Master the Art of eCommerce Emailing: Tips, Tricks and Best Practices

Guest post 21.4.2023. Reading Time: 5 minutes

If you run an eCommerce business, you know how challenging it can be. You need to juggle a lot of moving pieces. From managing stocks, feeding websites with new products, maintaining relationships with suppliers and staying connected with your customers, and keeping them engaged with your brand. It can be really challenging. As the title suggests, we will focus here on the customer and why eCommerce emailing is an essential element of your marketing strategy. 

According to some studies, Email is 40 times more effective at acquiring new customers than Facebook or Twitter. But creating effective email campaigns isn’t always easy. You need to know how to craft compelling subject lines, write engaging copy, and design eye-catching templates…

In this post, we’ll share tips, tricks, and best practices for mastering the art of eCommerce emailing, so you can take your email marketing to the next level and achieve your business goals.

Master the Art of eCommerce Emailing: Tips, Tricks and Best Practices

Why eCommerce emailing is important

eCommerce emailing helps businesses reach out to their customers, promote their products or services, and drive sales. Email marketing is a cost-effective way to communicate with your audience and build relationships with them over time. 

It allows you to personalize your message, track your results, and target specific segments of your audience. By sending regular emails, you can keep your customers informed about new products, promotions, and discounts, and encourage them to make a purchase.

eCommerce emailing is a powerful tool that can help businesses grow and succeed in today’s digital marketplace.

Understanding your audience for eCommerce emailing

One of the most important elements to mastering eCommerce emailing is understanding your audience. In fact, people are overflowed with information, and sending generic messages that do not trigger their attention will simply lead to failure. 

You need to know who your customers are, what they’re interested in, and what motivates them to buy. Indeed, not taking the time to properly understand what your audience is craving can be a huge mistake. On top of wasting essential resources you higher up your chances of damaging your reputation in the process.

Data collection is necessary to be able to create personas and then leverage these insights to make data-driven decisions. As a result, you will end up with more targeted email campaigns that resonate better with your audience.

Now, we have set the basis, let’s dig into the core of the article. 

6 Tips, Tricks & Best Practices for eCommerce Emailing

Personalizing your eCommerce emails

One of the most effective ways to engage with your audience is by personalizing your emails. Use the recipient’s name in the subject line or opening of the email, and tailor the content to their interests and preferences.

By addressing customers by name, sending targeted messages based on their preferences and purchase history, and tailoring promotions to their interests, businesses can show that they care about their customers and understand their needs. Personalized emails can also be more effective at driving sales and engagement than generic, one-size-fits-all messages. 

According to studies, personalized emails can lead to higher open and click-through rates, increased revenue, and stronger customer loyalty.

6 Tips, Tricks & Best practices for ecommerce emailing

In the above example, we can clearly identify who’s the target behind – A young man, a skateboarding fan, who highly probably bought shoes on the platform in the past. This company has certainly leveraged its customer data to send an email with a personalized image to announce the launch of its new collection, which is highly likely to convert better than an undifferentiated message to all the newsletter subscribers. 

Designing visually appealing emails

Visuals are important in eCommerce emailing. Use high-quality images and graphics that showcase your products and align with your brand. Make sure your emails are visually appealing and easy to read on both desktop and mobile devices.

eCommerce emails

Software like Canva or Visme can be incredibly useful for designing appealing designs for emailing when you are lacking inspiration because they provide a wide variety of templates, graphics, and design elements that you can use as a starting point for your own creations.

Creating a sense of urgency with your eCommerce emails

Creating a sense of urgency can be a powerful motivator for customers. Use limited-time offers, promotions, and scarcity tactics to encourage customers to take action. Make sure to communicate the urgency clearly and effectively, without being overly pushy.

According to Optinmonster, The subject line is often considered as the trigger for opening rates, responsible for 47% of all opened emails. Using a sense of urgency in your subject line may lead to a higher open rate. 

Segmenting your email list for better results

Segmenting your email list allows you to send targeted emails to specific groups of customers and thus enable personalization. You can segment your list by demographics, behavior, or interests. This can help you create more relevant content and increase the effectiveness of your campaigns.

Not segmenting your campaigns can lead to irrelevant or unwanted messages, which can translate into high unsubscribe rates or spam complaints.

Measuring the success of your eCommerce emails

Measuring the success of your eCommerce emails is essential to improving your campaigns. Use metrics like open rates, click-through rates, and conversion rates to determine what’s working and what’s not. Use this data to make informed decisions about your email campaigns and continuously improve your results. 

eCommerce email campaign

Analyze your competitors’ eCommerce email campaigns

Analyzing your competitors’ eCommerce email campaigns can provide valuable insights and inspiration for improving your own email marketing strategy

  • Content and design inspiration: By analyzing your competitors’ emails, you can get ideas for what type of content and design styles are working for them. You can use this information to improve your own emails by incorporating similar elements or testing out new ideas.
  • Identifying gaps: Analyzing your competitors’ emails can help you identify gaps in their strategy, such as topics they haven’t covered or segments they haven’t targeted. You can use this information to create content that fills these gaps and resonates with your own audience.
  • Benchmarking performance: By tracking your competitors’ email performance metrics, such as open rates, click-through rates, and conversion rates, you can benchmark your own performance and identify areas for improvement. 

Wrap Up

eCommerce emailing is an important part of any eCommerce business. By understanding your audience, personalizing your emails, and using effective tactics, you can create engaging and effective campaigns that drive sales and build customer loyalty. 

Use these tips, tricks, and best practices to take your email marketing to the next level and achieve better results.


Hugo Molinaro
Digital Marketing Consultant & Founder at Hugo specialized in Off-page SEO and knows how to refine sharp strategies that drive results. Striving to stay on the learning curve to keep enriching his skills, Hugo nurtures great relationships with people for a mutual harnessing of talents.