Did you know that ecommerce email marketing can convert 3 times more than social media when applied correctly? In this article you will learn how this tool has not only established itself as a favorite among marketing experts, but also represents one of the most profitable channels within online marketing.

99% of consumers check their email on a daily basis, making email marketing an essential communication channel for your business. The numbers don’t lie: every euro invested can generate up to 42 euros in return, proving its real effectiveness. Many successful stores obtain approximately 20% of their total revenue thanks to this strategy and the automation of the customer lifecycle.

Over the last year, email marketing for ecommerce has become a fundamental pillar that allows your customers to learn about new products, receive discounts and create a meaningful bond with your brand. Unlike social media, this channel gives you full control over your audience without relying on algorithms or third-party platforms.

Remember that scheduling the sending time of an email marketing campaign is important, but it is even more essential to make sure that the emails are valid. Before launching any campaign, verify the emails to reduce bounces and improve deliverability. This step is crucial considering that transactional email open rates hover around 60%.

Below, we will show you exactly what email marketing is, how it works and the most effective strategies to implement it in your online store. Are you ready to multiply your ecommerce sales with this low-risk, high-performance tool?

What is email marketing and how does it work?

Email has become one of the most powerful tools in digital marketing today. In an environment where online sales strategies are constantly multiplying, understanding what email marketing is and how it works is critical for any business looking to grow in the digital world.

Definition of email marketing

Email marketing is the use of email to promote products or services and increase customer loyalty. This direct marketing strategy allows you to communicate with your audience in a personalized and effective way. Through this tool, you can inform customers on your list about new products, discounts or other services you offer.

It’s not just about selling, it’s about building lasting relationships with your audience. Email marketing helps you create a meaningful and fast bond with your target audience, something essential for any ecommerce that wants to stay competitive in today’s market.

The data supports its effectiveness: email marketing revenues are expected to grow by 287% worldwide between 2024 and 2032. In addition, 95% of marketers confirm that this tool offers an excellent return on investment.

Differences between email marketing and spam

The fundamental difference between email marketing and spam lies in the user’s consent. To do legitimate email marketing, you must have the explicit permission of the people who will receive your communications. Without this permission, there is (or should be) no email marketing.

Spam, on the other hand, consists of unsolicited or unwanted mass mailings by the recipient. It is also considered spam when you send emails more frequently than the recipient expects or when the content does not correspond to what the recipient anticipated.

The consequences of spamming are serious:

1. Degrades your brand’s online reputation
2. You provoke immediate rejection by users
3. You expose yourself to possible sanctions for non-compliance with regulations such as the GDPR.
4. Your messages are automatically filtered to “junk mail” folders.

We recommend structuring your email marketing campaigns in a creative, organized and personalized way to achieve greater effectiveness. The goal is not to bombard with messages, but to offer real value to each recipient.

Importance in today’s ecommerce

For online stores, email marketing represents a particularly valuable tool. In fact, it has an average ROI of 3,800%, which means that for every euro invested, you get approximately €36.26 in return.

This effectiveness is due to several factors. First, email marketing for ecommerce allows you to promote your products directly to your customers, keeping your brand present in their minds and encouraging repeat purchases.

In addition, it is a channel that you have total control over. Unlike social networks, you own your mailing list and decide the content you share, without depending on changing algorithms or external platforms.

Email marketing also stands out for its ability to:

• Segmentation: you can target specific messages to different groups of customers according to their behavior and interests.
• Personalization: facilitates the creation of unique experiences for each customer
• Automation: enables the sending of mailings based on specific user actions.

An important point to consider: scheduling the sending time of an email marketing campaign is crucial, but even more essential is to verify that the emails are valid. Before launching any campaign, we recommend verifying emails to reduce bounces and improve deliverability, thus ensuring that your messages effectively reach their destination.

In the competitive world of ecommerce, email marketing has become an indispensable tool. Not only because of its low cost and high performance, but also because it allows you to establish meaningful connections with your customers, transforming merely transactional relationships into genuine long-term bonds.

Main benefits of ecommerce email marketing

Implementing email marketing for your online store is not just a fad, but a necessity with clear and measurable benefits. In this section we will show you how, when used correctly, this channel can transform the results of your ecommerce.

Increased sales and loyalty

One of the great advantages of email marketing is its ability to increase your sales directly. By having a list of subscribers interested in your business, you only need to include an effective call to action and a paid link to drive conversions. The numbers don’t lie: consumers who receive email offers spend 1.38 times more than those who don’t subscribe.

