“Email is dead!” — You’ve probably heard that phrase more than once.

But is it true? Not quite.

Email marketing is more important than ever, especially as businesses adapt to increasing privacy regulations and the decline of third-party data. First-party data, or information you collect directly from your customers, is now the most reliable foundation for effective marketing.

Alongside your website, SMS, and app, email is one of the few owned marketing channels you fully control. It’s still the most direct, cost-effective, and consistent way to engage your audience, whether you’re in B2C or B2B.

Think about your routine. According to OptinMonster, 99% of people check their email every day, with more than half doing so before they browse social media or read the news. That makes email marketing a powerful tool to deliver targeted content, build loyalty, and drive sales.

If you’re exploring ecommerce email platforms to scale your email efforts, it can be hard to choose from so many options. To help you make the right decision, we go through the features that are important to consider before you jump ship for smooth sailing later on.

Five essential features to look for in an ecommerce email marketing platform

1. Seamless Integrations with Your Existing Tools

A strong email platform should easily integrate with your current ecommerce stack, like Shopify, Magento, WooCommerce, and your CRM, loyalty program, review tools, and more.

Why it matters:

• Sync customer data in real time

• Trigger automated campaigns based on behaviour

• Create a seamless, connected experience across channels

Best platform for integrations:

🔹 Omnisend – Offers native integrations with Shopify, Magento, Salesforce, and numerous third-party tools for product reviews, customer support, and inventory updates.

2. Advanced Email Automation

Email automation lets you build personalised journeys triggered by customer actions, without the manual work of sending newsletters. It’s key for nurturing leads, increasing repeat purchases, and improving lifetime value.

Must-have automation flows:

• Welcome series for new subscribers

• Post-purchase flow with tracking and upsell opportunities

• Abandoned cart reminders

• Re-engagement campaigns for lapsed customers

Best platform for automation:

🔹 Klaviyo – Provides a wide range of pre-built templates, smart segmentation, and AI-driven predictive flows based on purchase patterns and customer behaviour.

3. Dynamic Content for Personalisation

In crowded inboxes, personalisation makes all the difference. Dynamic content allows you to tailor parts of your email, like product recommendations, CTAs, and images, based on user data.

Benefits of dynamic content:

• Boost open and click-through rates

• Show relevant products based on gender, location, or purchase history

• Deliver tailored offers or discount codes

Best platform for dynamic content:

🔹 Omnisend – Lets you personalise text, visuals, and offers based on custom segments and contact tags.

4. Intuitive UI and Easy Setup

A user-friendly interface is crucial, especially for small or time-strapped marketing teams. Your platform should be easy to learn, fast to set up, and efficient to manage, no coding required.

Look for:

• Drag-and-drop email builder

• Pre-made templates for campaigns and flows

• Visual automation editor

• Real-time analytics and segmentation tools

Best platform for usability:

🔹 Klaviyo – Known for its intuitive CMS, flexible automation builder, and campaign dashboard that simplifies reporting and optimisation.

5. Flexible, Scalable Pricing

Most email marketing platforms charge based on the number of subscribers. Make sure your platform allows you to scale cost-effectively while maintaining a clean, engaged list.

Tips for cost-effective use:

• Regularly clean inactive or bounced subscribers

• Use suppression lists for cold leads

• Monitor deliverability and engagement

Pro tip: Don’t pay for inactive contacts – keep your list healthy and only send to those who engage.

Bonus Tip: Work with Email Marketing Experts

Implementing a full-funnel email strategy takes time and expertise. If your team is short on resources or unsure where to start, consider partnering with an email marketing agency.

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