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Grow Your Ecommerce Email Marketing Strategy

Grow Your Ecommerce Email Marketing Strategy

2nd February 2020
10 Minute Read

Implementing an ecommerce email marketing strategy is one of the primary channels that successful businesses utilise to skyrocket sales.


Written by Louie

2nd February 2020
10 Minute Read

Ecommerce Email Marketing Strategy Guide 📧

Building a Shopify store can be challenging, but the real hurdle lies with marketing your business once your site is up. After all, what's the use of a beautifully designed Shopify site and an exceptional product range without a coherent strategy that attracts visitors and drives conversions?

Implementing an ecommerce email marketing strategy is one of the primary channels that successful businesses utilise and as a group of Shopify experts, we here at Karmoon know this method to be one of the most effective when it comes to skyrocketing sales.

The key way to start utilising an ecommerce email marketing strategy throughout your Shopify store is by building up a subscriber list to connect with your store's customers.

The real question is, what should your email marketing strategy consist of? Furthermore, how exactly can email marketing be used to build meaningful relationships with your store's customers?

If you’re eager to learn the answers to these frequently asked questions, stick with us as today our team is going to reveal its Shopify expert knowledge.

In a nutshell, we are going to help you to take your Shopify store to the next level with a successful ecommerce email marketing strategy:

N0.1: Grow an Email List 📈

To successfully grow a Shopify business with an ecommerce email marketing strategy, you’ll first need to start building a list of email subscribers. You can include newsletter opt-ins on your site’s; sidebar, footer and header or you could capture great leads at the checkout, as these customers are already engaging with your brand's products.

There are a whole host of other places you could place newsletter subscription boxes, but if you’re serious about getting started with email marketing, we’d recommend asking for sign-ups within transactional emails for established customers to hear more from your Shopify store.

Additionally, if a customer looking at an out of stock product, ask them to share their email address so that you can send a notification to them once the product is back in stock.

The key here is to never leave users unattended, be there to support their needs and fulfil their requirements through tactful email marketing whilst growing your store's subscription list in the process.

N0.2: Welcome Emails

Has a new subscriber signed up for your email list? If they have, the polite thing to do is say hello so, start by sending them a welcome email right after they have signed up to welcome them to the community of brand lovers.

Do you know what they say? Strike while the iron is hot and with this in mind, we’d recommend sending this message sooner rather than later with an automated acknowledgement within your ecommerce email marketing strategy.

Oh and remember, first impressions are important. So, when working on welcome email content for your Shopify site, be sure to check that the copy is impactful and the chosen visuals are striking. This is just a little piece of advice from our team of Shopify experts to your business.

Note:Did you know that welcome emails are known to be 86% more effective as opposed to subsequent emails within an ecommerce email marketing strategy, with open rates of 50%? These stats are huge and can be utilised to your brand’s advantage if a successful email marketing strategy is implemented correctly.

N0.3: Segment and Target with Personalised Emails 👥

Are you trying to reach more than one target audience with a strategic ecommerce email marketing strategy? If your answer is yes, then make way for segmentation:

Segmentation, where email marketing is concerned, is the division of email subscribers into smaller segments based on set criteria.

Typically, segmentation is used as a personalisation tactic to deliver more relevant email marketing to subscribers based on their; geographic location, interest(s) and purchase history.

If you’re wondering where this leaves your Shopify site and its ecommerce email marketing strategy, we’d strongly recommend segmenting your email list and targeting members of your brand’s audience with personalised emails according to specific customer demographics.

Ultimately, the purpose of segmenting an ecommerce email marketing strategy list is to improve open rates and the level of engagement received.

So, start by segmenting your email list into demographics such as; age and education and then delve a little deeper into areas such as interests and click habits.

Then, create a clear picture of all your segments so you can work out how to best communicate with users in these categories.

According to a study by DMA, segmented and targeted emails are thought to generate 58% of all revenue that businesses attain.

N0.4: Promotional Email Calendar

Promotional sales are a popular method which many Shopify stores rely upon to attract customers so, be sure to communicate your business’ promotions by sending out emails to your loyal and latest subscribers.

Additionally, target warm leads that have already expressed an interest in your brand’s product (s)/ service(s).

Are you ready to get started with a promotional email calendar? First, spend some time creating emails for the key holidays and seasonal sales.

Then, jump onto peak trading days such as Black Friday and Boxing Day and create compelling promotional emails that will convert subscribers into customers for your Shopify website within its ecommerce email marketing strategy.

N0.5: Responsive and Well-Designed Emails 🎨

Once you’ve built your ecommerce email marketing strategy and content calendar, it’s time to think about execution. From the very first welcome email to regular content and promotional communications, you’ll need to make sure that your emails accurately represent your brand’s personality, tone of voice and Shopify design.

Here’s a little checklist to keep in mind when designing and writing copy for your emails:

Visually Impressive

Even though the visual appeal of an email will primarily be created with the range of images included, simple formatting decisions such as headings and adding bulleted lists will play a huge part in an email layout. So, break up the content on your Shopify website with pictures and paragraphs to make it as easy to read as possible.


Studies indicate that 66% of emails are now opened on smartphones and tablet devices which means that it is important for emails to be designed with mobile friendliness in mind within your ecommerce email marketing strategy.

In short, emails must display and perform flawlessly across all devices, but just to be sure that your design is top-notch, we’d recommend sending yourself a test email on both desktop and mobile to make sure the result is desirable for your Shopify store.

Engaging and Easy To Understand

Last but not least, keep things simple and avoid overloading your emails with too many messages. Remember, your subscribers are probably bombarded with emails from multiple ecommerce brands so, focus on one clear call-to-action and one key message for each email to make your Shopify store's message stand out from the crowd.

The ‘Test and Learn’ Approach

How do you figure out what’s working for your Shopify website and its ecommerce email marketing strategy? Use the split testing approach of course. The test and learn approach (also known as A/B testing) involves creating two variations of one email and sending each to a small percentage of total recipients.

Doing this will provide you with a clear idea of which options are driving the best results for your business. The level of variation could be something as simple as changing the subject line to changing the entire creative design.

If you want our advice, our team of Shopify experts suggest starting by A/B testing your email campaigns so you can focus on communications that generate the most open/ click-through rates that drive growth for your Shopify store and its ecommerce email marketing strategy.

Abandoned Cart Emails 🛒

As an ecommerce store owner, it is likely that you are aware that some online shoppers abandon their carts, however, the good news is that those potential leads don’t need to vanish into thin air.

If you’re tracking the usage of your Shopify site, we’d suggest creating an email that is dedicated to the shoppers who have abandoned their carts without completing purchases. Then, remind them of the products they’ve left behind.

Great copy is everything with this type of email, as it is used to ensure that you can communicate this particular message in a non-badgering way.

By implementing these tips into your brand’s ecommerce email marketing strategy, we’re confident that your business will benefit.

If you’re actively looking to work with a Shopify agency designer or developer to assist you with your business, we’d love to hear from you. Get in touch to get started!

Get Started with Shopify

Looking to get started with Shopify? Take advantage of Shopify's 14-day free trial, no credit card is required.

If you're actively looking to work with a Shopify agency designer or developer to assist you with your business, we'd love to hear from you. Get in touch to get started!

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