In the wake of significant technological advancements in online shopping, email continues to lead as the most effective converting channel. It is ahead of both Google Adwords and Facebook Ads. While these two have a conversion rate of 1.75% and 1.42%, respectively, email marketing leads the pack at 3.6%.

You might be surprised to learn that every dollar you invest in email marketing gives you $38 in return. In fact, top-performing eCommerce stores have reported a staggering 70:1 ROI.

As you can see, email marketing for eCommerce can be tremendously effective when done right. But this means that you have to write compelling emails to your customers.

In this article, we seek to shed more light on how you can immensely benefit from email marketing.


Did you know that only about 3% of your target customers are ready to buy your products or services? The rest have to learn more about your products before they even consider purchasing. When you offer ample background information on your products, customers will be more inclined to buy, and that's how you build a formidable and trustworthy brand.

Bruno from the team reading The Unsplash Book

Whether you like it or not, you will need to generate more sales at some point. This means that you have to find ways to go past the willing 3% of your customers. Once your brand is well recognized and trusted, you won’t face many challenges in your attempts to convert customers.

Splitting the ask

You are likely to gain more by allowing people to first learn about your store, and then ask them to purchase your products or services. This is how you “split the ask.” This is a method that is more effective than urging the customer to buy from you right away before they even know anything about your store.

So, how do you split the ask? You can start by requesting an email address of your potential customer. Follow this up by sending them well written, compelling emails. Once they read your useful emails, you can proceed to close the deal.

Note that getting your prospect's email address may be more challenging than you expect. However, you can always offer something valuable in exchange for their address.

How to do that via micro-conversions

The full conversion is what we refer to as a sale. On the other hand, a micro-conversion is obtaining your prospect's email address. The act of selling revolves around offering your product or service in exchange for money. When it comes to a micro-conversion, you offer a valuable piece of information in exchange for an email address. You may decide to either offer a discount or content.

One of the most popular ways to do this is by offering newsletter sign-ups. You could also convince your target customers to give their email addresses through pop-ups. Although this strategy is quite effective, sometimes it gets quite annoying. You, therefore, need to take your time to design pop-ups with great offers.


Nowadays, people are turning to their phones whenever they want to research products that they want to buy. And since it is easy to get distracted when using a phone, most people fail to make purchases even after conducting the research. However, you will find that consumers are more likely to go through with a sale when using tablets or computers.

You need to provide sign-up options for mobile users. You can follow this up by sending relevant reminders that mobile users will want to read on their laptops.

Common types of email marketing

After you successfully obtain your prospects' email addresses, you have to send them enticing emails. Below are 3 common methods that you can use;


Newsletters are the kind of emails that you send to your clients frequently. These are sent to people who subscribe to your emails.

You can use Mailchimp or Sengrid to send newsletters.

Drip campaigns

Drip campaigns can best be described as automated emails. They are set to be triggered by certain events.

With these emails, you can make your brand known to customers. They may not be ready to buy from you immediately, but if they ever need the solutions that you offer, they will buy from you. These campaigns can be used to promote, train, or re-engage customers.

Transactional emails

Transactional emails are sent when customers interact with your store. These can be sent after shipping a product to the customer or when they place an order. Such emails are mostly sent during the ordering or shipping process and are an excellent marketing tool for re-engaging customers.

Remember that these emails don’t have to be boring. Since they have a high open-rate, you have to be creative with them.

Email marketing is quite useful for eCommerce stores. Always ensure that you set out your marketing objectives with each email. That way, you stand a better chance to convert more customers.