The Email Marketing Playbook

Email marketing has outlasted every digital trend thrown at it. Algorithms rise and fall. Privacy updates shake the industry. Platforms compete for attention. Yet email keeps quietly delivering results like the dependable workhorse it is. 

For eCommerce brands in particular, email is unmatched. It drives repeat purchases, keeps customers engaged and builds long-term value without making you pay for every click. No unpredictable reach. No bidding wars. Just direct, profitable communication. 

Here’s a grounded, no-nonsense guide to what works in email marketing today, plus a few places where brands keep leaving money on the table. 

Why Email Still Matters (and Still Wins) 

Email reaches customers when they’re actually paying attention 

People check email with intention. They scroll social media for entertainment. When you land in their inbox, they’re more primed to act. 

You own the audience 

If Meta has a mood swing, your email list doesn’t suddenly disappear. Your customer data stays yours. 

Email is still the preferred channel for brand communication 

Official consumer research by ACMA and Statista confirms that email remains the most trusted place for updates, promotions and purchase info. 

For eCommerce, email equals measurable revenue 

Klaviyo’s 2024 benchmarks show that automations alone often contribute 20 to 30 percent of total eCommerce revenue. The most efficient stores push well above that. 

What Makes Email Perform Today

1. Segmentation: stop blasting your entire list

Customers don’t all behave the same way, so they shouldn’t all receive the same email. 
Segment by: 

• Purchase behaviour 
• Browsing patterns 
• Lifecycle stage 
• Engagement level 
• Product interests 

Even basic segmentation can lift conversions significantly. 

2. Automations: the revenue engine you shouldn’t ignore

These flows run 24/7, quietly doing the work while you sleep. 

Essentials include: 

• Welcome sequence 
• Abandoned cart 
• Browse abandonment 
• Post-purchase education 
• Replenishment reminders 
• Loyalty and VIP flows 
• Win-back sequences 

These are consistently the highest ROI emails for eCommerce.

3. Clear, skimmable messaging 

Your audience is scanning from their phone. Strong email content is: 

• Simple 
• Benefit-focused 
• Actionable 
• Easy to skim 

If your email requires effort, it won’t convert.

4. Mobile-first design

More than 70 percent of eCommerce email opens happen on mobile. Design accordingly.

5. Testing with intention

A/B testing isn’t about random curiosity. 
Test what influences behaviour: 

• Subject lines 
• Creative layout 
• CTA placement 
• Offer structure 
• Timing 

Small wins compound quickly. 

Where eCommerce Brands Miss Out Most

1. Abandoned cart flows

Cart abandonment averages 65 to 75 percent. A solid recovery sequence can reclaim 10 to 20 percent of those near-sales. 

2. Browse abandonment

“Hey, we saw you looking at this thing.” 
Simple but powerful. Higher intent, higher conversions.

3. Replenishment reminders

If your product runs out on a cycle, customers will appreciate a timely nudge. Convenience drives repeat purchases.

4. Win-back flows

You’re not being ghosted. Customers just need a reason to return. A personalised win-back can revive relationships. 

5. Post-purchase education

Reduce returns, improve satisfaction, build loyalty. 
Tutorials, usage tips and care guides often outperform promotional sends. 

Action Steps SMEs Can Apply Immediately 

Audit your current setup 

Identify which lifecycle flows are missing or underperforming. 

Clean up your list 

Inactive subscribers sabotage deliverability. 

Strengthen your welcome sequence 

This is where first impressions and long-term expectations form. 

Connect website behaviour to email activity 

Integrate with your eCommerce platform to unlock behavioural emails. 

Add at least one re-engagement flow 

Start with abandoned cart or win-back for the fastest revenue lift. 

Final Takeaway 

Email isn’t going anywhere. When it’s driven by behavioural data, strong messaging and smart automation, it becomes one of the most profitable channels a business can invest in. 

If you want support refining your lifecycle marketing, auditing your existing setup or building automations from scratch, the iSonic team can help you uncover immediate opportunities for revenue growth.