What is Email Marketing in eCommerce?


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How it Works, What Makes it Effective, and Doing it Right With 7 Strategies.

Email Marketing 1

In eCommerce, email marketing is a strategy using email for product or service promotion by online stores. The marketing strategy focuses on bringing potential customers to engage with a brand and eventually buy the ticket.

With $42 earned per $1 spent on email marketing today, it continues to become one of the most sought-after strategies. And with the prediction of 4.3 billion users in 2023, emails will remain as one of the most utilized forms of digital communication that businesses will have to leverage.

Email marketing can contribute to increased engagement, customer loyalty, information dissemination, virality, conversions, and revenue.

Why is Email Marketing Vital for eCommerce?

Email marketing presents crucial contributions to the achievement of business success. They can pack immense benefits when you implement them correctly. 

Email marketing is an awareness enabler for developing brands. They can help build credibility as you can use them to establish trustworthy relationships with your audience. 

Additionally, you can effectively use email marketing to generate leads, boost your site traffic, and increase conversions and sales.

Here are 7 Email Marketing Strategies That Can Help Boost Your Sales.

  1. List Segmentation & Email Customization
  2. Address Capturing
  3. Lead Nurturing
  4. User Onboarding
  5. Re-engaging Passive Users
  6. Retrieving Abandoned Carts
  7. Cross-Selling & Upselling

Strategy No. 1: List Segmentation & Email Customization

First of all, you have to prepare for all kinds of people that you will engage in your business emails. Remember that not everyone is on the same level of relationship with you.

Customise Email

Some consumers are those that you just met, some who regularly shop with you, some that are losing interest, and others. Remember that you cannot say the same thing to each of them – you have to personalize and say the right message to the right person.

Studies have found that emails having personalized subject lines generate 50% higher open rates than those that don’t.

Personalized emails mean that you are calling the recipient by their name in a newsletter or mentioning a person’s company during onboarding and other business-to-client engagements.

Of course, you wouldn’t have the time to name and label your emails one by one. Luckily, there are tools you can use to automate personalized emails.

Here are 7 tools you can use to personalize your emails:

These platforms do more than just automation.

When you maximize your use of these tools, you can use them to run your email campaigns seamlessly. However, you would need to take a significant amount of time and effort to perfect your use of them.

Also, these tools will not generate the stems of your copy – you will have to write a set of emails for each segment of your mailing list. For example, for newsletters, you might have to write 50-100 emails of 300-500 words each – that’s just for one of the subgroups.

As a business owner, you might be stretched across many different crucial parts of your operation. You probably manage human resources, production quality, product development, expansion, and more.

Also, you most probably are more of a product expert than an email marketer.

If so, it would be best to outsource your email marketing to an expert team like the Kas Andz Marketing Group.

Doing so will help you save money by avoiding trial and error misjudgments. 

Imagine running an erratic email campaign and having hundreds of your target audience losing trust in you because they found your mails spammy. Worse to win them back and redeem your reputation, you will have to pay for more customer acquisition costs. The costs can be severe. 

Do your email marketing the smart way.

Strategy No. 2: Address Capturing

After determining the different people and levels of engagement you will have to target with your emails, you will have to get suitable email addresses. After all, who will you send the emails to if you don’t have recipients?

Capture Email

Here are 7 tips you can use to capture email addresses:

  • Contests will help you get leads – tell winners to share their email addresses to receive prizes.
  • Complaint forms will let cart abandoners tell you their problems and send you their email addresses.
  • Use exit pop-ups to stop bouncing users by offering discount codes they will receive by inputting their email addresses.
  • Offer discounts or freebies like an eBook or recipe on your pages that users will receive by sending you their email address.
  • Bait addresses with free exclusive subscriptions – this will give you a list of people who are interested in potentially upgrading their relationship with you.
  • Do not dismiss the “sign-up for newsletters” forms because they will show you who actually wants your newsletters – they are higher-up leads.
  • Offer free trials that will require their email address.

Strategy No. 3: Lead Nurturing

You can nurture your generated leads into loyal clients by providing them with valuable content that will entirely engage them into conversion.

Lead Nuturing

One part of lead nurturing is sending them high-value newsletters.

