Email Marketing: 8 Strategies & Best Practices Backed by Research

Email marketing remains one of the most effective tools for turning one-time shoppers into loyal customers.

In 2024, the global email marketing market was valued at $12.33 billion, with projections reaching $17.9 billion by 2027—proof of its ongoing impact in the eCommerce world.

For brands looking to grow sustainably in a competitive market, a strong email marketing strategy is a must. When done right, email marketing delivers one of the highest returns on investment—generating around $36 for every $1 spent.

In this article, we’re sharing eight data-backed email strategies tailored specifically for eCommerce brands. These proven tactics are designed to boost engagement, drive repeat purchases, and help you build stronger customer relationships.

What Is Email Marketing?

Email marketing is a digital marketing strategy that uses email to promote products, share valuable content, and build relationships with both new and existing customers.

While many businesses use email to announce new products or share special offers, today’s tools make it easy to go beyond the basics. With personalization, segmentation, and automation, email marketing can deliver targeted, meaningful experiences that drive real results.

So why is email marketing still so widely used? Despite being one of the oldest digital marketing channels, it remains incredibly effective. By 2027, it’s estimated that over 408.2 billion emails will be sent every day worldwide—proof of its enduring role in how we communicate online.

Even as messaging apps and social media gain traction, email continues to be a powerful, direct way to reach customers where they’re most likely to take action—in their inbox.

Are Email Marketing Campaigns Worth Your Time and Money?

Absolutely. Email marketing stands out as one of the most efficient and profitable ways to connect with your audience.

It offers a unique advantage: you’re not reaching out to a cold audience. Instead, you’re engaging with individuals who have already shown interest in your brand—making every message more impactful. This level of personalization, paired with the ability to test, optimize, and scale campaigns, makes email marketing an essential part of of successful eCommerce strategies.

With its ability to deliver tailored content directly to users’ inboxes, email marketing not only drives repeat sales but also fosters long-term loyalty, ensuring your brand stays top of mind.

Here are a few reasons why email marketing is worth the investment:

Reach

Email marketing reaches billions of people around the world. With over 4.37 billion email users globally, it’s one of the most scalable ways to connect with your audience, wherever they are.

Almost everyone online has an email address, and most consumers check their inboxes daily, often multiple times a day. With a thoughtful, well-crafted campaign, you can reach the right people with the right message, at the right moment.

Personalization

Studies suggest that 80% of customers are more likely to buy from a brand that provides personalized experiences. Emails with personalized subject lines can generate up to 50% higher open rates.

Email personalization requires you to make each message unique for your recipients. You must focus on their behaviors, needs, and goals. Not only will this help you become more engaging, but it may also give you more sales in the long run.

There are many ways to personalize your emails. Start with the basics: use your subscriber’s name in the subject line or greet them personally. Then, go further by recommending products based on past purchases, adjusting content based on location or lifecycle stage, or customizing promotions to match spending habits.

Cost Effectiveness

Email marketing is one of the most cost-efficient channels available, especially when compared to traditional media like TV, print, or radio.

One key factor to consider is that some email marketing platforms charge based on the number of contacts, while others, such as Yotpo Email, use a usage-based pricing model—where you pay only for the emails you send. This structure can make email marketing even more cost-effective, ensuring you only pay for what you use while maximizing engagement and customer lifetime value.

Return on Investment (ROI)

Email consistently delivers a standout ROI. As mentioned earlier, brands earn an average of $36–$45 for every $1 spent. With the right strategy—clear targeting, strong creative, and consistent optimization—you can build a high-performing channel that drives revenue at scale.

Measurable Results

One of the biggest advantages of email marketing is how easy it is to track and improve. Using a robust email platform, you can monitor key performance indicators like:

• Open and click-through rates

• Conversion rates

• Revenue generated

• Subscriber behavior (e.g., heatmaps, link clicks)

Tools like Yotpo Email help turn that data into action. By analyzing what’s working and what’s not, you can test new ideas, refine your content, and build smarter campaigns over time.

8 Email Marketing Strategies and Best Practices to Boost Your Campaigns

Now that you understand the impact of email marketing, it’s time to put it into action.

Below are eight proven strategies you can tailor to fit your brand’s goals and audience. Whether you’re just getting started or looking to optimize an existing program, these best practices will help you drive better engagement, stronger performance, and long-term growth.

Let’s dive in.

