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How To Implement Email Marketing To Your BigCommerce Store

May 01, 2024
Written and researched by experts at AvadaLearn more about our methodology

By Sam Nguyen

CEO Avada Commerce

One of the critical success factors of any online store like BigCommerce store is its compelling and on-time email marketing campaigns. 

This article will discuss boosting your online store’s success with effective BigCommerce email marketing strategies. You can learn valuable tips and tricks to engage your audience and drive more sales.

Key takeaways

  • BigCommerce email marketing involves leveraging email campaigns to promote products, engage customers, and drive sales within the BigCommerce platform.

Does BigCommerce provide email marketing?

BigCommerce does not directly provide email marketing services on its subscription plans. BigCommerce provides email marketing capabilities primarily through integration with third-party email marketing services and tools. 

Therefore, it offers various integrations with leading email marketing platforms like Mailchimp, Klaviyo, and Constant Contact.

How to set up email marketing for BigCommerce stores?

Preparation stage

Set up a new BigCommerce email account

Setting up an email account for your BigCommerce store is a vital step in establishing effective communication channels with your customers. 

Step 1: Access Your BigCommerce Account 

To begin setting up your BigCommerce email account, you should follow the steps below:

The BigCommerce Control Panel
The BigCommerce Control Panel
  • Access BigCommerce account: Access your BigCommerce account through your preferred web browser. Now, you’ll find yourself on the Control Panel page of BigCommerce.
Step 2: Navigate to Email Accounts Setup

Once you’ve accessed the control panel of your BigCommerce account, it’s time to navigate to the Email Accounts setup section. 

  • Locate the “Store Setup” Menu
  • Click on “Email Settings”: Scan through the options and locate “Store Setting” -> “Miscellaneous” -> “Email Settings.” Click on it to proceed to the Email Accounts setup page.
Email Settings on BigCommerce
Email Settings on BigCommerce
Step 3: Create a New Email Account

Introducing a new email account to your BigCommerce store is pivotal for effective communication. A form will appear, prompting you to fill in specific details to configure your new email account. When registering a new account, you must choose the account type and set a password.

  • Select Account Type: Choose the type of email account you want to create. BigCommerce offers POP3 (Post Office Protocol 3) or IMAP (Internet Message Access Protocol).
  • Set Password: Create a secure password for your email account. 
Step 4: Consider Advanced Options

Before finalizing your BigCommerce email account setup, exploring advanced options to enhance your email communications’ functionality and efficiency is essential. 

  • Spam Checking: BigCommerce offers built-in spam filters that can automatically detect and filter out suspicious or unsolicited messages. You can adjust the sensitivity of these filters to ensure legitimate emails are not mistakenly flagged as spam.
Spam checking from BigCommerce
Spam checking from BigCommerce
  • Storage Quota: This feature allows you to set limits on the maximum storage capacity for your inbox, ensuring efficient management of your email storage space. 
  • Forwarding and Alias Options: Forwarding allows you to automatically redirect emails from one address to another, facilitating centralized email management. 
  • Autoresponders: Utilize Autoresponders to automate email replies for specific scenarios. Autoresponders can enhance customer communication and provide timely responses without manual intervention.
  • Email Encryption: BigCommerce offers encryption options that protect sensitive information transmitted via email, such as customer data or order details. 
  • Customization and Branding: Customize email templates with your store’s logo, colors, and branding elements to create a cohesive and professional appearance. 
Step 5: Save and Exit

Once you’ve verified the settings, locate the “Save & Exit” button, typically positioned at the bottom or top-right corner of the page. 

With your settings saved and the setup process finalized, you have successfully created and configured a new email account for your BigCommerce store.

Set up BigCommerce email hosted by 3rd-parties

Step 1: Select an Email Hosting Provider

Before setting up BigCommerce email hosted by third parties, choosing a reliable and compatible email hosting provider is crucial. 

Select an email hosting provider from BigCommerce
Select an email hosting provider from BigCommerce

Begin by researching various email hosting providers that offer services compatible with BigCommerce (like Klaviyo, Mailchimp, Omnisend, Constant Contact, etc).  

After thorough research and consideration, choose the email hosting provider that best aligns with your business requirements, budget, and growth objectives. 

Step 2: Verify BigCommerce Email Domains

Verifying your BigCommerce email domains is crucial as this ensures seamless integration and proper functioning of your email services.

  • Access BigCommerce Server Settings Choose “Email & DNS Records” Select “Web Hosts” Option
Email and DNS Record on BigCommerce
Email and DNS Record on BigCommerce
  • Add Another Domain: You can click the “Add another” button to add your other email domains. Fill in the required information in the provided boxes to finish the data. Then, click the “Save” or “Save Changes” button to ensure your domain settings are correctly updated and saved.
Step 3: Adjust DNS Records

Before finalizing the setup of your BigCommerce email hosted by third parties, it’s crucial to adjust your DNS records to reflect your current email hosting provider. This step involves two key features: MX and SPF, each serving a distinct function.

MX Records Configuration

MX records are essential for identifying mail servers. Begin by accessing the “Server Settings” in your BigCommerce control panel. From there, navigate to “Email & DNS Records” and select the “Mail servers” tab above the main screen. 

Here, you’ll find four fields to fill in with your ecommerce business-related data, including Fully Qualified Host (your domain name), Time to Live (default), Priority (also default), and Value (the MX record provided by your host). 

Enter the necessary information and click the “Add” button to save your changes.

