14 Ecommerce Email Strategies for Success

Email marketing is still one of the best tools for turning one-time buyers into loyal, repeat customers.

For ecommerce brands, sending regular emails to your customers is a must. Neglect it, and you risk letting existing customers slip through the net. But get it right, and email can become one of your most reliable and profitable marketing channels.

In this guide, we’ll walk through 14 proven strategies to help you make the most of your email marketing — from building a better list to writing emails that actually get results.

Ready to get started? Let’s begin.

Table of Contents

• What Is Email Marketing?
• What Is Ecommerce Email Marketing?
• The Benefits of an Ecommerce Email Marketing Strategy
• 1. Increased Revenue from Targeted Campaigns
• 2. Increased Customer Retention and Loyalty
• 3. More Personalised Customer Experiences
• 4. Higher Engagement and Click-Through Rates
• 5. Smarter, More Strategic Decisions
• 14 Proven Email Marketing Strategies for Ecommerce Brands
• 1. Build and Maintain a Healthy Email List
• 2. Send a Welcome Email (or Series)
• 3. Use Segmentation to Send More Relevant Emails
• 4. Automate Your Most Important Emails
• 5. Optimise Your Subject Lines and Preview Text
• 6. Master the Art of Timing and Frequency
• 7. Design for Mobile First
• 8. Create Clear and Compelling CTAs
• 9. Run A/B Tests to Improve Your Results
• 10. Include User-Generated Content (UGC)
• 11. Showcase Bestsellers or Trending Products
• 12. Win Back Inactive Subscribers
• 13. Monitor Deliverability and Clean Your List
• 14. Track Your Metrics and Use the Data
• Final Thoughts

What Is Email Marketing?

Email marketing is the practice of sending targeted messages to an audience via email — whether it’s to promote products, share updates or nurture customer relationships. To this day, the humble email is one of the most direct and cost-effective ways to reach your customers where they already spend time— in their inbox. Whether you’re welcoming new subscribers, announcing a product launch or recovering an abandoned cart, email allows you to speak directly to people who’ve already shown an interest in your brand.

In fact, according to a 2024 survey by Constant Contact, 53% of small business owners across the U.K., U.S., Canada and Australia said email marketing was their most frequently used strategy for acquiring and retaining customers, proving this method is far from outdated.

What Is Ecommerce Email Marketing?

Ecommerce email marketing focuses on goals like driving revenue and retaining customers. Each email you send keeps your brand top of mind, reminding past buyers that you still exist and have something more to offer them.

Ecommerce emails may include:

• Abandoned cart recovery
• Cross-sell and upsell emails
• Seasonal campaigns
• Welcome emails for new customers
• Discounts and perks
• Reviews and feedback
• Loyalty offers

Each email has an important job to do — whether that’s sparking interest, nudging someone to buy or building loyalty over time. When done well, email marketing can become a key revenue driver that works in the background whilst you focus on growing your store.

The Benefits of an Ecommerce Email Marketing Strategy

Email marketing continues to offer exceptional returns for businesses. According to a recent report by Statista, the average return on investment (ROI) for email marketing is $36 for every dollar spent, with some industries, such as retail and ecommerce, achieving up to $45 for every dollar spent.

With numbers like these, it’s easy to see why email remains an integral component of ecommerce growth.

Here are five big benefits of having a clear ecommerce email marketing strategy:

1. Increased Revenue from Targeted Campaigns

Email marketing isn’t just about staying in touch. Done well, emails can become a direct driver of sales. With the right strategy at the helm, you can send tailored campaigns that speak to specific customer needs, behaviours and buying patterns — which often translates into higher revenue.

Whether it’s a limited-time offer to first-time buyers, an exclusive discount for loyal customers or a perfectly timed reminder to complete a purchase, targeted emails help you nudge customers towards the checkout with precision.

When you stop sending one-size-fits-all emails and start sending the right message to the right person, revenue tends to follow.

2. Increased Customer Retention and Loyalty

For ecommerce brands, repeat customers are often the most profitable. It costs far less to retain an existing customer than to acquire a new one — and a good email strategy helps you do exactly that.

When someone buys from you once, that’s your opportunity to stay on their radar. A well-timed follow-up, a thank-you email or a personalised recommendation based on their last purchase can turn a one-time buyer into a loyal customer.

