The Role of Email In E-commerce

Posted on: April 1st, 2012 by benegourmet
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Email is a critical communication piece of the e-commerce puzzle.  Email can be used to convert traffic into leads.  In addition, email can be used after the purchase to continue to engage the customer and increase the long term value of each customer (i.e. resell to that same customer.

The 3 Critical Types Of Emails Ecommerce Marketers Must Harness

Social media may be getting the lion’s share of the current media attention but when it comes to implementing a successful ecommerce marketing strategy there is still no substitute for email.

According to the Direct Marketing Association, email marketing returns over $40 for each dollar invested which makes it not only the most lucrative form of online marketing but the most profitable marketing means of all, on or off the web.

In order to take full advantage of the benefits of email marketing to increase customer engagement and boost sales, you need to master these three critical strategies:

Periodical Emails

The email newsletter is the most popular application of this strategy with messages containing the latest news and information regarding your ecommerce business’ most attractive, relevant, and pressing offerings encapsulated into a coherent Call To Action.

Many ecommerce email marketers have found that leveraging their newsletters to communicate specific information with regards to exceptionally special offers is a powerful strategy.

Newsletter subscribers historically respond well to new product releases, overstock blowouts, and special discounts such as percentage off coupons or BOGOs.

Maintaining the periodicity of email newsletters is critical as the frequency established in your original subscription agreement with the customer m…More at The 3 Critical Types Of Emails Ecommerce Marketers Must Harness


In “Add to Cart”, I discuss the role of email marketing in e-commerce.  For more info on the book, go to

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