5 Email Marketing Tips for Boosting eCommerce Sales and Minimizing Returns
Kerry Leigh Harrison

June 4, 2024

As an eCommerce business owner, you cannot undervalue the importance of having a strong email marketing strategy in place. Email marketing can be an incredibly powerful tool for driving sales, building customer relationships, and minimizing returns.

It’s often considered the best marketing channel by those in the industry. After all, for every $1 spent, it drives an average ROI of $36. That’s pretty impressive, right?

However, to achieve an ROI like this, you’ll need to use email marketing wisely. This involves a careful and considered approach. Below, we’ll reveal some practical and actionable tips you can use to take your email marketing game to the next level. 

Why Email Marketing is Important for eCommerce Businesses

There are a number of reasons why email marketing makes sense for eCommerce businesses:

  • Increased sales – Email marketing allows you to promote your products to a large audience quickly and easily. You can send targeted emails to customers who have shown an interest in specific products or categories, resulting in increased sales.

  • Retain more customers – You can stay in touch with customers on a regular basis by using email marketing, ensuring they’re engaged with your brand. This helps build consumer loyalty and increase the chances of a repeat purchase.

  • Personalization – Email marketing allows you to personalize your messages based on customer data such as purchase history, browsing behavior, and preferences. This personalization can help increase the relevance of your emails and improve engagement rates.

  • You don’t need a huge budget – Email marketing is a cost-effective marketing channel. Unlike traditional marketing channels, email marketing does not require a significant investment in resources or budget to get started.

  • You can target your messages for better engagement – It’s possible to segment your audience and send targeted messages based on specific criteria such as age, location, or purchase history. This targeting and segmentation can result in higher engagement rates and more effective marketing campaigns.

  • It’s measurable – You can track metrics such as open rates, click-through rates, and conversion rates to understand the effectiveness of your campaigns and make data-driven decisions to optimize your strategy.

Email Marketing Tips for Boosting eCommerce Sales and Minimizing Returns

Now that you have a good understanding of why email marketing is important, let’s take a look at how you can use it to boost sales and lower returns. 

1. Re-Engage Customers With Win Back Customer Email Templates

Win back customer email templates and examples are a powerful way to re-engage with customers who have not made a purchase or interacted with your brand in a while.

The goal of a win back email campaign is to remind customers of your brand and incentivize them to make a purchase. These templates can be customized to fit your brand voice and messaging.

Win back email campaigns also provide an opportunity to gather feedback from customers who have not made a purchase in a while. You can use this feedback to improve your products, customer service, and overall shopping experience, which can help reduce the likelihood of returns in the future.

2. Personalize Your Message

By tailoring your message to the individual recipient, you can make your email more engaging and increase the likelihood of conversion.

Here are some of the ways you can achieve this:

  • Segment your email list – Segmenting your email list based on factors such as past purchases, interests, and demographics can help you create more targeted and relevant messages for each group.

  • Use dynamic content Dynamic content allows you to personalize specific parts of your email based on the recipient’s interests or past behavior. For example, you can show product recommendations based on their browsing history.

  • Leverage past purchasing data – Use the recipient’s past purchase data to create personalized recommendations and promotions. For example, if they previously purchased a certain product, you can send them an email promoting a related product.

  • Make the most of behavioral triggers – Behavioral triggers such as abandoned cart reminders and post-purchase follow-ups can be used to create personalized messages based on the recipient’s actions.

3. Offer Incentives to Entice More Sales

Offering incentives is a powerful way to increase engagement and drive sales in your email marketing campaigns. There are numerous ways you can go about this:


Offering a discount is a common incentive that can encourage recipients to make a purchase. You can offer a percentage off the total purchase price or a dollar amount off a specific product.

Free Shipping

Free shipping is another popular incentive that can reduce the barrier to purchase for recipients. Consider offering free shipping for a limited time or for purchases over a certain amount.

Free Samples

Offering a free sample can encourage recipients to try your products and potentially make a purchase in the future.

Exclusive Promotions

Offer special promotions that are exclusive to your email subscribers, such as early access to new products or limited-time offers.


Consider implementing an email loyalty program that rewards customers for making purchases or engaging with your brand on social media.

Personalized Incentives

Use recipient data to create personalized incentives, such as offering a discount on a product they’ve previously viewed or purchased.

4. Leverage Social Proof

Using social proof in your email marketing campaigns is an effective way of building trust and credibility with your audience.

Image source

Social proof is the idea that people are influenced by the actions and opinions of others, and it can be used to encourage recipients to take action and make a purchase.

There are a number of different ways you can use social proof in your email marketing campaigns to boost sales and lower returns:

  • Customer reviews – Include customer reviews or testimonials in your email campaigns to showcase the positive experiences of other customers. This can help to build trust and credibility with recipients who may be on the fence about making a purchase.

  • User-generated content – User-generated content, such as photos or videos of customers using your products, can help to showcase your products in a real-life context and provide social proof of their effectiveness.

  • Social media mentions – Social media mentions of your brand or products can show recipients that others are talking about your brand and encourage them to engage with your social media accounts.

  • Influencer endorsements – Consider partnering with influencers in your industry to promote your products and services. Including endorsements from these influencers in your email campaigns can provide social proof and help to build credibility with your audience.

  • Awards and recognition – If your brand has won awards or received recognition for its products or services, include this information in your email campaigns. This can help to build credibility and trust with recipients, encouraging them to buy from you.

5. Optimize Your Emails for Mobile Use

Optimizing your emails for mobile is crucial in today’s digital age, as more and more people are accessing their emails on their mobile devices. In fact, almost 1.7 billion users check emails on their mobile phones

Here are some tips when optimizing your emails for mobile use:

  • Keep it simple – Use a simple, easy-to-read font and avoid using too many images or graphics that can slow down load times on mobile devices.

  • Choose a responsive design – A responsive design will ensure that your email is optimized for viewing on all screen sizes, from desktop to mobile.

  • Use a clear, concise subject line – Make sure your subject line is short and to the point, and make sure it’s visible on mobile devices.

  • Use short paragraphs – Break up your text into short paragraphs that are easy to read on a mobile screen.

  • Choose a single-column layout – A single-column layout can be read on a mobile screen with greater ease when compared with a multi-column layout, which can be difficult to navigate.

  • Use buttons instead of links – Buttons are easier to click on a mobile screen than links, which can be difficult to select accurately.

  • Utilize alt text for images – Make sure to include alt text for your images so that mobile users who have images turned off can still understand what your email is about.

Lower Returns and Boost Sales With These Email Marketing Tips

So there you have it: the tips and strategies you can use to take your email marketing campaign to the next level. If you follow the advice provided above, you can increase your sales and lower the chances of a return too.

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