Email marketing also allows you to build lasting relationships with your customers. Did you know that welcome emails increase engagement by 500%? And not only that, 59% of people confirm that emails directly influence their purchasing decisions.

Why does email marketing loyalty work so well?

1. You create a direct and personal channel with your customers.
2. You can communicate in a personalized and relevant way
3. Keeping your brand present in the consumer’s mind
4. Automated reminders for customers who have abandoned carts

Another important advantage: email marketing helps you find higher quality leads. This allows you to focus on those who really intend to buy your products, avoiding wasting time with uninterested prospects.

Low cost and high return on investment

Without a doubt, email marketing stands out for its extraordinary profitability. With an average ROI of 3,800%, for every euro invested in email marketing you get approximately €36.26 in return. Some companies even report a return of up to $70 for every dollar spent.

This cost-effectiveness makes it an ideal option for businesses with limited budgets. Compared to other traditional channels such as television advertising or influencer marketing, email marketing is considerably more affordable. The cost of sending an email is minimal considering the massive reach it can have.

Remember that another significant advantage is the speed of getting results. Unlike other strategies that can take weeks to show their effectiveness, email marketing offers immediate and easily measurable results. Metrics such as open, click-through and unsubscribe rates allow you to quickly evaluate the success of your campaigns and adjust your strategy as needed.

Total control over the audience

One of the biggest advantages of email marketing for ecommerce is that it gives you complete control over your audience. Unlike social media, where reach depends on changing algorithms, with email marketing you create and manage your own list of subscribers.

Owning your audience means that you control when and how you communicate with them. This independence is fundamental to ensure a stable and direct relationship with your audience, since communication depends solely on you and is not subject to external changes from third-party platforms.

However, it is important to remember that this advantage comes with responsibility. Scheduling the sending time is fundamental, but even more essential is to verify that the emails are valid before launching any campaign. This will reduce bounces and improve deliverability, ensuring that your messages actually reach their destination.

Email marketing also stands out for its flexibility and scalability. You can segment your audience, personalize messages according to specific behaviors, and automate complete sequences tailored to different phases of the buying cycle. This results in more effective communication and a higher likelihood of conversion.

In short, email marketing for ecommerce combines three essential benefits: it boosts your sales while building lasting relationships with your customers, it offers an exceptional return on investment at minimal cost, and it gives you total control over your audience, without relying on third parties to reach your potential buyers.

Types of e-mails you can use

In the world of ecommerce email marketing, choosing the right type of email can make the difference between a successful campaign and one that goes unnoticed. Below, we will show you the most effective formats and when you should use them to accompany your customers at every stage of their relationship with your online store.

Promotional mailings

The main purpose of promotional mailings is to increase the visibility and sales of your products through special offers, discounts or launches. These messages aim to attract and engage your customers, driving both immediate purchases and long-term loyalty.

Unlike other types of communications, these emails focus specifically on highlighting specific products or offering discounts to encourage purchase. Among the most effective promotional emails are:

• New product launches
• Lightning or limited-time offers
• Exclusive discounts for subscribers
• Seasonal campaigns (Black Friday, Christmas)
• Notifications of stock replenishment

Remember that although promotional communications make up the majority of marketing emails sent, their open rates tend to be lower than those of transactional emails. Therefore, it is essential to work well on content and segmentation to maximize their effectiveness.

Transactional mails

Transactional emails are automatic messages triggered by specific customer actions. They are sent after a purchase, registration or other important interaction with your online store. The power of these emails is demonstrated by extraordinarily high open rates, hovering around 60%, well above the overall average of 37.65%.

The main objective of a transactional email should be to provide essential information to your customers. This feature makes them crucial tools to build trust and transparency between your company and your buyers.

In many countries, such as the United States, these mailings are regulated by specific laws such as CAN-SPAM, which state that their primary purpose must be informational, not promotional. However, they also represent an opportunity to discreetly include complementary offers that may be of interest to the customer based on their recent behavior.

Common examples include:

1. Order confirmations
2. Shipment notifications
3. Purchase receipts
4. Delivery information

Its relevance is such that its absence can generate distrust and insecurity in the customer as to whether the transaction has been carried out correctly.

Customer lifecycle mailings

Lifecycle emails, also known as “triggered” emails, are sent in response to specific customer interactions with your site. Their goal is to foster lasting relationships and guide potential buyers through the sales funnel, from initial interest to final purchase.

These emails accompany the customer during all stages of their relationship with your brand: from the moment they join your database, while they remain active and loyal, and even when they start to disengage. The three main phases of the life cycle that these emails will cover are: Potential, Active and Absent.

