Email Marketing And E-Commerce: Mastering The Art Of Connectivity
Email Marketing And E-Commerce: Mastering The Art Of Connectivity

By: Abby White

Email marketing is typically a necessity when running an e-commerce business. If people are making purchases, they need an email confirmation of their order or they need a promotional email to remind them to buy things.

Email Marketing and You

The world of email marketing, however, doesn’t come as easy as typing tersely and hitting “send”. You have to constantly learn and adapt to your way of reaching others. Connectivity is key in regard to spreading your message. You have to find a way to get people to click and open it.

By no means am I saying that I’m an expert, I’m constantly learning how to get better at it, but there are some foundational steps that have helped me and can definitely help you get started too.

Impakt offers email marketing for those who want to have that extra connection to their audience. While you have social media or a blog to connect and create organic posts, you can definitely utilize “sliding into someone’s DM’s” via email. You’re reaching someone in a more personal manner that still aligns with your brand, rather than spamming someone’s inbox.


Humanizing Your Content

Changing your sender text to an actual person’s name tends to have a more likely chance of an email being opened, rather than sending it from your company name. If emails are coming from a real person, people tend to open them. You can still have compelling subject lines and copy based on your brand, but attaching a real name can increase click through rate immensely.

A good brand example for email marketing would be VNYL. VYNL is a, unsurprisingly, vinyl record brand. But, what makes them unique, is using your Spotify account to make bundles of records based on your listening behavior.

How were they good at email marketing, you ask? They used to send out emails using common names in their messages to incite readers to subscribe to a VYNL plan. I vaguely remember getting emails saying “Get an Invite!” from a guy named Brian or “We Think You Should Get Halsey’s Album on Vinyl!” from some girl named Jessica.

They never over-saturated my inbox either, which was nice too. However, the catch-all is that they really prompted their users with humanized emails. I was more likely to see what records they recommended after seeing a real name in the subject line or sender box.


A Good Amount of Characters and Topic Consistency

It is said that average subject lines in your emails are a sure way to negate click-through. Pushing for long subject lines or short ones tend to increase those open-rates a lot more. Sending a title like 


"WINTER SALE TODAY ENDS AT MIDNIGHT” would be higher performing and potential sale-grabber than anything with a character count between 60-70. People either like really short and to-the-point titles or titles that cut-off-your-sentence, no in-between.

Also, a note to keep in mind, make sure your email titles don’t stray from the content within the email. If you’re having a winter sale, only incorporate winter products and copy in your emails/newsletters.


Copy and Call To Action

Keeping your content short, sweet, and to the point will ensure the user to maintain attention. In the fast-paced society we live in, people want to quickly glance and read to continue scrolling on. Keeping their focus for more than a few seconds is a challenge but absolutely doable with compelling copy that doesn’t take an eternity to read.

In a more product-oriented email, your copy of your products should be about a sentence long or have concise facts about the item. It more long-winded newsletters, utilizing more descriptive copy in brief paragraphical excerpts is beneficial to keeping consumers reading.

A call-to-action is going to make your readers act quickly, so adding a limited time to a sale/discount or even initiating a coupon code can impact a consumer’s choice. Making your emails benefit focused or product oriented can really improve a CTA by giving people amazing visuals of your products or services. CTA isn’t just a phrase that gets you moving.

On the same vein as visuals, using high quality photos is a must. If your readers have to squint to kind of see what you’re trying to sell, then they won’t buy it. They won’t even squint to look because that’s too much work for them. The content absorbing process should be seamless and visually stimulating. The same goes for email design. The layout has to flow nicely with where the eyes go as well. Color should be implemented wisely, for it should match branding rather than fifty different colors to grab someone’s attention.


Accuracy Over Customization

Accuracy should be the main priority over personalization or customization. If you opt to personalize an email with the recipient’s name, it could end up incorrect, depending on your database. Unless you’re certain that the names are accurate and correct, then you should just open with more personable greetings like “Hello” with your specific topic in your subject line.

It’s like when Starbucks gets your name wrong so it’s written incorrectly on your cup. What was meant to be personal has become a negative memory and the consumer no longer thinks you care about them or their investment in your business. Keeping up with consumers is important, but taking into consideration that they could react negatively to personalization is one step closer to showing you’re aware of their needs as a loyal customer.


To finalize, taking care of your consumers through marketing should be as easy as talking to a friend. Your friends are supposed to bring out the best in you, right? So, show them the best version of you there is through that extra reach. Show them your content, high quality products, and good prices like you’re recommending a restaurant to your buddy. Once you’ve maintained a solid relationship,  you should have no problem increasing your sales and customer loyalty within your email marketing campaigns.

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