In fact, research shows that 33% of consumers are more likely to stay loyal to brands that use personalised email marketing to keep them engaged. And the more touchpoints you create with relevant, valuable content, the stronger those relationships become.

Instead of hoping customers return on their own, email gives you a direct line to invite them back and keep them coming back.

3. More Personalised Customer Experiences

Generic emails don’t cut it anymore. Customers expect the brands they buy from to understand their preferences and speak to them directly. That’s where email marketing shines.

With the right tools in place, you can segment your list based on behaviour, purchase history, location, interests or how often someone engages with your emails. This lets you tailor your messaging to match where someone is in their customer journey instead of sending the same email to everyone.

That could mean a product recommendation that fits their tastes, a timely restock alert or a discount on something they’ve browsed before. If you can, use the customer’s name in the subject line of your email for an extra personalised touch.

According to a recent report, 96% said of consumers said they were more likely to purchase from brands that personalise communications. When your emails feel relevant, timely and personal, your customers are far more likely to engage with them — and your brand.

4. Higher Engagement and Click-Through Rates

Great email marketing campaigns are those that get the best responses. The more relevant and thoughtful your content, the more likely it is to be opened, clicked and acted upon.

When your strategy includes audience segmentation, well-written subject lines and compelling calls to action, you give people a real reason to engage. That might mean showcasing a newly launched product to a group of recent buyers, or sharing a helpful blog post that complements their last order.

These small decisions — when informed by a strategy — can lead to significantly higher engagement over time, helping you stay top of mind and drive more traffic back to your store.

5. Smarter, More Strategic Decisions

One of the biggest advantages of email marketing is how measurable it is. With access to data like open rates, click-through rates, conversion rates and revenue attribution, you’re not left guessing what’s working — you can actually see it.

A clear strategy lets you track performance over time, test new ideas and continuously improve your results. You might discover that certain subject lines boost open rates, or that one type of email regularly drives more sales than others. These insights can help you fine-tune your campaigns and make better decisions across your entire marketing funnel.

Over time, this data-led approach leads to better performance and helps ensure that the time and effort you’re putting into email is genuinely moving the needle for your business.

14 Proven Email Marketing Strategies for Ecommerce Brands

Now that we’ve covered the why, let’s get into the how. Below are 14 practical strategies you can use to level up your ecommerce email marketing and start seeing real results.

1. Build and Maintain a Healthy Email List

Your email strategy is only as strong as the list behind it. A healthy email list is full of people who actually want to hear from you — not just anyone you managed to collect along the way. Focus on quality over quantity.

Make it easy for customers to subscribe, whether through your homepage, checkout process or a pop-up with a compelling offer (like a discount or free shipping on first orders). Just make sure you’re upfront about what kind of emails they’ll receive and how often.

As your list grows, it’s just as important to keep it clean. Remove inactive subscribers over time, and don’t fall into the trap of buying lists — it’ll hurt your deliverability and your brand. A strong, engaged list leads to better open rates, more conversions and fewer spam complaints.

2. Send a Welcome Email (or Series)

First impressions count — and your welcome email is your chance to make a great one. When someone joins your list, don’t leave them waiting. Send an automated welcome email straight away to introduce your brand, set expectations and start building the relationship.

A good welcome email might include:

• A short thank-you message
• A quick intro to your story or values
• A discount code or special offer (if promised)
• Links to key products or popular categories
• An invitation to follow you on social media

You can also turn this into a short welcome series that builds over time — giving new subscribers a deeper look at your products, social proof or FAQs before you start your regular campaigns. It’s one of the simplest ways to engage early and set the tone for what’s to come.

3. Use Segmentation to Send More Relevant Emails

Not all customers are the same — so why send them the same emails? Segmentation allows you to group your subscribers based on shared characteristics or behaviours, so you can tailor your messaging and increase the chances of a response.

You might segment based on things like:

• Purchase history (e.g. customers who’ve only bought once vs repeat buyers)
• Location (for region-specific promotions or shipping info)
• Engagement level (active vs inactive subscribers)
• Product interest (e.g. categories browsed or clicked)

The more relevant your emails feel, the more likely people are to open, click and convert. In fact, segmented campaigns can result in open rates that are 14% higher and 100% more clicks than non-segmented campaigns.

4. Automate Your Most Important Emails

Manual emails can only take you so far. With automation, you can set up timely, relevant messages that go out based on specific actions — without lifting a finger after setup.

