Email Marketing in E-commerce: What it Is and Why it Matters

If email marketing isn’t driving at least a quarter of your e-commerce revenue, you’re most likely leaving a lot of money on the table. An e-commerce brand should generate at least 20-40% of their revenue through email marketing. A recent marketing mix report revealed that 76.86% of e-commerce businesses rank email marketing among the top 3 ROI-generating channels.

Clearly, email marketing for your ecommerce business is a MUST-DO and to achieve the right results, you need a solid understanding of the do’s and don’ts as well as the right tools to execute your ideas. For ecommerce business, setting up your email marketing channel correctly from the start helps you avoid long-term issues and costly fixes. This is why we recommend hiring an expert from Abervin Digital to handle your ecommerce email marketing setup. For professional guidance, contact Abervin Digital at +1 307-271-5184 or visit Abervin Digital.

If you’d rather do it yourself, we’ve got you covered. In this comprehensive e-commerce email marketing guide, you’ll find valuable tips, best practices, top email marketing services, recommended plug-ins for your e-commerce platform, and strategies to ensure high-value, conversion-focused email campaigns that build loyal customers.

What is E-commerce Email Marketing?

E-commerce email marketing involves using email to promote your online store’s products and services. It helps e-commerce businesses connect with customers and prospects through promotions, announcements, and relevant content to:

• Raise brand awareness
• Drive sales
• Educate and inform
• Build long-term customer loyalty

“E-commerce heavily relies on email marketing to connect with both current and prospective customers,” writes Neil Patel, co-founder of NP Digital. “It promotes new products, communicates exclusive offers, and engages with the target audience.”

4 Types of E-commerce Email Marketing Strategies

1. Promotional Email Marketing: Designed to generate sales through campaigns or automations, including:
   • New product announcements
   • Time-sensitive promotions
   • Seasonal deals, coupons, and discount codes
   • Cross-sell/up-sell emails
2. Transactional Email Marketing: Trigger-based emails that provide essential information rather than generate sales, such as:
   • Order confirmation emails
   • Shipping confirmation emails
   • Delivery updates
   • Account-created confirmations
3. E-commerce Email Marketing Campaigns: One-time sends to a target group of contacts, including:
   • Regular email newsletters
   • Sale announcements
   • Promotions
4. E-commerce Email Marketing Automations: Automated email sequences triggered by specific actions, such as:
   • Joining your email list
   • Exceeding a certain customer lifetime value
   • Abandoning a shopping cart
   Examples include:
   • Abandoned cart emails
   • Welcome series
   • Browse abandonment emails
   • Post-purchase follow-ups
   • Cross-sell and up-sell emails
   • Win-back emails
   • Back-in-stock alerts
   • Replenishment emails

4 Core Pillars of an E-commerce Email Marketing Campaign

1. List Growth: Build your email list through:
   • Sign-up forms: Pop-ups, fly-outs, full-screen, and embedded opt-in forms on your site.
   • Subscribe pages: Landing pages or direct links to subscribe pages.
2. Segmentation: Group contacts based on conditions to create dynamic segments, leading to more targeted and effective campaigns.
3. Personalization: Tailor emails based on consumer preferences and behaviors, significantly enhancing engagement and revenue.
4. Content: Create compelling emails with essential elements like:
   • Subject lines
   • Professional logos
   • Navigation bars
   • Images
   • Clear messages
   • Strong calls to action (CTAs)

4 Key Benefits of E-commerce Email Marketing

1. Control: Your email and SMS lists are assets you own, providing more control over your marketing efforts.
2. Reliable Revenue: Email marketing is a cost-effective way to drive steady revenue, with impressive engagement and conversion rates.
3. Funnel Health: Email marketing nurtures customer relationships, boosting retention and reducing the strain on acquisition budgets.
4. Problem-Solving: Email marketing can address various business challenges, from revenue generation to customer engagement and experience improvement.

10X Your ROI with Abervin Digital

At Abervin Digital, we understand the power of email marketing in e-commerce. We create strategies and recommend the best tools and practices to help you maximize ROI and build lasting customer relationships. For professional guidance, contact Abervin Digital at +1 307-271-5184 or visit Abervin Digital.

Let’s start with the basics and transform your email marketing into a revenue-generating channel.