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Original 2026-01-01

Modified 2026-03-10

1 <p>Healthy ecommerce brands drive at least 20-40% of their revenue through email marketing. That’s according to Connie Cen, founder and owner of<a>Rocketeer Media</a>.</p>

2 <p>And in Klaviyo’s<a>marketing mix report</a>, 76.86% of ecommerce businesses placed email marketing in the top 3 ROI-generating marketing channels.</p>

3 <p>Clearly, email marketing is powerful. But in order to achieve those kinds of results, you need the right foundations and technology.</p>

4 <p>It doesn’t have to be hard or expensive, but it’s important. Get it wrong, and you could be stuck diagnosing email issues for years-bringing in agencies and experts to fix what you could have simply set up properly to begin with.</p>

5 <p>We’ve got you covered, with the scoop on<a>email marketing tips</a>and best practices, the<a>best email marketing services</a>for your brand, the email marketing plug-ins you should use with your ecommerce platform, and how to make sure you’re starting from a place of value and quality-so that you end with conversions and loyal, lifelong customers.</p>

6 <p>Let’s start with the basics.</p>

7 <h2>What is ecommerce email marketing?</h2>

8 <p>Ecommerce email marketing refers to the practice of using email to promote the products and services of your online store.</p>

9 <p>Ecommerce stores use email marketing to connect with customers and potential customers through promotions, announcements, and other relevant content in order to:</p>

10 <ul><li>Raise brand awareness</li>

11 <li>Sell products</li>

12 <li>Educate and inform</li>

13 <li><a>Build long-term customer loyalty</a></li>

14 </ul><p>“Ecommerce relies heavily on email marketing as a way to connect with both current and prospective customers,” writes<em>New York Times</em>bestselling author<a>Neil Patel</a>, co-founder of NP Digital. “It’s used as a way to promote new products, communicate exclusive offers and deals, and engage with the target audience.”</p>

15 <h2>4 types of ecommerce email marketing strategies</h2>

16 <h3>1. Promotional email marketing</h3>

17 <p>A promotional email is an email designed to generate sales. Promotional emails may be campaigns or automations, but their goal is usually the same: to encourage the recipient to make a purchase.</p>

18 <p>Common types of promotional emails include:</p>

19 <ul><li>New product announcements</li>

20 <li>Time-sensitive promotions</li>

21 <li>Seasonal deals, coupons, and<a>discount codes</a></li>

22 <li>Cross-sell/up-sell emails</li>

23 </ul><h3>2. Transactional email marketing</h3>

24 <p>A<a>transactional email</a>is a trigger-based email that is designed to relay essential information to a customer, rather than generate sales. Common transactional emails include:</p>

25 <ul><li><a>Order confirmation emails</a></li>

26 <li><a>Shipping confirmation emails</a></li>

27 <li>Delivery updates</li>

28 <li>Account-created confirmations</li>

29 </ul><p>Importantly, a customer doesn’t need to subscribe to your<a>email list</a>in order to receive transactional emails. That means people who unsubscribe from your list, aka suppressed email addresses, will still receive transactional emails, unless:</p>

30 <ul><li>The<a>email bounced</a>too many times.</li>

31 <li>The email address is invalid.</li>

32 <li>The recipient previously marked a message as spam.</li>

33 </ul><h3>3. Ecommerce email marketing campaigns</h3>

34 <p>Email marketing campaigns are one-time sends to a pre-established target group of contacts, such as:</p>

35 <ul><li>Regular<a>email newsletters</a></li>

36 <li>Sale announcements</li>

37 <li>Promotions</li>

38 </ul><p>In an<a>email service provider (ESP)</a>like Klaviyo, you can create an individual email campaign immediately, or prepare it in advance and schedule it to send at a later time.</p>

39 <h3>4. Ecommerce email marketing automations</h3>

40 <p>An email marketing automation, also known as a flow, is an automated email message or a sequence of automated email messages triggered when a person performs a specific action, such as:</p>

