Best email marketing strategies for ecommerce stores

Email marketing remains one of the highest-converting digital marketing channels for ecommerce stores and businesses.

According to a recent report, merchants in the US receive $72 in ROI for every dollar spent on email marketing. However, this is only true if you follow the correct process. Just sending emails will not suffice.

How can you optimize your email marketing campaigns for the best results?

In this post, we’ll briefly discuss nine of the best email marketing strategies for ecommerce businesses to enhance email campaigns.

Let’s get started!

The best email marketing strategies for ecommerce businesses

Here are our top nine picks for the best email marketing strategies for ecommerce businesses. These strategies are effective for email campaign success.

1. Personalize your email campaigns

To excel in email marketing, we recommend contextualizing your email campaigns. Segmenting your email list is crucial to your campaign’s success. It enables you to personalize your emails to address the specific needs or pain points of the consumer.

For instance, you could create different segments for high-value customers or subscribers in a specific geographic region. Having done that, you then tailor your messaging and offers to cater to their specific needs.

You can personalize the following elements of your email:

• Timing
• Content
• Offers or discounts
• Product recommendations

Let’s examine this personalized email sample. The email targets customers interested in a specific green cleanse.

Image via Really Good Emails

We’ve created a step-by-step guide on how to achieve email segmentation. Our comprehensive guide will help you maximize your email campaigns’ potential. It’s an excellent place to begin your email segmentation journey.

2. Double down on automated emails

To a certain extent, automation and precision are somewhat interchangeable. Precision is a key factor in distinguishing oneself in email marketing.

As such, it’s important to establish robust frameworks to automatically send certain emails at specific times. You could also create a trigger for when certain actions are taken on your website. This includes sending user onboarding emails, back-in-stock notifications, or post-purchase follow-ups.

According to the Omnisend report above, automated messages often outperform regular campaign emails in every area. For example:

• Click rate of 5.4% vs 1.5%
• Open rate of 42.1% vs 25.2%
• Conversion rate of 1.9% vs 0.07%

You can also automate various email workflows, depending on your marketing strategy. From our research, we’ve discovered that you can automate the following:

Image via Omnisend

3. Create catchy and relevant subject lines

The saying, don’t judge a book by its cover, does not apply when it comes to email campaigns. In fact, your email recipients are almost guaranteed to judge your email by the subject line (cover).

If the subject line of your email is not captivating, it will have a negative impact on your email campaign. Notwithstanding that the rest of the email is excellent, your campaign will suffer.

Some great ways to captivate your email recipients with a catchy subject line include:

• Tease your audience (What’s inside?)
• Use scarcity or urgency (24 hours left!)
• Communicate value (Here’s your $20 coupon)
• Social-proof your subject line (Warren Buffett just bought…)

We recommend limiting your subject lines to under 50 characters. It’s also advisable to personalize it and use emojis for added impact.

Let’s examine this subject line’s structure and rating with the Omnisend subject line tester.

Image via Omnisend

4. Optimize for mobile devices

Here’s something to contemplate. A ZeroBounce study shows that 61% of emails are opened on mobile phones. This means that only 39% read emails on their desktops.

Optimizing your email campaigns for mobile devices should be a priority. Optimizing your email campaigns for mobile devices can boost your email open rate.

To enhance your email marketing efforts, do the following:

• Use mobile-friendly CTAs
• Use a single-column layout
• Ensure your emails render seamlessly on smaller screens
• Leverage dynamic content to adjust layouts based on device type
• Use minimal scrolling, larger buttons, and tap targets for your emails

Here’s an email sample that’s well-optimized for mobile devices.

Image via Really Good Emails

5. Send interactive emails

Sending interactive emails has proven to be one of the best email marketing strategies for ecommerce businesses. It’s a simple yet effective strategy.

According to data from Statista, interactive emails are the most effective type of interactive content. In fact, interactive emails are more effective than games and videos.

Image via Statista

Incorporating interactive elements into your emails helps engage your email subscribers. It creates an immersive and fun experience for your readers. You can add interactive tools, such as:

• GIFs
• Videos
• Quizzes
• Calculators
• Polls or surveys
• Image carousels
• Add-to-cart options

For instance, this email from Disney invites you to tap on interactive icons to explore the content.

Image via Really Good Emails

6. Incorporate user-generated content (UGC)

One of the best email marketing strategies for ecommerce businesses is using peer recommendations to help boost engagement.

For instance, you can incorporate UGC into emails to boost engagement. Include product reviews, pictures, live sampling, testimonials, newsletters, or brand videos in your emails.

This email showcases how the brand used user-generated images and testimonials as an email marketing strategy.

Image via Really Good Emails

The social proof from UGC is a great way to build credibility and trust in your products.

7. Integrate with an ESP

Relying just on your ecommerce platform’s basic email features means you are missing out on many opportunities. One of the best email marketing strategies for ecommerce businesses is to maximize deliverability.

Integrating with an email service provider gives you access to many useful features. For instance, automation, segmentation, spam testing, deliverability monitoring, and dedicated IP addresses.

To choose the best ESP that suits your business needs, compare several options, like Omnisend vs Klaviyo. Conducting a comprehensive analysis will help you make an informed decision.

8. Get on the good books of ISPs

Unfortunately, many marketing emails end up in spam folders. To avoid your emails winding up in spam folders, implement whitelisting techniques. This helps to improve your inbox placement. Whitelisting techniques help your emails bypass spam filters to reach your targets.

You can avoid getting on ISPs’ whitelists by doing the following:

• Warmup email your domain
• Maintain a good sending reputation
• Publish the right SPF and DKIM records
• Use double opt-in confirmation for subscribers

9. Test and optimize frequently

Implementing the best email marketing strategies for ecommerce businesses is an ongoing process. You need regular and consistent testing and optimization to discover new trends, consumer preferences, or bugs.

Conduct A/B tests on email content, formats, subject lines, timing, and segmentation to continually evolve your email marketing. Also, track your open rate, click-through rate, spam complaints, and unsubscribe rate.

Wrap up

Excelling in email marketing today goes beyond just the basic formats. It requires having a few of the best email marketing strategies for ecommerce businesses in your arsenal.

Employ strategies like email marketing automation, UGC, and personalization. Also, optimize and leverage ESPs to successfully connect with and convert your audience.

This post has explored various smart email marketing strategies. They effectively grow your revenue and help you stay ahead of the curve this year.

• Author
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Bogdan Sandu

Bogdan Sandu, a seasoned designer with 15 years of diverse experience, has been designing websites since 2008.

Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.

His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.

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