Email Marketing

What is email marketing?

Email marketing is a marketing strategy that uses email as a tool to deliver commercial messages and generate sales. Email marketing is the backbone of eCommerce marketing strategy and can be as simple as sending cart abandonment emails or as complex as having numerous email nurturing campaigns designed to build long-term relationships and generate more long-term sales.

Why is email marketing important?

Email marketing is one of the oldest online marketing tactics that continues to claim the top spot in most entrepreneurs’ marketing mix. As people are bombarded with promotional offers and commercial campaigns everywhere they look, inbox remains one last sanctuary of peace and solitude online. If you can get into their inbox, you establish a strong relationship that will most certainly lead to sales in the future. Here’s why most marketers still believe email marketing is the most powerful tool in the box:

Types of eCommerce emails

With 33% of consumers reporting that email has the biggest influence on their online spending, it’s worth exploring the different types of eCommerce emails that are most effective at generating sales.

Welcome email is the first email sent to a new subscriber. Almost 75% of consumers expect to receive a welcome email when they sign up to a new website.  

Abandoned cart emails are automated email reminders sent to customers who exit a website after adding items to their shopping cart but before checking out. Abandoned cart emails average a 4.64% conversion rate and are a highly effective conversion optimization technique.

Transactional emails are sent to users in response to some kind of action. They are typically triggered in real-time and automated. Some of the most popular types of transactional emails include purchase receipts, password resets, cart abandonment, support requests, and many other.

Reward emails are automated emails designed to delight and reward loyal customers with special offers and deals. Reward emails are typically triggered after a certain milestone is achieved (for example, when a customer spends a certain amount of money on the site) and enjoy unusually high open and conversion rates.  

Flash sale email is an email sent to announce a limited time offer and drive traffic to your sale. Flash sale emails run a risk of being flagged as spam by the recipient due to their promotional nature, but they generate a 35% lift in transaction rates.  

For tips how to optimize your email campaigns, check out our email marketing cheatsheet.

Email marketing tools

There are countless of email marketing tools to choose from, but the most notable ones include:

Want to learn more?

Is there anything else you’d like to know more about and wish was included in this article? Let us know!

Justas Markus: CEO & Co-Founder of GetFound XL and a blogger at Entrepreneur.com, Observer.com, Influencive.com and others. Catch up with Justas on Twitter.