The 15 Best eCommerce Marketing Channels to Maximize Growth and Sales Opportunities

Intro

If you’re reading this, you most likely fall under a category.

The first is an eCommerce store owner who has used some marketing strategies on this list. They may have worked for you – hence you’re looking to diversify with other channels, or they didn’t, so you want to switch.

The second is a new store owner who has vague ideas of what the best marketing channels for eCommerce brands are.

For the first group, I made sure to include examples and thoughts from individuals who have used each channel. And for the second category, I ensured examples were relevant to help you understand how these channels work.

The 15 Best Marketing Channels for eCommerce Brands

• SEO
• Social Media Marketing
• SMS Marketing
• Email marketing
• Video Marketing
• Influencer Marketing
• Affiliate Marketing
• Content Marketing
• Direct-mail Marketing
• Paid Ads
• Search Engine Marketing
• Partnership Marketing
• PR
• Events Marketing
• Referral Marketing

1. SEO

SEO (Search engine optimization) refers to the process of optimizing a website, and its pages to show up on the search engine results page (SERPs). The more optimized your eCommerce website is, the higher you’ll rank, and the more site visitors you’ll get.

eCommerce brands need SEO because a significant number of their customers search for products or services they offer online.

Amazon, for example, ranks at the top spot for the phrase “nail care products” – as at the time of writing this.

Relevant SEO KPIs you should track include:

• Pages per visit
• Click through rate
• Time on site

A quick Google Search for the phrase “haircare products” shows that Sephora sits pretty on the number one spot (as at the time of writing). In this case, Sephora has optimized its hair products page to rank first on Google’s SERP for the “haircare products” query.

2. Social Media Marketing

This channel requires posting content on social platforms like Facebook, Instagram, Tiktok, or even Twitter. Posting on social media is a form of organic marketing since you don’t have to pay for views.

A brand using this channel quite well is Fashion Nova.

The online fashion retailer has successfully utilized social media, particularly Instagram, to engage their audience and build a massive following.

(Source)

Social media marketing helps you build communities willing to buy your products. A social presence also allows you to partner with influencers. Guna Kakulapati, Co-founder & CEO of CureSkin agrees with this.

“Our best-performing marketing channel is our Instagram account. Our UGC reels, especially, receive high engagement and are moderately successful at generating new leads to our website through our account.

Our recent partnership with Madalsa Sharma saw significant follower growth and leads, on top of some of the highest-performing content in terms of engagement we have shared. Between the new leads her endorsement brought in and the leads from our existing followers, that campaign taught us the impact influencer marketing, particularly, can have on conversions and lead growth.”

Candy FunHouse (a Candy brand) has seen tremendous success on Tik Tok.

“The first time we went viral as a company was through a fan's user-generated content doing a review on our company. We had a surge of visitors to the website and didn't know where it was coming from.”

(Jamal Hejazi - via Shopify)

Candy Funhouse themed its product around pop culture phenomenons and local baseball teams – fostering a sense of community.

(Source)

“Listening to our audience has been the key to growing our social media accounts. We participate in active social listening from our audience and create content that we, as candy lovers, would enjoy watching ourselves.”

3. SMS Marketing

eCommerce brands can send direct text messages to new or repeat customers. This channel is used to inform customers about a sale or update them with shipment details.

SMS marketing is very effective for eCommerce brands because of its direct and personal nature.

“One key thing to keep in mind when it comes to SMS marketing is you need to have an active connection with your customers. If you go AWOL for weeks, or months without texting them - they will simply forget about you. So even if you have 10 people in your list, make sure you have an active conversation with them, have automation running in the background, send campaigns every once in a while, don’t just wait to accumulate a larger audience.”

Mark Chapon (Via SMSBump)

Here’s an example:

Nursing Queen’s 20 random SMS generated 30X ROI. The stylish nursing clothes maker had subscribers clamoring to place their lottery orders with the message.

(Source)

Relevant SMS KPIs to track include:

• Unsubscribe rate
• Reply rate
• Interaction rate

Umbra, a modern home decor and hardware store, makes use of a virtual contact file (VCF) to allow customers to save their contact details.

(Source)

To avoid being marked as spam or blacklisted – reach out to your audience once in a while, and ensure you say something important.

4. Email Marketing

Email marketing involves sending emails to new or existing customers. You may send emails once in a while to alert customers about a promotion or sale, or to convert prospects who indicated interest in your products at some point.

The Sill, a houseplant retailer, uses a stylish combination of SMS and email marketing. Visitors can subscribe to their newsletter and SMS at the same time.

(Source)

With its focused nature and robust segmentation options, email marketing nurtures customer relationships and drives upsells. You may share informative content with your audience through newsletters, for example, to gain more credibility and keep subscribers engaged – even when they aren’t actively making purchases.

Yak Grills – the maker of a modern hibachi-style grill – takes it a step higher. Visitors can subscribe to the email list only or choose to include their phone number when prompted.

(Source)

The eCommerce industry has the highest ROI on email marketing at $45 per $1 spent when compared with the general average of $36.These numbers aren't surprising if you take into account the number of customers who prefer email as their most preferred channel for marketing.

