Email marketing is not dead, on the contrary, it is more alive than ever. It is one of the strategies most used by online stores today to keep in touch with customers, make them return to the store, remind you of your products, promotions and achieve greater conversions in sales. Many prefer not to do email marketing campaigns because they think such strategy is not effective, but the reality is far from this. All over the world, especially in Latin America, email is used massively for all kinds of activities, and email marketing works great in e-commerce.


It has been proven through various studies that a well-planned, developed and monitored email marketing strategy can achieve great profits and improve sales for the online store. On the contrary, a series of poorly designed and poorly managed email marketing campaigns can be very damaging to the overall business, its brand and reputation. Here are some tips to achieve successful email marketing campaigns simply and quickly.

Why do you need to implement email marketing campaigns?

For those who do not have much experience with online stores, the statistics are clear about the effectiveness when transforming visits to purchases: a very low percentage of visitors to your store will buy something, in the end. It is very difficult to give a specific percentage of conversion, in markets such as financial services, for example, the percentages are higher, and may even exceed 10% in some countries. But other industries like retail, with clothing, for example, conversion rates can range from 1% to 3%. The figures vary greatly between markets and the type of products or services offered (source: Smart Insights).

For this reason, there are a lot of visitors who will not buy anything on their visit to the online store but who could be customers in the future if we are able to connect with them in some way. Staying in touch with those customers through email campaigns (and with regular customers, as well) may be one of the best ways to do it. Thus, through this type of initiatives we can communicate to our potential customers about products, items of interest or any type of information relevant to them, and thus generate more visits and potential sales.

According to the Direct Marketing Association, worldwide email marketing is in good healt. Here are some figures that will help you to decide:

  • ROI (Return on Investment): globally, an email marketing campaign has a conversion rate of around 4.3%, a figure that is very interesting for any type of business
  • Brand awareness: 80% of the people who receive email campaigns ensure that these type of initiative got them to know new brands
  • Promotions: 70% of customers who use a coupon get it from an email campaign. 60% of customers indicate that when they sign up for a newsletter (email campaign), discounts or promotions are the main reason for continuing to receive these emails

These are just some of the benefits of implementing an email campaign. Now is the time to get your hands dirty and to know how you to write an email that turns visitors into customers who will buy something from you, in the end. The task is not simple, but with these tips you can do it quickly.

Perform A/B testing

A/B testing refers to the marketing strategy that allows you to try out different versions of email at the same time to decide which one works best. Services such as Mailchimp, CampaignMonitor, or Aweber offer A/B testing with combinations of content, header, call to action, etc.

It is very simple to carry out an A/B test: Choose a small initial group to which you will send different combinations of your email, these groups must be representative of the complete list to be able to serve as the basis of decision making on which version of the email will be the winner. Subsequently you should choose the versions you are going to test with different headings, colors, it’s up to you Once the various emails are ready, you have to send them to the different groups and evaluate the result. The winning email will be the one we will send to the complete list or maybe you want to do another A/B testing, to evaluate another variable. The ideal is that each experiment tries a specific variable, since if you try different combinations in different emails, many times you will not know what aspect of the email is the one that is achieving the results obtained

Emails are not just to sell, they are also for connecting

One of the most important aspects to understand about email campaigns is that we can’t force the customer to buy. The message we send can’t be focused solely on selling, but also on bringing value. While many will be interested in being registered in your database for discounts and promotions, there are others that are connected with your brand, so it reflects and perhaps the quality of the articles you write on your blog. Here are some tips: Think of email campaigns as an effective communication channel that generates sales thanks to the content and value you deliver. Thus, the conversion rate will be much higher The social networks in which you are present are an important point of trust for customers, share that information in your email campaigns so they can follow you in these channels; This also allows them to share the content of the newsletter to their acquaintances. These simple actions will benefit positively the final impact of your campaign If you have an address, make it visible. This will give you even more credibility and can increase your conversion rate Give your recipients a friendly email address so they can contact you should they have any questions. Avoid mails of the type and prefer a more personalized and close address, for example ... it will make a big difference

The option to unsubscribe must always be visible

While the customer has registered voluntarily to your email list, it is up to him/her to decide whether they want to stay registered. It may be the case that he/she was registered by mistake, or that the email that is registered is now used for another purpose. Whatever the reason, it must be very clear that the customer can opt to not receive the emails whenever he wants.

Why do we do it? The main reason is very simple, we do not want your campaign marked SPAM, so in case a client receives your newsletter and do not want to receive it again, we give them a simpler option to opt out of receiving your emails, instead of eliminating the email and marking it as SPAM hastily.

Usually the option to unsubscribe from the list is at the end of the email, at the bottom of the text. By default, most services that offer emailing have this option (it is mandatory to have it in some countries).

Customization will be the differentiator

Generalized emails can be spotted from miles away. They do not treat the customer by name, do not send relevant information, etc., and achieving it is no difficult task with the tools available today. The first thing to do is to segment the database as much as possible, to differentiate between different types of clients. Some important segments can be: frequent users, users of a specific geographic area, users who open emails about 50% of the time, etc. Thus, we can generate emails designed specifically for these audiences.

Another way to send customized emails is to use the name of the recipient in both the header and the content. For example:

(not customized) Hello! Enjoy our offers for this week ... (customized) Hello, Ryan! We know you like sneakers, these discounts are just for you ...

As you can see in the first example, a generic email does not contribute to developing a more intimate conversation with the client and it is most likely that this email will be deleted before being opened. In the second case, the name is in the header, in addition we know that the customer in his last purchase acquired a pair of shoes, now we can offer a discount specially designed for him. The results will be much better. Simple, right?

Here are some tips that can help you take your marketing campaigns to the next level and that will be a great contribution to increase your visits and your sales. Remember, sending emails is very easy, sending emails that add value and generate sales is a science, you have to experiment and find out what works for your audience and your business.