1. Build a High-quality Email List

It all starts with a solid email list. This is one of the most crucial steps if you want to make the most out of your time.

There are many ways to build a great email list, although it takes a bit of setup. If you have a website, you may set up opt-in forms that get interested people to subscribe to your list. You may choose between two options:

Single Opt-in

This method is quick and simple. Subscribers only need to enter their email address and click “Subscribe.” Once submitted, they’re added directly to your list. Single opt-ins are great if you’re looking to grow your list quickly and don’t mind collecting a larger volume of emails.

Double Opt-in

This approach adds an extra verification step, where subscribers confirm their email address before being added to your list. While it may take longer to build your list, double opt-ins ensure you’re attracting more qualified, engaged prospects. It can also help reduce the risk of hard bounces and maintain list quality.

Which should you choose? If speed is your goal, single opt-in might be your best option. But if you want a cleaner, more engaged list, double opt-in could be the way to go. Regardless of the method, offering something valuable to your subscribers will always help encourage sign-ups.

Other Incentives to Consider

Not everyone will subscribe to your email list just because you ask them to. Sometimes, a little incentive is needed to encourage sign-ups.

Many businesses offer valuable incentives such as discounts, exclusive content, or free ebooks to entice customers. The key is understanding your target audience and tailoring the offer to what appeals to them most.

Just remember: never buy an email list. While it might seem like a quick fix, it can lead to reputational damage, poor-quality leads, and even legal complications. Focus on building a high-quality, engaged list through ethical and effective methods.

2. Segment Your Email List

Segmentation allows you to send more relevant messages to specific groups of subscribers—rather than treating your entire list as one audience. Not every offer or piece of content is right for everyone, and segmentation helps ensure you’re speaking to the right people at the right time.

In fact, segmented campaigns can drive up to 2X higher click-through rates compared to non-segmented ones. Simply put, segmentation increases relevance, which increases results.

Here are a few effective ways to segment your list:

By Engagement

Focus on users who’ve interacted with your emails or visited your site within a recent timeframe—typically the past 90 days. These subscribers are more likely to respond and convert.

You can adjust this engagement window based on performance. If your open rates are strong (40%+), you might extend it to 120 days. If engagement is lower, shorten the window to 60 days to tighten targeting.

What about inactive subscribers? These “unengaged” users can be added to a re-engagement flow. Reach out every few months with compelling updates, product launches, or special offers to win them back.

By Demographics

Knowing who your audience is helps you deliver more relevant content. Segment by data points like age, location, gender, or other demographic markers.

This is especially useful in industries like fashion or beauty, where gender and age often influence product interest.

By Position in the Sales Funnel

New subscribers and existing customers are at very different points in their journey—and your emails should reflect that.

For new subscribers, focus on educational content or broad offers that build trust. For loyal customers, tailor your messages to their interests and past behavior, showcasing relevant products or exclusive offers.

By Purchase Behavior

A customer’s past purchasing history offers valuable insights that can make your emails much more relevant. By analyzing what they’ve bought before, you can send targeted messages that align with their interests.

For instance, if a customer regularly buys women’s clothing, prioritize sending them emails that feature new arrivals or exclusive offers in that category. If a customer only shops during sales, consider sending them early access to promotions or limited-time discounts.

Additionally, you can segment based on how often customers purchase or the average order value. A first-time buyer may benefit from a follow-up email to encourage a repeat purchase, while frequent shoppers might appreciate loyalty rewards or personalized product recommendations based on their purchase patterns.

By tailoring your emails to match their buying behavior, you ensure your content is always relevant and timely.

3. Optimize Your Emails for Mobile Devices

Did you know that 61.9% of email opens occur on mobile devices? In fact, about 75% of consumers check their emails on smartphones most often. With mobile usage continuing to rise, especially in eCommerce, ensuring your emails are optimized for mobile is essential.

Mobile devices have become more important over the past few years. In the third quarter of 2024, smartphones accounted for over three-quarters of retail website visits in the U.S. They also made up about two-thirds of online shopping orders.

In other words, most of your subscribers will likely open emails from their phones or tablets, so if your emails don’t display well on smaller screens, you risk frustrating your audience and losing engagement.

Here’s how to ensure your emails look great on any device:

Consider Responsive Design

Responsive design means that your emails can adapt regardless of the screen size they’re viewed on. In other words, your emails will show correctly on any device.

