Your 2021 Guide To eCommerce Holiday Marketing: Omni-Channel Edition

A step-by-step guide to crushing holiday sales

No matter what time of year, now is always a good idea to start thinking about your holiday marketing plans for the end of the year. 

And since you’re here reading up on prepping your strategy for the Winter Holidays this year, I’m guessing that is exactly what you’re about to do. 

After all, multiple studies show that holiday sales — specifically those during the end of the year — account for 20-30% of annual revenue. 

So, yeah, now is a good time to start warming up your creative and tactical sides to get everything planned. 

Having a good plan of execution is important. But a key ingredient to this year should be layering in a more holistic omnichannel experience for your marketing.

eCommerce trends for 2021 make it clear that omnichannel marketing is the way to get more out of your marketing this year. 

Though people are getting back to a more traditional work environment, they’ve become so used to being stuck at home. Now, new habits have formed regarding how people connect and interact with brands. 

The proof is in the money. Here are just two points of data that prove that:

So, yeah. Omnichannel is where it's at. 

And our 2021 Guide to eCommerce Holiday Marketing will include some helpful tips to help you get started.

Prepping Your 2021 Winter Holiday Marketing Plans

1. Make Sure Automations Are Updated and Ready To Go 

It’s common practice for brands to take a look at their marketing automations and tweak some things here and there come the holidays. 

This year, if you haven’t done it already, you should do it now. 

A lot has changed in the past 15+ months, so whatever content you put together even six months ago is likely going to need a bit of sprucing up. That would include how you speak to customers, the words you use, and what it is you’re talking about. 

Taking the time to look at what you currently have running and changing the tone to a more hopeful and compassionate voice will serve you well now through this time. 

You’ll also want to ensure all the automations you need to increase revenue are up and running. That would include:

Set aside some time to build these out and get them ready to go ahead of the winter holiday rush. You can learn more about each of these automations and how to build them out in our eBook Big Book of eCommerce Funnels. (You don’t want to miss that one!)

If you use social media automation tools during the holidays, be sure to keep in mind your tone and the topics to steer clear from to minimize slip-ups.  

Your Plan of Action

Action Tip: Review and Edit Current Automations; Consider Building New Ones

When: ASAP

You can dive in and edit the content of your current automations. However, many have found that merely pausing your existing automations and recreating new ones is a better method. 

This gives you a chance to test something entirely new and use the previous automations as your benchmark. Whatever you decide to do, keep the tone upbeat. 

Try to offer even more valuable content, share your company story, or how you’re supporting employees or your community recently. 

And, as always: Avoid anything in your campaign that would be considered insensitive.

If you’ve done a survey, you may find that many customers value discounts

or lower-priced products or particular products that offer them a lot of value. 

Use that knowledge to incorporate those things into your sequences.

2. Build Brand Trust With Shipping Updates (Email, SMS, and App Notifications)

Trust is a valuable commodity that people are not quick to give out these days, which is understandable. 

According to Edelman, “75% of people with high brand trust say they will buy the brand’s product even if it isn’t the cheapest... and they will immediately check out a new product from that brand to purchase.”

So yeah, you could say that brand trust is an important thing to invest your efforts in. The good news is that most, if not all, of the tips covered in this eBook can help you in this endeavor.  


Trust comes from being consistent in a way that builds up another person’s confidence in you, so consistency is a key component here. 

With omnichannel marketing and more channels to reach your audience, you increase the touchpoints between a contact and your brand. These small interactions are vital, which is why a consistent, almost predictable customer experience is vital. 

An impactful way to create a fluid, frustration-free customer experience that helps contacts trust you is to quickly and effectively answer this one question after they purchase from you: 

“When will my order get here?” 

Thanks to your marketing efforts, customers are ready to trust you enough to purchase from you, but you need to keep building on that trust. 

To help you do just that, there are two transactional messages you should make sure to automate after purchase: 

  • Receipt/Order confirmation. Put the customer's mind at ease and let them know you got their order. 
  • A shipping confirmation with tracking. Make it easy for customers to track their shipments.

You can deliver these messages in different forms, such as an email, SMS, or even an app notification. That way, you’re pinging as many channels at your disposal. 