Some high-impact automations to start with:

• Welcome emails – Triggered when someone first joins your list
• Abandoned cart emails – Remind shoppers about items they left behind
• Post-purchase follow-ups – Say thank you, offer tips or recommend related products
• Re-engagement emails – Win back inactive subscribers with a compelling offer

Most modern email platforms like Klaviyo, Mailchimp, Mailerlite and more include built-in automation tools that make this easy. Just set the rules once, and your email software handles the rest.

These automated flows keep your brand active in your customers’ inboxes and let you maintain communication even whilst you focus on other parts of your business. And they’re effective too: abandoned cart emails alone can recover up to 10% of lost sales.

5. Optimise Your Subject Lines and Preview Text

Your subject line is the first impression and is often the deciding factor on whether your email gets opened or ignored. A good subject line should be clear, enticing and relevant to the person receiving it. Avoid clickbait and vague copy; focus on sparking curiosity or highlighting the value inside.

Preheaders or "preview text" are just as important. They’re your second chance to grab attention and encourage a click. Don’t waste this space with generic lines like “View this email in your browser” — use it to expand on your subject line, tease the content or offer a reason to open.

Tip:

Try testing different subject lines in A/B tests to see what resonates best with your audience. Personalisation, urgency and even emojis (used sparingly) can all improve open rates when used strategically.

6. Master the Art of Timing and Frequency

The timing of your emails matters just as much as what’s inside them. Get the timing wrong and your message might get buried. Send too often and you risk annoying your audience. Send too little and they might forget about you entirely.

There’s no one-size-fits-all answer, but a good rule of thumb is to stay consistent without overwhelming. Many ecommerce brands find success emailing once or twice a week, depending on their product range and audience engagement levels.

Things to consider when choosing your timing:

Time zones: If your audience is global, make sure emails land at a sensible hour for each region.

Behavioural data: Use your email platform’s insights to see when subscribers are most likely to open and click.

Event-driven triggers: Certain emails — like abandoned cart or post-purchase follow-ups — should be sent based on user actions, not fixed times.

With a little testing, you’ll find the sweet spot that keeps your brand front of mind without being a nuisance.

7. Design for Mobile First

Most people check their emails on their phones — which means if your email doesn’t look good on mobile, it’s probably not getting read.

A mobile-friendly design is therefore essential. A clunky layout, tiny fonts or buttons that are hard to tap can all lead to frustrated readers and lost sales.

Here’s how to make sure your emails shine on small screens:

• Use a single-column layout – It’s easier to scroll and looks cleaner on mobile
• Keep subject lines short – Aim for under 40 characters so they don’t get cut off
• Use large, tappable buttons – Make sure your CTAs are easy to press with a thumb
• Compress images – Avoid slow load times by using lightweight visuals
• Preview and test – Most email tools let you see how your email looks on mobile before sending

If your email is difficult to read or interact with on a phone, chances are it’ll end up in the bin. A mobile-first approach helps make every email count.

8. Create Clear and Compelling CTAs

A strong call to action (CTA) can be the difference between a customer clicking through or closing your email. Your CTA is where you tell the reader what to do next, so it needs to be clear, specific and easy to act on.

Whether it’s “Shop Now”, “Get 10% Off” or “Leave a Review”, the key is to make the action obvious and aligned with the purpose of your email. Avoid vague or generic buttons like “Click Here” — they don’t tell the customer what to expect.

A few tips for better-performing CTAs:

• Keep the language simple and action-oriented
• Use contrasting colours so the button stands out
• Place your CTA high up — and repeat it if the email is long
• Make sure it's tappable on mobile (minimum 44x44px)

Also consider context. If someone’s just bought a product, a CTA that says “See Care Tips” or “Shop Accessories” might be more relevant than another sales push. The better your CTA fits the moment, the more likely it is to convert.

9. Run A/B Tests to Improve Your Results

If you’re not testing your emails, you’re not giving them the best chance of success. A/B testing (also known as split testing) helps you understand what actually works by comparing two versions of an email to see which performs better.

You can test nearly every element of your emails, including:

• Subject lines – Which grabs more opens?
• Send times – Morning vs evening, weekday vs weekend
• Content layout – Does a product grid work better than a single feature image?
• CTAs – “Buy Now” vs “Shop the Collection”
• Personalisation – Name in the subject line or not?

Most email marketing platforms have built-in A/B testing tools that make the process simple. Just choose your variable, send your test to a portion of your list and let the results guide your decision for the rest.

