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Tochukwu Nathaniel

Ecommerce Email Marketing

Tochukwu Nathaniel

Ecommerce email marketing is a critical part of any business. What are customer’s expectations when they receive an email from your store? How do you segment your customers? This guide answers all questions and provides everything you need to know to start building your list

What is Email Marketing?

Ecommerce Email Marketing

As the term implies, email marketing is the use of email for marketing purposes. Email marketing is one of the most effective marketing techniques among other methods available. In the right hands, this platform can be an extremely powerful tool for attracting, converting, closing, and retaining customers. It involves sending automated marketing messages via an email platform. With ecommerce email marketing, businesses send advertisements, promotional emails, and complete marketing transactions at a mass scale with prospective or existing customers.


Email marketing as we have established is one of the most successful marketing strategies, and it offers numerous benefits that outweigh other social media channels. Some of which are:

  • It helps businesses gain more insights into campaign effectiveness.
  • The service can be customized and tailored to meet the user’s needs.
  • When you build your mailing list, you own your connections. 
  • Businesses enjoy loyalty, brand recognition, or trust with email marketing.
  • Users can create unique and personalized content using email marketing.
  • Messages can be sent in bulk.
  • It is easy to automate and doesn’t require intervention.
  • The algorithm does not affect your reach, unlike other social platforms.


As a guest in your audience’s inbox, strive to be unique and align your email with the client’s needs. Are you interested in building a relationship with your audience? Below are the key ecommerce email marketing strategies you should consider:

Identify your Ideal Target Audience

A good way to identify your target audience is to understand who exactly buys your product and how you can help them achieve the best customer experience. Ecommerce businesses must conduct target demographic research to identify their ideal target audience. Using this data from the analysis, you will conveniently identify the Age, Gender, Location, Industry, etc., of your target audience.

Set your email goals 

Email goals are the outcomes you want your Email marketing campaigns to accomplish.

Choose an email server/tool that is reliable

A mail server is a platform for publishing content. There are several free and cost-effective email services businesses can explore. A good email marketing tool helps with email automation, email sending schedules. Your business can identify the best time and days to send emails.

Build an Email List

The next step is an efficient subscriber’s list-building tactics. If your business is exploring email marketing, there is a need for a unique database that allows you to connect with your existing and potential customers.

Email Content Strategy 

Email marketing is an excellent way to stay top of mind with customers, follow up on abandoned carts, offers, receipts. Carefully outline what content you will be including in your email marketing campaign (newsletters, sales promotions, etc.). Content presentation is crucial. A well-designed and personalized content can help your brand stay competitive using email marketing. Ultimately, be sure that the content you share with your clients will be compelling enough to keep them coming back.

Include a Call to Action 

A clear call to action must appear at the bottom of every email. You have successfully captured the attention of your audience; this is the perfect time to instruct them. Without a call to action, the entire email marketing strategy is pointless.


Email marketing is a marketing technique that uses email messages to send promotional content.

The goal of marketing emails is to either gain new customers or to retain past customers by building a relationship with them.

This guide will show you what email marketing is, how it can work for your business, and how you can get started with ecommerce email marketing today.

To optimize your ecommerce email marketing campaigns today, get started by clicking here to connect with an expert. 

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Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.

Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Consumer insights in marketing: Oti

Oti currently heads Product at Terragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.

Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.