eCommerce Email Marketing: Dos and Don’ts
Email marketing remains one of the most effective tools for driving sales and building customer relationships in eCommerce. Whether you're just starting out or looking to refine your strategy, understanding the do's and don’ts of email marketing is essential to maximizing your success.
Let's explore some best practices to help you create winning email campaigns that keep customers engaged and your revenue growing.
The Dos of eCommerce Email Marketing
1. Do Segment Your Audience
Not all customers are the same, so why send everyone the same email? Use tools like Klaviyo to segment your audience based on behaviors, demographics, or purchase history. This allows you to tailor messages that resonate with each group, leading to higher engagement and conversions.
2. Do Personalize Your Emails
Personalization goes beyond just adding a first name. Leverage data like past purchases, browsing behavior, or location to craft messages that feel uniquely tailored. Personalized emails can increase transaction rates by up to 6x (source: Klaviyo).
3. Do Optimize for Mobile
Over half of all emails are opened on mobile devices. Ensure your emails look great on smaller screens with responsive designs, clear CTAs, and concise content.
4. Do Test and Analyze
A/B testing isn’t just for landing pages. Test subject lines, email layouts, and CTAs to see what performs best. Use analytics to track metrics like open rates, click-through rates (CTR), and revenue per email to refine your strategy.
5. Do Create Engaging Subject Lines
Your subject line is your first impression. Keep it short, intriguing, and relevant to encourage opens. Avoid spammy phrases or click-bait type words.
6. Do Automate Your Flows
Automation saves time and keeps your emails consistent. Welcome flows, abandoned cart reminders, and post-purchase follow-ups are essential to nurturing customer relationships and driving repeat sales.
The Don'ts of eCommerce Email Marketing
1. Don't Spam Your Subscribers
Nobody likes a cluttered inbox. Stick to a schedule and only send emails that provide value. Bombarding your subscribers can lead to higher unsubscribe rates.
2. Don't Ignore Your Metrics
Metrics are the backbone of successful email marketing. If you're not monitoring KPIs like open rates, CTR, and bounce rates, you’re missing valuable insights into what’s working and what’s not. Learn more about the 10 most important metrics.
3. Don't Neglect Design
A poorly designed email can ruin even the best content. Avoid cluttered layouts, hard-to-read fonts, and overly long emails. A clean, visually appealing design can make all the difference.
4. Don't Overlook Compliance
Make sure you’re compliant with regulations like GDPR and CAN-SPAM. Always include an unsubscribe link and avoid using deceptive subject lines or sender information. Is your Klaviyo account Google and Yahoo compliant? Get compliant today!
5. Don't Use Generic CTAs
“Click here” doesn’t cut it anymore. Use actionable, specific CTAs like “Shop New Arrivals” or “Claim Your Discount” to guide your subscribers toward the desired action.
6. Don't Let Your List Go Stale
Keep your email list clean by removing inactive subscribers. A smaller, engaged list is far more valuable than a large, unresponsive one.
Why Klaviyo Is the Ultimate Tool for Ecommerce Email Marketing
Klaviyo offers powerful features like segmentation, automation, and analytics that make implementing these dos and avoiding the don'ts easier than ever. Its robust integrations with platforms like Shopify enable you to use data effectively and create personalized, high-performing campaigns.
Take Your Email Marketing to the Next Level
Mastering the dos and don'ts of ecommerce email marketing can transform your email campaigns from mediocre to exceptional.
Join our free group (English or Spanish) or schedule a free discovery call today to learn how to elevate your email marketing strategy!