Metric's Guide to Email Marketing: Optimizing Your Email Strategy for eCommerce

Digital Marketing

Why did we create this guide?

This guide was created to educate marketers on ways to use email marketing to drive engagement and increase conversions. If you do business online, you’re always looking for ways to increase your bottom line. More sales is the goal we hear most often from our eCommerce clients and one of the most effective ways to increase them online is through well-executed email marketing campaigns. The intent of this guide is to provide readers with a strong understanding of the benefits of an email strategy to your eCommerce efforts and to also provide a detailed look at the some of our email marketing processes here at Metric.

Who did we create this for?

This resource is a guide for eCommerce store owners, email marketers, marketing managers and entrepreneurs who are looking to increase eCommerce sales using email marketing. You will learn where to start, best practices to integrate, what platform to use and how to measure your rate of return on investment.

How to use the guide

Each chapter stands on its own and can be read separately. However, in order to get the most out of this guide, it’s best to read through everything we have here in its entirety. If you found what we’ve put together here useful, sharing is greatly appreciated.

Table of Contents

An outline of what we have included in this resource:

Chapter 1

Getting started


If you own or manage an eCommerce store and you’re not email marketing to your customer base, you’re leaving money on the table. Even though it's one of the oldest channels for online marketing, it's still very relevant in today’s online marketing landscape and can deliver a high return on investment. Here are a few ways to maximize the ...

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Chapter 2

Email as part of your Content Strategy

Before you click send, you’ve got to plan. Email marketing is only one piece of your greater content marketing strategy and should align with your overarching marketing plan. Strategy is foundational to your marketing. Your approach helps determine tactics, such as an email marketing or social media campaign. As a professional marketer, all ...

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Chapter 3

Crafting emails that Convert

What kind of emails should I send to my customers/segments?

When a person signs up to receive emails, they want something in return. There has to be something in it for them, so figure out what your customer wants to hear from you.


Everyone loves to get a deal and fans of your product will definitely appreciate a promotion in their ...

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