Among the most effective examples are:

• Welcome emails (which increase participation by 500%)
• Abandoned cart recovery mailings (which can recover 15% to 20% of carts)
• Thank you emails
• Requests for feedback
• Loyalty programs

When a customer has been inactive for some time, recovery emails try to reactivate their interest with messages such as “We miss you”, followed by incentives such as discount codes or short surveys.

Remember that scheduling the sending time of an email marketing campaign is important, but it is even more essential to make sure that the emails are valid. Before launching any campaign, verify emails to reduce bounces and improve deliverability, especially considering that transactional email open rates hover around 60%.

The importance of a quality database

The quality of your database is one of the fundamental pillars for the success of your email marketing campaigns. A well-maintained contact list not only improves your immediate results, but also protects your brand’s reputation in the long term and ensures that your messages effectively reach your recipients’ inboxes.

How to collect mail legally

In email marketing, obtaining explicit consent from your subscribers is not optional, but a legal and ethical obligation. We recommend that you implement a double opt-in process, where the user confirms their subscription through a validation email, thus reducing fraudulent or unwanted registrations.

To capture emails in a legal and effective way, you can use:

• Forms in different sections of your website (landing pages, widgets, end of each post)
• Contests that include in their legal terms and conditions the use of data for communications
• Exclusive content such as ebooks, templates or discounts in exchange for subscriptions
• QR codes at events or trade shows that lead to registration forms

Remember that buying databases is prohibited and can cause you serious legal problems, in addition to damaging the reputation of your brand. You can only send commercial information if you have previously had a commercial relationship with the user and he/she has given his/her written consent.

Verify emails to avoid bounces

To maintain a bounce rate below 5% (recommended percentage for a good sending reputation), it is essential to check your list before sending. Bounces not only affect your campaign metrics, but also negatively impact your sender reputation.

Email verification tools scan your lists to identify invalid or risky addresses. When selecting a verification service, look for these features:

1. Accuracy rates greater than 95%
2. Ability to process thousands of verifications quickly
3. Compliance with regulations such as GDPR

Impact of quality on deliverability

A clean database is directly proportional to your reputation as a sender and, therefore, to the deliverability of your emails. Did you know that it only takes 2% bounces to trigger spam filters? This can result in your messages ending up in subfolders or being blocked altogether.

In addition to eliminating bounces, you should pay attention to inactive users. Contacts who don’t interact with your campaigns for an extended period of time can weigh down your overall deliverability. In these cases, make one last reactivation attempt and, if it doesn’t get results, remove them from your list.

Regularly cleaning your database not only improves deliverability, but also optimizes your resources. It is preferable to have a small but highly engaged list than a large one with low interaction. As the fundamental principle of email marketing goes: quality is always worth more than quantity.

Email marketing automation in ecommerce

Email marketing automation has become an essential piece of software for online stores that want to maximize their results. In this section you will learn how to implement automated processes that generate sales without you having to be constantly on the lookout.

What is mail automation?

Email marketing automation consists of sending scheduled sequential messages that are automatically triggered when your customers perform specific actions. This system allows you to send personalized emails on a large scale following a predefined logic, which increases engagement and conversions.

Unlike traditional campaigns where you must send each email manually, automation works through triggers that respond to actions such as a subscription, a purchase or cart abandonment. The software is triggered and sends your emails automatically when these conditions are met.

Examples of effective automation

The most effective automated sequences you can implement in your ecommerce are:

• Welcome emails: Generate an average open rate of 68% and a click-through rate of over 23%.
• Abandoned cart recovery: Fundamental considering that more than 68% of ecommerce carts are abandoned.
• Feedback requests: automatically sent after purchase to improve customer experience
• Customized recommendations: Based on past purchases to increase average order value
• Reactivation of subscribers: Aimed at users who have not interacted with your e-mails for some time.

Recommended tools to automate

To implement effective automations, you need a specialized platform. If you are going to use automation services on a regular basis, we recommend one of these options:

• GetResponse: Offers an automated conversion funnel builder and allows you to schedule campaigns at specific times.
• Mailchimp: Ideal for beginners, with a visual editor and multiple integrations.
• ActiveCampaign: Noted for its more than 200 integrations with other platforms.
• Klaviyo: Specialized in ecommerce, allows combining customer data with more than 350 integrations.

Regardless of the tool you choose, make sure it offers a visual drag-and-drop editor to make it easy to create automations without technical knowledge.

Remember that scheduling the sending time of an email marketing campaign is important, but it is even more essential to make sure that the emails are valid. Before launching any campaign, verify the emails to reduce bounces and improve deliverability.

