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Why Every E-Commerce Brand Needs to Be All-In on Email Marketing


By Ross Andrew Paquette


Millions of consumers worldwide use email and its use continues to increase throughout the years. Email is one of the most popular communication channels, and the majority of emails sent daily are business-related.


Think of how many emails you receive on a daily and weekly basis — they consume a large part of your life. From notifications to paperless billing — we rely heavily on emails every single day.


Email marketing has continued to be one of the most effective ways for a business to market to its customers. Email is personal and the open rates put your message in front of its intended recipients more than any other channel.


Email isn't going anywhere, and while SMS marketing may be experiencing industry-high open rates, specifically in the e-commerce industry, email cannot be ignored. Here is why brands need to be all-in on email marketing.


More customizable and personal than social media

E-commerce brands, especially direct-to-consumer brands, love social media. While social media offers a great platform to market to your customers, it isn't highly customizable or personal.


If a brand has 100,000 followers on Instagram, for example, every Post or Story is broadcast to that entire audience. What if a D2C apparel brand has both men's and women's lines? A post highlighting the women's spring collection is going to be seen by all followers — male and female.


Email, however, allows an e-commerce brand to segment its list based on data. An apparel brand can have a main list that includes all customers, and then segment that into lists according to purchase behavior.


Sending an email announcing a new women's line to customers that have previously purchased women's apparel is going to perform much better than an offer broadcast to the entire list. The same applies to men's drops.


Email personalization also helps to create a stronger relationship. A post on social media feels generic, whereas an email addressed to the recipient feels more personal.


Highly measurable data

When you take all of the data available to you and break it down, you can make incredible improvements in your future email deployments. You can further segment your list, identifying your best customers and you can also use data to determine the best days of the week and time of day to send messages.


Numbers don't lie, and when you take the time to analyze your email data, you will find new opportunities and optimize them to improve your overall results. For example, you might find those general newsletters have a significantly higher open rate on Tuesday afternoon, while special offers convert better on Friday mornings.


Access to this data also allows you to send dynamic content within your emails, tailored to each recipient. When you place an offer for a product they were recently viewing on your website in

front of them, they are more likely to convert than they would be if it was just a generic blanket offer designed to appeal to the masses.

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