The Most Powerful Marketing Tool You’re Not Using Well

There’s a powerful online marketing technique that is proven to drive traffic and sales to your online store. Sadly, you’re probably not using it to its full potential. Read further to learn what it is and how you’re messing it up. 


What if I told you there’s a marketing tool that will make $43.52 for every dollar you spend? According to the Direct Marketers Association, it exists.

And what if I said that this communication channel is used by 90% of users every single day? According to DoubleClick, it’s real.

So what is this magical marketing tool, anyway? Believe it or not, it’s email. Unfortunately, if you’re like most online business owners, you’re not utilizing it as well as you should be.

Here’s what you’re doing wrong:

Ignoring email marketing

Quick: When was the last time you emailed a marketing message to your customers?

If it takes more than five seconds to remember, it’s been too long. Remember, you’ve got a database full of addresses from current customers, so don’t be afraid to reach back out to them via email. If you’re hesitant to start emailing, keep in mind that it’s 5-7 times more expensive to acquire a new customer than to keep a returning one.

Poor email design

If you’re already sending emails, it’s time to evaluate how they look. While plain text emails are a quick and easy solution, they’re not always the most effective, especially when you’re trying to sell something. To get started with your email redesign, take inspiration from messages you receive from bigger brands (some of mine include Express and Sephora).

From there, you can create an email template that allows you to add new product images and messages tied to new sales or discounts. And as your design evolves, remember to keep your email aesthetic similar to your website – consistent branding is critical across all communications.

Bad subject lines

Before customers can see your fabulous design, they first have to open the email itself. And before they do that, they need to be enticed by an effective email subject line. These critical words should summarize the content of the message while encouraging recipients to read further. While there are several resources available to help you improve your subject lines, my best advice is to 1) always test them and 2) never, ever leave your subject line as an afterthought.

Inconsistent timing

One of the worst things you can do with email marketing is to send messages at wonky intervals. For example, if you send 7 emails in January and zero in March, you’re not training customers to expect messages from you. To help balance your email frequency, build a calendar that gives ample time to design, create and send messages. Once that’s done, check your response metrics (open rates, click rates, etc.) to help find your sweet spot.


Whatever the case, if you’re not striving to improve (or get started with) your email marketing, you’re missing a major opportunity to increase sales and customer satisfaction. Despite all of the new tools and technologies at our disposal, old school email is still one of the most powerful weapons in your marketing arsenal.

Now get out there and start emailing!

Happy selling!
-Matt Winn, Social Media Manager, Volusion


We’ve joined forces with several best-in-class email marketing providers to take your campaigns to the next level! Be sure to check out these excellent Volusion email partners.


Matt Winn is Volusion’s Senior Brand Manager, where he helps oversee the organization’s branding and communications efforts. Matt has created hundreds of articles, videos and seminars on all things ecommerce, ranging from online marketing to web design and customer experience. Beyond being a certified nerd, Matt is an avid college football fan, enthusiastic home cook and a self-admitted reality TV junkie.

One Response to “The Most Powerful Marketing Tool You’re Not Using Well”

  1. Ruby Verifone

    I think you are posting great tips for the fresh marketing teams, i am alo getting lots of input from your post ..

    Ruby Verifone


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