If you’re unsure where to start, the easiest and most effective choice is email confirmations since that is what people have come to expect. 

They’re only a couple of messages, which are seemingly small, but they’ll do so much to help your customers keep an eye on their purchases while building up trust through the holiday season at the end of the year and beyond.

Your Plan of Action

Action Tip: Ensure Your Order Fulfillment and Shipping Email Notifications Are Ready To Go 

When: ASAP

I’ll keep this tip short and sweet. 

If you already have these automated messages running, take a look to make sure they are:

  • Well branded. Use an email sender profile that’s easy to recognize and include your logo or name in the messages. 
  • Contains easy-to-use tracking links. This could be a link that takes them back to your website to see the status of their order and tracking info (like the image below), or it could be a message containing the tracking information they’re sure to want. 

Anything you can do to make it cleaner, user-friendly, and easy to access will only help here.

If you don’t have these automated transactional messages set up, it's a good idea to get them up and running sooner rather than later. 

Your eCommerce platform might have options for this. However, it’s generally better to integrate it with your email marketing platform, so you have more control over what you’re sending and when. 


3. Create Marketing Messages For Last-Minute Shoppers 

Since we’re on the topic of marketing messages during the holidays, let’s talk about messages for last-minute shoppers.  

We’ve all been guilty of waiting too long to pick out a gift for a few people on our list only to scramble to find something the day we need to give them their present. 

If you’ve done that, you’re not alone. 

Last-minute shopping has become so popular that the Saturday before Christmas is now called “Super Saturday.” And even though the idea of waiting until the last possible moment to buy a gift doesn’t seem so “super” from a stress standpoint, studies show that it’s what people do.  

At least 29% of shoppers make purchases Wednesday through Friday (Christmas week), while 16% of shoppers still wait until Super Saturday to make their final purchases. 

This is a stressful moment. Even though a lot of people do it, it’s far from ideal for gift shopping. So, where is the upside for marketers during the winter holiday season?   

You can capitalize on this by automating emails and other marketing messages for these — during Christmas especially. 

Your Action Plan 

Action Tip: Create Marketing Messages for Last-Minute Shoppers on Your Branded Channels 

When: 3 weeks or 4 weeks ahead of Christmas (or other holidays); send out the day before and/or on day of the holiday 

Since you know there will always be people in your audience who will wait to buy a gift until the last possible moment, you can help ease their freakout mode by offering help. 

You can send emails that give a countdown timer or final dates for getting a gift on time, offer your best deal yet, or even offer gift cards. 

On your social channels, you can call out something like “Gift shopping last-minute? We’ve got your back!” and then direct them to a link on your site for last-minute gifts or offer a carousel of images that help them come up with gift ideas.

Whatever you plan to do, try having messages ready for these channels to make your strategy omnichannel centric: 

  • Emails. Have between 1 and 3 emails ready to send out targeting last-minute shoppers.  
  • Social media posts. Have your CTA copy use words the drive action (i.e. get, click, have, etc.), and make sure the links click through to the exact gift you’re advertising or to a landing page that points to the products you're suggesting.  
  • Banners on your website. You can use a countdown timer for sales or use the copy to point to deals on the website. 
  • SMS messages. Keep the copy simple and link to the product or page that helps them pick and purchase the gift with ease. 
  • Invite them to your retail location. If you have a retail location, you can offer certain sales online and then have those gifts ready for pick up that same day. 
  • Advertise last-minute gifts from your retail locations or pop-up shops. Again, if you have an actual location, use that to your advantage, set up tables for last-minute gifts, and update signage to bring in walk-by customers. Use your marketing channels to bring customers in-store too.  

4. Put Together Gift Guides Well Ahead of End-of-Year Holidays

You know as well as I do that spending the mental energy of coming up with gift ideas for friends, family, and co-workers is as maddening as it is rewarding.

If you know how this feels, then a bit of sympathy in this area can prove very rewarding. Putting together gift guides for your audience gives them many ideas right when they need it most (and when they’re ready to buy).

You can put these ideas together in the form of a landing page or a blog post and then reconfigure that content for your other branded channels — especially email. 

