Why email marketing matters
It’s an owned channel. No algorithm decides reach and no auction sets the price of showing up, which is why email carries so much of ecommerce’s repeat revenue.
Core ecommerce email flows
- Welcome series after signup
- Abandoned cart and browse follow-ups
- Post-purchase: confirmation, delivery, review request
- Win-back for lapsed customers
Questions
Campaigns or automated flows first?
Flows. They run on triggers around high-intent moments and keep working without a calendar. Campaigns layer on top for launches and seasons.
How often is too often?
When unsubscribes and spam complaints climb faster than revenue. Frequency tolerance varies by list; the list tells you through its behavior.