There are two types of people in this world: Those with “inbox zero,” and then people like me.

This is an actual screenshot of my inbox right now. I know, it’s overwhelming! However, the majority of these emails are promotional offers that land directly in my “Promotions” tab. I admit, I do open some, but only the ones that truly grab my attention. This might seem disheartening to those of you in the ecommerce email marketing world, but it’s likely a hurdle you’re already familiar with. Being an ecommerce marketer is no walk in the park. The competition is fierce, like trying to navigate Times Square on New Year’s Eve—packed to the brim! Still, email marketing is not something you can afford to overlook. In fact, 80% of retail marketers claim that email marketing is the most effective way they retain customers. So how do you break through the clutter of other emails loading up your target customer’s inbox? Let’s explore 11 strategies to elevate your ecommerce email marketing and make your messages impossible to ignore!

1. Craft a Subject Line That POPS

Our initial tips revolve around email subject lines. Why? Think of your subject line as the cover of a book—it has to be incredibly captivating and compelling to convince someone like me, with an inbox boasting over 27,000 unread emails, to open yours. According to Convince&Convert, 35% of email recipients open an email solely based on the subject line. So, what’s the secret sauce for crafting subject lines that practically beg to be opened? Here are some points to ponder:

• Ditch the cliché and infuse your copy with creativity!
• Keep it simple and use language everyone understands (no need for jargon!).
• Strategically use ALL CAPS for emphasis.
• Sprinkle in some exclamation points to show excitement.
• Highlight the most enticing parts of your email in the subject line…
• …But leave a hint of mystery to pique their curiosity Bed Bath & Beyond hit the nail on the head with the email subject line below. The friendly, enthusiastic tone instantly drew me in, particularly the “YESSSSS!,” the conversational style, the excitement surrounding fall (because who doesn’t adore fall?!), and, of course, the promise of a 20% coupon. The “Get your first look” phrase also left me wanting more—a surefire way to get me to open that email.

2. Sprinkle in Some Emojis

Another powerful tactic to hook readers with your emails is by incorporating visuals into your subject lines—enter emojis! Data from Experian reveals that brands using emojis in their email subject lines enjoyed a 56% higher open rate compared to those that didn’t. This is even MORE crucial in the ecommerce world due to the sheer volume of emails flooding inboxes from various online retailers. However, glancing at my own inbox, I’ve observed that only a handful utilize emojis. It’s definitely a strategy worth exploring. When incorporating emojis, relevance is key. Take a look at the examples below.

While both work, Etsy takes the crown by seamlessly integrating the emoji with the copy.

3. Personalize, Personalize, Personalize

This is my final piece of advice on subject lines, I swear (that’s how crucial they are!). One way ecommerce marketers can truly make their emails pop is by putting the customer front and center. And what better way to do that than by addressing them by name in the subject line? As HubSpot suggests, emails that include the recipient’s first name in the subject line boast higher click-through rates than those that don’t. The Lord + Taylor email below instantly grabbed my attention. I was immediately curious about what I was missing out on! This best practice is even easier to implement using marketing automation tools. So, make your subject lines about your customers, and watch those click-through rates soar.

4. Roll Out the Welcome Mat with a Welcome Email!

Moving beyond subject lines, let’s delve into the email content itself. “Welcome emails” are a goldmine, generating a staggering 320% more revenue more revenue than other promotional emails in the B2C sector. And what could be simpler than extending a warm welcome? To nail your welcome email, use large, bold text, include a clear call to action, and top it off with a captivating image and an aesthetically pleasing design. Take inspiration from the email below from Rent the Runway.

What better way to feel welcomed than with the warm smile of another person? As I scrolled further, the CTA caught my eye.

I appreciate how friendly and unintrusive this ecommerce CTA is, as first impressions are everything, especially in a “Welcome” email to a new customer.

5. Integrate Video Thumbnails

I could bombard you with statistics highlighting the significance of video marketing, but what’s even more critical is harnessing the power of video across your ecommerce marketing efforts. What better way to breathe life into your products than with video? The most effective approach is to incorporate a clickable image featuring a play button (mimicking a video) within your email, directing viewers to the actual video on your website. This is because many email providers restrict in-email video playback. Plus, this method brings your shoppers one step closer to making a purchase.

