exclusive content, or other perks.
- Value proposition reminder. Remind them of the benefits of being a subscriber and the value you provide.
- Option to update preferences. Let them personalize their email settings for better content suited to their needs.
I can personally attest to the effectiveness of this ASOS win-back email:
(Nice try, the code’s expired.)
Next up…
How to Build and Segment Your Email List
An effective email marketing strategy in ecommerce relies heavily on a strong email list.
However, it's not only about the size; it’s also about who you want to attract. Here's a top-to-bottom approach to build a list that drives results:
1. Use pop-ups and signup forms to capture emails
Place pop-ups and embedded forms strategically on your website to collect visitor emails. Reward signing up with discounts, exclusive content, or free shipping. Keep it simple for visitors, don’t ask for too much upfront.
Just some basic information will do.
For example, Gymshark has a dedicated “Email Sign Up” page where they promise exclusive content and a 10% discount for subscribing:
2. Offer value through lead magnets
Give away valuable lead magnets like free guides, ebooks, checklists, templates, or exclusive video content. Make it easy to download the lead magnet after providing an email address.
Like we’ve done here:
3. Use double opt-in for quality control
Double opt-in makes it obligatory for subscribers to verify their subscription through email, confirming their authentic interest in receiving your communications.
This prevents fake or invalid email addresses from filling up your list. Plus, having a tidy list of active subscribers boosts your email delivery rates and sender credibility.
Here’s how Really Good Emails does it:
4. Segment your list by behavior
You need to segment customers by their purchase history to provide personalized product suggestions or target specific customer segments like first-time buyers, loyal customers, or high-spending customers.
Segment subscribers by open rates and click-through rates to pinpoint engaged users and customize content for them.
Email marketing revenue can increase by 760% when marketers segment their email lists.
5. Segment by demographics
Use signup forms or surveys to gather demographic information, such as age, gender, location, and interests. Create marketing strategies customized for various demographics, like birthday emails, or location-specific offers.
6. Clean your list to maintain engagement
Regularly prune your subscriber list by removing people who have not shown interest in your emails for an extended period, such as 6 months. Clear out those bounced emails for better delivery rates.
Last, make sure it's simple for subscribers to opt out if they don't want your emails.
If your email open rates are in the dumpster, it’s time to rethink your strategy. These ecommerce email marketing examples might be the inspiration you need.
11 Best Practices for Ecommerce Email Marketing Campaigns for Success
Of the dozens of blogs I’ve written over the past few months, I received the MOST interest when I asked ecommerce owners about their email marketing best practices.
More than 60+ ecommerce platform owners weighed in.
Hold on to your seats, because I’ve compiled the most actionable and relevant advice from all the answers to these questions:
What’s worked for them? Why are they consistently investing in email for their marketing efforts? How have they successfully driven conversions for their online business?
Let’s hear from the experts.
1. Boost visibility with BIMI
Brand Indicators for Message Identification or BIMI, pronounced “bih-mee,” allows brands to display their logos alongside their emails in compatible inboxes. This adds a visual punch, making your emails instantly recognizable.
They’re like verified badges of authenticity for your messages—a lot like the Instagram blue tick.
Why is this important?
“This security layer ensures logos appear next to emails, enhancing open rates and fostering trust, which is vital for ecommerce customer engagement,” says Doug Steinberg, founder and president of Magnetik.
Think about it—which of these two email templates would you be more likely to open?
BIMI's initial testing indicated a 10% increase in email open rates.
As of now, here are the email providers that support this feature, and those who are considering it:
2. Optimize subject lines and preview text
Fun fact: 64% of recipients decide to open or delete emails depending on the subject lines. No pressure.
“Small improvements, like a subject line that increases open rates by 5%, can have a big impact on sales over time. It's easy to set up and pays off in the long run,” according to Mina Daryoushfar, president and CEO of Rug Source.
So, what are some ways you can stand out in a crowded inbox with your subject lines?
- Use sentence case. Title case is for essays, books, and other long-form content that most people relate with “Wow, this is serious stuff.” Make your emails more friendly with a conversational tone from the get-go.
- Don’t go over 50 characters. Try for short, punchy, and catchy. Because “Here’s your gift!” is a much better opener than “We love you, so here’s a free gift, and hope you shop with us again very soon!”
- Use emojis. No, really. Experian discovered that adding emojis to email subject lines boosted open rates by 56%.
💡 PRO TIP
Use CoSchedule’s Subject Line Tester to optimize your email subject lines!
Your subject line gets noticed, but the preheader text closes the deal. It addresses the question “Why should I care?” by providing subscribers with a strong incentive to open your email and dive deeper.
Here are two examples by Netflix and Pocket from my inbox that are great examples of catching attention and providing context:
3. Use interactive elements
“Interactive elements like polls and quizzes boost engagement and provide valuable insights for tailoring future offers. Using GIFs to highlight product features adds a dynamic touch that keeps subscribers engaged,” says Vicky Smith, email strategist and copywriter at Flic Email.
And this email marketing strategy tracks! Brands that frequently use animated GIFs typically achieve an ROI of 37:1, while those who never use them see an ROI of 18:1.
