Email marketing for ecommerce: learn its best practices

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Email marketing campaigns for e-commerce are specifically designed to attract and retain prospects and customers of a brand that sells and offers its products over the Internet. Find out how to apply it to your business!

Jesus Cardenas

May 5, 22 | 7 min read
email marketing for ecommerce
Reading time: 6 minutes
Emails are still one of the most popular forms of communication moj database these days, and this is the main reason why thousands of brands around the world use this platform as a Digital Marketing tool, called email marketing .

Without a doubt, it is a resource that helps build trust between a client and a company, increases your engagement with the organization's culture and stimulates loyalty .

For this reason, and so that you can learn how to share valuable information about your business with your consumers and potential clients to increase your sales, we have prepared a special post so that you can learn how to do email marketing for ecommerce.

What is email marketing and why should you use it?
Email marketing best practices for ecommerce
Learn to enhance your strategies
But first...

What is email marketing and why should you use it?
We know that if you are reading this content, it is very likely that you have heard or know what email marketing is. Therefore, and to clear up any doubts, we will explain it to you very briefly.

Email marketing is a digital marketing resource specifically designed to generate actions of attraction, persuasion and communication with prospects and clients of a brand through email.

From here comes a very important concept, which is ecommerce email marketing, which interests us greatly and needs to be explained in detail.

What is ecommerce email marketing?
If we understand that email marketing is the practice of sending promotional messages to prospects and existing consumers of a brand via email, ecommerce email marketing is nothing more than the same efforts but oriented towards building a relationship between the electronic store and its customers.

It is a very smart way to connect with people, especially with the growth of mobile usage and getting more benefits from marketing efforts.

Importance of email marketing for e-commerce
Email marketing is a crucial factor in achieving true business success on the Internet.

The benefits of implementing an effective email marketing strategy are almost endless, since it facilitates the generation of branding actions , brand credibility and establishing relationships based on trust between the company and its user base.

If we look at the data, we can see this evidence more strongly:

99 % of consumers check their email inbox daily.
80 % of retail business leaders think email marketing is an effective way to retain consumers.
59 % of consumers say that email marketing campaigns have the power to influence their purchasing decisions.
Taking these data into account, email marketing for ecommerce not only stands out as a strategy capable of increasing business profitability, but also as an indispensable resource for competing in today's globalized market.


Email marketing best practices for ecommerce
Discover below the most effective email marketing techniques for e-commerce that will help you boost your sales results, attract customers and re-incentivize those consumers who have not tried your products or services for a while.

Customer onboarding
Customer onboarding is a practice that establishes the phases or steps necessary for a new customer to fully understand the benefits of using your products or services.

Oriented towards email marketing for ecommerce, a good customer onboarding process begins with a welcome email with the aim of generating a good first impression.

After that, you should focus the following communications on keeping the user's attention, especially given the fact that a third of consumers feel more engaged with a brand if they receive this type of interaction.

Typically, customer onboarding processes consist of 2-3 emails that provide new customers with a smooth, guided start. Educational content is ideal here to nurture your contacts, including a welcome live from your CEO or a tutorial to get them started on their experience.

Lead nurturing
Lead nurturing is another marketing effort that manages to retain the prospects obtained through SEO and SEM strategies and convert them into loyal customers.

To take advantage of this ecommerce email marketing strategy, make sure to share educational content that covers the entire life cycle of the product or service.

Also, identify the reasons why leads fail to become customers and help them find an ideal way to use your services to their advantage.

Complement your reading with these contents that may be of interest to you!

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Segmenting your list
We live in an era where customers value personalized experiences, especially with the emergence of methodologies such as Marketing 3.0 .

Customer segmentation is an essential strategy to provide consumers and leads with a personal approach, taking into account that each one has different interests and needs.

In this sense, you need to know your users and segment them according to their preferences and pain points. Then, you will have the ability to create emails that can generate better results in each group of people.

Re-engage passive customers
If your digital business is starting to lose customers due to their lack of interest in your products or services, this type of email marketing strategy for ecommerce can be the lifeline you need.

By starting this type of email campaign, you will have the opportunity to win their attention again and invite them to your website, for example, through special discounts and personalized promotions.

You can also ask your inactive customer base directly if they are interested in receiving this type of communication and make sure to create a landing page to allow them to unsubscribe when they need to.

Upselling emails
Upselling is about offering customers better products and services than those they already use in order to optimize their experience and create an even closer bond with them.

Taking advantage of this strategy within your ecommerce email marketing initiatives will help you boost your sales by offering them newer items, different models or more expensive goods than those they have already ordered.

To do this, remember that it is very important to highlight the benefits and value that your customers will get by purchasing these more expensive products, which will benefit their experience and, of course, your finances.

Now, with the intention of increasing your results in the email marketing campaigns for ecommerce that you will begin to carry out, we have left some valuable advice for you.

Learn to enhance your strategies
Below you will find some tips to apply in your marketing and customer relations actions, specifically if you have an e-commerce.

Create attention-grabbing designs
Take advantage of the visual resources made possible by different email marketing platforms to generate interest in your readers. You don't need to be an expert in design or programming to create an attention-grabbing email.

Use responsive emails
With so many users viewing their emails on mobile devices, you can't afford to have your messages poorly adapted to these screens; make sure all information looks good on both desktop and mobile.

Run A/B tests
A/B testing is a perfect way to get to know your customers and understand their needs so that your ecommerce email marketing campaigns can be as effective as your sales desire.

Offers special discounts
One of the most effective email marketing strategies for generating sales is, precisely, offering your most loyal customers special discounts.

Communicate your next news
Email is an ideal communication channel for a large part of Internet users.

With this in mind, make the most of it to notify your consumers about your upcoming products or services, as well as special events such as Christmas offers, free shipping during a special date, Black Friday promotions , among others.

Use behavioral emails
Behavioral emails are automatic messages that are generally used after a user performs a specific action, such as abandoned shopping carts, purchase confirmation emails, a feedback email , among others.

Implement a referral program
Affiliate marketing may not seem like an ecommerce email marketing strategy to you, but it is.

Through these actions you can attract new leads and customers and nurture loyal relationships with them. Remember that users trust the experiences and recommendations of their friends more than those generated by brands.

There are multiple email marketing strategies for ecommerce that can facilitate the process of obtaining new leads and retaining your existing customers.