Danger Ahead: How to Use Email to Increase eCommerce Sales


Email lets you communicate with your leads anytime, wherever they are. Especially because your emails probably arrive in their pocket (on a mobile device)

Email marketing is a powerful and dangerous tool for eCommerce. In the best case scenario, email is used to persuade, acquire, and retain eCommerce customers. Email lets you communicate with your leads anytime, wherever they are. Especially because your emails probably arrive in their pocket (on a mobile device.)

On the other hand, the way you handle email marketing could tarnish your brand image. Too many emails, and you are seen as a spammy annoyance. Irrelevant emails make your customers feel as if you don’t know or (worse) don’t care about what they actually want.

How do you avoid the pitfalls of bad email marketing? How do you use email to increase eCommerce sales, improve conversion rates, and prove to your potential customers that you understand their pain points?

  • Each lead has their own needs. When you customize your emails, you increase the relevance to the recipient. Good for them, and good for you.Technology, such as automation and customer segmentation, also helps you do this without endless manual labor.
  • Reactivate Abandoned Carts. Here’s a tactic that some companies don’t even know exists! When you have the email address of a potential customer, you want to use it in the case that your prospect abandons their cart. Whether because of forgetfulness or any other motive, shopping cart abandonment is a real hazard of online sales. You want an eCommerce solution that sends automated emails (with reminders or discounts or other offers) to customers that leave shopping carts behind.
  • Marketing Newsletters. Some customers are not immediately be interested in making a purchase, but they do want to stay in touch with you and your business. Have a well-designed newsletter that contains news and information about your products, both existing and upcoming. Also, include an Unsubscribe button. Not only is this the law in several countries, the ability to opt-out also ensures that you don’t get a negative brand reputation as a spammer.
  • Smartphones and tablets are everywhere. They’re only slightly less prevalent than oxygen molecules. And that only becomes more true with a younger generation of buyers entering the market. Responsive design, that fits your eCommerce website to a variety of screen sizes, is a necessity for today’s websites.
  • Clear and Concise Copy for Conversions. Your name and/or email address should be clear to your recipient, so they know exactly where the email is coming from. Emails from unknown senders get sent to the Spam folders. Also, your subject line and the first line of your email (that is often included as preview text) are crucial components of email marketing. These lines should be clear, concise, and convincing for why your lead should open your email and proceed further with a conversion.

Emails are a powerful tool for marketing your eCommerce products. But with great power comes great responsibility. Follow these tips to increase sales, improve conversion rates, and avoid pestering your potential customers.

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