How to Grow Your E-Commerce Business with Email Marketing

How to Grow Your E-Commerce Business with Email Marketing

Feb 2nd 2020 - 5 minute read

Building an e-commerce store can be challenging, but the real challenge lies in marketing your business once your site is up. 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?

Email marketing is one of the primary channels you can use to skyrocket your e-commerce sales, and it’s been proven to be one of the most effective time and time again. Build up a subscriber list and you can use email to connect with customers and get them to fall in love with your brand.

The question is, what should your email marketing strategy be? And how exactly can you use emails to build a more meaningful relationship with your customers?

Read on for a few ideas to help you take your e-commerce business to the next level with email marketing:

First things first, work on a strategy to grow your email list

For successful e-commerce growth through an email marketing strategy, you need to start by building a list of subscribers. You can include newsletter opt-ins on your Shopify site’s sidebar, footers, headers. You can also capture great leads during checkout, as those customers are clearly engaging with your brand and product.

There are a whole host of other places you could include ‘subscribe’ boxes. I’d recommend asking for signups in any transactional emails as well by including an opt-in for interested customers to hear more from your brand. Got a customer looking at an out of stock product? Ask them to share their email address so you can send a notification once the product is back in stock. They can also opt to subscribe to your newsletter at this time.

Kick off with a welcome email

Had a new subscriber sign up to your newsletter? Well then, they’ll expect a hello. Send them an email right after signing up to welcome them to their subscriber list and ‘strike while the iron is hot’. Welcome emails are known to be 86% more effective than subsequent emails, with open rates of 50%.

Remember, first impressions matter. When working on your welcome email, make sure your copy is impactful and your visuals are striking.

Segment and target with personalised emails

Trying to reach more than one target audience? Enter segmentation. Segment your email lists and personalise your message to improve your open rates and levels of engagements. According to a study by DMA, segmented and targeted emails generate 58% of all revenue.

Start by segmenting your email list into demographics such as age and education. Then go a little deeper into things like interests and click habits. Create a clear picture of all your segments so you can work out how to best communicate with them.

Create a calendar for promotional emails

Promotional sales are a popular way in which many Shopify store owners attract customers. Communicate about your promos by emails and you’re targeting warm leads that have already expressed an interest in your brand and product/service.

Spend some time creating emails for the key holidays and seasonal sales. Jump onto peak trading days such as Black Friday and Boxing Day and create compelling promos and emails to convert subscribers into customers.

Make sure your emails are highly responsive and well-designed

Once you’ve built your email marketing strategy and calendar, it’s time to think about execution. From the very first welcome email to the more regular content and promo communications, you need to make sure that your emails accurately represent your brand’s personality and tone of voice. Here’s a little checklist to keep in mind when designing and writing your emails.

Your emails should be:

Visually impressive

Although the visual appeal of your email will primarily be created with your choice of images, simple formatting decisions such as using headings and adding bulleted lists will also play a huge part. Break up your content with pictures and paragraphs to make it as easy to read as possible.


Studies show that 66% of emails are now opened on smartphones or tablets. Design your emails to perform well across all mobile devices. You wouldn’t want to lose any subscribers or potential customers due to something as simple as poor formatting or responsiveness.

I’d recommend sending yourself a test email on both desktop and mobile to make sure the end result looks the way you want on all devices.

Engaging and easy to understand

Keep things simple and don’t overload your emails with too many messages. Remember, your subscribers are probably bombarded with emails from multiple e-commerce brands on a daily basis. Focus on one clear call-to-action and one key message for each email to make things easier for them.

Stand out from the crowd through the power of your words. Opt for a punchy and impactful subject line that encourages recipients to open your emails and start your copy with a hook.

Optimise your email marketing campaigns with a ‘test and learn’ approach

So, how do you figure out what’s working? Use the split testing approach, also known as A/B testing. It involves creating two variations of one email and sending each to a small percentage of total recipients. This gives you a clear idea of which options drive the best results. The level of variation could be something as simple as changing the subject line to changing the entire creative design.

A/B test your email campaigns so you can focus your efforts on communications that are getting the most opens or clicks and are actually driving growth for your e-commerce business.

Send an email for abandoned carts

As an e-commerce store owner, you’re probably well aware that most online shoppers end up abandoning their carts. The good news? Those sales don’t need to be lost forever.

If you’re tracking your Shopify site usage, create an email for shoppers that have abandoned their carts without completing purchases. Remind them of the products they’ve left behind in an engaging way. Great copy is everything with this email to ensure you can communicate this particular message in a ‘non-badgery’ way.

Need general design and development help with a Shopify project? I have years of experience working on e-commerce projects for a wide range of clients across London, Hertfordshire, Essex and other areas.

Get in touch and I’d be happy to jump on a call or meet for a coffee to discuss your Shopify development needs.