The 5 Best Practices in Email Marketing

Posted on January 21, 2019

We’ve talked about email marketing and email marketing platforms a lot. Like, a lot. It’s incredibly important. But while we’ve discussed what it is, and why you should do it, we haven’t taken a deep dive into how you should tackle email marketing. Here, we’ll break down the best practices of email marketing to get your site booming.


Email capture is incredibly important. In fact, it’s the best practice you can maintain throughout your email marketing approach, because otherwise, well, you’d have no emails to send marketing stuff.

Simple subscription boxes that pop up on your store are tremendously effective. They can be the difference between site visitors becoming customers or becoming the ones that got away. Having the boxes pop up when customers exhibit exit behavior is even more effective, as it allows visitors to have a moment to rethink giving your brand serious consideration. These are easy features to install, and can make all of the difference when it comes to email marketing, as you’ll capture a much larger audience than doing nothing.


Do you have flows set up? If not, you need to do so immediately. Flows are essentially automatic email streams that send to your customers when certain criteria are met.

If they subscribe to your email list, you should have curated welcome flows set up, perhaps offering a discount for subscribing. Check out notifications are great, but you can lose customers well before they check out. Abandoned cart flows can drastically increase the conversion rate of your store. If there’s an action that a customer can take, you should have a curated flow ready to go to make that customer feel wanted and understood. Of the best practices for email marketing, this one is crucial.


Speaking of flows, upsell and cross-sell are two of the best to deploy.

When someone has checked out a product but didn’t end up buying, offer them a buy-one/get-one deal, incentivizing them to follow through on the purchase.

If a customer has already made a purchase, send them emails recommending similar products or products that they might like. Amazon has built an entire empire on upselling and cross-selling. Your store can use their best practice to augment your email marketing strategy.


What if I told you that one of the best email marketing practices doesn’t involve marketing your products at all? You may be surprised to learn that people generally hate spam email. Constant ads and constant product sales can wear down your customers to the point that they’ll unsubscribe, and you’ll likely never get them back. It’s just common sense. Batch and blasting your customers over and over again is annoying and therefore ineffective.

So how do you maintain engagement without being annoying? Offer lifestyle content! Set aside the time to curate truly engaging content related or adjacent to the field of your products or industry. Customers will look forward to your emails rather than marking them as spam and throwing them in the trash. Is it difficult? Sure, but it’s also one of the best practices in the entirety of email marketing.


Remember how much fun you had in art class growing up? Whether your answer is yes or no, you’ll need to channel the creative mindset that was required in that class.

The best email marketing content is content that is unique and engaging. This is your opportunity to let creative spirits flourish. Create amazing video content, create excellent written content, build aesthetically pleasing email bodies, start a podcast, begin vlogging — you cannot produce too much content.

By keeping your audience engaged, you make your audience active, and when your audience is active, they’re willing to buy. Don’t let business be cold and aloof; make it fun!

How Engine Mail can help

Now that you’re aware of the best practices in email marketing, it’s time to get to work with a plan of action. If you want that plan to be difficult and time-consuming, go ahead and put in the work it takes to do most of the legwork yourself. But if you’ve rather have something that was built around making email marketing — and especially email automation — easy for you and your e-commerce store, Engine Mail is here for you.

Our email product was built by e-commerce veterans based on past experiences and the desire to build an easy-to-use email automation system. Engine understands it’s competing in a world full of complexity and confusion where a large number of email products are overdone. That’s not Engine Mail.

We understand time is your most precious asset. Set up a call with us by clicking here or reaching out via email. In just 15 minutes we will create amazing email flows for you. Your business will never be the same.