Email Marketing

Introduction to Ecommerce Email Marketing: Strategies & Best Practices

In the world of ecommerce, email marketing can be an incredibly powerful tool for driving sales, building relationships with customers, and growing your business. By sending targeted, personalised emails to your audience, you can keep them engaged and interested in your products or services.

In this article, we'll explore the different types of email marketing, how to use email marketing for ecommerce, the best email marketing platform for ecommerce businesses, why email marketing is important for ecommerce, ecommerce marketing automation, the characteristics of a successful ecommerce email, email marketing best practices, and what a good open rate is for ecommerce emails. We'll also include links to helpful resources for ecommerce email marketing throughout the article.

Types of Email Marketing

There are several types of email marketing that ecommerce businesses can use to reach their audience, including:

1. Promotional Emails

Promotional emails are designed to promote a specific product or service. They often include a call to action (CTA) that encourages the recipient to make a purchase.

2. Newsletters

Newsletters are a great way to keep your audience informed about your business and the latest products or services you offer. They can include company news, new product announcements, promotions, and more.

3. Abandoned Cart Emails

Abandoned cart emails are sent to customers who have left items in their cart without completing a purchase. These emails often include a reminder of the items left in the cart and a call to action to complete the purchase.

4. Welcome Emails

Welcome emails are sent to new subscribers or customers to welcome them to your business. These emails often include a discount or special offer to encourage the recipient to make a purchase.

5. Re-engagement Emails

Re-engagement emails are sent to customers who haven't engaged with your business in a while. These emails can include a special offer or a reminder of the benefits of your products or services.

Using Email Marketing for Ecommerce

Now that we've explored the different types of email marketing, let's look at how ecommerce businesses can use email marketing effectively:

1. Building an Email List

The first step in using email marketing for ecommerce is building an email list. This can be done by offering a lead magnet, such as a discount code or free ebook, in exchange for the recipient's email address.

2. Segmenting Email List

Once you have an email list, it's important to segment it based on factors such as purchase history, interests, and demographics. This allows you to send targeted, personalised emails to specific groups of people.

3. Personalising Emails

Personalisation is key to making your emails stand out and feel more relevant to the recipient. This can include using the recipient's name, including personalised product recommendations, and more.

4. Creating Effective Subject Lines

Your email subject line is the first thing the recipient sees, so it's important to make it compelling and relevant. Check out our list of 25 Promotional Email Marketing Subject Lines for E-commerce and 25 Urgent Email Marketing Subject Lines for E-commerce for inspiration.

5. Writing Compelling Email Copy

Your email copy should be engaging and persuasive, encouraging the recipient to take action. Make sure to highlight the benefits of your products or services and include a clear call to action.

6. Optimising Email Design

Finally, your email design should be visually appealing and easy to read. Make sure to optimize for mobile devices, as many people check their email on their phones. Consider using images, graphics, and other visual elements to break up the text and make your email more engaging.

Choosing an Email Marketing Platform for Ecommerce

There are several email marketing platforms to choose from, but not all of them are created equal. When choosing a platform for your ecommerce business, consider factors such as ease of use, automation capabilities, and integration with other tools. Check out our ecommerce Email Marketing services for more information on our recommended platform, Klaviyo.

Ecommerce Marketing Automation

Marketing automation can help ecommerce businesses save time and increase revenue by automating repetitive tasks such as email campaigns, social media posts, and more.

A few examples of marketing automation for ecommerce businesses include:

  • abandoned cart emails
  • post-purchase customer review/feedback follow-up requests
  • customer win-back series
  • personalised product recommendations

& many more!

Characteristics of a Successful Ecommerce Email

A successful ecommerce email should have several key characteristics, including a clear call to action, personalization, mobile-friendly design, clear and concise messaging, and timely and relevant content. Check out our 10 Examples of Successful Ecommerce Email Marketing Campaigns and Why They Worked for inspiration.

Email Marketing Best Practices

To make the most of your email marketing efforts, it's important to follow best practices such as:


  • Build an email list through lead magnets, pop-ups, and other methods
  • Segment your email list to send targeted, personalised emails
  • Use personalisation and compelling subject lines to increase open rates
  • Provide value to your subscribers with relevant and engaging content
  • Test and optimise your emails for best results


  • Buy email lists or use shady tactics to grow your list
  • Send too many emails or spam your subscribers
  • Use deceptive subject lines or false promises to get people to open your emails
  • Ignore analytics and feedback - use this information to improve your email campaigns

Is Email Marketing Still Profitable?

Despite the rise of social media and other marketing channels, email marketing remains one of the most effective ways to reach your audience and drive sales. According to a study by DMA, email marketing has an average ROI of $42 for every $1 spent. However, it's important to follow best practices and continually test and optimise your campaigns to ensure maximum effectiveness.

What is a Good Open Rate for Ecommerce Emails?

Open rates can vary depending on several factors, including industry, email type, and list quality. However, a good open rate for ecommerce emails is generally considered to be around 20-25%.


Ecommerce email marketing can be a powerful tool for growing your business and building relationships with your audience. By following best practices, choosing the right platform, and creating effective campaigns, you can drive sales and increase revenue.

Check out our Website Design page for more information on how we can help you create a stunning, user-friendly website for your ecommerce business.