Email Alone is Ineffective in Promoting E Commerce Site AdoptionI have a secret to share with you. Sending out a mass email to your customers to announce the launch of your new ecommerce site will not successfully encourage your customers to move to placing their orders online.

That’s right. Email promotion alone will not effectively encourage your B2B ecommerce customers to start placing their orders online. Why?


Email is a good communication tool. It’s a critical way to share information. For example, email is great for announcing that you have a new ecommerce site available and even for suggesting that your customers consider submitting their orders online. But email is easily ignored, filed away for “later,” or deleted. What’s more, most people spend an inordinate amount of time sifting through the email communications they receive. In 2010, it’s estimated that 2.8 million emails were sent every second of every day. That’s a lot of email–and in all reality, recipients are starting to become desensitized to it. This makes it harder and harder for emails to effectively drive a person to take action to change his or her preferred way of doing things when another effective method is readily available.

So, what’s the solution to driving high ecommerce adoption rates?

Strategic ecommerce on-boarding.

While email might play a role in the ecommerce on-boarding process, it is not a comprehensive strategy. The key to successful site adoption rates is in personalized outreach to each and every customer, ideally to walk each customer through their first online order. This method of personalized outreach will ensure that:

  • You personally invite each customer to place orders online. Customers don’t fall through the cracks.
  • Your invitation is not filed away for “later” and a phone call is less likely to be ignored.
  • Your customers understand how the ecommerce site works and feel confident that they can successfully place an order using the online system.