Email Marketing: The Highest-Return Channel in E-commerce

Email is the only owned channel with near-zero media cost. With the right automations it produces 15–25 percent of e-commerce revenue.

Five flows to set up

• Welcome series: 3 emails; brand story, bestsellers, first-purchase incentive.
• Abandoned cart: at 1, 24 and 72 hours.
• Browse abandonment: for viewers who did not add to cart.
• Post-purchase: thank you, usage tips, review request.
• Win-back: a special offer for customers inactive for 60 days.

Growing the list

Exit-intent forms, a checkout opt-in and social contests grow the list. Never buy lists; they destroy deliverability.

Measurement

Track clicks and revenue per email rather than open rates.