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If you run an eCommerce business, effective digital marketing is essential to reach the right audience and grow sales. Enter eCommerce marketing, a perfect fit for online businesses for effectiveness and strong customer relationships. This article will help you understand why you need email marketing and how to leverage its power. Let’s dive in!

Why is email marketing a powerful tool for eCommerce businesses?

Email marketing opens doors to wider audiences and brand awareness. Here’s a look at its power.

  • Cost-effectiveness: Imagine a marketing tool that doesn’t have print, postage and ad space costs—that’s email marketing! An effortless way of reaching broad audiences with minimal spending.
  • Directness: Email marketing directly addresses the customer, alleviating generalisation and increasing conversion rates.
  • Strong customer relationships: Emails enable you to tailor messages to the client’s interests, ensuring it resonates with them. You want to capitalise on this factor because Australia’s email open and click-through rates rank higher globally at 22% and 13.4%, respectively, stamping the need to use email marketing all the more.
  • Tools for increased sales: Email marketing platforms provide analytics like buying behaviours and click-through rates, helping you anticipate market needs and modify your tactics and products for increased sales.

Effective email marketing strategies to ensure successful eCommerce

Using email marketing is one thing, but maximising it by leveraging its power is another. Here’s how to succeed with eCommerce marketing.

Start with a strong email list

What is a strong email list? It’s quality email addresses of clients who are happy to and more likely to read your message. A database with superb customer profiles is the foundation of any successful email marketing campaign, as it includes recipients who will purchase the advertised products. Use the following tactics for a robust email list:

  • Target existing customers; they’re likely to return or refer others.
  • Use pop-ups and opt-ins; you’ll email clients interested in your offers.
  • Incentivise sign-ups, for example, discounts for new subscribers.
  • Capitalise on your followers through social media promotions.

Segment your list for personalisation

Segmentation entails categorising your list using demographics, purchase history, browsing behaviour and interests.

For instance, you can create a list of buyers of a certain age for communication about designs that appeal to their group. You can also market some products at certain times based on the customer’s preferred communication time frames.

Create compelling email content

If your email content isn’t compelling, readers may bypass it or miss the messages. Therefore, make them concise, attractive and clear. Here’s how:

  • Use eye-catching designs like videos and images to interest the reader.
  • Titles can make or break your message; make them convincing by highlighting the email’s value to enhance curiosity. 
  • Each email must have a call to action. CTAs encourage readers to act. Examples include prompts like “subscribe now,” “start shopping”, or “add to cart.”
  • Personalisation: Tailor-make your communication to suit audience preferences. For example, use Gen Z-friendly language when communicating with them, including optimising messages for mobile devices and adding reward-based messages to suit their preferences. Research suggests that this population will command the Australian marketing space significantly within the next two decades and demand unique rules of engagement.

Use email automation to save time

Automation allows you to email clients at certain times or points in their customer journey, enhancing customer satisfaction and loyalty by anticipating and meeting their needs. It also saves time.

Examples include automated welcome emails for new customers. Abandoned cart emails also form an excellent eCommerce business growth tactic by reminding buyers to complete their purchases or ask for help. Remember your closed sales, too; send follow-up emails to check on their experience, promoting gratification and a chance to market related products.

Test and optimise your emails

Now your campaign is live. Do you stop at that? No. Analyse its performance for improvement.

You can track click-through and conversion rates to know when you have the most visitors, what products move more and what language appeals to clients. You can then adjust your communication according to these findings. For example, if weekday emails have fewer open rates, you’ll change and send them on weekends.


Email marketing is powerful for eCommerce businesses, especially in present-day digitisation. Using the tactics highlighted in this article, you’ll achieve success in eCommerce marketing through personalisation, strong email lists, and compelling content. They’ll help you reach vast audiences, track product performance and build strong customer relationships to maximise sales and returns.

When you’re ready to explore the power of email marketing, talk to us for market-leading eCommerce and lead generation strategies to accelerate your growth and impact through profit-driven digital marketing.

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