If you’re running an ecommerce brand and you’re not using email marketing, you’re basically leaving money on the table.
I know that sounds dramatic, but I’ve got the receipts.
Back when I was helping a small handmade skincare brand, we spent months testing Instagram ads, influencer shoutouts, SEO blog posts — you name it. Sales were trickling in, but margins were razor thin. Then we set up a few basic email flows: a welcome series, a cart abandonment email, and a post-purchase follow-up. That’s it. Nothing fancy.
In 30 days, email generated 28% of their total revenue — with no ad spend.
That’s when I knew: email marketing for ecommerce isn’t optional. It’s a growth lever. So let’s talk ROI — return on investment — and whether email marketing is actually worth it for online stores.
Why ROI Matters? (Especially for Small Stores)
Here’s the deal: ecommerce isn’t cheap. Between product costs, shipping, returns, ads, and tech fees, your margins can vanish fast. So when you spend money (or time) on a marketing tactic, it better give you something back.
Email marketing? It’s one of the few channels where the ROI consistently delivers. According to most industry reports (and my own dashboards), the average ROI for ecommerce email marketing ranges from $36 to $45 for every $1 spent. Yeah, you read that right.
But honestly, I’ve seen better. One Shopify brand I worked with brought in over $15,000 from a single abandoned cart flow. We set it up once — and it worked quietly in the background for months.
Where the ROI Actually Comes From?
Let’s break it down. The value doesn’t come from just sending emails. It comes from sending the right emails at the right time. Here’s where I’ve seen the most return:
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Welcome Flows: These often have the highest open and click rates. People are fresh, curious, and ready to shop. Even a 10% discount in the welcome email can drive first purchases like crazy.
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Abandoned Cart Emails: You’re literally reminding someone to finish what they started. It’s like free money. I always recommend at least 2–3 follow-ups with urgency or testimonials.
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Post-Purchase Sequences: This is your chance to build loyalty, reduce buyer’s remorse, and upsell. I once helped a candle shop increase second purchases by 40% just by suggesting complementary scents in a follow-up email.
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Re-engagement Campaigns: Got a cold list? Don’t delete them yet. Win-back campaigns with a cheeky “We miss you” line and a small incentive can revive 10–15% of lapsed customers.
But What Does It Cost?
That’s the other side of the ROI equation, right? What are you putting in?
Well, here’s the beauty: email is cheap. Most platforms (like Klaviyo, Mailchimp, or ConvertKit) start free or under $30/month for small lists. And you don’t need to be a copywriting wizard to get results. Even simple, plain-text emails work great.
Plus, once a flow is live, it’s evergreen. You write it once, tweak it now and then, and it just keeps going.
If you’re hiring someone to set it up, sure, it’s a cost but most small shops see their investment paid back within a few campaigns. One client of mine invested about $1,000 in copy and setup… and saw $6,800 in revenue from email in the first two months.
The Hidden ROI: More Than Just Sales
Sales are great, but email marketing gives you other returns too:
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First-party data: You own your list. No algorithm can take it away.
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Customer insights: Track who clicks, what they buy, how often.
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Product feedback: Use email to ask questions and learn what your customers actually want.
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Customer retention: Regular emails keep you top of mind and reduce churn.
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Brand loyalty: Share your mission, BTS content, and real stories — people connect with that.
I worked with one eco-friendly brand that built a 10,000-subscriber list in under a year just by sharing weekly sustainability tips. Their community vibe turned one-time buyers into repeat fans.
When Email Doesn’t Pay Off?
Now let me be honest. Email won’t work if:
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You’re blasting irrelevant content with zero segmentation.
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You’re not consistent. Sending one email a month won’t cut it.
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Your list is full of dead weight. Clean it regularly.
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Your emails are all “Buy now!” with no value. Balance selling with storytelling.
But those are fixable. And once you fix them? Your email channel turns into a reliable, low-cost revenue stream.
Final Thought
So, is ecommerce email marketing worth it?
Absolutely. Unequivocally. 100%.
It’s low cost, high return, and completely in your control. When done right, email doesn’t just boost your sales — it builds relationships, nurtures loyalty, and gives you peace of mind knowing you don’t have to rely entirely on ads or social algorithms.