5. Video Marketing

Videos are on fire right now.

Video marketing means using videos to sell products or services online. It entails creating, sharing, and promoting videos that showcase your products, their features, and also benefits to potential customers.

Busy Baby Mat, an eCommerce brand that creates innovative products for infants uses Videowise, a shoppable video platform for video marketing. The shoppable videos demonstrate the products in action.

(Source)

This channel is becoming increasingly popular in eCommerce due to its effectiveness in engaging and influencing customers. It’s a visually appealing way of communicating brand messages and building trust with potential buyers.

Glossier is known for its minimalist approach to beauty and skincare.

The brand has a YouTube channel featuring product demonstrations, skincare routines, and interviews with influencers.

(Source)

Videos reviews from satisfied customers can significantly influence decisions, with 93% of customers saying videos are helpful when purchasing.

6. Influencer Marketing

ColourPop cosmetics recently teamed up with TikTok Influencer, Jasmine Chiswell, for its old Hollywood glamor-inspired collection.

(Source)

Influencer marketing means collaborating with well-known individuals to promote and sell products online. “Y_ou can find popular influencers on platforms like Twitter and Instagram and provide free products, gifts, or compensation for their honest opinions of your brand and product._” (Via Bizpedia)

Since influencers have built a certain degree of trust and credibility with their followers – recommendations, and endorsements made by them significantly influence purchase decisions.

“One of the most effective marketing channels for our eCommerce brand, Inyouths, was utilizing targeted influencer marketing campaigns on social media platforms, particularly Instagram and Pinterest.

By collaborating with influencers in the interior design niche who had a substantial following, we were able to showcase our high-end custom LED mirrors to a curated audience genuinely interested in our products. This strategy led to a 37% increase in sales over a three-month period.”

Kevin Wang, Co-Owner of Inyouths.

7. Affiliate Marketing

This is a bit similar to influencer marketing, but different because whoever’s recommending the products in question must not be an influencer.

Lulu’s – an online retailer of women’s clothing, has a program that allows affiliates to earn commissions and get personalized one-to-one affiliate support.

(Source)

You can collaborate with affiliates who align with your niche and target audience, such as:

• Bloggers
• Content creators
• Influencers
• Website owners
• Businesses with a relevant audience or platform.

“Choose affiliates who align with your brand philosophy and have an engaged audience that matches your target market to get the most out of your affiliate marketing efforts. Also, providing affiliates with the necessary promotional materials, tracking tools, and support will help them effectively spread the word about your products and drive more conversions.”

Alena Korotkevich, Senior digital marketing manager at Tapfiliate.

Pura Vida Bracelets – a jewelry brand specializing in handmade bracelets and accessories – enables affiliates to earn commissions on all sales and gain access to its exclusive monthly newsletter through its affiliate program.

(Source)

8. Content Marketing

Content marketing for eCommerce means creating and distributing valuable content to attract and retain customers. The ultimate goal with this channel – like other channels – is driving sales and building brand loyalty.

REI, an outdoor retail brand that focuses on gear and apparel, has a robust content marketing strategy that includes a technology blog, expert advice articles, and outdoor guides. Their content helps to inspire their target audience with REI’s posts remaining the go-to resource for outdoor enthusiasts.

(Source)

This channel works well because it establishes a connection with your target audience. It also increases awareness and visibility, while establishing you as a thought leader in the industry.

Glossybox – a beauty subscription box service – uses content marketing to educate and entertain its audience. The blog/magazine shares beauty tips, product reviews, and tutorials, to engage and inform readers about the latest beauty trends.

(Source)

Publishing content consistently will help your brand gain more exposure.

9. Direct-mail Marketing

Physical email. (Kind of).

This channel involves sending physical items such as letters, postcards, catalogs, or brochures to potential or existing customers. You can use these targeted mailings to generate more interest in your products.

Besides, it’s one of the best Human to Human (H2H) forms of marketing out there.

Wayfair effectively uses a direct mail postcard in this campaign for home office items to capitalize on the work-from-home trend.

(Source)

Wayfair also extends an additional 10% off discount for first-time purchases to help acquire new customers.

To approach this channel successfully, here are some suggested steps:

• Identify and segment your audience based on purchase history, demographics, or other relevant criteria.
• Personalize the offers, content, and messaging.
• Create physical marketing collateral such as letters, postcards, catalogs, or brochures.
• Include a clear call to action to prompt recipients to take specific actions such as visiting your website or subscribing to a newsletter.
• Integrate with other online channels to better the customer’s journey. You can include QR codes to direct visitors to a specific landing page.

Chewy – an eCommerce brand specializing in pet supplies – utilizes direct mail marketing to send greeting cards to new customers, and condolence bouquets when owners lose their pets.

(Source)

Direct mail marketing offers a tangible approach to reaching your target customers – and subsequently driving sales. It complements your digital marketing efforts by providing a memorable touchpoint during the customer’s journey.

10. Paid Ads

This refers to using paid advertisements to promote your products and drive traffic to your eCommerce store.

