With all the talk about social media and advertising, email marketing remains, in terms of return per euro spent, one of the most profitable channels an online store has. The reason is simple: you already have the contact details of people who showed genuine interest — no need to pay to grab their attention again.
The abandoned cart: the most wasted opportunity
Most online stores lose between 60% and 80% of carts before completing the purchase. An automatic email sent a few hours after cart abandonment, reminding them of the products and perhaps offering a small incentive, recovers a meaningful share of those sales that would otherwise be lost forever.
Welcome sequence: the first contact matters
When someone subscribes or makes their first purchase, an automated welcome sequence (introducing the brand, showcasing top-rated products, perhaps a welcome discount) is the difference between a customer who comes back and one who forgets you exist.
Post-purchase email: the sale doesn't end at checkout
A well-built confirmation email, followed by one asking for a review, and later one recommending products that complement what they already bought, keeps the relationship alive without being intrusive, and multiplies the odds of a second purchase.
Segmentation: not all customers are the same
Sending the same email to someone who bought three days ago and someone who hasn't bought in a year wastes the information you already have. Segmenting by behaviour (new customers, repeat customers, inactive customers) multiplies the effectiveness of every send.
Frequently asked questions
How many emails should I send in an abandoned cart sequence?
Between 2 and 3 is usually optimal: one a few hours later, another the next day, and a final one with a small incentive if the previous ones didn't work.
Does email marketing annoy customers if sent too often?
It can, if it isn't segmented or doesn't offer real value. The key is relevance for each person, not just how often you send.
Do I need a huge list for email marketing to work?
No. A small but well-segmented list with relevant content usually outperforms a huge, generic one.