Why Email Remains the Highest-ROI Marketing Channel
Email marketing generates an average of £36 for every £1 spent, making it the most cost-effective channel for ecommerce. Unlike social media where algorithms control your reach, email gives you direct access to customers who have opted in to hear from you. Our digital marketing services include comprehensive email strategy.
Essential Automated Flows
Welcome Series (3-5 emails)
Your welcome series sets the tone for the customer relationship. Start with a thank-you and brand story, follow with social proof and bestsellers, then offer a first-purchase incentive. Welcome flows generate 3x more revenue per email than bulk campaigns.
Abandoned Cart Recovery (3 emails)
Send the first email within 1 hour of abandonment with a simple reminder. Follow up at 24 hours with social proof and product benefits. The final email at 48-72 hours can include a time-limited discount. Effective cart recovery flows recapture 5-15% of abandoned carts.
Post-Purchase Follow-Up
Thank the customer, provide shipping updates, request a review after delivery, and suggest complementary products. Post-purchase emails build loyalty and drive repeat purchases — critical for long-term ecommerce growth.
Browse Abandonment
If a known subscriber views products without adding to cart, trigger a personalised email showcasing those products. Include social proof and any available promotions. This flow bridges the gap between interest and intent.
Win-Back Campaign
Target customers who have not purchased in 60-90 days. Remind them what they are missing, offer an exclusive comeback discount, and update them on new products or improvements since their last visit.
Campaign Strategy
Segmentation
Segment your list by purchase history, browse behaviour, engagement level, and customer lifetime value. Send different content to first-time buyers versus VIP customers. Personalised campaigns drive 6x higher transaction rates.
Content Mix
- 60% value content: Tips, guides, and inspiration related to your products
- 30% promotional: Sales, new arrivals, and exclusive offers
- 10% brand: Company updates, behind-the-scenes, and community content
Deliverability Best Practices
Authenticate your domain with SPF, DKIM, and DMARC records. Maintain list hygiene by removing inactive subscribers. Keep spam complaint rates below 0.1% and use double opt-in for new subscribers. High deliverability means more of your emails reach the inbox.
Platform Selection: Klaviyo vs Shopify Email
Shopify Email works for basic needs at $1 per 1,000 emails. Klaviyo is the industry standard for advanced segmentation, predictive analytics, and complex automation. Choose based on your volume, sophistication needs, and budget.
Need help building your email marketing engine? Get a free email strategy consultation.
