The Ecommerce Series: Leveraging your customer database

This is the last of a three-part series on achieving explosive Ecommerce sales through a multi-channel strategy.

Boosting sales is unfortunately not as simple as sending your email database a couple of emails per day. The reality is, you’ll frustrate your customers to the point where they say bon voyage and unsubscribe.

What if there was a way to stay in touch frequently while still maintaining a happy relationship?

There is.

We already shared one of the strategies in part two of the series. It’s remarketing – but with a little twist.

Remarketing with a twist

Remarketing isn’t just great for recapturing lost sales from new prospects, but also for promoting new offerings to existing customers.

Take this scenario for example; you send out an email blast promoting a shiny new product. Things go well and you get a lot of clicks through to your site – but not everyone buys. This can happen for a variety of reasons. Perhaps your prospects are commuting to work, or maybe just busy with the kids. It’s nothing personal!

Instead of just accepting these lost sales, what you can instead do is add a remarketing code to the product page you linked to in your email.

Over the next few weeks you can then gently remind those you emailed (and clicked the link) of your amazing new product by displaying ads on their Facebook News Feed and banners on other sites they visit. The beauty is that people are accustomed to seeing online ads, so seeing your ads won’t frustrate them in the way that sending five emails would – yet it still helps your product/brand stay at the front of their mind.

The result – more sales and a healthier bank account.

Email Marketing

If you have ever made an online sale you would have captured your customer’s email. If they have purchased from you once, there’s a chance they will do it again.

Some products lend themselves better to repeat purchases more than others, but there is always an opportunity to cross-sell related products or upsell higher margin options. For example, you may sell billiards tables – so why not promote new cues or classic accessories for the billiards room. It should never be over after the first sale, regardless of what industry you are in.

So how often should you contact your list?

You should aim to stay in touch with your customers at least monthly. If you are in a repeat buy market, such as fashion, then you could consider weekly emails (or more often). If you feel you have a hyper responsive customer base that may be happy with daily emails, then by all means, let them opt in to that specific list and fire away. Companies like Gilt and ASOS do a great job at this.

If you don’t have new products to push and feel you’re lacking in content to share, you could consider featuring your latest blog posts, or news – just make sure it’s interesting and/or fun.

We’ve even seen examples of companies sharing fun or impressive YouTube videos related to their products. Despite not actually “selling” anything, your customers learn to understand that you provide value, so when you do sell something, they will be more responsive.

Always think from the customer’s perspective as to what will be worth the two minutes of their life you are requesting.

Custom Audiences

The Facebook ad platform has a highly under-utilised and extremely powerful tool called Custom Audiences.


Custom Audiences essentially allow you to upload your entire email database for Facebook to then scan their system to see if those emails match any user accounts. Once matched, you can create targeted ad campaigns directly to those very people.

This is such a powerful tool if you have a healthy database yet are lacking in the Facebook department, or if you want to follow up with customers (similar to remarketing) yet don’t want to send them torrents of emails.

Wrapping Up

We have now concluded our three-part series. Hopefully the overview of these channels and strategies has helped give you insight into the huge profit potential tapping into multiple channels can have.

Multi channel strategies are something we love doing and do everyday here at Web Profits. If you’re interested in discovering how your company could benefit from a powerful, multi channel strategy then we’d love to talk through how we can help you.


Mark Patchett

Mark Patchett

CRO Producer at Web Profits

Mark Patchett is an Ecommerce focused CRO Producer. His relentless focus on driving optimised traffic to Ecommerce sites has helped countless Ecommerce website owners increase sales and achieve considerable success online.


  1. Joe says:

    Hi Mark
    Thanks for your great article. You mentioned emailing more often for repeat market industries, like fashion, but how often would you suggest emailing for less often purchased items – perhaps the automotive industry or accommodation or restaurants for example?
    Thanks also for the facebook advertising tip – that sounds like gold – ill certainly be giving that a try.


    February 18th, 2014 at 1:08 pm

  2. Mark Patchett says:

    Hi Joe,

    Glad to hear you found the article handy!

    In terms of mail frequency, it really comes down to how often you can provide interesting and relevant information, rather than to simply email for the sake of emailing.

    Even companies like Rolex, who wouldn’t expect their customers to buy weekly (I’m sure they would!), create meaningful content which is worthy of sharing, such as their Mentors Program. Consider thinking about the lists you subscribe to, how often they each mail out, which you find most engaging and why. You may notice that frequency is not so much bound by industry but that company/persons ability to keep you interested.

    It’s also very important to keep regularity in mind. As it’s better to spread out 10 awesome ideas over 10 or 20 weeks, rather the cramming then into 3 weeks – to then run out of content.

    Hope that helps!

    February 18th, 2014 at 1:25 pm

  3. Rebecca says:

    Hi Mark,

    Have just read through the article and I was interested in the ‘Custom Audiences’ section. I have had a look on my company facebook page and can’t seem to find where to access this platform? My boss is interested to know how that works and how much it costs, so if you could shed any further light on that it would be very much appreciated.
    Thanks in advance!

    March 5th, 2014 at 3:35 pm

  4. Mark Patchett says:

    Hi Rebecca,

    You can find out more on how to create a custom audience here:


    March 5th, 2014 at 3:58 pm