A beginner's guide to eCommerce email marketing

Read Time: 5 Minutes
A beginner's guide to eCommerce email marketing

Table of contents

  • Why use email marketing for eCommerce?

  • X types of emails every eCommerce should use

  • How can interactive email boost eCommerce conversions?

  • Simplify eCommerce emails with Mailmodo

  • Takeaways

Why use email marketing for eCommerce?

Email marketing gives you access to more than half the world's population. That is more than any other marketing channel has to offer. AMP for emails has allowed email marketers to embed dynamic interactive elements. 60% of email recipients said they would like to engage with interactive emails. 

A good email marketing campaign can generate a high return on investment (ROI) for businesses. Email marketing can help businesses deliver quality content that increases engagement and develop customer relations. Even when starting a business, it can help to have your email marketing strategy already conceived. You can read below why email marketing is effective for eCommerce businesses.

  • Email marketing allows you to create your database over time. You can utilize this database for future promotions of upcoming products.

  • Email marketing outperforms any other marketing channel in terms of reach and click-through rates, thereby providing you with better engagement.

  • Email marketing can generate an ROI of 4400%, higher than any other marketing channel, especially when handled with expertise through email campaign management.

  • Email is the best channel for maintaining and developing customer relations.

6 types of emails every eCommerce brand should use

Here are some of the best emails every eCommerce brand should send to increase their sales and customer engagement:

Welcome emails

  • Welcome emails give you a chance to make a lasting impression on your customers. It defines your business as a reliable store and elevates your brand image. Welcome emails can boost user engagement by up to 500%. It's simple to create beautiful personalized welcome emails using an email template for ecommerce, which may also help you come up with other appealing content ideas.

Referral emails

  • Referral emails are great to increase your customers or at least the user database of your website. It incentivises your current customers to refer a friend and family in exchange for some discounts or other offers.

Flash sale emails

  • Flash sale emails are like promotional emails on steroids. They create a sense of urgency amongst the customers. Businesses can use these emails to announce new products, sales, deals and exclusive campaigns.

Thank you emails

  • Expressing gratitude for websites is very beneficial if it is personalized. Businesses can thank customers in the form of discount coupons or gift cards. This makes them feel connected to the brand and generates customer loyalty.

Transactional emails

  • These emails are sent to individual customers. They contain responses to customers’ interactions or information to complete a process they may have started.
  • These are emails containing information about the products you have bought online, the order ID, and the amount paid.

Promotional emails

  • These emails are sent to people who have specifically opted in to receive promotional content. This makes up the mailing list for your email marketing campaigns. This mailing list is further divided into different segments for different campaigns.

How interactive email can boost eCommerce conversions

Brand building, customer loyalty and sales are the most important for an eCommerce store. Interactive email marketing has exactly those things to offer you. Here is what you can offer to your customers when you choose interactive email marketing:

  • Dynamic interactive elements

  • Third-party integrations

  • Hyper personalisation

  • Ability to take actions within the email like:

    • Fill out forms

    • Give a feedback

    • Answer a survey

    • Sign up for seminars

    • View an abandoned cart

The above are only a few examples of what you can offer your customers using AMP-powered interactive emails. It is not a myth that a better customer experience automatically affects the conversions and image of a business positively.

Hyper personalisation of emails

  • Interactive emails have made it possible for online businesses to easily send personalized method of unsending emails to their customers. This means that the customers receive emails that address them by their name, both in the email body and in the subject line. A study by Experian shows personalised emails have 29% more open rates and 41% higher click rates.
  • AMP for emails turns this into hyper-personalization. With AMP emails, you can have personalised emails sent to your customers based on their activity on your website or app.

Product promotions

  • Ecommerce websites often promote their upcoming products ahead of launch to create enough buzz among the audience.
  • AMP emails give them the power to create stunning promotional emails. These emails can have carousels and can be used to advertise the upcoming products or lines of products elaborately.
  • Customers can interact with different elements within the email and get complete information without even leaving the mail. They can also browse through the different products within the mail itself.
  • Having a call to action button to subscribe for regular updates or a countdown timer until the launch is also a great idea.

Product recommendation

  • Ecommerce websites can get ample data from the customers' activity on their websites. With the help of an algorithm, this data is then used to understand the customers' preferences and recommend similar products.
  • These recommendations are curated specifically for a customer. The recommended products have a higher chance of being bought. 
  • AMP further allows the customers to view these recommendations in a visually appealing form, such as a carousel, for instance. It also allows them to add the products in the mail directly to their cart without going to the website. 
  • The customer can then click on the ‘Check out’ call to action button and land on the payment page with the selected products in the cart.



  • Ecommerce websites often use gamification to increase the engagement of their emails. Customers get something fun in their emails that they can interact with. The senders often reward the customers with gift cards or discount vouchers for their participation or winning the games.
  • These rewards lead the customers to tie a greater value to them as they have been won by the customers instead of just being handed to them. It incentivises the buying of products from the website using the vouchers and leads to an increase in sales.

Simplify eCommerce emails with Mailmodo

Interactive emails bring the power of hyper-personalization, segmentation and ease of scalability for businesses. Mailmodo offers great email marketing services that can help a business grow. 

Here are the benefits you'll get when you sign up for Mailmodo:

  • Add interactive widgets such as shopping carts within user's email by integrating users' Shopify account with MailmodoAbility to take your store to the customer’s inbox. 

  • Offers 30+ native integrations, including Calendly, Zoom, Hubspot, Intercom, Integromat, Webhook, etc.

  • Pre-built editable templates for different use cases with the help of a drag and drop email editor easy-to-use tools.

  • Ability to automate email based on different triggers.

  • Ability to segment your email list users organize customers based on age, preferences, behavior, engagement, geography submission data, etc.

  • In-depth email marketing analytics.

Apart from these, Mailmodo also has customer support experts to advise you on different strategies to take up to grow your business further and a 24X7 open customer service to reach out to.


Email marketing has been the go-to solution for businesses and has seen numerous uses. It has proven to be profitable for many eCommerce websites and has created a brand image for them.

About the Author

Aquibur Rahman is the CEO of Mailmodo, an email marketing solution that enables users to send app-like interactive emails. He has marketing experience in inbound and outbound strategies, SEO, growth, CRO, and marketing automation. He has helped many B2C and B2B brands, including early-stage tech startups to fast-track growth using agile and data-driven marketing processes. When Google released AMP emails, Aquib saw great potential in it for reinventing email marketing. This led him to start Mailmodo to help businesses get better ROI from email marketing.

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