Email marketing must-haves for online stores

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Email marketing can be a game-changer for small business owners. With the right strategies in place, it can increase sales, enhance customer relationships, and boost retention.

If you’re an online retailer or business owner, be sure to bookmark this article. It’s packed with essential email marketing strategies for your online store, plus some handy email sequence templates to help you create your own in no time.

The importance of email marketing for online stores

Email marketing isn’t just another tool — it’s one of the most effective channels for driving sales and engaging customers. Let’s take a closer look at some of the advantages.

Emails engage customers

Did you know that brands sent nearly 23 billion promotional emails in 2023, resulting in a 17% increase in orders compared to the year before?

If you believe customers are growing weary of emails, the statistics tell a different story: for brand emails, the open rate has risen from 22.9% to 25.1% in 2023, while the click rate has climbed from 1.2% to 1.5%.

Compared to other marketing channels, email marketing stands out because it can deliver personalized content directly to your customers. This keeps your brand at the forefront of their minds and offers a direct line of communication.

Emails save time and effort

Another awesome thing about email marketing is that you can automate it. This saves busy business owners a ton of time while still driving orders. Just think about it: in 2023, automated emails generated 41% of all email orders while accounting for only 2% of emails sent!

One in three people who click on an automated email makes a purchase compared to only one in 20 campaign clickers. Performance is even stronger for welcome and cart abandonment emails, which convert about one in every two people who click.

Email marketing is easy to implement

One of the best things about using email marketing for your online store is that it doesn’t require a lot of technical skills. Most email service providers have drag-and-drop editors, making it easy to create professional and visually appealing emails.

Additionally, there are plenty of templates available that you can customize to fit your brand’s aesthetic. This makes it simple for even non-designers to create eye-catching and effective emails.

Some ecommerce platforms have built-in email marketing tools. For example, Ecwid by Lightspeed offers sellers a robust online store along with powerful store management features and handy built-in marketing tools. That includes some email marketing features such as abandoned cart recovery and automated emails.

Plus, Ecwid has an integration with Omnisend that allows you to automate your email marketing further to generate sales effortlessly.

Email must-haves for online stores

Now, let’s get into the nitty-gritty of what your email marketing strategy should look like. Here are some must-haves to ensure success:

Welcome emails

The first impression is crucial, and welcome emails are a great way to make it count. A welcome series is a sequence of emails sent to new subscribers to introduce them to your brand. 

Welcome emails have an average open rate of 36.9%, making them one of the most popular types of emails among retailers.

Welcome emails can be used to thank customers for subscribing, introduce your brand and products, and offer a discount code or gift as a gesture of appreciation.

Why is it important?

• First impressions matter: Introduce your brand and set expectations
• Builds engagement: Keeps new subscribers interested and engaged
• Drives initial sales: Offers incentives to make the first purchase

Abandoned cart emails

Sometimes, customers leave items in their carts without completing the purchase. Abandoned cart emails are designed to recover those lost sales. These emails typically include a reminder of what was left in the cart, a call to action to complete the purchase and possibly offer a discount or incentive to entice customers back.

Why is it important?

• Recovers lost sales: Encourages customers to complete their purchases
• Increases conversion rates: Gives customers a nudge towards completing their checkout

Order confirmation and thank you emails

Order confirmation and thank you emails are crucial in nurturing customer relationships. These communications not only reassure customers that their order was successfully processed but also express appreciation for their business.

Plus, these emails can provide valuable information, such as estimated delivery times and links to customer support, enhancing the overall shopping experience.

Why are they crucial?

• Builds trust: Reassures customers that their order is being processed
• Encourages repeat purchases: Adds personalized recommendations or discounts for future purchases
• Shows appreciation: Simple thank you messages can go a long way in building loyalty

Product review requests

When was the last time you made a purchase without checking product reviews? Your customers likely do the same!

Product reviews greatly influence purchase decisions, acting as social proof for potential buyers. Therefore, it makes perfect sense to use them in your marketing.

To generate more reviews, use product feedback request emails. They encourage customers to leave feedback on their purchases. 

Why are they beneficial?

• Build credibility: Positive reviews can influence new customers
• Improve SEO: User-generated content adds value to your site
• Provide insights: Reviews help you understand what customers love or dislike about your products

Ecwid allows you to collect and display reviews on your store’s product pages. This is the perfect place to showcase reviews, as customers are already in the purchasing mindset while browsing your products.

Example of an email sequence for an online store

Now that you know the must-haves in your email marketing strategy, here’s an example of how you can structure your emails to drive success for your online store.

Below is an example of the email sequence you can use as a template for your business. This sequence helps you introduce your brand to potential customers, convert new subscribers into customers, and, ultimately, drive sales:

Email 1 – Welcome email

Your welcome email sets the tone for your relationship with new subscribers. It’s where you introduce your brand and products.

What to include in the welcome email:

• Make a friendly introduction: Thank new subscribers for joining your community
• Highlight benefits: Mention what they can expect from your subscription, such as exclusive deals, new product launches, or valuable content
• Add a call to action: Encourage subscribers to explore your store

Optional: offer an exclusive discount or free sample as a gesture of appreciation.

Email 2 – Brand story email

Sharing your brand story helps deepen the connection with your subscribers. It’s an opportunity to show the passion and values behind your business.

Sharing the story behind your business is helpful for engagement because it shows authenticity and builds trust with your audience. Plus, it sets you apart from other businesses in your niche and gives you a unique selling proposition.

What to include in a brand story email:

• Introduce yourself: Share a brief personal story about how you started the business or what inspired you
• Explain your mission: Talk about the purpose of your brand beyond just selling products
• Share your values: Mention what drives you as a business and how it aligns with your customers’ beliefs
• Add a call to action: Invite subscribers to learn more about your brand on your website (where they can also check out your products!)

Email 3 – Social proof email

Social proof builds trust and confidence in your brand. It’s a form of social validation that reassures potential customers that others have had positive experiences with your brand.

What to include in a social proof email:

• Positive reviews: Share customer testimonials or reviews from happy customers
• User-generated content: Feature photos or videos of customers using your products, showcasing their satisfaction
• Trust seals: Include any industry certifications, security badges, or awards your business has received
• Call to action: Tap into the power of social proof right away and encourage your subscribers to check out your products

Email 4 – “Follow us on social media” email

You might have noticed that the previous emails included a call to action to visit your website. This one takes a different approach by encouraging subscribers to follow you on social media. This kind of email is great for building a community around your brand.

What to include in a “follow us” email:

• Introduce your social media channels: Share links to your social media profiles and explain what type of content you share
• Explain the benefits: Mention exclusive deals, sneak peeks, or behind-the-scenes content that followers can expect
• Encourage engagement: Ask subscribers to follow, like, comment, and share your posts

Optional: offer an incentive for following your accounts (e.g., enter a giveaway or receive a discount code).

Wrap up

Email marketing is a powerful tool for online stores. Implementing a comprehensive email marketing strategy can significantly boost engagement, drive sales, and enhance customer loyalty. Start by integrating these must-have email sequences into your marketing plan and watch your business grow.

Ready to take your email marketing to the next level? Sign up for Ecwid to create an online store and integrate Omnisend to automate your email marketing efforts. This is a perfect duo to brew a successful online store!

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Anastasia Prokofieva is a Senior Content Specialist at Ecwid by Lightspeed. She explores the world of online marketing, with the goal of making entrepreneurs’ daily routines easier and more fulfilling.