Gift guides have been shown to bump up email open rates, which ultimately increases clicks and sales opportunities. 

Buzzfeed created a gift guide newsletter, and it increased their open rate up to 45%, well above the 22% average for the eCommerce industry. 

Gift Guides present you with an opportunity to promote your best-selling products or batch smaller products together under categories that match your customer’s interests. 

Think, gifts for:

  • Him or her
  • Kids who love a certain thing (Roblox and Fortnite are pretty huge this year)
  • Co-workers in a specific industry (Healthcare workers especially) 
  • Coffee, beer, or wine lovers 
  • Parents, Married folks, Single parents

You can even promote other brand’s products (ones that don’t compete with you) for a chance to add value or even gain recognition from their audience too. 

Get creative with these guides. Don’t be afraid to create more than one to help give gift ideas that promote purchases.

Your Plan of Action

Action Tip One: Create a gift guide (or a few) that can be promoted during your holiday campaigns

When: 4-5 Weeks before Black Friday, Cyber Monday, and Christmas  

What do you know about your audience? Who are they? Take a look at your data to find some answers to these questions. 

You don’t want to create a guide for everyone. Instead, base the guides on interests or demographics. (ex. Dads; Moms; Golfers; Gamers, etc.) These will help buyers quickly grasp that your gift guide is closer to who they’re shopping for, leading to more traffic and sales.

Creating an SEO-driven blog post linking to your products is a great way to drive traffic to your brand. 

Take that content and change up the format so you can push it out to other channels like email, social media, or with influencers/bloggers you have a relationship with. 

Christmas is good for gift guides, but so are Black Friday and Cyber Monday, when people are trying to snag deals on gifts they hope to give to someone come Christmas. 

And lastly, be sure to put your guides together well ahead of time so you can pull the trigger on your campaigns come the holiday season. 


5. Retain and Grow Customer Loyalty

Turning one-time customers into loyal, repeat buyers has been a top priority of many brands.

Generally, it’s much less expensive to go this route rather than getting only new customers. Even a simple 5% increase in customer retention correlates to a 25% increase in profits.

Right now, your loyal customer base could be the difference between a successful holiday sales season and closing up shop. Okay, that’s a bit dramatic, but during this time, growing and retaining your loyal return customers is a lifeline you can’t afford to ignore. 

Loyal customers are willing to spend 10X the amount of new customers. 

In a recent study, brands with the most loyalty had twice as many customers willing to pay 20%more for the products from that brand. 

However, data shows that 75% of consumers tried new brands in 2020, and that trend continues. 

That’s good news and bad news. 

It’s good news because that means more people are looking for new brands to try. 

But it’s potentially bad news ‘cause it means your current customer base could search for another brand if their needs aren’t met.

By focusing on retaining and growing your loyal customer base, you keep your customers happy and stick with your brand, AND you can gain new customers who are out and about looking for a new brand to try. 

Building a loyal customer base hasn’t changed much, with email marketing in particular still doing a lot of the heavy lifting in customer retention. Right now, it requires a renewed focus of tapping into your empathic side and extending that to your customers in a way they can feel. 

That can involve quite a few different avenues of your marketing, so here we’ll focus on email since that’s our area of expertise. 

Your Plan of Action

Action Tip One: Target Current Customers With VIP Campaigns; Tag and Segment For More Personalization Ahead of The Holidays 

When: Start segmenting ASAP; VIP Campaigns 3-4 weeks before Christmas

Current customers are your best bet for sales during the holidays. However, you should be taking care of them well ahead of time. 

Start tagging and segmenting your email contacts based on their previous products and interests if you haven’t already. For example, if you plan to run Black Friday campaigns, you can tag links to each product’s images and CTA. 

When they click on something, that tag gets added to their profile, and you set up a segment for that tag. When your other holiday campaigns roll out, you can target specific campaigns to that segment. And since it’s interest-based, it’s even more likely to convert. 

With marketing automation, you can create and send targeted content (like product recommendation emails) to your contacts on autopilot based on their interests and history, which is recorded in each contact’s profile!

Aim to engage and help, not just sell. Consider giving customers a unique one-time code to use for their holiday gift shopping. 

