Get your own unique domain through Ecwid and give your customers an easy way to find you. Learn more →
Everything you need to sell online

Set up an online store in minutes to sell on a website, social media, or marketplaces.

How to use email marketing for small business

What Is Email Marketing and the Benefits for My Business?

8 min read

This relatively easy tool is one of the most cost effective ways to make sales and build a relationship with shoppers. Around 54% of small businesses send at least one email per week. Your competition is likely prepping their weekly newsletter as we speak, safe to say — you’ve got some catching up to do.

If you want direct access to potential and current shoppers, read on! We’ll cover key email marketing strategy, the different types of email marketing and how you can do it all with Ecwid E-commerce.

How to sell online
Tips from e-commerce experts for small business owners and aspiring entrepreneurs.
Please enter a valid email address

What Is Email Marketing and How Does It Work for E-Commerce?

Let’s start with the definition of email marketing — a form of direct marketing that allows you to promote your business’s products or service via email. Collecting customer email addresses and sending marketing emails is used to strengthen relationships with potential and existing customers, share updates about current offers, send discount coupons, increase loyalty, and more.

An example of a loyalty marketing email


An example of a loyalty marketing email

In conjunction with your online store, the end goal is to drive traffic to your store and make sales. It’s not just enough to talk about your business or brand, you ultimately want to funnel customers to make a purchase.

All that to say, part of your email marketing strategy should also focus on building a relationship with customers. Any business can use email marketing but specifically for small businesses, this is an opportunity to directly get in touch with customers.

Why Is Email Marketing Important for Small Businesses?

With 79% of small businesses consider email marketing vital to their business strategy. You are able to diversify your strategy even more. As we mentioned, just about any business can use email marketing but it’s important to understand why you need it.

For example, a global pandemic has taught us the importance of building an audience on different platforms. With businesses forced online, that also meant access to their audience was strictly online. And if you didn’t have a strong email audience, making sales just got tougher.

For small businesses, you can’t afford to be out of touch with customers. And we’ll recommend a few different opportunities for you to try today.

What Are the Types of Email Marketing?

There are multiple ways for you to start building and implementing this tactic. Here are a few different types of email marketing:

Abandoned cart email

When a customer adds products to a cart, goes to checkout, specifies their email address, and then leaves the store without placing an order, an abandoned cart is saved in your store. You can track and recover those carts by sending customers abandoned cart recovery emails.

Each email contains a list of products the customer left in the cart and a button to complete an order. These can be sent either automatically or manually.

An Abandoned Cart Email Example

After an email is sent, the checkout will be considered recovered only if the customer clicks the recovery link and completes the checkout. If a customer completes an order by returning to the website, without using the checkout recovery link, then the abandoned cart won’t be marked as recovered.

Welcome email

These emails have the highest opening rate and are an opportunity to make a first impression! A few ways to incentivize users to open is by offering a discount or free shipping. Always make sure to include a link to your shop or social media accounts.

Take note of the free shipping and link to online store


Take note of the free shipping and link to online store

Short, punchy email subjects get their attention, discounts or other shopping incentives them to spend money with you, and a casual, communicative vibe on your end helps ensure that they remain subscribed.

Part of welcome email from Bookmate


Part of welcome email from Bookmate

Learn how to write a welcome email

Newsletter

This type of email marketing contains updates and useful information that you send to your customers on a regular basis. Newsletters help to gain traffic, keep your customers in the know, and build brand loyalty. They offer interesting and helpful content, announce new products or events, promote your store, and more. To get such emails, customers subscribe to your newsletter list.
While the content may differ, the structure of an email newsletter is mostly the same. Here is a checklist of what you need:

  • A catchy subject line.
  • Uncluttered layout and appealing design.
  • An inviting greeting.
  • Insightful and engaging copy.
  • A strong call-to-action button.
  • A sender’s name.
  • Your contact and social accounts.
  • An unsubscribe button.

Don’t forget — customers often view emails on their mobile devices, make sure they are formatted correctly.

How Can I Get Started With Email Marketing?

We’ve just walked you through a few different types of emails, you’ll want to implement at least one to get started. And to help, we suggest using our recently released integration with Mailchimp.

Unleash the power of email with Mailchimp
Here are some of the coolest things you can do with Mailchimp:

  • Build your email lists with email signup forms in your store
  • Send manual and automated email campaigns
  • Create customized email templates to complement your brand
  • Segment your audiences to send targeted personal messages that resonate with your customers
  • Advertise on Facebook and Instagram to reach even more people like your customers
  • Schedule social posts
  • And more!

Now, in order to do email marketing you’ll need to be on a Business Plan or higher. It’s a relatively easy next step and small but impactful investment for your business. So let’s recap, with Ecwid E-commerce we have multiple ways for you to engage with customers via email marketing.

  • Mailchimp — accessible on our Business Plan, you can get started with their free plan!
  • Abandoned Cart Recovery, Welcome Emails and more — also available on an Ecwid Business Plan!

What email marketing strategies have you found successful for your online business?

 

Table of contents

Sell online

With Ecwid Ecommerce, you can easily sell anywhere, to anyone — across the internet and around the world.

About the author

Lina is a content creator at Ecwid. She writes to inspire and educate readers on all things commerce. She loves to travel and runs marathons.

Ecommerce that has your back

So simple to use – even my most technophobic clients can manage. Easy to install, quick to set up. Light years ahead of other shop plugins.
I’m so impressed I’ve recommended it to my website clients and am now using it for my own store along with four others for which I webmaster. Beautiful coding, excellent top-notch support, great documentation, fantastic how-to videos. Thank you so much Ecwid, you rock!
I’ve used Ecwid and I love the platform itself. Everything is so simplified it’s insane. I love how you have different options to choose shipping carriers, to be able to put in so many different variants. It’s a pretty open e-commerce gateway.
Easy to use, affordable (and a free option if starting off). Looks professional, many templates to select from. The App is my favorite feature as I can manage my store right from my phone. Highly recommended 👌👍
I like that Ecwid was easy to start and to use. Even for a person like me, without any technical background. Very well written help articles. And the support team is the best for my opinion.
For everything it has to offer, ECWID is incredibly easy to set up. Highly recommend! I did a lot of research and tried about 3 other competitors. Just try ECWID and you'll be online in no time.

Your ecommerce dreams start here

By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Your Privacy

When you visit any website, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences or your device and is mostly used to make the site work as you expect it to. The information does not usually directly identify you, but it can give you a more personalized web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer. More information

More information

Strictly Necessary Cookies (Always active)
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work. These cookies do not store any personally identifiable information.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third-party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Performance Cookies
These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.