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Ecommerce Guide to Email Marketing – Part 3

Ecommerce Guide to Email Marketing – Part 3

By Liz Coulson, July 15th 2019

Emails are a great marketing method and one that certainly isn't dying; it drives more conversions than any other channel reports Monetate. (1) Want to get involved? In this four-part series of articles, we'll help you build your contact lists, maximise your email deliverability and consider email campaigns and their triggers. 

We've covered talking about building your audiences and making sure your emails land in inboxes, now it's time to create those emails. In this article, we'll give you some ideas to get you started, ranging from the options personalisation can give you to image and call to action (CTA) reminders.  


74% of marketers say targeted personalization increases customer engagement.

— eConsultancy

If you're new to personalisation, the best way to begin is by including your subscribers name in the email and the subject line if possible. Research from Campaign Monitor says it can increase open rates by 26%! (3) Also, this will likely catch the reader's attention more effectively from their inbox in comparison to email without their name. 

However, there is so much more that you can do with email personalisation. The list is endless for ecommerce businesses, but to name a few there's cross-selling, asking for reviews and cart abandonment. 

If you have an advanced system, you can utilise your subscribers website browsing and buying history to send them emails – and of course, these will stand out in over-crowded inboxes. 

There is also dynamic content, allowing you to change sections of your emails to send to your contact lists. An example of this could be male and female clothes. 


The first pieces of content your subscribers will read will be the subject line, and if available, the email preview. It's your job to make sure that both catch the reader's attention in their inbox, among the other emails, and their interest enough to open it. 

Now the reader has opened your email, remember your aim. To accomplish your aim, it's likely that you'll need to refer them to your website or marketplace. On there, you will already have the details your email subscriber needs. There isn't any need to duplicate this information. Keep your content short and concise! 

The content also needs to be about them; using words like 'you' and 'your'. Talk about the benefits of your products rather than the features – this will make this task easier for you.

Just like writing other digital content, your email content has to look great too. Vary your sentence length, include bullet points, white space, and of course headings and subheadings. 

But most importantly, your content needs to remain relevant to your reader and this is where segmentation comes in. 


Images are great for emails. But, just like on your website and marketplaces, they need to be good quality to portray your products in the best possible way.  

Images break up your email's content, and they also grab your reader's attention. As the old saying goes "a picture is worth a thousand words".


You could perhaps use images to draw their attention to the most important part of your email.

Call-to-Action Buttons 

Call to action (CTA) buttons are everywhere online, emails and blogs to only name two. They are only ever there to direct readers to perform a desired action – this is why they stand out so much. Here's one of ours as an example: 

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When you include them on your emails, make sure they're eye-catching and stand out against your email and direct; tell your readers exactly what to do. However, your choice of words within your CTA button is important. You don't want to get caught up in the junk folder.

As CTA buttons should be direct for the reader to perform a desired action, you shouldn't have too many. They can become overwhelming and the reader might not know which to click first – perhaps the one with little significance to you.

There you have it, our top tips to create a great email. Stuck for ideas? Our next article will give you a few!