ecommerce email marketing

eCommerce Email Marketing: A Simple Guide

Grow your business with automated email marketing flows. Easy to setup and monitor you can get a 40x ROI on email, the highest of an marketing channel.

If you are in the market for a new email marketing job or you’re looking to improve your email marketing for an ecommerce business this is the right post for you.

Follow along as we cover eCommerce Email Marketing using Klaviyo.

eCommerce Email Marketing Using Klaviyo

Online sales now make up every 1 in 5 sales up from 7.4% in 2015. As you look to take advantage of the rise in digital sales email marketing should be a key consideration in increasing order frequency and improving customer retention.

If done right it can account for over 25% your total business and can be totally automated.

Let’s dive into best practices and how to get started with eCommerce Email Marketing using Klaviyo.

Email Deliverability Best Practices

You might be wondering – what is email deliverability? and why should I care about it?

Email deliverability is when an email successfully reaches the inbox. If too many of your emails are marked as spam or you have poor engagement, email providers may start to move your emails directly to the spam folder.

As a rule of thumb you want to “warm” your email account to ensure that your emails are consistently delivered.

You can improve email deliverability by focusing on two things:

  1. Warming your account
    • Migrate engagement data from your previous email service provider if relevant
    • Turn on high engagement flows (welcome series, browse abandonment, and cart abandonment)
    • Send campaigns to your engaged segments (ex. 60 days engaged)
    • Monitor your deliverability performance
  2. Clean up your lists every 6 months
    • Suppress email accounts that are no longer engaged with your material improve deliverability 

Your should target rates in the good or great segments below:

klaviyo email marketing benchmarks


There are two ways to gain new email subscribers:

  1. Opt in via forms 
  2. Engage with your content via site integrations (ex. Complete a checkout)

For sign up forms you can connect these forms to specific lists and collect a wide variety of customer information.

When creating new forms there are 3 types for you to choose from:

I) Pop Ups: appear in the centre of the screen

II) Flyouts: slide into the page, less intrusive than pop ups

III) Embedded forms: usually at the bottom of a page, these are the least intrusive

When building new forms you should consider how and when the form will be shown to customers. Common applications would be:

  • An exit intent popup to capture information before someone leaves your website
  • A time delayed form to provide a complimentary resource in exchange for an email address
  • Scroll delay to capture the attention of an engaged user

As always, don’t forget about mobile! Klaviyo allows you to do both desktop and mobile popups that can target users based on visitor, URL, and location.

Lists & Segments

Lists are static groupings of contacts. They are often based on how those contacts gave your their email.

On the other hand segments are dynamic groupings based on behaviour. 

A 30 day engaged segment would use the following criteria:

  • In your main list
  • Has opened an email in the last 30 days
  • OR has clicked an email in the last 30 days
  • OR has been added to your mailing list within the last 15 days
  • AND their email is not suppressed

These segments can be used to create customized campaigns, improve order frequency, or even encourage someone to checkout after abandoning their cart.

klaviyo new subscriber segment sample flow


klaviyo sample flow

Flows allow you to automate your marketing based on customer behaviour.

There are 5 possible triggers that can let you launch an automated email sequence:

  • List
  • Segment
  • Metric
  • Price drop
  • Date property

As you create new flows you can add things like time delays or conditional triggers (to split your flow in two) to further customize your customer experience.

When you are ready to launch new flows after testing you can move them from draft mode (no emails to sent) to manual or live.


As you launch more campaigns and start to have results it’s important to monitor and improve performance. 

You can create customized reports to track progress and compare against industry benchmarks to understand how your email marketing is performing vs competitors. 

Wrap It Up Alex

If you have not done so already, check out Klaviyo Academy. They cover eCommerce Email Marketing basics and much more.

Let us know how you learned email marketing and what has worked best for you in the comments below.

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