The Best eCommerce Email Marketing Tactics to Boost Revenue

Email marketing plays an important role in helping eCommerce businesses connect with customers, drive sales, and build long-term loyalty.

Unlike social media posts or paid ads that can get lost in the noise, emails land directly in your customer’s inbox, making them a powerful way to boost revenue.

In this post, I’ll discuss some of the best eCommerce email tactics I’ve used to increase sales, improve open rates, and strengthen relationships with customers.

10 Best eCommerce Email Marketing Strategies

When it comes to running successful email campaigns for an eCommerce store, knowing what works can save time and boost sales. Over the years, I’ve learned that even the most creative email won’t perform if it doesn’t land in the inbox.

That’s where email deliverability comes in. If your emails aren’t reaching customers, you’re leaving money on the table. One of the first things I always recommend is using tools like WP Mail SMTP to ensure emails get delivered properly.

Fix Your WordPress Emails Now

Once your emails are being delivered as they should, the next step is focusing on proven tactics that make an impact. In this section, I’ll walk you through some of the best email tactics I’ve used for eCommerce. Let’s dive in!

1. Welcome Emails to Make a Strong First Impression

Welcome emails are one of the most important tools for turning first-time subscribers into loyal customers. It’s like shaking someone’s hand when they first walk into your store.

The best welcome emails start with a friendly greeting. A simple “Welcome to [your brand]!” or “Thanks for joining us!” can instantly make subscribers feel like part of your community.

This Slack welcome email is a perfect example of how to make a strong first impression on a new user. It’s clean, simple, and focused right from the start, making it easy for anyone to get started without feeling overwhelmed.

The second welcome email could then offer a first-purchase discount. Something as simple as “Here’s 10% off your first order” can encourage new subscribers to make their first purchase immediately.

After that, the next batch of emails can be used to inform subscribers about the kind of emails they’ll receive from you, whether it’s special offers, product updates, or helpful tips.

2. Abandoned Cart Recovery Emails to Win Back Lost Sales

Abandoned cart emails are a powerful way to bring back shoppers who were close to making a purchase but didn’t finish.

With the right approach, these emails can recover lost revenue and turn abandoned carts into completed checkouts. Take this Liquid Death example.

The email doesn’t just ask users to finish checking out. It grabs their attention with a witty, slightly outrageous message: “Did you get kidnapped or something?”

Buttons like “Finish Checking Out”, as shown in the Liquid Death email, keep things simple. The color pops, and the wording is direct, giving shoppers an easy path back to their cart.

People get distracted, change their minds, or need a little nudge to return. And, you can bring back shoppers and turn those forgotten carts into successful sales with the right mix of humor, visuals, and urgency.

3. Personalized Product Recommendation Emails

Personalized product recommendation emails are among the most effective ways to drive repeat sales. These emails use customer data, like browsing history or past purchases, to suggest products shoppers will most likely buy.

The DonorsChoose email does a fantastic job of this. For example, if someone purchased school supplies, it’s smart to recommend items like pencils, markers, or erasers they might need for the classroom.

The visuals are clean, and each product comes with a clear description. It feels curated, helpful, and personal, which is exactly what a good product recommendation email should be.

Personalized emails like these show customers you understand their needs. It’s like giving them a helpful push at just the right time, and from my experience, it can make a big difference in driving repeat sales.

4. Post-Purchase Follow-Up Emails for Recurring Sales

From my experience, post-purchase follow-up emails make customers feel appreciated and keep the connection going long after the sale is complete.

First, always include a clear and friendly thank-you message. It reminds customers that their business matters. A simple “Your order is on its way!” or “Thanks for shopping with us!” sets a positive tone.

Second, give them everything they need to stay updated on their purchase. Share tracking details, shipping timelines, and a quick summary of their order.

The Food52 example below does an excellent job at this. It starts with a cheerful message, “Your package is on its way!” and provides all the necessary details, including order items and tracking.

What’s even better is how they include a “Spread the Love” section, encouraging referrals with a $20 credit offer. This smart strategy keeps the brand in mind and pushes customers to share the experience with friends.

5. Win-Back Campaigns for Inactive Customers

Customers can easily get distracted, and sometimes all it takes is the right reminder to bring them back. Win-back campaigns are a smart way to reconnect with customers who’ve been inactive for a while.

Start by segmenting your inactive customers. Maybe they haven’t opened your emails, purchased anything recently, or browsed your store in months.

For these customers, sending a friendly re-engagement email with an incentive, like a small discount or loyalty reward, often works well. A subject line like “We miss you! Here’s 10% off your next purchase” can catch their eye.

Another strategy is to share new product launches or updates they might have missed. Customers love to see what’s fresh, especially if they were once active buyers.

The win-back email from RIND Snacks that I’ve shared below is a great example of how to approach inactive customers with humor and warmth.

Their playful line, “Do you still find our emails a-peel-ing?” immediately grabs attention, and the friendly response options make it engaging without being pushy.

The call-to-action “Get Back To Snacking” feels casual and inviting, perfectly aligning with the message’s tone. A thoughtful win-back campaign can remind customers why they loved your brand in the first place.

6. Seasonal and Holiday Email Campaigns

Holidays and special events are a goldmine for connecting with your customers and driving sales. I’ve seen firsthand how such campaigns can encourage customers to take action, especially when paired with compelling deals.

One of the biggest benefits of running seasonal email campaigns is that customers are already in a buying mindset during these periods. You’re simply giving them the right push by offering deals they can’t ignore.

You can send early-bird promotions, last-minute deals, or even flash sales during these times. What works best, in my experience, is combining the festive theme with clear messaging and time-sensitive discounts.