Your newsletters must show them that you care about them – share tips that they can practically use. And do not make your newsletters sound corporate – tell a story instead.

Keep things exciting and engaging and sandwich the valuable educational content within the copy.

For example, if you are a hot sauce company, you can send a newsletter that talks about the holidays and how the family gathers around a lovely meal. Then, teach them a familiar recipe with a few twists while subtly using your product.

Simply link your online shopping menu to one of the instances that you mention your brand name.

The more your leads spend time reading your newsletters and trusting them as valuable sources of information that interests them, the easier it is for you to convert them entirely.

Strategy No. 4: User Onboarding

Onboarding emails are sent to those who just bought the ticket. These are introductory emails that you send to those who recently became your clients.

Firstly, you will have to send a welcome email. Make sure that you make them feel welcome and comfortable and that you create a positive first impression.

Remember that a welcome email has an 82% chance of getting opened. You don’t want to leave a bad impression.

Make sure you give something of value like a discount or a free knowledge resource.

You can continue engaging these customers after two to three onboarding mails. What you can send are stories or expert tips that will fortify their trust in your expertise as a brand.

Strategy No. 5: Re-engaging Passive Users

Use this email marketing strategy to win back customers or users who start losing interest in your brand, services, or products.

Draw their attention and invite them back to your website by using one of the underlying principles of an exit pop-up – make them an offer that they can not refuse.

The trick here is all in the quality of the copy. You have to be significantly emphatic and convincing, stirring their emotions and gaining back their interest.

Also, the timing will do some convincing. See if you can get the message through on a holiday, payday, or birthday.

Special Deal

Strategy No. 6: Retrieving Abandoned Carts

The average rate for cart abandonment for all businesses is 69.57%. Hence, you shouldn’t be afraid if you’re experiencing a similar rate, but you should always find a way to reduce the numbers.

Emails are your best way to retrieve abandoned carts because you can deeply engage people.

What you need to do is to remind them of the value of the items that they added to the cart. Also, you could give them an incentive in the form of, for example, a 20% discount when they checkout within one hour and 10% within 24 hours.

Strategy No. 7: Cross-selling & Upselling

For cross-selling or motivating visitors to buy more, you can offer products in your emails that will complement the customer’s order. You can provide items that match perfectly with the products that a shopper selected or bought.

On the other hand, you can upsell via emails.

Send more options and different models of a product to clients who have made an order or purchase.

Highlight the value that the customer will get after buying your more expensive products.

You Need Email Marketing

If you have not yet, you need to integrate email marketing into your business. Doing so promises a 4200% ROI that you will enjoy and love – a significant help when pushing for commerce expansion.

All it takes is the right personnel with excellent expertise and experience.

Get a free primary consultation!


Why should I personalise my email newsletters?

People no longer respond to robotic emails. They already consider them spammy and robotic.

Personalised emails stand out as extremely relevant, tailor-made content.

Emails that are personalised are more likely to be opened and clicked on. And by sending the correct content to the right people at the right time, personalized emails improve customer experiences.

Is email marketing enough to boost my sales?

Email marketing can help you save lost customers, funnel in new ones, and get a significant increase in sales when done right.

But of course, you will also need to make sure that your eCommerce website is a pleasure to use. So you will need conversion rate optimization.

Also, you need to make sure that people searching on Google who type in keywords related to your product will find your content. So you will need search engine optimization.

Also, there are other marketing methods that should supplement your email campaigns. For example, PPC or advertising which you can use to bring people directly to your website or build an email list.

Why should I hire an email marketing agency?

Email marketing entails many aspects and work, including highly technical requisites. For example, you have market research, A/B testing, personalization, content creation, writing, automation, and more.

If you are an eCommerce business owner who is already busy doing operations, HR, production, expansion and other vital aspects of your company, you will need someone else to focus on emails.

If you get KAMG, you have a team of senior email experts doing your campaigns, ensuring that you maximise your marketing ROI.

Picture of Kas Andz

Kas Andz


Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

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  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

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Types of Data Collected

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Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

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We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

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We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

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Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

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Use of Your Personal Data

The Company may use Personal Data for the following purposes:

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We may share Your personal information in the following situations:

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The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

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Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

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Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

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Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: team@kasandz.com