LARQ – a brand offering self-cleaning water bottles using UV-C LED technology – utilizes paid ads on Facebook to raise awareness about their innovative product.

(Source)

Running paid ads on social platforms like Facebook grows your business by bringing visitors who may eventually buy from you – to your website.

PatPat – a brand selling clothing for kids, babies, toddlers, and families – runs ads on Instagram.

(Source)

Utilize ad platforms like Google Ads, Facebook Ads, and Instagram Ads to display your ads. They’ll allow you to target audiences who are most likely to buy from you.

11. Search Engine Marketing

This channel’s quite similar to paid ads but differs a bit.

Search engine marketing involves advertising on search engines like Google, Bing, and Yahoo to promote your products and drive traffic to your eCommerce store.

Konga and Famokids have bought paid ad space for the term “playmats for kids”. (Results may differ since I’m searching from Nigeria).

You’ll need to place bids on relevant keywords before displaying ads in the search engine results pages (SERPs). This requires researching and targeting relevant keywords potential customers use when searching for products. If your bid on a particular keyword is successful, your ad will be triggered and displayed in search results whenever someone searches using the keyword.

Walmart and eBay for example, have purchased ad space on Bing for the term “Dog grooming products”.

(Source)

12. Partnership Marketing

Partnership marketing entails collaborating with other eCommerce businesses or individuals, to promote your products. You’ll be using each other’s platforms and resources to expand your reach and generate revenue.

LeBron James and Nike for example, have collaborated on a wide range of products – including the signature LeBron James shoes.

(Source)

Ideally, you’d be partnering with brands who have a similar target audience, or whose products complement yours.

Rothys – a sustainable footwear and accessories business, partnered with FEED (a social business creating good products to feed children around the world) to launch a collection. The limited collection eventually raised $65,850 to support solutions to end childhood hunger.

(Source)

You can also partner with other businesses through guest blogging and post collaborations.

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Partnership marketing combines your brand expertise with another, to generate mutually beneficial outcomes like higher brand exposure, more customer acquisition, and increased revenue.

13. PR

Public relations requires connecting with relevant industry publications, journalists, and media outlets to cover your brand or product. This channel is effective in positioning yourself in the market, and separating your brand from competitors.

Here’s an example:

Nisolo’s sandals were recently featured in GQ Magazine.

(Source)

Establishing relationships with the media helps you gain frequent product mentions in relevant publications, thereby increasing your brand’s visibility and driving traffic to your eCommerce store.

Here’s another example: Polywood’s “Modern Adirondack Chair” was featured in People magazine’s 2023 list of summer outdoor gear.

(Source)

Effective PR can also play a crucial role in managing any negative publicity that may arise about your business. Working with PR professionals would ensure online conversations are monitored, and negative media coverages are promptly responded to.

You can generate effective media coverage and manage your brand’s reputation – with the right PR strategies – while positioning yourself as a thought leader and expert in the industry.

14. Events Marketing

Events marketing can show if people want your products – particularly at the early stages. It helps you understand your target audience in person while gaining important feedback for business growth.

Nisolo – a Nashville-based shoe brand – hosted an in-store event where customers could shop 30% off on products, enjoy music, and participate in a raffle draw.

(Source)

Events marketing helps you to:

• Create brand awareness
• Foster customer relationships
• Showcase your products
• Generate leads
• Drive conversions

Product launch events, for instance, generate excitement and get media coverage – while creating a sense of urgency for customers to explore and purchase.

The Sill – an online plant retailer, hosts workshops and virtual events focused on plant care, styling, and plant-related topics.

(Source)

You can also use events to appreciate existing customers through:

• Exclusive sales
• VIP experiences
• Special rewards

15. Referral Marketing

Referrals are amongst the best ways to sell your products, as consumers buy from brands they know, like, and trust. Plus, recommendations made by close acquaintances are highly effective in influencing purchase decisions.

Frank and Oak – a clothing brand for men and women – have a referral program for customers to earn credits after referring friends to shop on their website.

(Source)

You can create referral programs to offer rewards like:

• Discounts
• Store credits
• Exclusive offers
• Freebies

This channel heavily relies on satisfied customers who are advocates of your brand. To get those reviews coming, you’ll need to have: an excellent product, exceptional customer service, and a positive shopping experience.

To facilitate the process, incorporate options on your website for customers to share their referral links or codes.

MeUndies – an underwear and loungewear brand – has a referral program on its website, encouraging customers to refer friends to receive credits for their next purchase.

(Source)

Referral marketing is a cost-effective customer acquisition channel because it leverages existing customers to acquire new customers.

Wrapping Up

In this report by Klaviyo, email marketing is the top marketing channel for eCommerce brands, with social media, paid social media advertising, SEO, and content marketing coming in 2, 3, 4, and 5th respectively.

Ensure you carry out proper research on your target audience to better understand them. Ask how they found you and look for patterns and similarities.

But, start with at least two of the 5 marketing channels above and grow from there.

Also, focus on building long-lasting relationships with ideal customers on each channel.