How Retailers Can Harness The Full Potential Of Email Marketing

Published by

How Retailers Can Harness The Full Potential Of Email Marketing

With the wide range of marketing channels available email isn’t always every marketer’s first choice for online marketing. Even though it’s been around for over 40 years, it’s still one of the most engaging and cost effective digital marketing routes for businesses selling products and services online.

Whether it’s informing current clients of new products or pitching services to potential customers, email marketing is vital for staying in touch with your audience. But how can retailers harness the full potential of email marketing?

There are a number of things to think about when creating your emails to get the full potential from them. These include:

  • Personalisation – making your customers feel like individuals
  • Dynamic content – creating emails that are relevant to different recipients
  • Mobile optimisation – ensuring your emails are targeting people on the go
  • A/B testing – learning what works best and adapting emails to get the best responses
  • Call to actions – including easy to use CTA’s to encourage click throughs
  • Automation – setting up automated workflows to help increase ROI


Pairing the above with types of emails retailers should be sending is a winning combination! Just some of these emails include:

  • Confirmation emails
  • Browse and cart abandonment emails
  • Reactivation emails
  • Loyalty lifecycle emails
  • Feedback emails
  • Seasonal emails
  • Cross-sell emails
  • Stock alert emails
  • Milestone emails


To find out more, download our 10 eCommerce Emails You Should Be Sending Guide which takes an in-depth look into each of these emails to help you develop your email marketing programme.

About Emma Weir

Junior Marketing Executive at Emailcenter UK Ltd.

Emailcenter_HEX