Email Is Still the Highest ROI Channel
Despite the hype around social media and influencer marketing, email consistently delivers the highest return on investment for e-commerce businesses. The average ROI is $36 for every $1 spent. Unlike social platforms, you own your email list and algorithm changes cannot take it away.
Build Your List the Right Way
Offer genuine value in exchange for an email address. This could be a discount code, free shipping on the first order, an exclusive guide, or early access to new products. Pop ups work but keep them tasteful and time them so they appear after the visitor has had a chance to browse.
Never buy email lists. They destroy your deliverability and violate Australian spam laws under the Spam Act 2003.
The Essential Automated Flows
Every e-commerce store needs these automated email sequences. A welcome series that introduces your brand and drives the first purchase. An abandoned cart sequence that recovers lost sales. A post-purchase series that confirms the order, asks for a review, and suggests related products. And a win back sequence for customers who have not purchased in a while.
These flows run on autopilot and collectively can generate 30% or more of your email revenue.
Segment Everything
Sending the same email to your entire list is lazy and ineffective. Segment by purchase history, browse behaviour, location, and engagement level. A customer who buys every month should get different messaging than someone who has not purchased in six months.
Write Subject Lines That Get Opened
Your subject line determines whether your email gets read or deleted. Keep it under 50 characters. Create curiosity or urgency without being clickbaity. Personalise with the recipient's name or a reference to their last purchase. Test two subject lines on every campaign and let the data guide you.
Do Not Over Send
Sending daily promotional emails is the fastest way to get unsubscribes. Two to three campaigns per week is the sweet spot for most e-commerce businesses. Automated flows do not count toward this limit because they are triggered by customer behaviour and feel relevant.