Although it’s easy to fall down a TikTok or Instagram Reel rabbit hole trying to make the perfect sales video, email marketing remains one of the most effective tools for driving sales. Why? Because it consistently delivers the highest conversion rates and ROI of any digital channel.
Why Email Marketing Still Matters
Email marketing tends to drive a significant portion of sales because it’s a ‘bottom of the funnel’ channel. This means you’re reaching people who have already shown interest in your brand — they’ve visited your site, signed up to your list, or even bought from you before.
In short, if you’re not using email marketing, you’re leaving money on the table.
Types of Emails to Send
Campaigns (or Newsletters)
Campaigns are the emails you create and send manually. They’re often tied to specific events or updates, like new product launches, seasonal promotions, and flash sales. Campaigns keep your brand top of mind and give you a chance to engage with your audience in real time.
Automations (or Flows)
Automations work for you behind the scenes, triggered by specific customer actions:
- Welcome Flow – Sent when someone signs up for your list. It’s your chance to make a great first impression and possibly offer an incentive to shop.
- Abandoned Cart – Sent when someone adds an item to their cart but doesn’t check out. A gentle reminder can often convert hesitant shoppers.
- Abandoned Browse – Sent when someone views a product on your site but doesn’t take further action.
- Post-Purchase Flow – Sent after a purchase to thank customers, offer care tips, and suggest complementary products.
Getting Started with Automations
Setting up automations is easier than it sounds. Klaviyo, a leading email platform for e-commerce, offers ready-made “blueprints” to help you create flows quickly. You can then customise the content to match your brand’s voice and products.
And here’s a great tip: sign up for your competitors’ email lists and see how they handle things.
This will give you valuable insight into what works (and what doesn’t) in your industry.
The Power of Segmentation
One of the biggest advantages of email marketing is the ability to segment your audience based on behaviour and preferences:
- Target existing customers differently from first-time visitors.
- Create a VIP segment for your most loyal customers (e.g., those who’ve shopped more than three times).
- Adjust the frequency of your emails based on how engaged each subscriber is.
If you’re working with a smaller list (under 5,000 subscribers), don’t stress too much about segmentation. Focus on setting up your core automations first. Segmentation becomes more powerful as your list grows.
Why Klaviyo Stands Out
Klaviyo is designed specifically for e-commerce and integrates seamlessly with platforms like Shopify. It allows you to:
- Build forms and capture customer data directly in the platform.
- Track customer behaviour and performance (e.g., open rates, click-through rates, and conversions).
- Create personalised segments and targeted campaigns.
- Set up detailed automations based on customer actions.
Klaviyo also provides heat maps, showing where customers click within your emails — helping you refine content and calls to action.
What Luxury Brands Are Doing Right
Luxury brand strategies can work for any product-based business. The key is to nurture customers at every stage of their journey:
- Make a strong first impression with a compelling welcome email.
- Build trust through consistent and valuable content.
- Use automations to meet customers where they are — whether they’re still browsing or have already purchased.
The Power of a Well-Timed Win-Back Flow
A win-back flow is a targeted email designed to reconnect with past customers who haven’t shopped for a while — say, four to six months.
For example:
“Hi [Customer Name], we miss you! As a valued customer, we’d love to offer you £10 off your next order. Come back and see what’s new!”
Why does this work? Because reactivating an existing customer is more cost-effective than acquiring a new one. Plus, a thoughtful and personalised message makes customers feel valued — increasing the chances they’ll shop with you again.
Are Customers Expecting Discounts?
A common concern is whether customers expect a discount every time they engage with an email — especially with abandoned cart or win-back reminders.
The answer is: it depends.
- A welcome discount is generally expected and highly effective for converting leads.
- For abandoned cart emails, start with a simple reminder. If they still don’t purchase after 24 hours, consider offering a small incentive — but only for new customers.
- For win-back emails, a better discount than a welcome offer can work well. But incentives don’t have to be discounts — free shipping, a small gift, or early access to a product can be just as effective.
Make offers feel exclusive by using unique, one-time-use codes instead of generic ones like “WELCOME10.”
How Often Should You Email Customers?
A common mistake is not emailing frequently enough. Your subscribers signed up because they want to hear from you — so don’t be shy!
- Aim to send at least one to two emails per week.
- Set up automated flows (like abandoned cart and win-back emails) to maintain consistent outreach with minimal effort.
- Regular contact builds familiarity and trust, increasing the chances of a sale when the timing is right.
Final Thoughts
Smart email marketing is about striking the right balance between offering value and protecting your margins. With tools like Klaviyo and a thoughtful strategy, you can create a customer experience that feels personal, rewarding, and consistent — encouraging repeat business without feeling pushy.
So don’t be afraid to hit “send.” Your customers want to hear from you — and with the right approach, you’ll see the results in your revenue.
You can find out more and listen to the full podcast episode here.
About Hannah Spicer
Hannah Spicer runs Hannah Spicer Consulting, helping premium and luxury brands drive more ecommerce sales. Hannah specialises in working with a specialist email marketing tool called Klaviyo. Connect with Hannah on Instagram or LinkedIn.