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5 Tips for Email Marketing in eCommerce

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Email marketing is one of the most effective techniques to promote products and services in eCommerce. With a much higher conversion rate than any other digital marketing strategy, email marketing can be used to increase sales, build customer loyalty and generate new business opportunities.

In this article we will give you 5 tips for eCommerce email marketing that will help you improve your results.

Tip 1. Take care of your email list

Tip 1 for eCommerce email marketing is to take care of your email list. Your eCommerce email list is one of the most valuable assets you have, since it is through it that you will be able to reach your potential and existing customers.

It is important that you always send emails only to those subscribers who have given their explicit consent to receive them. Otherwise, you may be reported as spam and damage your brand's reputation. Also, make sure your list is up to date by removing subscribers who are no longer interested or who have never interacted with your eCommerce.

One of the best ways to keep your email list up to date is to allow your subscribers to update their contact information regularly, such as their email address or communication preferences. This way, you can be sure that you are sending messages to the right address and that your emails are still being received by people interested in your eCommerce.

Taking care of your email list is the basis for building an effective email marketing strategy. Keep your list updated and send emails only to those customers who have given their explicit consent to receive them. This way, your email marketing campaigns will have a higher open rate and a higher probability of generating interest and sales for your eCommerce products and services.

Tip 2. Personalize your emails

Tip 2 for eCommerce email marketing is to personalize your emails. Personalized emails are much more effective than mass emails that don't take into account the individual preferences and needs of each user.

Instead of using the same email for all your subscribers, use the information you have about them to create targeted, personalized messages. You can use purchase history, product preferences, geographic location, browsing behavior, among other data, to personalize your emails.

When you personalize your emails, your customers feel more connected to your brand and see that you are talking to them and not to a generic audience. This makes your emails much more effective and increases the likelihood that your customers will make a purchase.

Also, email personalization doesn't have to be complicated. You can add customers' names or locations in the headers or use their product preferences to include relevant recommendations in the body of the email.

In short, email personalization is a key practice to boost engagement and open rates in your eCommerce email marketing campaigns. Use the information available to create relevant and personalized messages for your customers and get better results.

email marketing eCommerce

Tip 3. Use an attractive and focused subject line

Tip 3 for eCommerce email marketing is to use an attractive and focused subject line. The subject line of your email is the first impression your customers will have of your content, so it is very important that it is attractive and focused on the message you want to convey.

A good subject line should be clear enough for your customers to know what your email is about, but intriguing enough to make them want to open it. A good practice is to use short, eye-catching subject lines that generate interest in the content of the email.

Also, try to avoid using words or phrases that could be considered spam, as this can lower your open rate. And never use misleading subject lines or clickbait, as this can damage your brand's reputation in the long run.

Another important factor in an email subject line is to make sure it is relevant to the content of the email. When the subject line relates directly to the content, your customers will know what to expect and will be more likely to open and read the email.

In short, the subject line of an email is the first impression your customers have of your content, so it is vital that it is engaging and focused on the message you want to convey. Use short, catchy subject lines that generate interest in your content, avoid spammy or misleading words, and make sure it relates directly to the content of your email. This way you can increase the open rate and have a higher probability of success in your eCommerce email marketing campaigns.

Tip 4. Create a clear and visible call to action

Tip 4 for eCommerce email marketing is to make sure your emails have a clear and visible call to action. A call to action is a fundamental part of any email, as it is what directs your customers to the next step in their consumer journey.

To create a good call to action, make sure it is clear and easy to understand. It should clearly show what is expected of the customer and what benefit they will get from following that action. Also, make sure the call to action is located in a visible place within the email, preferably on a call-to-action button or an easy-to-find, clickable link.

It is important that the call to action is consistent with the content and objective of the email. If your email is offering a discount in your online store, your call to action should be related to purchasing a product online.

Keep your calls to action simple and focused so your customers know exactly what is expected of them. Also, consider including a secondary or supporting call to action that complements the main action, such as a button to share the content on social media.

Without a doubt, a clear and visible call to action is essential to direct your customers to the next step in their consumption journey. Create a clear, consistent and focused call to action that can be easily located in the body of the email. Use call-to-action buttons or links so that your customers can take action in an effective and simple way that motivates them to make a purchase in your eCommerce.

email marketing

Tip 5. Measure and improve your results

Tip 5 for eCommerce email marketing is to measure and improve your results. Email marketing is a technique that requires constant measurement and improvement to stay relevant and effective over time.

Proper measurement will allow you to evaluate the success of your email marketing campaigns and take into account the aspects you need to improve to get the results you want. Some of the metrics you can use to measure the performance of your eCommerce email campaigns are:

  • Open rate: The open rate will help you identify how many of your emails were opened by your customers and therefore how many received the message you wanted to convey.
  • Click-through rate: The click-through rate is important because it provides information on how many of your customers were interested enough to click on your content.
  • Conversion rate: Conversion rate measures how many purchases were made through your sent email, for example, if you promoted a discount or special offer.

Use this information to find out which elements of your emails are the most effective and adjust your strategy accordingly. If you get a low open rate, it may be important to review your subject line. If your conversion rate is low, it is important to evaluate your calls to action and content.

In summary, measuring and improving your results is a fundamental part of any eCommerce email marketing strategy. Evaluate your key metrics and adjust your email marketing strategy accordingly to get better results and make corrections before launching your future email campaigns.


Email marketing can be a powerful tool to increase sales in your eCommerce. By following these 5 tips, you can improve the effectiveness of your emails and achieve better results in your digital marketing campaigns.

Remember to take care of your email list, personalize your emails, use an attractive subject line, create a clear call to action and measure your results to continue improving your email marketing strategy.

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