Testing is a great a habit that leads to big improvements — and over time, these insights can dramatically boost engagement and conversions.

10. Include User-Generated Content (UGC)

Your customers are often your best marketers — and email is the perfect place to showcase their voices.

User-generated content, like product photos, reviews or testimonials, adds credibility and relatability to your emails. It helps prospective buyers see real people enjoying your products, which builds trust and reduces buying hesitation.

Here are a few simple ways to include UGC in your email campaigns:

• Feature a customer review alongside a product highlight
• Showcase Instagram photos (with permission) from customers using your product
• Highlight a “customer of the month” or a great review snippet
• Use quotes from surveys or post-purchase feedback

Not only does user-generated content strengthen your message, but it also encourages more customers to engage with your brand socially. If they see others being featured, they may be more likely to tag you, leave reviews or share their experience.

11. Showcase Bestsellers or Trending Products

Sometimes, shoppers just need a little gentle persuasion — and showing them what others are loving can do exactly that.

Featuring your bestsellers or trending products in an email gives customers an easy way to discover items they might have missed. It also adds a layer of social proof, helping people feel more confident in their purchase decisions because others are already buying and enjoying those products.

You can include:

• A “Bestsellers” section in your regular newsletter
• A “What’s Hot Right Now” campaign featuring seasonal or trending items
• Product badges like “Customer Favourite” or “Most Loved” to highlight popularity

These types of emails are especially useful during busy retail periods, like Christmas or Black Friday, when decision fatigue is high. By curating your top-performing items, you’re making it easier for customers to choose — and more likely to convert.

12. Win Back Inactive Subscribers

Not every subscriber will stay engaged forever — but that doesn’t mean they’re gone for good.

Re-engagement emails give you a second chance to reconnect with people who haven’t opened or clicked in a while. These emails often include a friendly check-in, a compelling offer or a reminder of what makes your brand worth sticking with.

A few effective tactics include:

• A special discount to tempt them back
• A “We miss you” message that invites them to rediscover your store
• A roundup of new arrivals or bestsellers since they last visited

You can also ask if they’d still like to hear from you — giving them the option to update preferences or unsubscribe. Not only does this show respect for their inbox, but it also helps you keep your list clean and focused on engaged readers.

13. Monitor Deliverability and Clean Your List

Even the best email campaigns won’t perform if your emails aren’t reaching the inbox.

Deliverability issues — like high bounce rates, spam complaints or inactive subscribers — can damage your sender reputation and hurt your chances of landing in front of real people. That’s why keeping your list healthy and your delivery rates high is crucial.

Here’s what to keep an eye on:

• Bounce rates: Remove invalid email addresses that repeatedly bounce.
• Spam complaints: Keep your messaging relevant and avoid misleading subject lines.
• Inactive subscribers: Regularly remove or re-engage those who haven’t opened your emails in months.

A clean list improves your open and click-through rates, reduces the chances of being marked as spam and helps ensure your emails land where they’re meant to — in the inbox, and not the junk folder.

14. Track Your Metrics and Use the Data

If you’re not measuring performance, you're not able to gain any real understanding of your campaigns.

Tracking the right email marketing metrics helps you understand what’s working and what needs improving. Instead of relying on hunches, you can use real data to make smarter decisions and continuously refine your strategy.

Focus on metrics that align with your goals, such as:

• Open rates – How many people are opening your emails
• Click-through rates – How many are engaging with your content
• Conversion rates – How many go on to buy or complete another key action
• Revenue attribution – How much your emails are contributing to sales

Most email platforms offer in-depth reporting tools, and you can also link your email efforts to wider analytics tools like Google Analytics for even more insight.

The more you learn from your results, the better your future campaigns will perform. Let the data guide your next move.

Final Thoughts

Email marketing isn’t just another item on your to-do list — it’s one of the most powerful tools you have for building relationships, driving sales and growing your ecommerce store long-term.

Whether you’re welcoming new customers, recovering lost sales or sending product recommendations that hit the mark, a strong email strategy keeps your brand in front of the people who matter most.

And with ShopWired, integrating your email marketing with your store is seamless. From syncing customer data with tools like Klaviyo or Mailchimp, to tracking orders and behaviours that power smarter campaigns — ShopWired is designed to help you sell more with less effort.

Start your free 14-day trial today and take your email marketing to the next level — backed by an ecommerce platform built for success.