The right email marketing service will help you leverage responsive design by offering preview features. Previews allow you to see how your emails will appear on different devices before you send them. This will allow you to notice any problems and address them before it’s too late.

Use Simple Layouts

Mobile devices have limited screen space, so it’s crucial to design your emails in a way that adapts to these constraints.

A single-column layout is often the most effective choice, as it makes navigating the content easy and intuitive. You should also incorporate plenty of white space around elements in your email. Not only does this improve readability, but it also gives your message a clean, polished look.

Establish a clear hierarchy by adjusting font sizes and formatting to guide your reader’s eyes through the content. For readability on smaller devices, a font size of 14px is ideal for most emails.

Make sure the most important information is placed at the top, ensuring that readers see your key message right away.

Lastly, if you’re using CTA buttons, position them strategically to ensure they’re easy to tap. This simple step makes it easier for users to interact with your email, increasing the chances of conversions.

Create Concise Content

Crafting a compelling email message can be tricky, especially with the space constraints that come with mobile optimization. In today’s crowded digital landscape, where businesses are constantly vying for attention, how do you keep readers engaged?

Here are a few tips to maximize the impact of your concise messages:

• Use Punchy Subject Lines: Keep your subject lines short and to the point. Long subject lines can lose the reader’s attention. For example, if you’re running a sale, try something like, “50% Off on Selected Products.”

• Create a Sense of Exclusivity or Urgency: You can further enhance the subject line by adding urgency or exclusivity. For instance, “50% Off on Selected Products—Today Only” creates a sense of immediacy that can prompt mobile users to act quickly.

With nearly half of email recipients opening emails based on the subject line, this is a critical moment to grab their attention.

Once you’ve caught their eye, it’s essential to keep the content succinct and compelling. Use active voice and powerful sentences to keep your readers engaged, without overloading them with too much information.

Optimize Your Visual Content

Images can take your emails to the next level, especially for businesses that rely heavily on visuals.

However, if your images aren’t optimized, they may slow down your email’s load time. Slow loading can frustrate users, and they may leave before the content fully displays.

To avoid this, make sure your images are compressed to the lowest possible resolution without compromising quality. There are plenty of online tools available to help you reduce image size while preserving their appearance.

Additionally, always include alt text for your images. This not only helps visually impaired users understand your content, but it also broadens your email’s reach. Alt text ensures that your message is conveyed even if the images don’t load properly.

Summarizing

Mobile optimization is crucial for your business, whether you’re promoting a sale or other offers through email. By crafting clear, concise messages and optimizing your images, you’ll ensure your content reaches all users effectively.

Once your emails are perfectly formatted for any device, the focus should shift to delivering real value. This strengthens customer relationships and positions your brand as an essential resource throughout your customers’ shopping journeys.

4. Focus on Value

To keep your subscribers engaged, providing valuable, insightful content is key. If you only focus on promoting deals and products, your brand and engagement metrics will likely suffer.

But how do you provide value? It’s simpler than you think. Always consider your customers’ behaviors and interests before crafting your message. Understand what they want and tailor your content to meet those needs.

For example, if you own a pet shop, you could send emails that address common customer questions, such as “Finding the Best Toys for Small Dogs.” Offering advice in these emails helps customers make informed decisions while establishing trust.

Here are some great ways to provide value:

• Product guides based on customer purchase history and browsing behavior

• Loyalty status updates with personalized reward opportunities

• Curated recommendations informed by review data and past purchases

• Educational content relevant to the product categories your customers engage with

• Industry insights tailored to your specific eCommerce niche

One powerful way to engage customers while adding value is through strategic storytelling. When done right, storytelling can boost conversions by up to 30% and increase perceived product value by 2,706%. With Yotpo’s integrated platform, brands can craft cohesive narratives across email, SMS, and on-site experiences—offering a unified approach that standalone solutions can’t match.

Delivering valuable content is only the first step. To turn engagement into revenue, you need strategic calls-to-action (CTAs) that guide your customers to take the next step in their journey with your brand.

5. Optimize Your CTAs

A strong Call to Action (CTA) is a crucial factor in achieving your business goals. In fact, personalized CTAs can boost your conversions by up to 202%.

The key is crafting compelling CTA wording that motivates action. If your CTA isn’t strong enough, it will likely result in fewer clicks and, ultimately, fewer sales.

There are countless ways to create a CTA, so it’s all about testing different approaches and sticking with what works.

Here are some tips for writing effective CTAs:

• Evoke Emotion: Use language that triggers an emotional response to encourage action.