For example, the email above grabs attention with its bright, bold visuals and themed text. The pirate mascot adds a fun touch, and the “$60 Off, Today Only!” message creates that much-needed urgency.

7. Promotional Emails for Limited-Time Offers

Promotional emails with limited-time offers are among the most effective ways to drive sales quickly. The trick lies in creating a sense of urgency that nudges customers into making a decision sooner rather than later.

I’ve found that phrases like “Today Only” or “Limited Stock” work wonders for making readers feel like they might miss out if they don’t act immediately.

Your subject line is critical here. It’s the first thing people see, so it needs to grab attention right away. Phrases like “Last Chance for 20% Off” or “Hurry – Ends at Midnight!” make the urgency crystal clear.

This Cyber Monday email example promotes a “Second Chance” sale with savings of up to $150. The focus on extended offers encourages customers who missed out earlier to take action quickly.

So, whether you’re running a Black Friday sale or a Lunar New Year campaign, the trick is to capture the festive mood while giving customers a clear reason to shop.

8. Transactional Emails with a Marketing Touch

Transactional emails are essential for any eCommerce store. They update customers about their orders, shipping status, and more.

But these emails are also a perfect opportunity to encourage customers to take another step, whether it’s making a new purchase, sharing a referral, or exploring related products.

I’ve found that including subtle upsell suggestions, like “Customers also bought” or “You might like this,” can drive additional sales without being pushy.

The Taco Bell example shared below nails this approach. While the main focus is on reminding the customer about their welcome reward, it also subtly promotes the product with an appetizing image and clear call-to-action.

By carefully blending helpful information with a tempting incentive, you can turn a standard email into a tool that strengthens customer relationships and drives extra sales.

I’ve seen it work wonders, and with a little testing, you can easily find the right balance for your own campaigns.

9. Educational Emails to Build Trust

By offering guides, tutorials, or tips related to your products, you can show customers that you care about their experience and success.

For example, if you sell skincare products, an email explaining the “5 Steps for a Nighttime Routine” could be both informative and engaging.

Over time, I’ve noticed that people appreciate this kind of value-driven content, which helps build stronger customer relationships.

It also positions your brand as a trusted resource, making customers more likely to buy from you when they’re ready. The example below is a great representation of this approach.

It tackles a common problem, checking if a domain is blacklisted, and provides readers with practical, actionable steps to solve it.

The “Read Full Guide” button encourages further engagement, and the content itself builds confidence by offering expert advice.

10. Loyalty Program and VIP Emails

Loyalty programs reward people for sticking with your brand, and it not only makes them feel valued but also keeps them coming back.

A good loyalty email can encourage customers to earn points, unlock rewards, or access exclusive perks. It’s a simple way to turn occasional buyers into loyal fans.

For example, I like including updates on how many points someone has earned, upcoming rewards they can unlock, or even birthday bonuses.

If you’re running a VIP program, consider offering early access to sales, sneak peeks of new products, or special discounts just for members.

The Fleet Feet example below is a great one. It clearly introduces its new loyalty program and explains the rewards customers can earn, such as points for purchases, birthday bonuses, and level-up perks.

The design is clean, the message is clear, and the “Learn More” button makes it easy to take action. I’ve used similar strategies in my own campaigns, and they always generate excitement and increase sales.

Bonus Tip: A/B Test Your Email Campaigns

When I first started running eCommerce email campaigns, I quickly realized that not every email hits the mark. Sometimes, a small tweak in the subject line or content can make a huge difference.

That’s where A/B testing comes in. It’s one of the best ways I’ve found to figure out what works and what doesn’t. I usually start by testing subject lines. It’s the first thing people see, so getting it right can boost open rates.

Then, there’s the email content itself. I test different versions with slight changes in layout, CTAs, or even the tone of the message. Sometimes, rearranging content or focusing on benefits over features can lead to more clicks and conversions.

Finally, testing send times can also be really useful. I’ve learned that sending emails at different hours or days can produce surprising results. Some audiences open their emails early in the morning, while others respond better in the evening.

FAQs – Best eCommerce Email Marketing Strategies

eCommerce email marketing is a popular topic of interest among our readers. Here are answers to some common queries about it:

How often should I send emails to my eCommerce customers?

You should aim for a balance where you stay top of mind without annoying your subscribers. For most eCommerce stores, 1–3 emails per week work well.

Focus on value by sharing promotions, product updates, or helpful tips. Always monitor open rates and unsubscribes to find the right frequency for your audience.

What is the average ROI for eCommerce email marketing?

On average, email marketing has a return of $36 for every $1 spent, making it one of the most cost-effective tools for eCommerce.

Its high returns come from reaching engaged audiences directly, delivering targeted offers, and building strong customer relationships.

How can I reduce unsubscribe rates?

To lower unsubscribe rates, make sure you’re sending content people actually want to see. Segment your email lists so messages are relevant to each group.

Personalize your campaigns with names or product suggestions based on customer behavior. Finally, avoid sending emails too frequently and always offer value.

What is the best time to send eCommerce emails?

The best time varies depending on your audience, but studies often suggest sending emails in the mornings (around 9 AM) or early afternoons (1–3 PM) during weekdays.

To find the perfect time, test different send times and see when your open and click rates are highest.

Next, Learn about Email Sending Limits for WordPress Users

Email providers impose limits on how many emails you can send each hour, day, or month. Check out this guide to learn what the email sending limits for popular email providers are and go through some steps you can take to avoid hitting them.

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Ready to fix your emails? Get started today with the best WordPress SMTP plugin. If you don’t have the time to fix your emails, you can get full White Glove Setup assistance as an extra purchase, and there’s a 14-day money-back guarantee for all paid plans.

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