4. Build customer relationships with personalized emails
Connor Butterworth, CEO and owner of Southwestern Rugs Depot gave me a low-down on how he makes personalization a pillar of his ecommerce email marketing strategy:
Each campaign is tailored to engage different segments of our audience.
For example, personalized welcome emails for newcomers, thank-you messages after purchases, and even educational tidbits about caring for rugs.
How does he do it, though?
Improving email marketing campaigns often hinges on understanding what your audience wants and needs.
Personalization is key. Today's customers expect messages that are relevant to their interests.
So, capturing data about their preferences and buying behavior can transform the effectiveness of your emails.
We saw marked improvements when we started segmenting our email lists based on customer activity. It allowed us to send targeted promotions and content, resulting in higher open rates and more clicks.
And is there a real-life example to back this strategy’s success?
One memorable email campaign highlighted the launch of a new Southwestern-inspired rug collection.
We crafted compelling stories behind each design, appealing to customers' emotions and enhancing their connection to the product.
The response was phenomenal—increased open rates, significant traffic to our site, and a substantial boost in sales. Word-of-mouth referrals also climbed as customers shared their enthusiasm with friends.
This campaign wasn't just about selling; it was about storytelling and engagement, proving that well-crafted emails can have a far-reaching impact on business growth.
5. Optimize your emails for mobile devices
How you see emails on your desktop versus how they load when you’re scrolling in bed after midnight are two different animals.
So, I reached out to Ziemek Bućko, senior content manager at Hunter.io. You’re going to want to hear this:
Email marketers spend hours trying to make their visuals pop, but skip spending two minutes making them load fast.
Heavy images can ruin your email, especially for mobile users. In most cases, your images shouldn't exceed 200KB, and many can be under 50KB.
If you're unsure where to start with image optimization, I highly recommend Squoosh.app. It's free and lets you adjust your image to balance file size and quality.
6. Create mini-magazine style emails
If you want to go above and beyond the traditional email marketing campaign, Jay Soni, founder and CEO of Yorkshire Fabric Shop has some solid advice.
When it comes to our emails, we write emails almost like mini-magazines.
All of them are based on a particular upholstery fashion. That might be a seasonal color scheme, a rebirth of an old design, or creative fabric use in contemporary spaces.
It's designed to inspire, not sell.
And we curate content from DIY hacks to customer projects to designer interviews with our fabrics.
The takeaway here is that product-led education is often a more tactical selling strategy in the long run. Because no one likes being actively sold to all the time.
7. Increase customer engagement with drip campaigns
According to Gary Hemming, owner and finance director at ABC Finance, drip campaigns “...consistently outpace one-off marketing blasts.”
Think about guiding your customers with automated emails that match their actions. That's how a drip campaign works its magic.
A study of 2,000 people found that half of us are engaged in “a never-ending search for products, services, and content to support behavior changing.”
A drip campaign can reinforce this behavior.
Got a new subscriber? A welcome sequence unfolds, introducing your brand and showcasing your best offerings. A customer abandons their cart? A gentle nudge reminds them of their forgotten items.
Drip campaigns deliver the right message at the right time—keeping leads warm and driving conversions with automated ease.
8. Use email marketing automation tools
Time is money, honey!
We just talked about drip campaigns—now imagine sending personalized welcome emails, abandoned cart reminders, and post-purchase follow-ups to every single customer.
Manually. Forever.
The simple fact is that as your business grows, so does your audience. Automation tools allow you to scale your email marketing efforts without adding extra hours to your day.
For our clients, we set up an automated welcome series that builds brand loyalty right from the start, guiding new subscribers through the brand story while offering exclusive first-time discounts.
These series are designed to engage immediately, converting new leads into customers at the earliest opportunity.
9. Invest in the right pop-up tool
You need information from your customers to build personalized experiences.
But you need to collect this information in a way that’s non-intrusive, compliant with data privacy laws, and builds itself into your existing workflows.
This advice is hot off the press from Ritesh D. Ritelin—the founder of an Indian sexual wellness brand, Manzuri; and creator of the country’s first-ever ecommerce email marketing course.
Invest in the best pop-up tool you can find and make sure it captures first-party information.
The reason for this is that you need a signup percentage as high as possible and by using an education-focused pop-up tool such as Alia, you can 2x your pop-up fill percentage—especially if you’re a high AOV brand or a new category brand.
What’s the play here?
85% of your conversions are going to happen within the first 14 days of a user signing up on your pop-up.
80% of those will happen in the first 7 days. Focus your maximum energy on optimizing flows for the first 14 days.
10. A/B test your campaigns
Jasper Knight, founder of Secret Saunas, swears by A/B testing for successful email marketing campaigns.
For example, a well-targeted promotion highlighting the benefits of infrared saunas drove an impressive increase in sales and website traffic.
The key was focusing on value and education, not just discounts.
A practical approach is the A/B testing methodology, where you analyze what works using different subject lines, email layouts, and content types.
The insights gained help refine future strategies for better results, translating to customer loyalty and enhanced sales performance.
AUTHOR’S NOTE:
I did some digging and found the WORST times to send marketing emails. (These apply to the time zones where most of your audience is.)
