5 Email Marketing Campaigns to Grow Your eCommerce Business

If you have an eCommerce business or you’re involved in the marketing for one, I hope you’re tapping in to the huge potential of email marketing.

It’s so cool, you can send out an email campaign and see new sales flowing in within minutes!

The magnitude of results depends on the size of your email list, how targeted it is, and how well written your email is.

Email Marketing is super powerful, but are you using it to it’s full potential, or even doing it at all?

In this post I’ll show you 5 email campaigns that can be used in all eCommerce businesses. Big or small, simple or complex… you can use these today to start making more sales.

1. New Stock Notice
2. Targeted Campaigns & Newsletters
3. Review Request Email
4. Hail Mary Email
5. Birthday Email

1. New Stock Notice

Repeat purchases are a huge driver of revenue in any business.

In fact, it can cost up to 5 times more to acquire new customers than it does to keep your existing ones!

One way to encourage repeat business is keep your current customers informed when you have new items in stock, or old items back in stock. (Pro tip: If you know what the customer bought in the past… you can tell them about a complimentary item)

A common format is the ‘New Arrivals’ email – you will likely have received this from most companies you have bought from online.

Best Practices:
– Keep it simple and focused with a single call to action linking to the website.
– Try and include attractive images of the new items.
– Target your campaigns to different list segments
– Link to appropriate pages and make it easy for the customer to buy.

2. Targeted Campaigns & Newsletters

Sending regular email newsletters is a powerful way to keep people up to date with the latest promotions and items in your online store, and is a great way to drive existing customers back to your site to make repeat purchases.

Best Practices:
– Again, make sure it is well targeted! Segment your list based on their gender, location, interests or whatever is relevant to your business. Then send separate newsletters to each segment or use dynamic content to automatically show the right products to the right people.
– Make the email content easy to scan over, people have a very short attention span!
– Have your most important/clickable content towards the top of the screen.

3. Review Request Email

Showing customer reviews on your website is a proven way to increase conversions. Think of the amount of times you’ve scrolled down to read the reviews on a product.

When someone purchases a product from your store, you can send them a follow-up email asking them to leave a review of the product on your website.

The single focus of this email is what makes it work so well.

Best Practices:
– Make it automated and experiment with the time delay you set.
– Incentivise the customer. Some people will review your product with no incentive, but the majority of people will only do it if you offer some kind of discount. Future discounts work great because you’re getting a review at the same time as encouraging someone to make another purchase.
– Make your call to action a clickable button, not just a link.

4. Birthday email

The majority of people are excited on their birthday, and are also more willing to treat themselves.

An automated birthday email with a special offer will make your current customers feel valued and also encourage them to return to your shop.

Best Practices:
– Automate the email – set it up once and it will drive sales for years.
– Use strong imagery of the offer you’re giving them
– Try to make it relevant to the Birthday theme
– Use action based call to actions e.g. ‘Claim your ____ now’

5. Hail Mary Email

This email is designed to reconnect with customers that haven’t bought from you in a while. It’s taking a chance in order to reignite the relationship.

The key to this email’s success is a giving them a decent discount or offer. If dormant customers receive an offer that wouldn’t get usually, there’s more incentive to return to your store.

Best Practices:
– Make it automated. Have a set time and criteria the customer has to match in order to receive this email.
– Use a major action based and frictionless call to action e.g.‘Get 20% off my next purchase’.
– Include attractive images of products the customer could purchase.

Data is Key

These kind of email campaigns are awesome… but they will only work if you have the right information about your customers.

Make sure your gathering as much info as possible and that your email marketing tool is capable of making use of it properly.

High-performing targeted email campaigns require you to have demographic information on your customers (such as gender, age, location, etc) as well as data like: what they bought from you and when.

Nowadays most eCommerce platforms integrate perfectly with the main email marketing software solutions. Just make sure you do your research!

In conclusion

eCommerce businesses are in a unique position to achieve incredible results from email marketing. They can experience the satisfaction of sending out a campaign, and then watch revenue roll in as people click the call to actions in their emails.

Just make sure you have the data + tools, and the sky is the limit!


If you’re interested in learning how to get effective email marketing running for your business or project, you can now book a free strategy session with me. I can show you how to start sending advanced campaigns that drive sales and revenue.