How to improve your eCommerce emails

ecommerce email

Your recent email marketing campaign doesn’t work well? Or are you looking for some ways to enhance your emails’ effectiveness? Here’s what you need. Our article comes up with ideas for better emails that you can apply to your eCommerce business. Keep reading!

Actionable tips to create better eCommerce emails

Attractive headline

A headline (or subject line) is a crucial part of your emails. Because audiences only spend just a few seconds looking at the headline to decide whether to open it or not. 47% of email recipients open an email based on the subject line and 69% of email recipients report email as spam, which means you are losing a potential conversion.

To convince your audience to delve deeper into your email, start your emails with something short but compelling and informative. You can make subscribers curious by asking them a question, telling some of a story, presenting your best offers or an urgency to encourage them to open your email. Finally, don’t forget to test different headlines to see which type is creating a higher open rate..

Personalized content

Many customers find somewhere else to go when emails aren’t personalized. Meanwhile, fulfilling the point may improve your open rate and enhance customer engagement. Personalized email content means that you are tailoring the email message to the right customers.

When making your email content relevant to the audience, you should consider two factors: segmentation and dynamic content. Segment your customers by demographics, location, purchase history, etc., and create different content to ensure they get what they are interested in. 

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To segment customers successfully, it is indispensable for automation. Automation tools such as Atom8 can help you segment customers, create workflows to send relevant emails to customers at the right time. 

For example, Atom8 helps online merchants segment customers by the products they purchased and send an email that recommends related items.

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Visual content

Research showed that visual content helps grab the targeted audience’s attention better than text. The reason is that visuals and images make the content better and more understandable for the audience. 


Try using HTML emails for visually rich emails!

Mobile optimized emails

A mobile-optimized email experience is essential for your eCommerce email campaign success. 55% of email is now opened on a mobile device, which means modern customers tend to open an email on their mobile devices rather than on desktops. 

How will you create the most mobile responsive design for your emails? Firstly, be sure that your subject line is viewable on mobile devices. Next, use and optimize the CTA buttons instead of links. Buttons are easier to click on when using a mobile device. Also, leaving a sufficient amount of white space around the button will improve mobile UX further.

Mix-up templates

Common email service providers such as Mailchimp, Campaign Monitor, etc. offer users a selection of pre-designed templates. However, there are hundreds of other brands using the same templates to reach the same audience as you are doing. Thus, you need to build something that makes you stand out more.

You can customize templates to suit your needs and fit with your brand, as well as those of your target audience.

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Continuous testing

If you don’t test your email campaign consistently, you’re leaving money on the table. You should test and measure the performance to know what works better and determine whether there’s anything you can do to improve.

Split testing or A/B testing is not complicated to do. You can make simple tests with your email subject lines, CTA, part of the design, or some of the copy. Then, track the open rate, click-through rate, and conversion rate for each to choose the best one.


There are a lot of ways of optimizing your eCommerce emails for achieving big wins. By making small changes in email campaigns, you are creating an impact on your eCommerce business’ success.


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