How to win holiday ecommerce email marketing

By Rob Zaleski
Oct 26, 2017
holiday ecommerce email marketing header

Holiday shopping season is almost here, and the web traffic is beginning to spike. With surveys showing that nearly two-fifths of holiday shopping could take place online, you really need to be prepared this year. Ramping up your holiday eCommerce email marketing strategy is a great place to start, and here are some ways to do that.

Use order history to segment

A whopping 56% of consumers already think you know their purchase history, so you might as well use it to cater offers to their preferences and tastes. This can be particularly useful in your holiday ecommerce email marketing campaigns.

For example, say you know a customer purchased something they marked as a gift around this time last year. You can use that information to remind them to pick up a gift again, with a specific featured item or coupon offer.

Perhaps you have a segment of people who purchased last minute last year and had to pay for expedited shipping. You could use that information now to remind them to shop early, hit the deals you’re offering, and save on shipping (or qualify for free shipping).

When you send emails like this, it shows your audience that you’re paying attention, catering to their needs, and puts you atop their nice list during a bustling and busy holiday shopping season.

Automate some of your holiday ecommerce email marketing strategy

You’re a busy store owner, and you can’t be bogged down constantly figuring out every single email to send and when. Automating some of that process using something like ShippingEasy’s automated email marketing campaigns lets you focus on building the business while still sending email content that caters directly to your customers. And it works, as tea retailer Harney & Sons figured out:

For example, new customers who make a purchase from Harney & Sons receive an email if they do not make a second purchase within 45 days of their initial order. “We started looking at the lifetime value of people and frequency of purchasing,” marketing manager Emeric Harney says. “Our average consumer might drop off at the 30-to 45-day mark. We send (a win-back email) out on the 45th day. We give them some time to appreciate the tea.”

Creating set-it-and-forget it campaigns like this account for about 12% of revenue generated for Harney & Sons. Wouldn’t it be great to add 12% to your revenue without having to actively manage the initiatives? This example is just one way to set up automated emails.

Customer reviews are still a major purchase influencer, and it’s easy to automate the process of requesting them from customers. Much like the above example, you can set emails to automatically generate about a week after a shipment goes out, depending on shipment method, requesting a product review and linking directly to the product. This keeps you top-of-mind, makes it easy for the customer to act, and can help garner business when other customers see reviews on products they view on your website.

Equally important is also making sure that these emails look good across devices, so your customers can read your message easily no matter where they are. This means incorporating large, tappable calls-to-action, eye-catching images, and short, snappy text.


These are just a couple examples of how you can begin ramping up your holiday eCommerce email marketing efforts as we dive headlong into the holiday season. For more tips to win the holidays, check out ShippingEasy’s Holiday Hub, packed with all the resources you need to succeed this year.

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Rob Zaleski

Head of Brand at ShippingEasy
I'm a digital content and social media nerd with a passion for telling stories, helping connect people, and finding joy in the details.

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