The Future of eCommerce Email Marketing (And Why Batch and Blast Emails Must Stop)

Batch and Blast email is the trend that we at Rejoiner are advocating to come to an end in 2016.

If you’re unsure of a what a batch and blast email is, it’s an email such as a monthly newsletter that goes out to all of your customers regardless of buying or browsing habits, how many touch-points they’ve had with your store or any other segmenting divider you can think of to categorize your customers.

After sending millions of behaviorally triggered email campaigns on behalf of our clients and studying the email programs of the world’s top eCommerce companies – we’re convinced that most companies can do better. If you’re still sending unsegmented newsletter blasts to your entire list, then it’s only a matter of time before your customers start tuning you out.

In this post we’re going to take a look at how batch and blast emails hurt your relationship with your customer and how they lower conversion rates. But, fear not, there are other tactics you can use that will give your company much better results.

Why customers stop opening your emails

One of my personal favorite batch and blast emails are promotions. As a consumer, I’m currently subscribed to many of my favorite stores but I haven’t taken a look at my promotions tab in Gmail for ages.


Three quarters of the email I receive don’t contain anything I would even consider looking at. Successful email marketing is all about sending the right message to the right person at the right time and these emails are failing on all three counts..

These batch and blast emails lack two key ingredient: relevancy and timing.


What these companies have forgotten is that it’s an email marketer’s job to create meaningful relationships with individual customers, based on their likes, dislikes, conversations and purchase activity. So when all their customers only receive the same email blasts they’re doing the opposite.

They’re damaging their relationship with their customer, annoying them to the point where they’ll eventually become so frustrated they’ll either just ignore the emails or unsubscribe altogether. They become that annoying person that just keeps talking about themselves without once considering you.

As the owner of an eCommerce store myself though, I can sympathize. I know the temptation that lies in just wanting to get something out there. However, you should always be aiming for quality over quantity because it doesn’t matter how many emails you’re sending out, if you’re sending the wrong ones then nobody is going to read them.

What’s worse is that you may turn to A/B testing as a way to understand your customers better. You may think perhaps you’re saying the wrong thing, from the subject line to the actual contents of the email and you think this could help you find the right words to use. The thing is, at this point the irrelevant email you’ve been sending has now become “gray mail” and is ending up in the spam folder; the black hole of all folders.


Sending the right emails to increase email ROI

In the long run, sending out the right emails, to the right people, at the right time is going to improve your relationship with customers and increase conversion rates.

As an example let’s take a look at EVO, an outdoor gear and fashion apparel e-retailer.
Over the past few years, EVO had done some batch and blast style emails and found click-through rates were falling and so was revenue.

So they decided to do something about it.

In order to re-create an in-store experience for their online customers and increase conversion rates, EVO’s marketing team played it smart and launched 3 lifecycle emails:

Cart abandonment
Browse abandonment
• Post-Purchase


Through a targeted lifecycle email series they were able to increase conversion rates 20% and see a click-through rate increase of over 50-60% compared to their batch and blast emails.

Nathan Decker, Director of eCommerce, EVO, is quoted as saying:

“Email’s a noisy world. Inboxes are crazy…If we can’t find a way to be targeted and relevant to people, we’re going to quickly fade into the background.”

Wise words from Nathan and ones that every company should be thinking about.

Where to start with lifecycle email

So does that mean you should ditch emails such as a newsletter altogether? Well, yes and no.

Yes because sending one email to everyone about everything won’t get you the results you want. No, because you can still segment a group of customers based off of data to get the best ROI possible.

There is something called RFM: Recency, Frequency, Monetary analysis that can help greatly with this. RFM uses sales data to segment a group of customers based on their purchasing behavior. You are then able to segment customers from most engaged to least engaged, making it easy to pinpoint your best customers and know you should and should not be sending emails too.

From an ROI and marketing perspective you want to spend your time engaging with your most profitable customers; RFM makes it easy for you to find those customers.


From there you can create emails that are based off of real customer data. You can send newsletters to different groups of customers with different promotions, events or whatever else you think they may be interested in.

You’ll be spending your time marketing to customers that are readily willing to engage with you, customers that have made purchases or have interacted with you recently, in turn providing you more bang for your buck, so to speak.

How to start getting better results with lifecycle email

EVO isn’t the only store to start progressing their email strategy.

In 2016, we here at Rejoiner would like to see the batch and blast mindset come to an end, with companies just like yours ditching the traditional batch and blast emails in favor of more targeted lifecycle emails.

If you want your business to start driving faster revenue growth with email, we know lifecycle email are the best option.

How do we know this?

1. We have the data to prove it.
2. You can see the 14 eCommerce email marketing campaigns we’ve sent on behalf of our clients that have generated over $100,000,000 to date.