Maybe they can save 30% on a single regularly priced item. Or you can offer a gift that’s only for them. 

Whatever it is, help them feel special but sprinkle in sharing your brand with friends too for some excellent word-of-mouth marketing. 

Action Tip Two: Consider 24 Hour Customer Support Using Email and Other Communication Tools

When: Take steps now before the winter holiday rush since some processes need testing and iteration beforehand

This one may not be an option for every brand, but customer support is truly invaluable — especially during end-of-year holidays and sales like Black Friday. 

We know it to be the case with our brand, so we have 24/7 chat and email support 365 days a year to be of service at any time of day. 

If your resources allow for it during the end of the year, consider upping your support help during this time. These support channels could be through chat on your site, social media like Twitter, or email. 

On the flip side, if you notice an uptick of support queries that you’re not getting to quickly, don’t leave your customers in the dark. If you’re struggling to get things answered, let them know, and apologize for the delay.

Send this via your email list to those in support directly or as part of an automated message set up to inform people when they reach out. 

Transparency is uncomfortable at times, but well-spoken honesty can quiet a lot of frustration. 

Honesty goes a long way in this world, and people appreciate it more than ever before. 

6. Use Omnichannel Marketing Avenues to Show the Human Side of Your Brand

As you continue to read through this eBook, you’ll start to see a critical message shining through: 

Clear communication is vital to connect with the people who make up your audience. 

We’ve already mentioned showing compassion, being empathic, and really — just being human. 

Showing that side of your brand helps to create brand loyalty, which we know ties directly to an increase in revenue.

Humans need to feel connected to other people; we’re social creatures. Plus, people want to feel connected to the brands they shop. 

Your brand is made up of some amazing people working hard to create products and experiences that other people are willing to pay for. 

This holiday season, it’s time to show that off. 

Your brand values, the team that drives your culture, and even your customers can be placed front and center in your email, social media, and advertising campaigns. 

For example, in 2020, Nike decided to lean into inclusivity while showing off their brand values and others in their Nike circle. 

You can follow suit and put names and faces to the awesome people who help you run or support your brand.  

Your Plan of Action

Action Tip One: Show who you are, what you stand for, and what you’re doing for others; Utilize marketing channels like your website, email list, and social channels

When: 4-5 weeks before Christmas

This past year, brands around the world, including yours, have been through quite the ordeal.

Using email, you can share your stories of the obstacles you have faced, the worries of how you’d keep the doors open, and how your team persevered. Whatever stories you have that get to the heart of who you and your team are — share them with your audience. 

As part of their welcome email, Bombas shares how a customer’s purchase helps them help others. 

You can do something similar by including an email in your welcome funnel based on who you are, your brand values, or even using the entire sequence for brand awareness.

This is smart because it gives new shoppers a great first impression of your brand and what it stands for. 

In fact, 29% of US shoppers said they were likely to share a brand with people they knew after learning a brand's values, causes, and practices.

There are other ways to create campaigns that help you get eye level with your contacts. Here are a few ideas to toss around:

  • Show behind-the-scenes of your brand. Even simple videos filmed on your phone, shared on your blog or social media, then promoted through email wouldn’t take too much extra effort or cost. Video is powerful and used in tandem with email marketing can increase CTR and even sales. 
  • Craft stories worth sharing. This can be from your team, customers, or others in your brand’s circle who support your values. 
  • Share your team and values throughout your campaigns. Not every email gets opened, so sharing more about your team, values and pulling back the curtain more often in your emails increases the chances of your audience engaging with the content. 

You have stories to share. You have messages of grit and encouragement. Share them and use email to help get it out there. It can take some time to find people, stories, and good angles, so be sure to give yourself a few weeks before Christmas if you want to run this type of campaign. 

Action Tip Two: Be Human With Better Email Personalization 

When: ASAP

Personalization is another vital part of humanizing your messaging with your contacts. Using first names or even the last name of your contacts is part of things, but personalization — especially with email — goes deeper. 

There are some technical sides of email marketing that can help you level up your personalization game and make your email marketing feel more one-on-one. 

Email marketing automation, as we have on our platform, gives you the power to build personalization into your entire strategy. 

