The Ultimate Guide to Email Marketing

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Today, email marketing accounts for 7% of all transactions online. Not only is it one of the most successful marketing avenues, you can also easily track and measure results. Furthermore, email marketing can be personalised and segmented. In this article, we discuss the different types of email software, automated processes, campaign planning tips and insights to consider. Here is our guide to email marketing.

First and foremost, let’s explore what software is best suited to your needs.

Which email software is best for your business?

Some of the good email software includes Active Campaign, MailChimp, Get Response and Convert Kit. Below we look at some of the key points, disadvantages and advantages of these solutions.


It has an integrated CRM and handles Automation well. But the reporting isn’t easy to use.


Has many benefits and integrates well with top ecommerce platforms like Magento. It also handles automation well and can grow with your business. Plus its free to start off with.


A cheaper solution, featuring lots of templates, ideal for new users. However, drawbacks include a below par form builder and general user experience issues.

How should you manage your email marketing for an e-commerce store?

We recommend setting up automated emails as a priority. You can integrate most software especially Magento with your chosen email provider to setup beautiful automated emails that captivate your current and potential customer base.

Welcome Emails

Integrating automated welcome emails means you can easily give new customers all the information they need and extend a friendly warm welcome. New customers will need direction and support as they start to engage with your business in their journey to become loyal consumers.

Cart Abandoned emails

Cart Abandonment is a serious issue for an e-commerce retailer. Send follow up emails to remind your customers what they have left in their basket and encourage them to check out. After a few days, you can also offer discount codes to ensure they do convert.

Event based emails

There are a wide variety of events such as Valentine’s Day, Mother’s Day, Christmas and other Holidays. Use emails to remind them of these occasions and reiterate your products and services that match these events. Create gift guides and event-related goods showcase in the email to encourage actions from the email

Use Purchase Data

Use purchase data to send relevant products and services emails. What’s more, you can reward your top spenders by offering them exclusive preview sale offers, voucher codes and other goodies.You can also use your big spenders to undertake research to help improve your company further.

Follow up Website Actions

A person may have been browsing a page or section, for example, the children’s sections. Use their current steps to send them related tailored promotions.

Now we look at the processes that are not automated, that you should plan as part of your monthly schedule.


If you have an annual sale each year, email marketing is your friend. Use email marketing to showcase your top offers and to inform your customers of the sale period. Ensure you include Call To Actions and make these engaging.

Use Segmentation

Segment your audiences by categories that matter to your business.

Segmentation allows you to get the best out of email marketing and increase conversions.

Traditional Segments include:

• Age, Gender and Location • Purchase History
• Behaviours and Interests

Align your business goals to your email marketing

Plan your email marketing campaign to ensure your emails have clear conversion goals and call to actions so your efforts are never wasted.

While testing consider what email clients are most popular and which ones are being used by your customers.

9 Tips for Successful Email Marketing

Below are ten things to keep in mind to really get the best from your email marketing.


  1. Test your emails and get a fresh pair of eyes to oversee them.
  2. Consider you only have 5 seconds to grab your reader’s attention.
  3. Do not forget the email preview and consider it carefully.
  4. Employ good copywriting resources when drafting emails.
  5. Pay attention to subject lines, this will affect your open rate.
  6. Think about who the email is saying it’s from.
  7. Do not forget about people viewing email on mobile.
  8. Use emoji’s if relevant to your business.
  9. Avoid overuse of words such as reminder, free, etc.Girls