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Ecommerce email marketing can sometimes be a minefield – there are so many types of emails to send and so many things you need to be aware of. 

So, we’ve pulled together a list of 13 do’s and don’ts to help keep you on track and make sure you’re making the best out of every email opportunity!  

DO… keep your emails relevant

Make sure whenever you email your customers that the content you’re sending is relevant to them! 

There’s nothing worse than being bombarded with emails that don’t interest you and they will likely cause your customers to hit that unsubscribe button! 

Whether it’s a piece of content, a cross-sell email, or a special offer/promotion, it needs to be something you know will appeal to them! 

(And get them clicking the BUY button) 

The easiest way to make sure you’re sending them things they’ll be interested in is to segment your email database… 

    Do… personalise your emails

    Personalising your emails, such as by including their name within the email, will make your customers feel more valued and as though you’ve taken an interest in them.  

    You could also include their age, gender, birthday…or anything else that would naturally fit into the emails you send.  

    Make them feel like you’re speaking directly to them and they will respond…hopefully by taking whatever action it is you’re asking them to!  

    do… segment your email database

    This should be pretty straightforward – dependent on a customer’s behaviour, they should be placed into a different segment in your database. 

    This can be done in a number of ways, but it’s about finding the most practical way to segment your database. You could segment based on: 

    • Past purchases 
    • Buying frequency 
    • Products they’ve viewed 
    • Content they’ve viewed
    • Their email behaviour – what links have they clicked on?  
    • Geographical location 
    • Gender 
    • Age 

    Ultimately, by segmenting your email database you are ensuring that customers receive the most relevant emails to them (see point one). 

    do… automate your emails

    Automating your emails will ensure your leads don’t go cold before you’ve managed to convert them into customers. 

    Not only that, but can you imagine trying to manually email every customer once they made a purchase?! 

    Automation requires a generous amount of effort in the beginning, but you’ll reap the rewards from nurturing your customers (or potential customers) at the right moment. 

    do… test your emails

    Whilst you might think you know what your customers respond best to, how do you know that they won’t respond better to something else? 

    Testing your emails allows you to find that out! 

    Focus on one element per email – this could be testing two email subject lines against each other, or two different button colours within your email. 

    Most email software will allow you to easily measure the test results and see whether your suspicions were correct! 

    do… analyse your emails

    It’s all well and good testing your emails, but you actually have to take note of what the results are telling you! 

    Keep a testing spreadsheet (or document it in whichever format you find easiest to analyse) and keep track of the winning tests. 

    You should start to see a pattern forming in terms of which types of email subject lines get the most opens, or what type of content gets the most clicks. 

    This will allow you to do more of the good stuff that you know your customers will respond to! 

    do… deliver on what you’ve promised… always!

    This one is especially relevant for list-building emails… 

    If someone has signed up to your email list for something specific (a discount code, a free download, or whatever it is you are offering), make sure you give it to them! 

    Trust is a huge thing between you and your customers and, if you break it right off the bat, then the chances are they’re not coming back! 

    do… let subscribers manage their preferences (or unsubscribe)

    This is especially important now, with the recent introduction of the GDPR. 

    You must provide links in your emails that will allow you customers to unsubscribe or manage their preferences. 

    Make this process as easy as possible for them – one-click unsubscribes are the way to go! 

    Not doing it is not only annoying…but it will also land you in trouble with the ICO! 

    don’t… buy email lists

    Are the prospects on that list actually ready to buy from you?  

    Probably not. 

    And not only is this a waste of your money, but you are also running the risk of getting in trouble with the ICO again! 

    Yes, the people on that list may have opted-in… 

    But they will have opted in for communications from whichever business you’ve bought the list from! 

    So, imagine how annoyed they will be to receive an email from an unknown company?! 

    It’s not worth the risk – build your list properly. 

    don’t… send generic broadcast emails to everyone

    Again, this links back to keeping everything you send out relevant. 

    Even if you think you’ve got an offer or product that you know everyone on your email list will be interested in, you should still opt for separate emails. 

    This way you can make sure the message within your emails is right for each particular segment… 

    Ultimately helping conversions! 

    don’t… come across as spammy

    Receiving emails with “50% OFF”, “FREE”, or “LAST CHANCE” in the subject line can be off-putting because they just instantly look like spam. 

    Most emails that have spammy subject lines are instantly picked up by email service providers and flagged as such. 

    This could affect future deliverability of your emails, which could be detrimental to your overall email marketing efforts! 

    And even if those emails do manage to get through to your customers’ inboxes, you still run the risk of them either deleting or moving the email into their junk folder! 

    These actions will also be picked up by their email service provider, which will just put your email straight into their junk folder in the future. 


    don’t… use images only

    You spend a huge amount of time creating a lovely image that showcases a brilliant offer or new product…text and all…and you simply upload that to your email. 

    What if your customer’s email provider only accepts HTML emails? 

    They won’t be able to see that brilliant offer! 

    Some email providers do allow you to add in an HTML version of your email that you could use to include the important copy… 

    But it’s just safer to have a good mix of text and images within your emails. 

    don’t… forget your ctas

    Every email needs a call-to-action. 

    Even if it’s an order confirmation email and you’re just reminding your customer of what they’ve purchased. 

    Every email you send out to your customers is an opportunity for you to get them back to your store or build upon your relationship. 

    So, don’t waste it! 

    As we said, it can be a bit of a minefield! And we know how important it is for you to make the most of every opportunity with your customers. 

    And, with that in mind, we’d like to help you out – ecommerce emails are what we love and what we do! 

    If you would like us to help you supercharge your store’s performance through ecommerce email marketing, just book a quick chat with us!