Do not goad your email list into rage-unsubscribing by bothering them between 6 PM-7 PM. The 9 PM-10 PM slot is also a no-no.
Also, Thursday is apparently the worst day to send an email blast.
This is likely because other marketers and thought leaders are pushing their newsletters at the same time, so you’ll be fighting a lot of inbox fatigue.
11. Include social proof
You know you’ve got some great stuff in your ecommerce store. But your fence-sitting audience is saying, “Oh, yeah? Prove it.”
Reinforce trust by sharing social proof in emails.
Our emails include testimonials, which increased open rates by 22%.
Ecommerce companies can enhance conversions by embedding reviews and user photos in post-purchase or promotional emails.
So says Shawn Plummer, CEO of The Annuity Expert.
Here’s one way to do it:
Tools to Automate and Scale Your Ecommerce Emails
In ecommerce email marketing, there’s no rest for the wicked.
But you’re only human. You need your sleep—and sanity. So, let the email marketing tools do all the heavy lifting for you while you focus on, you know, actually creating a successful email marketing strategy for your business.
Plus, most of the tools, like Shopify, will automatically help you stay compliant with data privacy laws through advanced features so you can side-step the legal and financial doo-doo.
Now, we won’t lie—there’s choices upon choices upon choices. So, to knock another item off your to-do list, we’ve come prepared with LISTS!
For the best email marketing software on the market, here are our top 10 reccos:
Marketing automation software goes beyond typical email marketing software by automating tasks, overseeing campaigns, and offering valuable analysis.
Think nurturing leads, managing social media, and digging into campaign stats—all in one central hub.
Here are the top 10 options for the best marketing automation software:
Shopping cart abandonment is a big issue for online shops.
Send automated reminders. Offer targeted incentives. Streamline the checkout process. Recover lost sales and boost your bottom line.
Choose your warrior from this list of the 10 best cart abandonment software:
How to Measure the Success of Your Ecommerce Email Campaigns
Metrics are your playbook AND scorecard. They monitor how your campaign is doing and show you where you can improve.
According to Mailchimp, here are the industry averages for ecommerce email marketing campaigns:
As such, these are some stats to track:
1. Open rate. This shows the number of folks who open your email. A high open rate means your subject lines are on-brand and people trust your emails. The average open rate is 29.81% as shown above.
2. Click-through rate (CTR): This shows how many people click on a link in your email. A high CTR shows that your content is getting people to click and visit your site. Mailchimp recommends hitting a 1.74% CTR in your email campaigns.
3. Conversion rate. This is the real deal for success. It shows how many people actually do what you want, like buy something or sign up for a newsletter. The average conversion rate is between 2% and 5%, according to Mayple.
4. Unsubscribe rate. This shows how many people ditch your email list. A bunch of people hitting unsubscribe might mean your emails aren't hitting the mark, you're sending too many, or people aren't happy with the brand experience. Be careful not to cross 0.19%.
How to improve email marketing metrics
You know the metrics. You know the benchmarks. Now, how do you improve on them?
1. Boost open rates. Get more opens by using exciting subject lines with powerful verbs and personalization. Follow email best practices and use a recognizable sender name to boost deliverability and bypass spam filters. And for the love of all that is good and holy, don’t start your emails with “Dear Sir/Madam.”
2. Increase click-through rates. Boost your email click-through rates by creating powerful calls to action using action-oriented language and attractive design. Experiment with different email formats through A/B testing and customize your content to appeal to the specific tastes of each subscriber.
3. Drive conversions. Increase your email conversion rates by leading customers to optimized landing pages that clearly show the value of your offer. Offer discount codes, free shipping, or other promotions to boost purchases, and simplify the checkout process to reduce the number of abandoned carts.
4. Minimize unsubscribes. Make sure your subscribers stay happy by sending them content that's just right for them. Watch how often you send emails so you don't bombard them. Also, keep giving them cool stuff like helpful articles, special offers, or fun updates.
🔥 HOT EXPERT TIP
Ziemek of Hunter.io says:
“Major ESPs like Gmail or Outlook clearly state that you should avoid spikes in your sending volume when sending emails at scale.
So sticking to a consistent sending schedule can help you avoid deliverability issues. This is especially true if you're just starting to send email campaigns, or if you want to scale up your email comms.
There are two tactics you can use here:
1. Setting a daily (or hourly) sending limit.
2. And setting up your campaign to be delivered at a specific time in the users' time zone (this spreads the sending throughout the day).
I recommend using both.”
Email is the Jason Bourne of Online Marketing
Jordie van Rijn of Email Monday says it best:
Email is the Jason Bourne of online marketing: somebody’s always trying to kill it. It can’t be done.
So, while your social media followers might ghost you the moment an algorithm changes, your email list? That's yours to keep, baby.
But you need the right software for your email strategy to be effective, otherwise, it's like using a plastic hammer to build a house.
The key to ecommerce success in 2024 and beyond is a smart strategy and powerful software that converts subscribers into superfans and browsers into buyers.
Not too shabby for a marketing channel that keeps getting written off as “dead,” right?
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