Email Marketing

Most ecommerce businesses rely on email marketing as a low-cost sales driver. We’ve addressed a wide array of strategies for email, including improving opens, clicks, and conversions, mastering deliverability, optimizing by device, automation, spam, segmentation, and more.

  • Email Marketing

    Ask an Expert: Appropriate to Send Remarketing Emails to Guest Shoppers?

    September 27, 2012 •

    "Ask an Expert" is an occasional feature where we ask ecommerce experts questions from online merchants. For this installment, we address a question about sending remarketing emails to consumers who abandon shopping carts. It comes from Kenny Kelly, general manager of, an Okla...

  • Email Marketing

    5 Holiday Email Marketing Tips

    September 20, 2012 •

    For ecommerce businesses, September is crucial for planning a successful holiday-sales season. For email marketing, starting the planning now will allow more time for last minute changes and time-sensitive promotions. Below, I'll offer five tips to make the most from your holiday email...

  • Email Marketing

    Email Case Study: Moosejaw Adds Personality to Email Messages

    August 2, 2012 •

    The challenge with an ongoing email program is that people are busy. Unless they have a need for your product or service, they aren’t necessarily going to open your email and purchase from you immediately. To stay relevant and keep email recipients engaged, some retailers are turning to...

  • Email Marketing

    Sending HTML and Plain Text Email Simultaneously

    July 25, 2012 •

    With so many different smartphones and tablets, it’s important to be able to display your company's emails in the way that the mobile browser is best suited. Some mobile browsers will show your email in its full HTML form. Others will default to just plain text. How do you know which version to send to each recipient? The solution to this problem is to craft an email which has two parts: one that displays your complete graphics and the other made up of nothing more than conventional text, with no images and colors.

  • Email Marketing

    4 Ways to Improve Email Deliverability

    July 18, 2012 •

    For an email-marketing program to be successful, the message must be delivered. In this article, I'll explain email deliverability basics, and offer four tips to make sure your emails hit the inbox of your recipients. 1. Know Your IP Address An IP address is a numerical number for th...

  • Email Marketing

    5 Ways to Freshen Your Email List

    June 18, 2012 •

    Your email-marketing program depends on a quality list. It's easy for a list to stagnate over time. An email database that is left alone, without refreshing, combined with an email marketing program that is not stimulating, will lead to lower open and click rates. In this article, I'l...

  • Email Marketing

    How to Choose an Email Service Provider

    May 10, 2012 •

    Selecting an email service provider can be a daunting task. With so many potential providers — and a vast range of pricing options and levels of service — how do you know which providers are the best match for your ecommerce business? In this article, I'll address five keys to help yo...

  • Email Marketing

    5 Unique and Effective Email Offers

    April 16, 2012 •

    The offer in an ecommerce email campaign is key. Coming up with offers that stand out from the competition and get your subscribers' attention, however, can be difficult. A straight dollar-off discount gets boring over time, and email recipients will eventually ignore the same types o...

  • Email Marketing

    Using Email to Promote Holiday Sales; Pros and Cons

    March 15, 2012 •

    With St. Patrick’s Day near, companies are scrambling to deliver emails to promote green-themed products, or events around the holiday. With all the buzz, it brings up a interesting question: When does it make sense for ecommerce merchants to embrace a holiday or event and incorporate i...

  • Email Marketing

    3 Tips for Better Email Subscription Forms

    March 14, 2012 •

    Email subscription forms should be simple and direct, encouraging site visitors to become opt-in participants in email marketing campaigns. Email marketing is one of the best ways that ecommerce businesses have to engage shoppers, introduce new products, and make more sales. But these ...

  • Email Marketing

    5 Steps to Effective Email Calls to Action

    February 17, 2012 •

    In email marketing, subject lines get recipients to open the email. The "from" line gives credibility and builds brand awareness. The creative message invokes the desire to know more, buy a product, or sign up for a webinar. But one of the most important and overlooked elements to email...

  • Email Marketing

    Email Marketing: 3 Ways to Increase Relevancy

    January 19, 2012 •

    An email marketing message needs to be relevant to its recipients to achieve maximum results. Relevancy can be a simple as inserting the recipient's name in the subject line or salutation. But it can be much more dynamic than that, too. It can include recommendations based on past pur...

  • Email Marketing

    Segmenting Email Lists for 2012

    January 2, 2012 •

    When ecommerce marketers make their New Year's resolutions, they should include improved email segmentation and personalization. Email segmentation is simply the idea of organizing email-marketing lists so that each group of recipients receives a relevant, even personalized, marketing ...

  • Email Marketing

    4 Mobile Email-Marketing Tips

    December 20, 2011 •

    There are many mobile devices that consumers can choose from: basic feature phones, smartphones, tablets, e-readers and more. Consumers have their own preferences as to what combination of devices to use and whether to use them on cellular connections, Wi-Fi networks, or both. For ecomm...