6. Make Each Subscriber Feel Like a VIP

We’ve established that standing out from the crowd is paramount for ecommerce marketers. One surefire way to accomplish this is by making your email subscribers feel truly valued and appreciated. While there are countless ways to achieve this, offering exclusive deals and promotions is a fantastic starting point. For instance, check out this example from Fabletics.

Thanks to my “VIP” status, they offered a pair of leggings for a mere $10—an absolute steal! By finding creative ways to implement similar tactics, you’ll not only drive conversions through email but also foster repeat business and even brand loyalty.

7. Ignite FOMO with Limited-Time Offers

Don’t you just hate that feeling of FOMO when you have to miss out on an event because you’re stuck at home under the weather or have other commitments? I know I do. You can leverage the power of FOMO for your brand’s offerings, especially as ecommerce marketers with products people crave at discounted prices. Putting your items on sale naturally boosts their appeal and makes them more enticing. However, pairing your sale with a clear expiration date adds a sense of urgency, prompting shoppers to make a purchase before they get sidetracked.

So, how can you implement this effectively? Here’s a quick rundown:

• Inject FOMO-inducing language into your subject lines, such as “Hurry up!” or “Don’t miss out!”
• Highlight the discount directly in the subject line.
• Set a firm deadline for when the sale or special offer ends.

8. Embrace the Spirit of the Seasons!

Who doesn’t love the changing seasons? It feels like a chance for a fresh start or a new beginning. It’s a time to go pumpkin spice crazy, bake festive cookies, cozy up with a mug of hot cocoa, or tackle spring cleaning. Whatever the occasion, tie it into your ecommerce email campaigns to create a relatable experience for your audience. This is a fantastic strategy for ecommerce marketers, as B2C businesses often have products aligned with various seasons and holidays. Let’s take a look at this email I received from Crate & Barrel.

Everything about it appealed to me, from the fun and spooky Halloween decorations to the enticing copy. It definitely put me in the mood to spruce up my own home with a similar vibe.

9. Transform One-Time Buyers into Loyal Customers

A common challenge in ecommerce, as many of you know all too well, is customer retention. Many shoppers make a single purchase and disappear. So, why not create an ecommerce marketing campaign dedicated to converting those one-time buyers into lifelong customers? Take a page out of DSW’s playbook by establishing an enticing VIP club that’s completely FREE to join.

Craft a clear, concise, and well-thought-out list of the exciting perks members can enjoy, similar to the one below. Think along the lines of free shipping, exclusive discounts, or rewards with every purchase. Anything that incentivizes your audience to shop more is a win-win!

10. Share Your Expertise with Educational Content

Don’t fall into the trap of constantly bombarding your subscribers with sales pitches and product showcases. Providing valuable and informative content that guides their future purchases can leave a much stronger impression of your brand and foster a sense of admiration for your company. Consider Zola, a wedding planning website that generates revenue through its ecommerce wedding registry. Instead of solely pushing couples to create a registry, Zola sent a compelling and well-designed guide on flatware—an invaluable resource for newly engaged couples navigating the world of flatware for the first time. As a recent bride myself, I found it incredibly useful!

11. Invest to Rise Above the Noise

I understand—marketing budgets can be tight! However, as we’ve established, your audience is inundated with countless other ecommerce marketing emails. To ensure your most crucial messages stand out, it might be worth allocating some budget to secure prime inbox real estate. “Gmail Ads present a compelling opportunity for advertisers to connect with audiences where they spend a significant portion of their online time—their inboxes,” says Larry Kim, founder of nexus-security. “You can optimize costs by fine-tuning various campaign elements, tap into existing and new audiences, and measure post-open success.” Let’s examine a couple of examples from my own inbox. I’m particularly fond of this one from HelloFresh, featuring a concise and attention-grabbing subject line coupled with a tempting offer for first-time customers.

Elevate Your Ecommerce Email Marketing

While navigating the crowded landscape of ecommerce email marketing presents its share of hurdles, these tips are sure to help your emails break through the noise and leave a lasting impression on your target audience.