How to schedule and optimize the delivery of your campaigns

The strategic scheduling of your mailings can make the difference between the success and failure of your email marketing campaigns. Did you know that the exact time your messages reach the inbox directly influences open rates? Below, we will explain how to optimize your mailings to get the best results.

Best times to send mail

Studies show that Tuesday and Thursday are the days with the best open rates for email marketing campaigns. Wednesday appears as an excellent second choice, while Mondays should be avoided due to the overload of work that users tend to experience.

As for specific times, we recommend these time slots:

Step 1: Try the early part of the day (8:00 – 11:00), when user attention is at its peak
Step 2: Consider the lunch hour (12:00 – 14:00), when many people check their inbox for the second time
Step 3: Don’t rule out the early afternoon (15:00), which usually shows good receptivity.

Remember to avoid sending at night, as your emails will be buried under other commercial messages the next morning. Weekends are also not recommended because many people disconnect from their inboxes.

Importance of shipping frequency

Maintaining regularity in your mailings is critical to building long-lasting relationships with your customers. However, the balance is delicate: more than 26% of consumers would stop engaging with brands due to excessive promotional communication.

The ideal frequency varies depending on your industry and audience. To start, we suggest between two and four emails per month as a benchmark. Keep in mind that too many emails increase unsubscribes, while too few can cause your brand to be forgotten.

It’s like watering a plant: not so little that it dries up, not so much that it drowns. You must find the right spot for your relationship with the subscriber to flourish.

Common mistakes when scheduling campaigns

Among the most common failures is not performing A/B tests to find the optimal sending time. These tests allow you to determine the ideal cadence based on real data about your audience’s behavior.

Other common mistakes to avoid are:

1. Failure to analyze the metrics of each mailing (open, click-through and unsubscribe rates)
2. Repeating strategies without evaluating their effectiveness
3. Sending mailings without a clear segmentation strategy
4. Forgetting to personalize content according to the recipient’s interests

Finally, ignoring the verification of your list before sending can trigger a bounce rate above the recommended 5%, damaging your reputation as a sender. Therefore, before scheduling any campaign, it is essential to verify that the recipients are valid to optimize deliverability.

Do you have doubts about how to schedule your campaigns? If you need help determining the best frequency and timing for your specific audience, our support team will be happy to guide you.

Conclusion

Email marketing has undoubtedly established itself as an indispensable tool for any successful ecommerce strategy. In this article you have learned how this powerful technique can completely transform the results of your online store with an exceptional ROI of up to 3,800%.

Well-designed and strategically timed emails establish a direct channel to your customers, allowing you to increase sales, build customer loyalty and build lasting relationships. From promotional emails to transactional emails and lifecycle automations, each type serves a specific function within your overall strategy.

Remember that quality always prevails over quantity. We recommend that you prioritize the construction of a clean and legal database through ethical recruitment methods such as double opt-in. Regularity and consistency in your mailings is essential to keep your brand present without saturating your subscribers.

Automation represents the next level for your email marketing strategy. Well-implemented automated sequences can significantly increase your conversions while optimizing your time and resources.

Scheduling the sending time of an email marketing campaign is important, but even more essential is to make sure that the emails are valid. Before launching any campaign, verify emails to reduce bounces and improve deliverability, especially considering that transactional email open rates hover around 60%.

Finally, email marketing for ecommerce is not just a passing trend, but a long term investment with demonstrable returns. By combining strategy, personalization and data analysis, you will be able to make the most of this channel and turn it into one of the fundamental pillars of your online business growth. Are you ready to boost your ecommerce with email marketing?

FAQs

Q1. What are the main benefits of email marketing for an ecommerce?
Key benefits include increased sales and customer loyalty, low cost with high ROI (average ROI of 3,800%), and total control over the audience without relying on external platforms.

Q2. What types of emails are most effective in an email marketing strategy?
The most effective types are promotional mailings for offers and launches, transactional mailings triggered by customer actions, and lifecycle mailings that follow the customer through different stages of their relationship with the brand.

Q3. Why is it important to maintain a quality database in email marketing?
A quality database improves email deliverability, reduces bounces, protects brand reputation and ensures that messages effectively reach recipients’ inboxes.

Q4. How can automation improve email marketing campaigns?
Automation allows you to send personalized messages on a large scale in response to specific customer behaviors, increasing engagement and conversions without the need for constant manual intervention.

Q5. What are the best times to send emails in a marketing campaign?
The best days are usually Tuesdays and Thursdays, with effective times between 8:00-11:00, 12:00-14:00 and around 15:00. However, it is important to perform A/B testing to determine the optimal times specific to your audience.