Email is one of the most powerful sales and marketing channels for e-commerce businesses. But, it takes a great email marketing strategy to successfully establish and nurture relationships with your leads and customers. If you want to grow your business, you have to be willing to invest in an email marketing automation software to help you maximize results. This allows you to create automated professional newsletters and email campaigns which will help reach, engage, and build relationships with your audience.


Statistics show that automated emails have up to 309% higher open rates and 455% better click rates than bulk email campaigns. It also leads to 90% more orders and decreases cart abandonment to 31%. To get in-depth information on how could email marketing help your business, here’s a quick guide on how you can use email marketing for your business in 7 smart ways.

1. Grow your email list

To build a successful email marketing strategy, you need to grow your subscriber audience first. You can’t email market if you don’t have an audience. The most effective way to build your email list is through website popups. It can easily catch the attention of your visitors, but make sure to ease it up so it won’t be intrusive to your visitors.


Another way to get them to subscribe to your email list is through adding forms on your website. You can either place it on your website sidebar, footer, or even both. Whichever method you use, make sure you give your visitors a reason to sign up. You can offer your website visitors discount coupons or a gated content of some sort and entice them in signing up to your email subscriber list.

2. Segment your contacts properly

Email segmentation is the key to incredible business opportunities. Remember, not every subscriber on your email list is the same. One of the common mistakes some businesses make is sending the same content to everyone.  If you think about it, not all subscribers are equally interested in each product category and not all are equally engaged. As much as possible, your emails have to be relevant to its recipient.

Through segmentation, you can sort your contacts properly into different lists based on the information you have on them or on their engagement to your website. You can segment your contacts by Customer Type, Interest, Location, and Behavior.

If your goal is to convert each visitor to a customer, segmenting your list based on customer type is the right way to do that.

Here’s a simple way to Label your subscriber list:

  1. Potential customer – if the visitor hasn’t made a purchase yet
  2. New customer – if the visitor made their first purchase
  3. Loyal customer – if the customer makes a purchase more than once or on a regular basis
  4. Inactive customer – if the customer made their first purchase but haven’t made any afterward

Another way to segment your list is to target their specific interests. You can identify their interests based on the products they click on your email, the lead magnets they clicked in through, or by the items they purchased.

If your business is available in various countries or you have a physical location, you can also segment your list based on location. In this way, you can determine the customers who purchased online or in-store. It can also help you identify which customers to target on the specific email promotion.


Another way to segment your list is based on their behavior. How is your subscriber’s activity? Have they opened any of your emails? This segment can help you target the inactive subscribers and identify a strategy to make them engage with you (a discount coupon perhaps).

3. Personalize your email campaigns

To increase your email engagement rates, you need to craft a personalized email campaign that will resonate with your subscribers. Add personality, style, and voice to your email to make them feel connected. You can start the personalization process while they’re still signing up on your mailing list. Get to know them better by asking for additional information like name, birthday, location and gender. This information can be useful in personalizing subject lines and greetings, sending product recommendation and special offers according to specific locations.

4. Set up a cart abandonment email

Cart abandonment means those who logged in to your site, added items to their cart and then left without making a purchase. Through cart abandonment email, you could recover what would have been a lost revenue. Based on Bluecore’s research, cart abandonment emails produce the highest conversion rate and click-to-conversion rate.

Source: 2016 Triggered Email Benchmark Report

You may choose to encourage your customers to complete their purchase by sending a cart abandonment email or continuously remind them about their abandoned cart through a series of cart abandonment email. In this way, you can trigger the customer to complete their purchase.

5. Up-sell and cross-sell based on purchase history

If your customer purchased an item, you can sell them additional products by sending up-sell and cross-sell emails. More than 70% customers open follow up emails. You can make use of it to up-sell and cross-sell. Promote either similar products or products often bought with the item they purchased or related items from a specific category or collection.

6. Give rewards to loyal customers

Loyalty emails are one of the types of an email campaign that you can send to retain your customers. Besides, your business would not survive if you don’t have them, might as well spoil them with exclusive VIP offers or rewards to keep them coming back. You could create a loyalty program and invite them to join, so you can nurture your relationship with them and drive them back to your store with VIP offers.

7. Use holidays and special occasions to generate sales

Take advantage of the holidays and special occasions to produce email marketing campaigns that can help generate your sales. In fact, statistics show that orders increased to 106% during holidays like Black Friday, and the big portion of those sales are from email promotions. So make sure to use this opportunity to generate sales.

Source: Email Marketing Statistics 2018: Nearly 1 Billion Emails Analyzed to See the Most Important Trends and Metrics for Ecommerce Marketers Before Black Friday

There you have it! The smart ways to use email marketing for e-commerce. Email marketing automation is both powerful and challenging, but with the right email marketing software, you can achieve great results. Focus on creating relationships with your audience and implement these tips, and you will build a loyal customer base that can help boost your sales.

About The Author:

Luda Greko is a Digital Content Manager for ActiveTrail, a leading provider of professional-grade email marketing and automation software for growing businesses. By day she writes for top online marketing sites about email marketing and marketing automation, and by night she is a lifestyle blogger and a social media enthusiast.