Tags are an important way to figure out what your contacts are interested in. You can go here for our Ultimate Guide to Email Tags, but here’s the cliff notes about why you should tag and some ideas as to how:

Organization. This is more important than you might think because it gives you a chance to organize contacts with revenue in mind. 

  • Tag by interest and purchases. When they click links in your emails or make purchases, your designated tags are added to their profile. This tracks their behavior for you and helps you understand what they like and will buy.
  • Tag by demographics. Sorting contacts by location, income, age, male or female, and is another way to figure out who you’re talking to and thus how you can talk to them. 

Segmentation. Tags are only part of the puzzle. Once you have someone tagged, you should have a segment set up. That way, when a tag is added to someone’s profile, they are automatically added to a segment. There’s some vital strategy here, but here are a couple of segments you could create: 

  • Products purchase segment.
  • Multiple interest-based segments. 
  • Low, mid, and high CLTV

Keep in mind that you can strategically create segments without the use of tags. If you’d like to create highly profitable eCommerce segments, then be sure to check out our eCommerce Segmentation Handbook, filled with 12 segmentation strategies your customers will love. 

Triggering. Tags can be used to trigger automations to help keep the customer journey flowing. For example, if someone purchases “Leather Armchairs” from you, that tag could trigger an automation that sends a few emails, including how to take care of leather furniture, product recommendations, and asking for a review. Doing this offers a very one-to-one personal touch that would be almost impossible without this technical aspect and strategy. 

Personalization in email marketing takes planning and strategy. If you want to improve this marketing area, reevaluating your tags and segments is a good start.

7. Invite Customers To Engage and Share on Social Media Channels 

Email and content marketing tend to yield the best long-term results in an omnichannel experience, but that doesn’t mean you should leave out impactful channels like social media. 

Social media is one of those more complex marketing channels to get right since there are so many channels to choose from, and you have each channel split into two marketing categories: 

  • Paid reach/conversions via ads 
  • Organic reach from current audience and strategy 

But the data shows social media and social commerce drive a ton of sales and influence purchases more often than not. 


In 2019 alone, “retail social commerce sales in the USA were $19.42 billion.” On top of that, “60% of people say they discover new products on Instagram”.

If you want a slice of that pie, you need to develop a consistent social media strategy that works alongside your other marketing avenues, which will help you engage your audience and build up your brand presence. 

It’s more than just posting content and calling it good. 

Your strategy should bring customers along for the journey, encourage them to share your content, connect with you on your other channels, and show off your products in various ways in different formats.

Your Action Plan

Action Tip One: Grow your social media audience with a giveaway 

When: 1 month ahead of Christmas; or during Black Friday, Cyber Monday, or Thanksgiving 

Running a giveaway is an excellent technique for growing your social media following AND your email list while building your brand awareness and trust ahead of Christmas shopping. 

84% of global consumers say they trust referrals from friends and family over any other type of recommendation. Most tools that help you run a giveaway use this type of word-of-mouth marketing that’s hard to come by in our modern era. 


Hosting a giveaway right before the holiday rush keeps you front and center in the minds of your contacts as they start to plan their purchases. Plus, you will have also bulked up your social following and email list just in time for the busiest online shopping season of the year. 

When running a giveaway, keep in mind that it’s best to give out things that attract your best customers and not items that grow your list and social media following just for the sake of growing it. 

Even better would be if you could partner up with a complimentary brand for even further reach. 

Action Tip Two: Invite customers to follow you using your owned channels (website and email)

When: ASAP

This is likely the easiest tip to do, and you may already be doing it, but it’s a good idea to take a look at your strategy to make sure you’re inviting people to follow you on social media channels. 

Here are a few ways to do this: 

  • Include a “Follow us on social media” email in your Welcome emails and post-purchase follow up emails 
  • Use SMS marketing to invite them to follow you 
  • Place a Follow us on Social media with links to your channels on your product pages, website footer, and email footer

8.  Reward Your Most Active/VIP Customers With Early Access Deals

Active contacts are often loyal, high-spending customers, too.

Your active contacts account for up to 84% of total site visits and spend 10x more than new customers. Talk about some brand love! 

As logic would follow, rewarding your active contacts makes good business sense. 

