How to Improve Your Email Marketing For E-commerce?

If you have been reading up on marketing lately, you will see a lot of emphasis being placed on mobile marketing.

This is an interesting fact for marketers because it opens up a whole new range of campaign possibilities. Everything is now possible, from a simple SMS outreach to an advanced mobile-targeted email marketing automation campaign. Want to read up on mobile targeting? Check out this cool infographic.

The new options, which you can learn about in the infographic below, are pretty exciting. And you certainly should incorporate some of them into your new strategy. It may be tempting to ignore old fashioned channels like email marketing, but this would be a mistake.

Email campaigns can be highly effective at drumming up business for you at a relatively low cost. If you haven’t been seeing the kinds of results that you would like, it could be time to overhaul your approach.

Ready to learn how?

Audit Your Lists


Take a good look at all the people on the list. How many actively engage with the emails? How many open them? We all think that the longer the email list is, the better our chances of making a sale are. Technically, that is true.

In the real world, however, often all you are doing is annoying the person on your list and damaging the reputation of your domain.   

Be ruthless, segment the list into groups according to how often they engage. Those that never engage should not be contacted at all. Those with low engagement levels should be contacted maybe once to check if they still want to be on the list – if they don’t respond, take them off as well.

That’s especially important in the post-GDPR era of email marketing. Learn to let your inactive subscribers go.

What Is The Email Going To Accomplish?

Do you want to run a promotion? Do you want to encourage customers to participate in a survey? Are you trying to gauge interest in an offer? Or maybe you’re simply telling them your brand story?

Once you are clear on what the goal for this email is, you can tailor the email perfectly. Give the reader a few different options when it comes to doing what you want them to. They could, for example, complete an interactive survey, fill in an attachment, record their answers, click a button or simply continue reading.

Now go through your lists and find the subscribers most likely to be interested in that email. This makes it more likely that they will open it.

Get Personal 


Be personal but not too personal. You may occasionally want to use the recipient’s first name, and maybe her company name. If you know the person outside of cyberspace, then you can ask about her kids, etc. If you only know she has kids because you checked her Facebook page, definitely don’t mention it.

Our advice with getting personal is  get to know at least basic segmentation.

For example, if you have a subscriber list of 10 000 email addresses, divide into several parts based on the level of activity they had – the partition would look something like this – 6 000 people that are the least active, 2 000 that are somewhat keen on interacting with your emails, and 1 000 subscribers that are your most loyal ones. Don’t be afraid to use personalisation with the latter two categories of your subscribers, especially the last one.

Here’s a video on how to use personalisation at

Do A Test Mail

Do a dry run on just your email address. This will help you see how the email reads, whether or not the first name is displaying, etc.

Of course, has this feature and it’s accessible at the last step of creating your campaign – you can simply click ‘Send test email’ and type in your email address.

Kill The No Reply Address

What if the person wants to ask a question? That “No Reply” email account will be a frustration. It could also prompt them to wonder what the big secret with the email address is. That definitely won’t help you build trust with your subscribers.

You will also be more likely to be reported as SPAM and you’ll miss a lot of potentially precious feedback. Since there is no benefit of using a No Reply email address, don’t use it. Simple as that.

When Is The Best Time To Send Emails?


Forget what you have read online about it being Tuesday – Thursday. Millions of others have also read that advice and so these have become peak emailing days when your prospects get smacked with the most sales communications.

Find out when the best time and day is for you by trying different times and days. You will know you have hit the sweet spot when most of your mails are opened quickly.

Each subscriber list is unique, so don’t try the one-size-fits-all approach here. Do a bit of your own research.

You should also take into account even possible cultural differences. If a large portion of your subscribers are based in Spain, keep in mind that during midday, they’ll probably be less likely to read your emails due to Siesta,  the same in most other Mediterranean countries.

Also, depending on your subscriber base, they may not be too keen on personalisation itself, you may come off as cheezy.

Don’t Harvest (Or Purchase) Addresses

There are a lot of ways to collect email addresses. The problem with many of these data harvesting techniques is that these people have not specifically given you permission to contact them and they probably wouldn’t even if they knew who you are – they’re simply random people that probably don’t have anything to do with your services/product. It is not an effective way of doing things and is akin to cold calling someone who has never heard of your company.

And, if you are in the EU, you could face some serious fines if caught. The GDPR regulations passed this year mean that someone has to opt-in to your subscriber list before you are allowed to send them anything.

If called upon to do so, you will have to prove that they opted in. Don’t take a chance on this one. This might cost you a fortune in fines.

A much better approach, if choosing to cold-mail in the EU or not, is to find emails by doing a research that follows certain criteria and adds to your mailing list only recipients that might be interested in what you have to offer. Then you may be able to prove that they should have legitimate interest in what you have to offer. Simply leave the option for them to stop receiving any further communications.

Bear in mind that by cold-mailing people, you potentially are ruining your and your companies’ reputation. People will be less likely to trust you if you already commited a crime by emailing them.

Disclaimer: This is general advice. If you wish to cold-mail, then definitely isn’t for you, there are tons of cold-mailing tools available online, try them.

Let the Nonbelievers Go 


It hurts when a subscriber leaves your list but it is not the end of the world. Trying to contact them after the fact is just going to annoy them so leave it be. Even if you convinced them to stay, will they open new emails from you? Your main goal is making them not to want to leave, not to force them to stay.

Accept it, they don’t believe in your company or the product that you offer. Too bad – wish them well and go separate ways.

Of course, if you get a max exodus of subscribers, you do need to investigate why this is happening. A sudden increase in unsubscriptions is a serious signal that something is very wrong. Double check your reports and the campaigns you sent. Are you sending out too many mails? Did you make some horrible typo and now all the grammar-nazis are leaving? Can you improve the content that you send out?

The Email Opening Rate is Far More Important

If your active subscribers suddenly stop opening your mails in bulk, then you should get worried. Perhaps the content that you are sending is not up to par, perhaps you have been sending too much. Do another list audit and make sure not to send emails to those who are not reading them. It’s better to simply let go of your inactive subscribers. They’re simply ruining your stats. It’s way better to have 2 000 active subscribers than 10 000 inactive ones.

Next time, try some different test emails and see which work better for you. Struggling with ideas for your emails? Check our previous blogpost – How to Write High Impact Emails. Not enough? Check out, they’re the best place to find ideas for your posts!

Choose The Right Subject Line

That means not using clickbait. Sure, it will probably improve the opening rates, but it does far more harm than good. First off, the person will be annoyed that you have tricked them and possibly unsubscribe or mark it as spam.

And, next of all, they are not going to click through to your site anyway. All you’re left with is a ton of annoyed subscribers. And they have every right to feel annoyed – you tricked them.

Work on using subject lines that your audience will respond to. Consider adding in fun emojis if the subject matter allows. It all depends on your audience and your usual style.

It is also worth mentioning that your subject line should have a healthy amount of clickbait and wittiness. Too much of both of those is called clickbait. Just the right amount, however, is called a good subject line.

Sterling Content

The content in your email needs to live up to four rules. It must be:

  • Factually-based
  • Flawlessly worded
  • As concise as possible. Nobody wants to read more than they have to nowadays
  • Providing something useful to reader

Email marketing is far from dead and buried. But the old approach of sending the emails out to all and sundry and hope someone clicks through is no longer going to work.

You need to create a more targeted approach – it might result in less emails being sent out but should result in more qualified leads instead.

And preferably, use email marketing automation. It’s free at, for Pete’s sake!

Onward & Upward, Team

Post created in collaboration with Max Chekalov who is the Content Developer at