We all agree that email marketing is an invaluable and influential tool that helps brands connect with customers. Without eCommerce email marketing,  it might feel like an uphill task when trying to build meaningful relationships with buyers. But, of course, that's the last thing you want to make do with since this relationship plays a vital role in the success of your online store.

Despite the widespread use of social media, email marketing remains effective at acquiring new buyers. No wonder you can never risk skimping on email marketing to deliver the highest ROI for your online store. Below are two eCommerce email marketing tips for your small business.

To get the most from your eCommerce marketing campaign, segment your audience. ECommerce email segmentation divides your subscribers into groups based on defined quality. That way, you can allow for advanced personalization using email messages well-tailored to each group.

The good thing about email segmentation is that it increases your email engagement rates. Furthermore, it increases your sales revenue since the more eyes you can get to read your emails, the more people you’re likely to convert. However, you need to factor in both the demographics and psychographics of your ecommerce email marketing subscribers for segmentation to work.

While you might try to personalize the subject line of your emails, this is useless if you fail to keep track of everything transpiring. Ecommerce email marketing entails many moving pieces you should constantly follow to get the best return on your investment. Among the key metrics you should track include open rate, click-through rate, conversion rate, and unsubscribe rate.

If you fail to track and test the email, you’ll never know which part of your email campaign you need to optimize. For this reason, your return on investment may be far lesser than it ought to be. In short, you can never improve if you don’t know where you stand.

Running a successful eCommerce email marketing campaign for your small business doesn't have to be a thorn in the flesh, as some people make it sound. Leverage eCommerce and email marketing segmentation; consider sending a welcome email and track your results. Fortunately, you can learn more about eCommerce email marketing before getting started.