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Email Marketing Tips for Ecommerce Campaigns

Email Marketing Tips for Ecommerce Campaigns

By Liz Coulson, August 6th 2020

Are you looking to improve your ecommerce business’s emails to your customers and prospective customers? You're in the right place; my tips will help to improve your open rates, give your engagement that all important boost which will impact on your sales. 

Clean and Segment Your Subscriber List 

Cleansing Your Subscriber List 

Your subscriber list – sometimes known as audience – is the heart of your email campaigns. It has information about the people that have signed up to your email campaigns, and this is where you can build your different email journeys depending on the amount of information you have.

If you haven't recently cleansed your subscriber list, it's a good idea to do so. Having people in your audience that subscribed 3 years ago and are no longer opening your emails are not useful to you. It's better to have a smaller, engaged audience rather than a larger one that doesn't engage. 

There are various ways to remove people from your subscriber list. You can simply remove them yourself by deciding on the requirements e.g. hasn't opened any emails for the last 3 years, creating a segment and unsubscribing them. Or, alternatively you can email them simply asking if they want to remain on your list or with a re-engagement campaign. If they don't open your email, you know you can remove them.

Segmenting Your Subscriber List 

Segmenting your audience every time you send an email will help you create and send stronger email campaigns. Your emails will be more personalised to your customers in the segment so should be more engaged with the content. 


You could send an email to those that have recently purchased jeans from you with a "your jeans will look great with these…"

Timing Plan 

The time you send your emails is very important, it has an impact on your engagement rate. Finding the right time to send your ecommerce emails can be difficult, but with the help of email platforms like MailChimp, it can be made much easier. They can recommend times to send your campaigns. If you don't use a platform, you will need to review your engagement reports and decide on the right time, we'll touch more on this more later on.

Timing isn't always about the actual time either, it's about the frequency too. If you have a content plan, you can plan and know exactly when each of your audiences are receiving what email and when. You can ensure they aren't being bombarded or not receiving enough so your business is forgotten about. 

You also need to send the right amount of emails a month – one email a week might be the right amount for your business or it might be too much. Reviewing your success rate will help you get a better understanding and decide on this.

Make a Great Impression 

You know that you can't make a first impression twice, right? So your subject line really needs to be eye catching and interesting. I imagine your business is fun, so give puns and emojis a whirl, they always catch my eye in my busy inbox, but that's just me. A/B test your most successful subject lines to find what works for you.

If your audience chooses to open your email, the first thing their eyes are drawn to is the layout of your email so make sure it's short and simple. If your layout is too busy and overly complicated, it will put people off reading your email and prevent them from clicking those all important call to action buttons.

Create and Post Exciting Content 

All of your content has to be exciting and engaging, as well as short and creative. Text isn't the only content on your emails, but it is very important (*cough, call to action buttons) your images are too, so don't forget to give these a makeover too. 

To prevent your email from getting too busy and confusing, you should focus on one or two core subjects. It will also make your life much easier when it comes to planning your content. By focusing on just a couple of things, you can also get involved with more national awareness events, more info on that can be seen here.

Measure Results 

To improve future emails, take a look at your reports and analyse the results for your recent campaigns. Open rates, click through rates and conversions are all important stats to dig into a little bit more. Once you've done this, continue to do so, you'll find you can always improve and find out more – at least I have!

Here are a couple of reasons your email campaigns might not be performing:

  • Your open rate isn't great because the timing isn't right for your audience.
  • You might need to work on your email's main content if you have a good open rate but your click through rate isn't as good. If the stats improve on your next email, you know your audience is more engaged with that type of content.

If you use an email marketing platform and Google Analytics, connect them to each other. They will show which emails are most successful for you by displaying how much revenue each email has made.

The more emails you send and the more reports and stats you analyse, you will start to see patterns emerging. You will soon start to get to know your audience and their likes and dislikes, helping you improve your email marketing.


Successful ecommerce email marketing campaigns will help you boost your engagement and drive sales. Remembering and practicing these tips will help you plan and improve your own email campaigns.

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