Emails are one of the key channels of communication with customers in e-commerce – both potential and returning customers, as well as those who for some reason have abandoned shopping baskets. Too complex, devoid of specific information or sent at the wrong time of day, instead of persuading, they will discourage you from buying. How, then, can we write e-mails to make them effective? Here are five good rules!

The subject of the message is a key element of every e-mail. It depends on how it is structured, whether the customer decides to click on the message and read it, or whether they consider it spam and throw it in the rubbish. A good topic is a specific topic, announcing what the recipient will find in the content of the message. When creating an e-mail subject, it is worth using a direct expression to the customer.

A few seconds is the time when the recipient decides to click on the CTA in the e-mail. Such a short moment allows you to read just a few sentences. So it's good that our message is not longer than they are. Overloaded with text and lacking proper formatting can effectively discourage the recipient to take a specific action. It is worth taking care not only of the conciseness of the message, but also its concrete character. For example, when sending a reminder message to a customer, let's include information about a product from an abandoned basket, along with its name, photo and price. Add direct redirection to the shopping panel to save customer time. On the other hand, if you want to present your offer, let's focus on its most important elements. A better place to develop the topic will be the target website.

A wide range of products is not enough to convince a potential customer to buy. In an era of great competition, consumers are looking for the benefits they will gain from shopping in a given shop. The information contained in the message about free shipping or discount on subsequent purchases can help in making a purchase decision. Positive opinions of previous buyers may also help to convince undecided consumers. A proven trick is also the mention of a limited amount of a product and the need to hurry up with the purchase. All this can make the customer want to spend their precious time and leave their money in our online shop.

A call to action is one of the most important elements of e-mail in e-commerce. Its use allows you to direct the recipient to take a specific action. CTA can be a button or a link – what counts is its visibility and a catchy, encouraging to click text. What kind of link? Concrete, such as: "Go to the shop", "Sign up for the newsletter" or "Download e-book".

An ideal topic, concise content or a call to action is not enough. In order for e-mail to reach the customer's awareness, it is worth choosing the right moment to send it. Using tools to analyse customer behaviour, we can adjust the time of sending messages to the individual preferences of the recipient. The same thing happens with frequency. Loyal customers, due to their commitment and readiness to buy, are worth sending messages a little more often. Moderation is important – less involved customers may perceive surplus messages as unwanted spam.