41 <ul><li>Joining your email list</li>

42 <li>Exceeding a certain customer lifetime value</li>

43 <li>Abandoning their shopping cart</li>

44 </ul><p>A few examples of commonly triggered email automations include:</p>

45 <ul><li><a>Abandoned cart emails</a></li>

46 <li><a>Welcome series</a></li>

47 <li><a>Browse abandonment emails</a></li>

48 <li><a>Post-purchase</a>and follow-up emails</li>

49 <li>Cross-sell and up-sell emails</li>

50 <li><a>Win-back emails</a></li>

51 <li>Back-in-stock emails</li>

52 <li><a>Replenishment emails</a></li>

53 </ul><h2>4 core pillars of an ecommerce email marketing campaign</h2>

54 <h3>1. List growth</h3>

55 <p>Your email list is a collection of people who have signed up to receive emails from your business. Lists are static, meaning they grow as people subscribe or are manually added.</p>

56 <p>Whether you’re new to email marketing or already have a list of email subscribers, building your list with new subscribers is a critical part of any online marketing strategy. Email marketing can’t be effective if you don’t have an engaged audience to send to.</p>

57 <p><a>List growth strategies</a>vary by business, but the most common ones include:</p>

58 <ul><li><a>Sign-up forms</a>: Create and style pop-up, fly-out, full-screen, and embedded opt-in forms for your ecommerce site that ask visitors to input their email address.</li>

59 <li>Subscribe pages: Embed a subscribe page on your website to serve as a landing page or link directly to a subscribe page in an email or elsewhere.</li>

60 </ul><h3>2. Segmentation</h3>

61 <p>Unlike traditional subscriber lists, segments are groupings of contacts defined by a set of conditions. Whereas your email list is static, email segments are dynamic-meaning they grow as people meet the segments’ conditions and shrink as people no longer meet them. They also update in real time.</p>

62 <p>Highly<a>segmented campaigns</a>return more than 3x the<a>revenue per recipient</a>as unsegmented campaigns. Here are a few examples of how you can use segments to identify different audiences:</p>

63 <ul><li>First-time purchasers</li>

64 <li><a>Inactive subscribers</a>who have been on your list for at least 6 months but have never opened or clicked an email</li>

65 <li><a>VIP customers</a>who have purchased at least X number of times or spent Y amount of money</li>

66 <li>Customers with a high predicted<a>customer lifetime value (CLV)</a></li>

67 </ul><h3>3. Personalization</h3>

68 <p>For years, marketers have been learning that consumers are more likely to shop with brands that recognize them, remember them, and provide them with relevant offers and product recommendations.</p>

69 <p>Companies that excel at personalization in marketing generate 40% more revenue from related activities than average players,<a>according to McKinsey & Company</a>-and while 71% of consumers expect personalization from the brands they interact with, even more (76%) get frustrated when they don’t get it.</p>

70 <p>When you segment your audience based on their preferences and unique characteristics, you can make sure every email appeals to them personally-and relevant, personalized emails are what show your customers you care about their interests.</p>

71 <h3>4. Content</h3>

72 <p>The other 3 pillars of email marketing won’t go very far without this one. You can’t send an email to your subscribers unless you create it first.</p>

73 <p>Email marketing content varies significantly, not only by retailer but also by individual email. But a typical marketing email includes:</p>

74 <ul><li>A<a>subject line</a></li>

75 <li>A professional logo</li>

76 <li>A navigation bar</li>

77 <li>Images</li>

78 <li>The actual message</li>

79 <li>A clear<a>call to action (CTA)</a></li>

80 </ul><h2>4 key benefits of ecommerce email marketing</h2>

81 <p>Compared to paid and performance marketing, which have spent the better part of a decade seducing revenue-hungry businesses with third-party targeting and long<a>marketing attribution</a>windows, email marketing has sometimes been accused of being old-fashioned, tone-deaf-even dead.</p>

