In the past, email marketing has driven $44 for every $1 spent.[*] There’s no doubt that email marketing is one of, if not the, best marketing platforms for driving ecommerce ROI. Problem is, squeezing the dollars out of your email list isn’t the easiest thing in the world anymore. Open rates are taking a dive as nearly every online business has a newsletter (and most of them suck). Automation can help. What I’m talking about here are automated lead nurturing funnels and automated transactional emails.
I’ll get into the specific how-tos of each of these in the email marketing automation how-to section. For now, you simply need to choose an email marketing software to house your list, and automate your emails. Personally, I use and love Telemarketing list ConvertKit. They are very user-friendly, have plenty of integrations with most content management systems (like WordPress, Shopify, BigCommerce, etc.) and have lots of simple automation features anyone can figure out.
Screenshot showing a marketing automation funnel However, some other popular tools include: MailChimp Klaviyo GetResponse ActiveCampaign Drip The most important features to look for in an email marketing platform are segmentation, personalization, and reporting. These three things allow you to automate and scale your email marketing campaigns with the least amount of struggle possible. Klaviyo would be my second choice, especially for online stores — they specialize in ecommerce.