Make your webshop more profitable with email marketing

Email Marketing: The Key to a More Profitable Webshop

Email marketing remains one of the most effective channels for webshops that want stable growth and higher profitability. While social media advertising keeps getting more expensive, email gives you the ability to build a direct relationship with your customers—without paying every time you want to reach them.

In this article, we break down why email marketing is crucial for your business, how to work with LTV and retention, and why your communication should be seen from a more holistic perspective.

Why is email marketing important?

When a customer buys from your webshop, the journey usually isn’t over. In fact, that’s where it begins. Many webshops focus heavily on acquiring new customers through ads but forget to tap into the potential of the customers they already have.

With email marketing, you can:

• Increase repeat purchases

• Strengthen customer retention

• Improve customer lifetime value (LTV)

• Tailor communication to your customer’s product lifecycle

LTV and retention – two essential KPIs

LTV (Lifetime Value) tells you how much a customer is worth over time. The higher your LTV, the more profitable your webshop becomes. One of the most effective ways to increase LTV is through strategic email marketing that continuously inspires customers to buy again.

Retention is about keeping your customers loyal so they don’t drift to competitors. Automated email flows like welcome series, win-back campaigns, and product recommendations help keep your webshop top-of-mind.

See email marketing in a holistic perspective

Email marketing shouldn’t stand alone, but instead be a natural part of a holistic marketing strategy. When you combine data from social media, ads, and email, you can create a seamless experience throughout the customer journey.

Example:
A customer discovers your brand through an ad, visits your webshop, but doesn’t purchase. A browse abandonment email can bring them back. After the purchase, you can strengthen retention through product guides and upsell emails.

Product lifecycle and timing

Timing is critical for success with email marketing. By understanding the lifecycle of your product, you can send emails at exactly the right moment.

• Short product lifecycle (e.g., skincare, supplements): Send reminders when the product is running low.

• Long product lifecycle (e.g., furniture, electronics): Maintain interest with inspiration, guides, and cross-sell emails.

Conclusion

Email marketing isn’t just another tool—it’s the foundation of a profitable webshop. When you work strategically with LTV, retention, and timely communication tailored to your product lifecycle, you build a far stronger and more holistic marketing strategy.

If you want to make your webshop more profitable, start with email marketing—and build relationships that last.