Ecommerce Email Marketing: Full-fledged Sales Channel

A Case Study by Aman Mehta


  • To convert the site visitors into customers.
  • To increase the loyalty of regular customers.
  • To grow the number of repeat purchases.
  • To share the knowledge about their tea

Initial Data

When the project started, the client website had nearly 4,000 contacts within their email list. At the stage of the website audit, the following problems were identified:

• Lack of tooled email marketing

• Lack of regular contact collection

• Lack of additional call to purchase


I developed a strategy, which consisted of sending two bulk emails per week. They were divided into two types: selling and informing.

Selling emails offered a selection of the products viewed by the users. These emails contained a call-to-action button “Purchase”.

Informational emails contained useful pieces of advice related to tea. These emails also contained a call-to-action button “Select Tea”.

At the same time, I set up trigger email chains:

1. An email “The order is successfully accepted!” is sent to the client immediately after placing an order on the site. It contains information about the products.

2. An email “Tea thanks!” is sent to the client after the payment for an order.

3. An email “Did your life become tea?” is sent to the client within 10 days after the order was made. It contains gratitude and a request to leave feedback on social media.

4. An email “Order cancelled” is sent after the cancellation of an order by a client.

5. An email “We miss you!” is sent to customers who have not read the newsletters for more than 3 months.

6. A welcome email chain contains 3 emails that are sent to the client after subscription in a sequence with an interval of 1-3-5 days. The first email is sent on the same day if a person subscribed until 2 pm or the next day in case a subscriber completed the form after 2 pm.


  • During the project, I helped increase the list of subscribers by 3 times.
  • At the same time, the effectiveness of email chains grew in parallel with the growth of the client base. On average, every fifth letter was opened and read by the recipient. 20% of those subscribers, who opened the email, clicked on the provided link.
  • In addition to the email chains, SMSs were sent during promotions and on holidays. The conversion rate of SMSs averaged at 5-10%. Since the email marketing of David’s Tea was developing basically from scratch, the sales growth for half a year’s work reached 2100%.