Email marketing for e-commerce remains one of the most powerful digital strategies for increasing online sales, building lasting customer relationships, and enhancing brand loyalty. However, knowing how to use email marketing for sales the right way makes all the difference between success and failure.
In this guide, you’ll learn how to do email marketing yourself, avoid common mistakes, and use powerful tools — like those integrated into your Jumpseller store — to maximize your revenue.
Why email marketing matters for online sales
Most people check their email daily, making it one of the most effective and direct ways to reach your audience. Knowing how to use email marketing for sales means understanding its potential to generate a high return on investment, drive consistent traffic to your online store, and build long-term customer relationships.
With personalized content and targeted segmentation, a strategic campaign can boost conversions, encourage repeat purchases, and reinforce your brand’s credibility. Every email you send represents your business — done well, it builds trust and drives revenue; done poorly, it risks damaging your reputation.
1. Set up a professional custom email
First impressions matter. Like a clean storefront or a professional business card, a custom email address adds credibility. Would you trust example@gmail.com or example@yourstore.com more? With Jumpseller, you can easily connect your store to third-party email services such as Gmail (via Google Workspace), Zoho Mail or Microsoft 365, to create a professional business email.
Learn how to set up custom emails with Jumpseller
2. Write compelling subject lines
Your subject line is your first and sometimes only chance to grab attention. No matter how well-designed your email is, if it’s not opened, it’s wasted.
Tips for subject lines that convert:
- Keep it short and mobile-friendly (under 50 characters)
- Spark curiosity or urgency
- Avoid spammy terms like “Buy now” or “Limited offer”
Example: Instead of “Special Discount Just for You,” try “Your camera wishlist just got cheaper…”
3. Use a personalized and segmented approach
Generic email blasts don’t convert. Segmentation is essential to tailoring your message. Examples of effective segmentation:
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First-time buyers: customers who are making their first purchase from your store. They’re ideal for welcome offers or onboarding emails that build trust from the start.
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Repeat customers: shoppers who have purchased from you more than once. They’re more likely to convert again, making them perfect for loyalty rewards or product recommendations.
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Abandoned cart users: visitors who added items to their cart but didn’t complete the purchase. Timely reminder emails can recover lost sales by encouraging them to finish checkout.
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High-value customers: shoppers who consistently spend more or buy frequently. These loyal customers deserve exclusive offers and early access to new products to keep them engaged.
Use customer data from your Jumpseller store to create targeted segments and personalize your emails — starting with using the recipient’s name and past behavior.
Instead of: Hello! Check out our monthly deals… Try: Hey Sarah, your favorite running shoes are 15% off today!
4. Design beautiful, mobile-optimized emails
Your email layout should reflect your brand, highlight your message, and work perfectly on any screen.
Design tips:
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Balance text and visuals
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Use clear call-to-action buttons
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Align colors and fonts with your store branding
Try ready to use templates with Jumpseller Email Automations.
5. Test everything with A/B testing
What works for one audience might fail for another. A/B testing (also called split testing) helps you identify the best subject lines, layouts, calls to action, or even send times. Send different versions to a small segment of your list, then choose the best-performing one for a full launch.
6. Use email markup to increase interactivity
Email markup (via Schema.org) allows users to interact with content directly from their inbox — without opening a browser or visiting your site. For example, they can check their order status, confirm attendance at an event, or leave a review — right inside the email. Jumpseller integrates email schema markup by default, so your emails are ready for this richer experience without additional setup.
7. Set up automated email flows for e-commerce growth
Instead of only sending newsletters, take advantage of automated emails to reach customers at the right time with the right message. Set up essential email flows triggered by specific actions or milestones:
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Welcome series – Make a strong first impression with a warm introduction to your brand and a tempting offer.
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Cart recovery emails – Remind shoppers about the items they left behind and encourage them to complete their purchase.
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Order and shipping updates – Keep customers informed with real-time notifications that build trust and reduce support requests.
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Follow-up emails – After a purchase, thank your customers, offer helpful tips, or suggest products they may also like.
These behaviour-based emails run automatically once configured and can significantly increase conversions while deepening customer relationships.
8. Respect the unsubscribe option
Make sure every email includes a clear unsubscribe link. Not only is this legally required in countries like the US (CAN-SPAM Act) and the UK (UK GDPR), but it also helps maintain your sender reputation. A clean, engaged list performs better and avoids getting flagged as spam.
9. Track email campaign metrics to improve e-commerce sales
Data is your friend. After each campaign, monitor key metrics:
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Open rate: the percentage of recipients who opened your email. It shows how effective your subject line and send time were in grabbing attention.
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Click-through rate: the percentage of recipients who clicked on a link in your email. It tells you how engaging your content and call-to-action are.
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Unsubscribe rate: the percentage of people who chose to stop receiving your emails. A high rate can signal that your content isn’t relevant or that you’re emailing too often.
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Conversion rate: the percentage of recipients who completed a desired action — like making a purchase. This metric directly reflects how well your email drives sales or other goals.
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Revenue per email: the average amount of money earned for each email sent. It helps measure the overall effectiveness and profitability of your campaigns.
These insights will guide your next campaign, helping you refine your messaging and improve performance. Many email platforms offer built-in analytics, or you can connect your campaigns with Google Analytics and your Jumpseller store for deeper insights.
10. Define a smart sending frequency
How often should you send emails? There’s no one-size-fits-all answer. Start with a consistent rhythm (e.g., weekly or bi-weekly). Monitor engagement and adjust. Too many emails can lead to unsubscribes, while too few might cause you to be forgotten.
Pro tip: Let users select their email preferences when they sign up.
Types of e-commerce emails that drive sales
To make your strategy more effective, consider integrating a mix of email types throughout the customer journey: Welcome Emails – Greet new subscribers with a compelling offer or brand story.
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Product Launch Emails – Promote new arrivals to generate immediate interest.
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Abandoned Cart Emails – Recover lost sales by reminding customers of what they left behind.
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Post-Purchase Emails – Say thank you, offer support, or suggest complementary products.
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Re-engagement Emails – Win back dormant subscribers with targeted deals or content.
Using a variety of email types ensures ongoing engagement and maximizes the revenue potential of your e-commerce store.
Frequently asked questions
How do I increase my email open rate?
Improving your subject lines, optimizing for mobile, and personalizing content can significantly boost your open rate. Consistency and timing also play a role in getting more opens.
What’s the best time to send e-commerce emails?
While timing varies by audience, sending emails mid-morning on weekdays typically performs well. Always test to find your ideal send times.
How can I reduce email unsubscribes?
To reduce unsubscribes, ensure that your emails provide valuable content, segment your audience, and allow subscribers to manage their email preferences. Offering incentives to stay subscribed can also help.
Final thoughts: email marketing is sales marketing
In the competitive world of e-commerce, learning how to use email marketing for sales is not just useful — it’s essential. With Jumpseller, you can streamline the process, connect to the best email platforms, and create campaigns that are not only beautiful but also effective. Invest time in strategy, personalization, and testing — and email marketing will become a long-term revenue driver for your online store.