  • Email Marketing

    Email Marketing: 3 Tips for Recovering from Content Mistakes

    December 13, 2011 •

    The email send button and the content of the message it represents are powerful marketing tools that launch a message directly to thousands of potential customers at once. But when there is a mistake in the email message — a broken link, misspelled word, an incorrect date — an emergenc...

  • Email Marketing

    Email Marketing: How to Prevent, Manage Dormant Lists

    November 30, 2011 •

    Email marketing remains critical for many ecommerce merchants. But for those merchants with established ecommerce sites — and older email lists — maintaining healthy email open rates and click-through rates can be a challenge. We spoke recently with an email-marketing expert on how, ex...

  • Email Marketing

    Email Case Study: Toys“R”Us Gears Up for Cyber Monday

    November 15, 2011 •

    For online retailers, the days before and after Thanksgiving can determine a successful holiday season. Toys“R”Us, the large U.S.-based toy retailer, uses email marketing extensively during the holidays. I'll analyze Toys“R”Us's email strategies in this article — to help other merchants...

  • Email Marketing

    Writing Excellent Email Subject Lines

    October 20, 2011 •

    A well written email subject line can increase open rates and, potentially, increase conversions. An email with a poorly written subject will probably get deleted. Subject line composition is as important to an email-marketing program as earning subscribers and providing great content ...

  • Email Marketing

    Email Case Study: Makes Daily Frequency Work

    October 17, 2011 •

    For many ecommerce sites, sending marketing emails every day may be scary, fearing that recipients will unsubscribe based on the number of emails they are receiving. However, sending daily emails ...

  • Email Marketing

    Email Case Study: Travelzoo’s Value and Simplicity

    September 14, 2011 •

    Email campaigns can be extraordinarily complex. There are dozens of elements within any campaign that may affect overall results. These elements include subject lines, creative text, calls to action, product offers, timing, frequency, and audience considerations. Email marketers try to ...

  • Email Marketing

    3 Tips to Boost Email Conversion Rates

    August 24, 2011 •

    According to published reports, some 92 percent of American adults use email. Many of them are subscribers to one or more email newsletters or product alerts. So it is little ...

  • Email Marketing

    Create RSS-to-Email Campaigns with MailChimp

    August 22, 2011 •

    Email is one of the most potent tactics in the ecommerce marketer's toolbox. Recent studies — which I addressed last week — indicate that email is a favorite activity for adult American Internet users. MailChimp, a leading email-marketing service provider, has a terrific feature that a...

  • Email Marketing

    How to Calculate the Value of an Email Subscriber

    August 19, 2011 •

    Many merchants rely on email marketing to drive sales. Increasing the number email subscribers can drive sales even more. By establishing and understanding the value of an email subscriber, merchants can decide how much money and effort to spend growing their lists. This article will...

  • Email Marketing

    Listrak CEO on Email Versus Social Media; Segmentation Strategies

    August 18, 2011 •

    Email remains among the most popular marketing vehicles for ecommerce merchants. But the email marketing business is changing, with new auto response tools and customer acquisition strategies — and social media alternatives. To address the use of email for ecommerce merchants, we spoke ...

  • Email Marketing

    Email and Search Still Top User Activities, Study Shows

    August 17, 2011 •

    American adults are more likely to email and search than any other online activities, according to the results of a recently released survey. The Pew Internet & American Life Project has been monitoring online behavior for nearly a decade. Most recently, Pew Internet found that ema...

  • Email Marketing

    How Email Marketing Can Help SEO

    August 9, 2011 •

    Creating valid HTML email newsletters and announcements with a canonical link element may help marketers boost search engine optimization. The canonical link element, which is often referred to as rel="canonical," (pronounced rel canonical, no "equals") is a way of describing the pref...

  • Email Marketing

    Email Case Study: Analyzing J.C. Penney’s Frequency, Subject Lines

    August 8, 2011 •

    Online retailers often face decisions regarding their email programs. These include issues like determining ideal frequencies and crafting compelling subject lines. To help address these questions, I’ll be writing a ...

  • Email Marketing

    How to Reduce Email Unsubscribes; 3 Tips

    August 4, 2011 •

    When one considers that 93 percent of American online shoppers receive at least one permission-based email each day, it is little wonder that email marketing is a mainstay of Internet promotion and an excellent source of traffic and sales for ecommerce businesses. Sometimes, however, t...

  • Email Marketing

    Using Surveys to Grow Sales; 4 Tips

    July 19, 2011 •

    Ecommerce merchants frequently reach out to new and existing customers. Whether they use methods such as email, paid search, search engine optimization or banner ads, the goal is always the same: to drive qualified traffic back to their sites. Unlike brick and mortar stores, however, th...

  • Email Marketing

    Email Marketing for Mobile Devices: 5 Insights

    July 11, 2011 •

    Between 12 and 19 percent of email marketing messages are now read on mobile, Internet-enabled devices like smartphones or tablets. To continue to get good results from email, marketers should consider mobile user behavior and device capabilities. Last year, eROI, a digital agency, con...