Email Marketing

Do New (or Small) E-commerce Businesses Need Email Marketing?

e-commerce website on mobile

In the dynamic world of e-commerce, staying connected with your audience is crucial. As someone embarking on a new business venture or a professional seeking to elevate your digital footprint, you might wonder about the relevance and efficacy of email marketing in today’s fast-paced digital landscape. This article delves into why and how email marketing remains vital for new and small e-commerce businesses.

Email marketing, often overshadowed by flashier digital marketing strategies, is the unsung hero of customer engagement and retention. It’s about sending the right message to the right person at the right time. In this article, we’ll explore the indispensability of email marketing, especially for new and small e-commerce ventures. We’ll cover key points and tools to provide real-world applications, practical advice, and insights to harness the full potential of email marketing.

1. Building a Subscriber List: The Foundation of Email Marketing

Practical steps to grow your email list:

  • Leverage your website:¬†Use pop-ups or sign-up forms to encourage visitors to subscribe.
  • Offer incentives:¬†Provide discounts or exclusive content as a reward for subscribing.
  • Social media integration:¬†Utilise your social media platforms to promote newsletter sign-ups.


2. Crafting Engaging Content: The Heart of Your Email Campaigns

Tips for creating content that resonates:

  • Understand your audience:¬†Segment your list and tailor content to suit different customer profiles.
  • Quality over quantity:¬†Focus on sending valuable, relevant content rather than bombarding your subscribers with emails.
  • Mobile-friendly design:¬†Ensure your emails are responsive and visually appealing on mobile devices.


3. Utilising Automation: Efficiency and Personalisation

How to automate without losing the personal touch:

  • Welcome emails:¬†Set up automated emails to greet new subscribers.
  • Abandoned cart reminders:¬†Remind customers of items they left in their shopping carts.
  • Personalised recommendations:¬†Use customer data to suggest products they might like.


4. Tracking and Analysing: The Key to Improvement

Steps to measure the success of your campaigns:

  • Open and click-through rates:¬†Monitor these metrics to gauge engagement.
  • Conversion rates:¬†Track how many email recipients are making purchases.
  • A/B testing:¬†Test different email formats and content to determine the best.


5. Staying Compliant: Respecting Privacy and Regulations

Understanding the importance of compliance:

  • Respect opt-out requests:¬†Make it easy for subscribers to unsubscribe.
  • Be transparent:¬†Clearly state how you collect and use subscriber data.
  • Stay updated on regulations:¬†Ensure your practices comply with laws like GDPR or the Australian Privacy Act.

Are you interested in Klaviyo email marketing for your Shopify store?

Check out our case study of successfully implementing an Email Marketing Strategy for a boutique Fashion Brand.


Email marketing remains a cornerstone of effective digital marketing strategies for new and small e-commerce businesses. Its ability to build lasting relationships, drive sales, and provide measurable results is unparalleled. By building a solid subscriber list, crafting engaging content, embracing automation, analysing your results, and staying compliant, your business can leverage email marketing to its full potential.

We encourage you to apply these insights to your e-commerce venture and witness the transformative impact of well-executed email marketing. 

For further information, questions, or to share your experiences, feel free to get in touch!

Relevant Questions

How often should I send marketing emails to my customers when getting started?

The frequency of email campaigns should strike a balance between regular engagement and over-saturation. To achieve this:

  • Start with a weekly Schedule:¬†Begin by sending one targeted email every week.
  • Monitor Key Metrics:¬†Pay close attention to open, click-through, and unsubscribe rates.
  • Adjust Based on Feedback:¬†If engagement is positive, consider increasing frequency; if negative, reduce the frequency.
  • Segment Your Audience:¬†Tailor the frequency based on different customer segments‚Äô preferences.
  • Provide Value in Every Email:¬†Ensure that each email offers useful information or benefits to the recipient.


What are the best tools for email marketing for small businesses?

A: Several tools are particularly suited to the needs of small businesses. Key features to look for include ease of use, affordability, and scalability. Some top recommendations are:

  1. Klaviyo: Klaviyo is a powerful tool that specialises in e-commerce businesses. It offers advanced segmentation and personalisation features, making it an excellent choice for businesses looking to tailor their email marketing efforts based on customer behaviour and preferences. (our recommendation for most e-commerce businesses)
  2. Mailchimp: Known for its user-friendly interface and comprehensive free plan.
  3. SendinBlue: Offers robust automation features and a unique pay-as-you-go pricing model.
  4. Constant Contact: Renowned for excellent customer support and extensive integrations.
  5. ConvertKit: Ideal for bloggers and content creators, focusing on audience building.
  6. AWeber: Features powerful autoresponders and email analytics.


How can I ensure my email marketing is mobile-friendly?

Creating mobile-friendly emails is crucial for effective engagement. To ensure your emails are mobile-friendly:

  • Use Responsive Templates:¬†Ensure your templates automatically adjust to different screen sizes.
  • Keep content Concise:¬†Make your emails short and to the point.
  • Optimise Images:¬†Compress images to reduce loading times.
  • Test Across Devices:¬†Send test emails to various mobile devices to check for formatting issues.
  • Legible Fonts and Clear CTAs:¬†Use fonts that are easily read on small screens and ensure that call-to-action buttons are easily clickable.
  • Minimise Heavy Graphics:¬†Reduce the use of complex graphics that might not display well on all devices.

By implementing these strategies, you can significantly improve the mobile-friendliness of your email marketing campaigns, enhancing the user experience and potentially increasing your campaign’s effectiveness.


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