5 Tips for Increasing Sales for eCommerce with Email

Email marketing is a tried-and-true tool for increasing sales in eCommerce.

One of the biggest reasons for this is: It’s reliable. 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of Facebook fans see your posts in their News Feed. Unlike social media channels that are influenced by algorithms, the email inbox is still a sacred space.

But beyond being reliable, retail email marketing is versatile–and it’s a fantastic resource for keeping in touch with a highly relevant audience. From high-level purposes like staying top-of-mind with buyers, to sales-driven campaigns aimed at customers, email helps eCommerce retailers consistently bring customers to their online stores.

In this post, we’ll look at five tips for increasing sales for eCommerce with email, as well as some actionable strategies you can use right away.

Keep the conversation going

Retail email campaigns not only drive sales, but they also keep the dialogue open with customers. It’s certainly a place customers are spending time, too. ChoozOn found that 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week–so if you’re not communicating in this space, you’re missing a huge opportunity to connect with buyers.

So what kind of messages can you send beyond the typical, “Hey, we’re having a sale!” message?

  • Welcome emails for new subscribers
  • New product introductions
  • Promote a contest or giveaway
  • Tell a story
  • Showcase products in a lifestyle context

These various angles for email add some variance to your campaigns, and keep the content interesting for readers. Stay in touch with email subscribers on a regular basis, and you’ll be fresh in buyers’ minds when they’re ready to make a purchase.

Drive holiday sales

When your online customers are in the mood to spend around the holidays, email marketing helps keep your brand top-of-mind. We know that the return on this marketing medium is high: McKinsey reported that the average order value of an email is at least 3x higher than that of social media, and ROI of email marketing can reach 3800%.

So when your customers are on the hunt for that perfect gift, on-going email communication reminds them of all you have to offer. You can encourage sales through campaigns that share:

  • New or re-stocked product announcements
  • Gift guides
  • Promotions and sales
  • VIP early access to deals
  • Follow-up messaging about purchases and shipping

Email messages that provide value (promote a good deal, make gift selection easy, etc.) give shoppers one more reason to buy from you instead of a competitor–and remove some of the stress related to finding that perfect gift during the holiday season.

On the topic of holidays...

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Promote special campaigns

Within an email context, sales-driven campaigns can deliver information about exclusive product runs, share VIP access to special sales, and help promote seasonal offers. It’s proven to work: Data shows that for every $1 spent, email marketing generates $38 in ROI.

Brands like Topshop successfully use email marketing to drive sales with the help of A/B tested subject lines, clear CTAs, and social elements that drive engagement. In the example email below, you can see how they’re promoting a denim campaign that’s geared toward driving sales.

increase ecommerce sales with email topshop

The key to executing this successfully: Keep the message focused. Rather than promoting all kinds of different products, Topshop keeps this email centered around denim (from the new denim products in store to accompanying outfit pairings.) When subscribers see that you’re consistently providing interesting, exclusive content, they’ll see the value of staying on your list.

Leverage customer data for tailored messaging

eCommerce retailers have rich customer data that lives within their store platform: Everything from a customer’s lifetime purchase total, address, birthday, and more. That information is powerful when harnessed for hyper-relevant messaging via email.

How do we know that? Because email personalization is becoming increasingly important for successful email marketing campaigns. Emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns. It becomes clear why sending the right message at the right time is so important.

For example: If you used the Magento & Campaign Monitor integration to seamlessly pair your customer data with your email marketing campaigns, you could begin to segment and personalize your marketing campaigns for more tailor-made messages that resonate with subscribers. Instead of sending a one-size-fits-all campaign, you could customize your emails so they’re more relevant, engaging, and click-worthy for your audience.

Retain customers

It’s far more expensive to acquire new customers than to retain existing ones (as much as 5x more, according to some data.) This is one more reason why you should to leverage the customer email address opt-ins you capture during the checkout process.

Email marketing not only helps you encourage repeat purchases, but it allows you to build long-term relationships with customers, too. You can earn buy-in and trust from your customers by asking for their feedback on products, experiences, and their overall perception of your brand.

Surveys and feedback requests show that you care about customers’ opinions and value their thoughts–and that can translate into brand loyalty. When customers feel supported and engaged, they’re more likely to become brand ambassadors and sing your praises to friends and peers.

Drive eCommerce sales with smart email marketing

Using the tips outlined here, you can increase sales, improve relationships with customers, and keep your eCommerce business busy year-round.

We challenge you to test a few new types of email marketing campaigns with customers and to study the results. We think you’ll be blown away by the impact.


This is a guest post from Kim Stiglitz, the Director of Content Marketing at Campaign Monitor.

Check out this free guide from Campaign Monitor: 9 Emails Every Marketer Should be Sending

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