• Use Strong Commands: Words like “Buy,” “Download,” and “Shop” create a sense of immediacy and clarity.

• Highlight the Benefit: Let readers know what they gain by clicking. For example, “Buy Now and Get 30% Off!” makes it clear why they should act immediately.

• Create Urgency: Leverage FOMO (Fear of Missing Out) by adding phrases like “Offer Only Available Today” to prompt immediate action.

• Clarify the Action: Be transparent about what the CTA will do. For instance, “Check Out Our Men’s Jeans Section” tells users exactly where they’re heading.

Also, make sure your CTAs are placed prominently within your email. This ensures they stand out and are easy for readers to find.

Remember, even the most effective CTAs can fall flat if they’re not seen at the right time. Strategic timing and frequency are key to maximizing engagement and driving conversions in your retention email program.

6. Time Your Emails Correctly and Optimize Your Sending Frequency

One common marketing mistake is sending emails at the wrong time.

Imagine sending an important email, only for it to arrive in your subscriber’s inbox at 2 a.m. Not only will they likely miss it, but it may also get buried as newer emails come in the next morning.

Timing is everything. Knowing when to send your emails ensures you reach your audience at the optimal moment, but how do you figure out what that perfect time is?

The short answer is that it depends. Studies suggest that Thursdays from 8 to 9 a.m. are the best times to send emails. However, Tuesdays and Wednesdays are also great choices since people are more likely to check their inboxes during these mid-week days.

Key tips to remember:

• Morning hours (8-9 a.m.) generally see the highest open rates, but lunchtime (1-2 p.m.) is another good window.

• Avoid sending emails late in the evening, unless you’re specifically targeting mobile users, who tend to check their inboxes late at night.

• Mondays are also less effective, as inboxes tend to be flooded with emails, and people are busy starting the week.

Now that you know when to send your emails, it’s time to consider how often you should send them. Sending too few emails may cause subscribers to lose interest, while sending too many can push them to unsubscribe or mark your emails as spam.

The truth is that there’s no definitive answer to this question. Most brands should send at least one email per week. However, you can adjust the number as your email list grows.

• Daily Emails: Great for businesses with frequent updates, but too many emails can overwhelm subscribers, leading to higher unsubscribe rates.

• Weekly Emails: Ideal for most businesses that want to share promotions, updates, and content without overwhelming their audience. It’s the sweet spot for most brands.

• Bi-weekly or Monthly Emails: Perfect for businesses with longer sales cycles or those that want to share in-depth content. However, this frequency may lead to lower engagement and can be less effective for fast-moving industries.

To determine the right frequency for your business, consider factors like:

• Email list size

• Subscriber demographics

• Unsubscribe rates

• Engagement rates

Tools like Yotpo can help you analyze key metrics, providing insights into the best email frequency for your audience. You can also A/B test your campaigns to fine-tune and optimize your strategy.

Strategic timing is key to maximizing visibility, but true optimization requires a data-driven approach. By monitoring comprehensive metrics, you can refine your email strategy to align with your overall retention goals.

7. Track Your Metrics

Data is everything, and you must make the most out of it. By tracking key metrics, you can understand what’s working, identify areas for improvement, and make data-driven decisions to optimize your campaigns. Here are the top metrics to monitor for eCommerce brands:

• Open Rate: This represents the percentage of users who open your email out of all recipients. While the industry average hovers around 20%, top-performing eCommerce brands often achieve 30-40% by leveraging superior personalization and cross-channel data integration.
• Click-through Rate (CTR): Calculated by dividing clicks by the number of emails delivered. Advanced segmentation, such as RFM (Recency, Frequency, Monetary) analysis, enables brands to focus resources on their most valuable customer segments, driving higher engagement.
• Click-to-Open Rate (CTOR): This metric measures engagement quality by comparing clicks to opens. AI-powered personalization and dynamic content tailored to customer behavior consistently improve CTOR.
• Conversion Rate: This calculates the percentage of people who complete a CTA. In eCommerce, conversion rates tend to be higher than in B2B, with well-segmented and personalized email campaigns often achieving 3-5%.
• Bounce Rate: Keep below 2% for optimal deliverability. Proactive monitoring and optimization help maintain strong inbox placement rates.
• Unsubscribe Rate: Aim for below 0.5%. Effective segmentation and cross-channel coordination help reduce list fatigue by ensuring customers receive relevant messaging through the most appropriate channels.

