E-commerce email marketing can be quite like navigating through a field of landmines. One wrong step and you’ll lose a lot of subscribers and, conversely, your revenue.

That’s why you need to know exactly which types of e-commerce emails you should be sending religiously. When you do, your cash register will be singing choruses that will make you smile all the way to the bank.

Wait, Isn’t Email Dead? 5 Reasons E-commerce Stores Still Need to Use Email

I know what you’re probably thinking - email is an archaic communication that people don’t care about anymore. Well, that couldn’t be further from the truth. Email is alive and kicking every other marketing channel’s butt. Let me quickly give you 5 good reasons why e-commerce stores still need to use email as part of their marketing strategy.

  1. More People Use Email than Any Other Channel

    One of the biggest reasons to invest in email marketing as an e-commerce business is that email has the highest number of users among all communication channels. According to research conducted by Radicati, there are close to 4 billion active email users. Compared that to the 3.5 billion active social media users and email definitely has the edge.

  2. Your Customers Prefer Email

    Yes, despite all the hype over other channels such as social media, chatbots, and other communication channels, consumers still prefer email as their top communication channel when interacting with their favorite brands. This means if you’re not using email to keep in touch with your customers, you’re sabotaging your own success.

  3. Email Offers More Personalization Opportunities

    Of all the marketing channels you may have in your toolbox, none allows you to create and send personalized campaigns at the level which email does. By leveraging powerful tracking and analytics tools, email marketing software gives you insight into who your customer is and what they’re looking for. As a result, you can easily tailor a message that converts better than any message you can post on social media or anywhere else.

  4. Email is More Personal

    Marketing is a lot like asking a girl out on a date. Once she gives you her number, chances of converting, sorry, winning her are higher. Getting a customer’s email address is much like getting a girl’s phone number. It’s permission to enter their personal space. This is why emails have more impact than social media posts, push notifications, and any other types of messages.

  5. Offers Insanely High ROIs

    $44 for every $1 you spend. Those are the kinds of ROI email is capable of bringing in. With numbers like that, email marketing, then, is a no brainer. Note, however, that getting insane ROIs like these is no child’s play. You need to know your way around email marketing. And one aspect of email marketing you need to nail is to know the types of e-commerce emails you need to be sending to your subscriber base.

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Now that you know how important email is to your business, let's quickly look at 16 e-commerce email types you need to be sending to your subscribers.

  • Lead Nurture Emails
  • Promotional Emails
  • Engagement Emails
  • Transactional Emails
Emails Sending Banner

Now that we’ve looked at the top 15 e-commerce emails you should be sending, let’s quickly look at 4 that few do send. Remember, just one slight difference in your email marketing campaign can set you apart from your competition. And this section will show you 4 emails that will give you that differentiation factor.

16) Set Your Preferences Email

One of the reasons for high unsubscribe rates is that customers get fed up with receiving too many emails. This is why it’s important that you send your subscribers an email asking them to set their preferences. The result will be an increase in customer satisfaction and engagement.

Another advantage of sending your subscribers to a preference center is that they will self-segment, cutting down your work of creating segments. The result is that you’re more able to send personalized emails, which in turn results in an increase in sales.

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17) “You Missed It” Email

“We’re sorry you missed our special offer…”

This is one e-commerce email that can help you maximize your special offer campaigns. Sending this email to subscribers who missed your offer is a great way to:

  • Remind customers who forgot to take advantage of your special offer
  • Leverage the power of FOMO in the case of subscribers who just hate missing a good deal

Everything a subscriber does, and in this case what they don’t do, is an opportunity for you to enhance your marketing campaign. Sending a ÿou missed it” email is definitely a great way to extend your marketing campaign and increase its impact.

Source Click to preview
18) Browse Abandonment Email

Sometimes shoppers visit your website and browse through your category product pages but don’t load their cart. In fact, only about 10% of website visitors actually make it to your cart page.

This is why you need to utilize browse abandonment emails.

Browse abandonment emails are simply emails that are designed to retarget website visitors who leave your site before purchasing anything. When a subscriber does this, it’s easy to notice. Send them an email to ask if they were looking for something specific and that you can help them find it. Doing this is a great way to increase your conversion rates.

Source Click to preview
19) Complete Your Profile Email

Sometimes a new customer can get distracted whilst in the midst of completing their profile. Don’t lose heart when this happens. All you need to do is send them an email reminding them to complete their profile. Of course, an incentive will increase your open and conversion rates.

So, before you delete those inactive subscribers, run a reactivation campaign first. You’ll be surprised at how many subscribers will “come back”.

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marketing best practices

When it comes to winning the battle for the inbox, you’ll have to make sure you only play your “A” game. Implement email marketing best practices. Here are a few you can’t afford to ignore:

  1. Never, under any circumstances, rent or buy an email list
  2. Segment your email list
  3. Always personalize subject lines and content
  4. Use mobile responsive templates
  5. Keep your main message above the fold
  6. Clean your email list regularly
  7. Avoid using “no-reply” in the sender address field (it’s a total turn off)
  8. Offer incentives to increase open and engagement rates
  9. Use an ESP that aligns with your business model and goals
  10. Always A/B test

While this is not a comprehensive list of email marketing best practices, they are enough to get you started scoring some big wins with your email marketing.

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It would be unfair on you if we concluded this post without warning you about some common email marketing mistakes you need to avoid. This is because any slip up could cost you a lot of money. So, here are the top e-commerce email mistakes you need to avoid:

  1. Failing to get permission : Use double opt-in to avoid this.
  2. Failing to get permission : Sending too many emails : Set up up a preference center and give your subscribers control over frequency of communication.
  3. Failing to get permission : Weak email copy : Always engage the help of professionals to craft your email copy.
  4. Failing to get permission : Poor email design : Design impacts user experience, therefore choose templates that are simple and uncluttered.
  5. Failing to get permission : Failing to plan for mistakes : Mistakes, although unwanted, happen. Always have a contingency plan in the eventuality of sending a wrong email or promoting the wrong product.
  6. Failing to get permission : Making the call-to-action hard to find : Your CTA is a critical component of your email and should always be prominent.
  7. Failing to get permission : Creating image heavy emails: Images make emails load slower. And some email clients and email users turn images off by default. When this happens, your emails will become unreadable.

These 7 email marketing mistakes should be avoided like they plague. They have the potential of ruining your reputation and tanking your revenue.

Don't Leave Money on the Table -
Every Email Counts

Knowing every e-commerce email you need to send and when to send it is critical to growing your business. Leave out one email type in your campaign and you can end up leaving money on the table. And that is just not good for business.

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