The Ultimate Guide to E-commerce Email Marketing


Email marketing is one of the most critical aspects of your e-commerce business. It can be a powerful tool to generate more revenue and increase customer loyalty. In this guide, we will talk about how email marketing can help you with both goals.

Let’s see how e-commerce brands like yours can leverage email marketing effectively for hyper-growth.

Fundamentals first!

Why Email Marketing for E-commerce Brands?

Email marketing has been the most effective way to communicate with your audience and build relationships. It is a highly targeted marketing channel that helps you reach customers who are more likely to buy from you based on their purchase history and other data points.

However, a bulletproof email marketing strategy is different from regular communication emails. You not only have the periodic promotional emails, but you also have your transactional emails – that’s things like order confirmations, delivery notifications, and receipts of payment.

Promotional emails are used to let subscribers know about offers, share your latest product lines, and generally keep in touch with them. Neither type of email is more important than the other; instead, they should create a solid strategy that nurtures sales and meets customer needs.

How to Create a Promotional Email Strategy?

Suppose you wish to leverage email marketing and tap into its incredible ROI. In that case, your promotional strategy must include the right blend of offer-based emails and transactional emails for a seamless customer experience.

Let us see how you can create a great promotional email strategy and intertwine it with transactional emails for a great CX.

1. Setup Email Subscription/Signup

Start by setting up an enticing signup or email subscription form. Most email marketing services provide this option, which you can customize to reflect your branding and add specific text boxes. You can even edit the button text so that it doesn’t just say “subscribe.” 

Once you’ve designed your signup form, please place it in visible spots around your e-commerce site. Popular locations include:

  • Somewhere on your homepage
  • In the sidebar
  • In the footer of your website 
  • On its dedicated signup page
  • At the bottom of blog posts or news articles 

2. Design Great Email Templates

Having a user-friendly email template is one of the essential steps to achieving excellent e-commerce email marketing. You can design your own or have a professional do it for you, but don’t be afraid to spend money if necessary to create an engaging and effective experience that helps drive sales.

Above all else, your CTR will depend upon how engaging your email template is. So, spend due time on this one task!

3. Create a Welcome Email Sequence

A welcome email sequence gets automatically sent to new subscribers when they sign up. This series of emails thanks people, introduce your business and outlines what they can expect from your future emails.

This should include an introductory product newsletter and personalized recommendations for products they might like based on items they have already purchased or browsed.

Automating your welcome email sequence or even an entire campaign is now much easier than ever before with Wigzo. You can even create custom email communication flows as per the users’ unique journeys. You can try Wigzo for FREE today!

4. Automate Critical Email Communication

Using email automation to create automated emails on your site can be a great way to keep customers coming back.

You can set up triggers for specific events that happen on your site and have them send out email correspondence accordingly like an abandoned cart recovery nudge email. E-commerce businesses typically use this type of integration for abandoned carts, but you could also use it when someone shops in the store or comments on the product.

With email automation, you can deploy effectively;

  • Product promotion campaigns
  • Customer re-engagement campaigns
  • Discount deals
  • Survey campaigns
  • Loyalty campaigns

5. Determine the Best Email Frequency

Email automation is all about timing and frequency. Your email campaign should have a target audience in mind, but you also want to ensure that the emails are not too frequent or overwhelming for your customers.

Finding the right emailing frequency for your business is more complex than it may appear, yet it is one of the most important email marketing strategies. Email frequency varies based on a company’s objectives and needs; however, there is no universal recommendation. However, asking yourself the questions below can help a lot.

Start by identifying your email goals before adjusting your cadence and ask yourself:

  • Why am I sending emails in the first place?
  • Am I trying to close deals, get online purchases, or drive website readers to convert?

All you need to do is identify the fine line between being helpful and annoying. Over-sharing can result in a drop in your open and click-through rates and a high subscriber churn which is unfavorable.

6. Create Smart Customer Segments for Hyper Targeting

Segmenting your email list into categories for potential customers is an effective way to grow and establish a stronger connection with subscribers. Segmenting ensures that your customers receive brand communication for the things relevant to their likes/dislikes and interests.

Personalize customer communication by creating lists of your subscribers based on whether they’ve bought from you before or like to buy a certain product line. You can then send custom emails catering to their specific interests and needs.

For instance, Wigzo allows you to create smart customer segments based on shared attributes and even RFM analysis. You can then leverage the insights from these smart segments to create tailored email campaigns and win more online sales.

Your turn…

As e-commerce growth aficionados, we are constantly helping our clients and customers make the most out of their e-tail businesses. That is why we developed a full-fledged email marketing platform with automation capabilities.

With Wigzo, you get to;

  • delve deep into customer analytics 
  • deploy custom automation in all digital marketing channels 
  • create highly optimized customer journeys and funnels
  • learn more about your customers through RFM analysis
  • track and manage email campaigns
  • unleash the power of integrated CRM data management – 

…all over one dashboard.

Power up your e-commerce growth with Wigzo. Sign up for the FREE trial today!

Also Read: 8 Email Marketing Metrics Every Marketer Needs to Track

Kaberi Gogoi

Kaberi Gogoi

Kaberi is currently working with Wigzo and has a 6+ years of expertise in devising result-focused digital strategies and campaigns. During her leisure time, she enjoys shopping for plants and pottery. Linkedin

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