Published On: June 5, 2023
Categories: Email Marketing
3.3 min read

eMail marketing is an essential tool for eCommerce businesses to reach out to potential customers and retain existing ones. However, it can be challenging to get it right, and mistakes can have severe consequences.

In this blog, we will discuss the dos and don’ts of eMail marketing for eCommerce businesses.


Personalize your eMails:

eMails tailored to individual preferences tend to result in a higher rate of opens and clicks. You can personalize your eMails by addressing the recipient by name and tailoring the content to their preferences.

Segment your eMail list:

Segmenting your eMail list allows you to send targeted messages to specific groups of people based on their demographics, behavior, or preferences. This approach is more effective than sending a one-size-fits-all eMail to everyone on your list.

Ensure the content of your emails is pertinent:

It is crucial that the information provided in your emails is of value to your subscribers. Avoid sending irrelevant or spammy messages that could result in your eMails being marked as spam.

Keep your subject line short and compelling:

Your subject line is the first thing your recipient sees, so it should be attention-grabbing and to-the-point. Keep it under 50 characters and avoid using clickbait or misleading language.

Include a clear call-to-action (CTA):

Your eMail should have a clear CTA that tells the recipient what to do next. Use language that incites action and ensure the Call-to-Action is visually prominent.

Test and optimize your eMails:

Testing and optimizing your eMails can help you identify what works and what doesn’t. Try different subject lines, CTAs, and content to see what resonates with your audience.

Comply with anti-spam laws:

Make sure your eMails comply with anti-spam laws, such as the CAN-SPAM Act in the United States. This includes including an unsubscribe link and your physical address in every eMail.


Buy eMail lists: Buying eMail lists is not only ineffective, but it can also damage your reputation as a sender. The people on these lists haven’t opted-in to receive eMails from you, and they are likely to mark your eMails as spam.

Send too many eMails:

Bombarding your subscribers with too many eMails can lead to them unsubscribing or marking your eMails as spam. Strike a balance between remaining in the forefront of your audience’s thoughts and inundating them with too much information.

Use spammy language:

Avoid using spammy language in your eMails, such as “Act Now!” or “Get More Sales Quick!” The utilization of such language may activate spam filters and lessen the effectiveness of your emails.

Use too many images: eMails that are too image-heavy can be slow to load and may not display correctly on all devices. Use images sparingly and make sure they enhance the message rather than detract from it.

Neglect mobile optimization:

More than half of all eMails are opened on mobile devices, so it’s essential to optimize your eMails for mobile. Use a responsive design and keep your content concise and easy to read.

Ignore eMail analytics: Analyzing your eMail data can provide valuable insights into what’s working and what’s not. Make sure you track open rates, click-through rates, and conversion rates, and use this data to optimize your eMail campaigns.

Forget to follow up:

Following up with your subscribers after they take action, such as making a purchase or filling out a form, can help build a relationship and keep them engaged with your brand.


eMail marketing is a powerful tool for eCommerce businesses, but it’s essential to follow best practices to get the most out of it. By personalizing your eMails, segmenting your list, sending relevant content, and complying with anti-spam laws, you can build a loyal customer base and drive sales. On the other hand, avoiding buying eMail lists, sending too many eMails.

Introducing the Purple Cow eMail marketing services! Stand out from the herd with our proven strategies for eCommerce businesses. Personalize your eMails, segment your list, and send relevant content that resonates with your audience. We’ll help you optimize your campaigns and comply with anti-spam laws. Don’t follow the crowd, be a Purple Cow and drive sales like never before!

About the Author: Faisal Haneef

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