eCommerce Tips & Trends

How to nurture customer relations with email marketing

Sanchi Agarwal

by Sanchi Agarwal

On 2018 M09 22

by Sanchi Agarwal

Gone are the days when email marketing used to be taken lightly. With "digital clutter" flooding our world today, an eCommerce business only has 3 seconds to get its email noticed by a customer. That’s super quick!

We now live in an eCommerce environment where product variety has got no bounds and customers always want to be ‘in the know’. They’re inquisitive, always looking out for the best buys and rewards.

In the past, many businesses have made the mistake of spamming their customers' inboxes with information that is not relevant to them. In order to master email marketing today, it's definitely best to follow the ‘less is more’ philosophy!

How? By segmentation! Segmenting your customers accurately and then sending them customized mails can help you nail email marketing for your company.

According to the Direct Market Association, the ROI of email marketing is 3800%, subject to how well you get this process down.

In this post, we'll share how to approach email marketing for your business and leverage it into a strong engaging touch point with your customers.

How to grow your email list

It’s always best to start by stepping into your customers’ shoes! Segmenting them into well defined groups per their search behavior, past purchases, activity, and even their individual personas, can enable you to better predict their actions in response to your email.

The more data-driven the segmentation is, the more likely it is that your email campaigns will take off.

Some effective ways to incentivize customers to leave their email addresses with you are to:

  • Give away free content: For example, an eCommerce website for cosmetic products can offer customers an opt-in box or a pop-up, directing them to sign up for information and updates on best ways to use their products or how to choose the right product for their skin type. This type of information provides value to customers, encouraging them to learn more from you.
  • Run a contest: A great way to get existing and potential customers to sign up! Promoting the contest both online and offline can help you reach out to a larger potential market. However, it’s important to make sure that you target platforms where your clientele will be to filter out unwanted signees.
  • Use Google PPC ads: This allows your potential customers to find you on the web. Since Google has been playing very smart, mastering SEO efforts proves to be very challenging. Instead, being featured on their Search and Display ads section might be a quicker way to gauge customers’ attention and motivate them to sign up.

What kind of emails should you be sending?

Sending emails to customers should also strongly correlate with your segmentation strategy. For instance, a loyal customer can be sent product recommendations, a discount customer can be invited to browse items on sale and a face-value customer can be promoted exclusive product ranges.

It's also worth taking the time to personalize your emails, as this allows you to better connect with customers. Consider personalizing subject lines, including their name at the top of the message, and including relatable information to this particular segment in your copy.

Here are some examples of emails you should be sending:

  • Welcome emails: Send this when a customer first registers with you or just made a purchase at your store. Content-wise, focus more on being informative rather than persuasive, as you're just beginning this relationship. Sounding less sales-oriented and more customer-supportive is essential. Delighting your customers with a coupon through a welcome email is a great start!
  • Up-sell and cross-sell emails: These are ways of promoting products you think your customers might be interested in, complementary products, or similar category products. An example of complementary products are a phone and earphones, or baby milk powder and baby clothes. These emails can also ask for customer reviews, provide customers with relevant information about a product they just purchased, or promote a referral program. They spread word-of-mouth while keeping them engaged!
  • Abandoned cart emails: These are important. Did you know they have the highest click-to-conversion rate at 21.78%? An abandoned cart email works like a reminder, prompting the customer to go back to their shopping cart and make a purchase. If this still doesn’t lead to a purchase, follow up emails with discounted offers on those same products can then be sent to the customer.
  • Price decrease and end-of-season emails: For your price sensitive customers, urge them to visit your eCommerce website and drive volume of their purchases. Sending these emails at the right time avoids building up outdated and unnecessary inventory for you. Another reason people prefer online buying over offline is wider choice and low prices, so these emails fit the bill for marketing to this segment!
  • Re-engagement emails: These emails are like friendly conversations meant to bring a smile to a customer’s face. Birthday teasers, ‘We miss you’ messages with attractive discount offers, and automated replenishment emails at the right time can really provide a pleasant after-sales customer experience.

If you are just starting your business, it's good to make an effort to find an email marketing tool suits your business.

You've most likely heard of MailChimp, which offers an extensive email marketing solution while helping you pave the way for your social media marketing strategy.

Consider it or the following options:

SmartrMail: Get more sales with personalized email automation

Integrated with famous marketplaces like Shopify and BigCommerce, SmartrMail offers a vast choice in emails you want to send to your customers, at different stages of their customer journey.

There are 3 extensive pricing plans fit for your business at the startup, mid-level and enterprise stage, offering you flexibility in choosing the most appropriate one according to your business requirements.

Additionally, their built-in algorithm instantly let’s you know how much revenue your emails are driving to your store and where there is a scope for improvement.

Check out their recommendations for 5 emails you should send after every order shipped!

Omnisend Marketing Automation: Email & marketing automation that helps you sell more

Highly rated on the Shopify app store, this tool helps you grow your email list with its features and also helps you personalize emails to your customers with easy data analysis.

Several call to action features like customizable discount coupons and gift box elements can be added to your email, in just a click!

Klaviyo: Level-up email and social campaigns with data-driven marketing

Klaviyo integrates with Facebook Advertising and many other apps and platforms. It focuses on helping your business rise above the clutter with an email marketing approach that is well-designed, noticeable by your customers and is in-line with your customer behavioral trends.

One of their comprehensive solutions is offering real-time web tracking to help you understand abandoned carts so you can prepare an effective abandoned cart email.


Email marketing today is all about permission marketing. Customers hate clutter! Paying attention to details like the mobile friendliness of your email, a call to action subject line, and psychological triggers like light-hearted and funny gifs can really differentiate you and your marketing style.