Whether you have a loyalty program in place or not, you can still reward active contacts with special segmented email promotions — such as early access to sales — ahead of the season’s festivities.

As loyal consumers, they’re most likely planning on purchasing something from you already. 

But thanking them for their loyalty — for being a part of keeping your brand going through last year — offering them a bit of VIP treatment is an excellent way to get the holiday sales rolling in.

Your Action Plan

Action Tip: Plan a sale just for your active, loyal customers 

When: 2-3 weeks ahead of any winter holiday, especially Christmas; sent out during holiday campaigns

Who are your active contacts? 

If you’ve been segmenting your email list by Average Order Value, Customer Lifetime Value, or if you have a rewards program, finding that answer should be pretty easy. 

Whatever the case, creating a sale for your active, loyal customers is easy to do with email and retargeting campaigns. Here are a few ideas for what you can call your sale: 

  • VIP Secret Sale 
  • VIP members only sale 
  • Thank you for being the best! (Coupon inside)
  • Thanks for your support!
Tokyo Laundry | Email Design Inspiration

It’s about recognition here. These people have been responsible for a lot of your ability to keep doors open and checks paid. Make them feel good about their support! 

Even if they don’t purchase right away, they won’t forget that you acknowledge them. 


9. Make the Most of Your Remarketing 

Staying top-of-mind with constantly distracted customers isn’t easy. 

Even after all your hard marketing work, many people will come to take a look at your site only to leave before doing much of anything else — that’s true of both potential and current customers. 

So building remarketing/retargeting into your strategy is smart both for your omnichannel focus and for ROI. In some cases, there’s been a “161% conversion rate rise from Google Remarketing campaigns,” and that doesn’t take into account the CR of places like Facebook, Instagram, and other social channels. 


When people lose track of what they were doing on your site, your retargeting emails and ads can bring them back during the holidays when distractions are everywhere. And they can be helpful to new consumers who are just getting acquainted with your brand but maybe lost track of you in their search. 

Either way, retargeting has its advantages, and if you’re already investing in PPC this year, this is an area to explore.

Your Action Plan

Action Tip One: Retarget cart abandonment AND browse abandonment with automated emails

When: When you launch Black Friday and Cyber Monday deals; 2 weeks before and during winter holiday promos (Thanksgiving, Christmas, New Year’s Eve)

Abandoned cart emails are hugely important all year round, but especially during holiday sales. You likely have these up and running already, and if not, you can review our eBook covering the entire topic of abandoned cart emails

These aren’t the only type of retargeting emails you can send. You can also send out browse abandonment emails, where a logged-in user does not add anything to their cart, but they do browse a page and leave without adding to cart.  

Emails can be triggered to send shoppers reminders about what they were looking at, and you can see how to do that using Sendlane right here

Action Tip Two: Retarget cart abandonment AND browse abandonment with ads

When: When you launch Black Friday and Cyber Monday deals; 2 weeks before and during winter holiday promos (Thanksgiving, Christmas, New Year’s Eve)

Retargeting ads are the other side of this coin. While the first option above is great to do no matter what, if you have a PPC budget, retargeting both cart abandonment customers and browse abandonment with ads is an area to explore if you haven't already. 

The easiest way to do this is to connect your marketing automation software to Facebook and retarget customers on that platform. 

There’s a lot of ways to use Facebook Audiences to do that, so let your creative side run free!

Omni-fy Your 2021 Winter Holiday Marketing Plan

No matter when you’re reading this, it’s never too early to get started on your winter holiday marketing plans. 

Focusing on omnichannel marketing and keeping the customer journey flexible and customized to each person can help you stay in front of their eyes whether they’re on their phone, a laptop, social media, or anywhere else. 

Much of the points covered utilize marketing automation, which will help make life easier for you come the holiday season. And if you are in the market for an email tool that: 

  • Integrates easily with Shopify, WooCommerce, ClickBank, or Miva
  • Has all the revenue, retention, and data insight features that matter for eCommerce brands
  • Has fast support, from real email experts, 24/7/365

Then we hope you’ll consider taking Sendlane for a spin! 

Sign up for your free 14-day trial right here to take our email & SMS automation features for a test drive. 

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