82 <p>With so many flashy marketing channels to choose from, why bother with email marketing? Here are a few<a>email marketing benefits</a>that make it worth your serious investment:</p>

83 <p>Email marketing is entirely within your control.</p>

84 <p>“Email is very much in your control because it’s an owned channel,” says Ari Murray, VP of growth at<a>Sharma Brands</a>and founder of ecommerce newsletter<a>Go-to-Millions</a>. And in a post-iOS 14.5, privacy-first world, where building strong relationships with loyal customers depends largely on your brand’s ability to communicate with them in a way that makes them feel seen, heard, and valued, “owned channels are of the utmost importance.”</p>

85 <p>Email marketing generates steady, reliable revenue.</p>

86 <p>Email marketing is also “really reliable revenue if you work it right,” Murray says. “It’s such an inexpensive way to talk to your customers.” (<a>The numbers prove it</a>.)</p>

87 <p>Email marketing keeps your funnel healthy.</p>

88 <p>Jen Wallace, director of digital marketing at full-service digital experience agency<a>Northern Commerce</a>, believes both email and SMS, as<a>owned marketing channels</a>, “represent customer lifetime value”-largely because they allow you to appropriately target every stage of the<a>customer lifecycle</a>. When it comes to developing repeat customers and customer lifetime value, she says, “email is very hard to beat.”</p>

89 <p>Email marketing can solve almost any business problem.</p>

90 <p>What’s the one thing your ecommerce business is struggling with most right now? “Whether it’s revenue, retention, customer experience, customer engagement-all of those can be solved with email marketing,” Cen says.</p>

91 <p>At the end of the day, Cen says, “as a previous ecommerce brand owner myself, I understand that the major thing email marketing really helps with is getting worry off your plate.”</p>

92 <h2>Ecommerce email marketing FAQs</h2>

93 What can businesses use as social proof for ecommerce email marketing?<p>Businesses can leverage various forms of social proof in ecommerce email marketing strategies to create a good first impression and build credibility with customers. Here are some effective types of social proof:</p>

94 <p>1. Existing customer reviews and testimonials</p>

95 <p>2. Loyalty programs</p>

96 <p>3. User-generated content (UGC)</p>

97 <p>4. Social media mentions and shares</p>

98 <p>5. Influencer endorsements</p>

99 <p>6. Statistics and numbers</p>

100 <p>7. Case studies and success stories</p>

101 <p>8. Media mentions</p>

102 <p>9. Referral programs</p>

103 <p>When using social proof in email marketing, ensure it’s relevant to the demographics of your audience and your product. Incorporate visuals, compelling storytelling, and clear calls to action to maximize the impact of social proof within your email sequences.</p>

104 How can ecommerce businesses measure the success of their email marketing campaign?<p>Ecommerce businesses can measure the success of their email marketing efforts through various key performance indicators (KPIs) to gauge effectiveness and make informed decisions. Here are some metrics to consider:</p>

105 <p>1. Open rate2. Click-through rate (CTR)3. Conversion rate4. Revenue generated5. Bounce rate6. Unsubscribe rate7. List growth rate8. Forward/share rate9. Engagement over time10. Device and location metrics</p>

106 <p>By consistently monitoring and analyzing these metrics, ecommerce businesses can gain valuable insights into the performance of their email marketing campaign to optimize and improve further. A/B testing (also known as split testing) is another powerful method for optimizing email marketing campaigns for ecommerce businesses. It involves comparing two versions of an email to determine which performs better based on specific metrics.</p>

107 What can email marketing software do for ecommerce businesses?<p>Email marketing software provides a range of features that can benefit e-commerce businesses in various ways. These email marketing tools include different types of emails, email templates, campaign creation, segmentation, personalization, automated workflows, A/B tests, analytics, etc.</p>

108 <p>By leveraging these features, ecommerce businesses can incorporate email marketing best practices that will help engage customers, drive sales, and foster long-term relationships with their audience.</p>

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