With robust analytics guiding your strategy, the final step is implementing systematic testing that continuously refines your approach and maximizes your email program’s contribution to customer lifetime value.

8. A/B Test Your Emails

A/B testing is an essential practice for optimizing your email marketing campaigns. It involves sending two versions of the same email to different segments of your audience to see which one performs better. This process allows you to fine-tune your emails and achieve higher open rates, better conversions, and increased click-through rates.

In fact, approximately 44% of businesses use split testing software, and 59% of companies regularly conduct email A/B tests to improve their results.

To run a successful A/B test, follow these steps:

1. Identify the problem: Determine what aspect of your email needs improvement, whether it’s the subject line, call to action, design, or copy.

2. Define a hypothesis: Form a hypothesis about how you can improve the identified issue. For example, “I believe changing the subject line to emphasize urgency will increase open rates.”

3. Test the hypothesis: Create two variations of your email based on your hypothesis. Ensure you only change one element at a time for a clear comparison.

4. Analyze the data: After sending both versions, analyze the results to see which performed better. Use this data to draw conclusions and make adjustments to future campaigns.

With email software like Yotpo, you can effortlessly run A/B tests and implement data-driven solutions to maximize your campaign’s success.

Email Marketing Strategy Goals for eCommerce Brands

In a comprehensive retention marketing strategy, email should aim to achieve the following primary objectives:

• Increasing Repeat Purchase Rate Among Existing Customers
  Focus on nurturing existing customers and encouraging them to return for additional purchases. By using personalized offers, product recommendations, and timely reminders, email campaigns can boost repeat purchases.

• Elevating Customer Lifetime Value (CLV) Through Strategic Cross-Selling and Upselling
  Leverage email to suggest complementary products or premium alternatives to customers based on their purchase history. This helps increase the average order value and long-term value of each customer.

• Reactivating At-Risk Customers Identified Through RFM Segmentation
  Identify customers who have become disengaged by analyzing Recency, Frequency, and Monetary (RFM) data. Tailor email campaigns to win back these customers with targeted offers or personalized messages that reignite their interest.

• Strengthening Loyalty Program Engagement by Highlighting Personalized Rewards
  Drive engagement with your loyalty program by sending targeted emails that showcase personalized rewards and incentives based on customers’ purchase behavior. This encourages them to continue participating and strengthens brand loyalty.

• Amplifying Social Proof by Showcasing Relevant Customer Reviews
  Use email to highlight positive customer reviews and testimonials relevant to each recipient’s interests or purchase history. Social proof is a powerful motivator that can influence purchasing decisions and build trust in your brand.

Implementing Your Integrated Email Strategy with Yotpo

The most successful eCommerce brands approach email as one component of a cohesive retention strategy rather than a standalone channel. Yotpo’s retention marketing platform enables this integrated approach through:

• Seamless data sharing between Email, SMS, Loyalty, and Reviews
• Customer segmentation based on comprehensive purchase and engagement data
• Intuitive campaign creation with drag-and-drop editors and eCommerce-specific templates
• Multi-channel coordination ensuring consistent customer experiences
• AI-powered recommendations that increase relevance and conversion
• Comprehensive analytics connecting email performance to retention metrics

Avoiding Common Email Marketing Pitfalls

While implementing your retention-focused email strategy, be mindful of these potential missteps:

• Treating email as an isolated channel rather than part of an integrated retention ecosystem
• Missing opportunities for personalization by failing to leverage cross-product data
• Creating generic content that fails to address the specific needs of different customer segments
• Neglecting mobile optimization in an increasingly smartphone-dominated eCommerce landscape
• Overlooking regulatory requirements like the CAN-SPAM Act, which mandates unsubscribe options, proper identification of commercial messages, and accurate sender information

Bottom Line – Create a Successful Email Marketing Plan Today

There’s a lot of ground to cover when it comes to email marketing, but with the strategies mentioned above, you have the foundation to create something great.

Remember to use the right tools to understand your audience, craft unique emails, and test your performance. If you’re looking for a platform that specializes in eCommerce retention marketing with integrated email capabilities, Yotpo offers a solution worth considering.

Take the Next Step

Ready to elevate your eCommerce retention strategy? Schedule a demo to see how Yotpo’s platform can transform your approach to customer retention through seamlessly integrated Email, SMS, Loyalty, and Reviews solutions.