SPF Records Adjustment
SPF records adjustment on BigCommerce
SPF records adjustment on BigCommerce

SPF records help prevent email spoofing and ensure email deliverability. To adjust SPF records, access the “Web Hosts” tab within the DNS Settings section of your BigCommerce control panel. 

Here, you’ll need to modify the Value text to include the SPF record provided by your email hosting provider. 

The default SPF record may resemble “v=spf1 +a +mx include:_spf.bigcommerce.com ~all.” 

You can replace the existing SPF record with the one provided by your email hosting provider, ensuring it follows the format “v=spf1 +a +mx include:spf.bigcommerce.com_NEW-SPF-RECORD ~all.”

Step 4: Personalize SMTP Server Configurations

By using third-party email services and configuring SMTP settings, your ecommerce businesses can ensure reliable email delivery and maintain control over your email communications. 

  • Navigate to Store Settings > Miscellaneous: Within the Store Setup section, locate and click on the option labeled “Store Settings.” From the dropdown menu, select “Miscellaneous.” 
  • Enable SMTP Server Usage: Scroll down the Miscellaneous settings until you find the option labeled “Use SMTP Server.” Click on it to enable SMTP server usage. Select “Let me specify my own SMTP server details.” This grants you the ability to customize your SMTP server configurations.
  • Enter SMTP Server Details: Once you’ve selected to specify your own SMTP server details, you’ll be prompted to enter the required information. Start by entering the SMTP Hostname. Remember to include the appropriate prefix (ssl:// or tls://) before your official host name. For example, if your hostname is myhost.com, you should enter it as ssl://myhost.com.
Use SMTP server details
Use SMTP server details

Additionally, provide the SMTP Username and SMTP Password provided by your third-party email service provider. These credentials are essential for authenticating your SMTP server connection.

  • Save Your Configurations: After entering the necessary SMTP server details, review your configurations to ensure accuracy. Once verified, save your settings to apply the changes. 

Execution stage

Once we have successfully finished the preparation stage, we will move on with the execution of your BigCommerce email marketing integration.

Step 1: Initiate Email List Building

Before diving into email marketing for your BigCommerce store, it’s crucial to lay the foundation by building a robust email list. Some key factors to consider include:

Initiate email list-building
Initiate email list-building
  • Utilize Signup Forms on Your Website: Place signup forms strategically on your BigCommerce website to capture visitor information. Consider incorporating signup forms on prominent pages such as the homepage, product pages, and checkout process. 
  • Implement Pop-up Subscription Forms: Deploy pop-up subscription forms to capture the attention of website visitors and prompt them to subscribe to your email list. Customize pop-up designs and messaging to align with your brand and offer compelling incentives to encourage sign-ups.
  • Create Landing Pages for Lead Generation: Design dedicated landing pages focused on lead generation to attract potential subscribers. Offer valuable resources such as ebooks, guides, or webinars in exchange for visitors’ email addresses. 
  • Utilize Social Media Channels: Leverage your social media presence to promote your email list and attract subscribers. Share links to signup forms or landing pages across your social media profiles and encourage followers to join your email list. 
  • Run Contests and Giveaways: Organize contests or giveaways to incentivize audience participation and grow your email list. Require participants to subscribe to your email list as part of the entry process.
  • Optimize for Mobile Devices: Ensure that your email signup forms and landing pages are mobile-friendly to cater to users accessing your website from smartphones and tablets. 

Step 2: Segment Your Email Subscribers

Segmenting your email subscribers is a crucial step in executing effective email marketing campaigns for your BigCommerce store. 

  • Collect Relevant Data: Collect relevant data about your email subscribers, such as demographics, purchase history, browsing behavior, and engagement metrics. Use tools like Google Analytics, BigCommerce Analytics, or your email & SMS marketing software for reference.
  • Define Segmentation Criteria: Determine the segmentation criteria that align with your marketing goals and objectives. Standard segmentation criteria include demographics (age, gender, location), purchase behavior (frequency, average order value), engagement level (open rate, click-through rate), and lifecycle stage (new subscribers, repeat customers).
Define Segmentation Criteria
Define Segmentation Criteria
  • Create Segmentation Groups: Create distinct groups or segments within your email subscriber list based on the segmentation criteria identified. Group subscribers who share similar characteristics or behaviors into separate segments. 

For example, you may have segments for first-time buyers, loyal customers, inactive subscribers, or subscribers interested in specific product categories.

  • Use Dynamic Segmentation: Implement dynamic segmentation strategies to ensure your segments remain relevant and up-to-date. Utilize marketing automation needs & all the features within your email marketing software to dynamically segment subscribers based on real-time data and interactions.  

For example, automated workflows can be set up to move new subscribers between segments based on their recent activity or behavior.

  • Tailor Content and Messaging: Customize your email content and messaging to cater to each segmented group’s unique needs and preferences. Craft personalized email promotional campaigns that address each segment’s interests, pain points, or purchasing behaviors. 
  • Optimize Timing and Frequency: Determine the optimal timing and frequency of email communications for each segment based on their engagement patterns and preferences. 

Step 3: Develop Engaging and Personalized Email Content

Creating engaging and personalized email content is essential for capturing the attention of your subscribers and driving meaningful interactions with your BigCommerce store. 

  • Understand Your Audience: Understand your audience demographics, preferences, and purchase history deeply. Use customer data and analytics insights from your BigCommerce store to segment your audience and identify common interests, pain points, and behaviors. 
  • Personalize Email Subject Lines and Preheaders: Capture the attention of your engaged subscribers with personalized email subject lines and preheaders that pique their interest and encourage them to open your emails. 
Email personalization is powerful
Email personalization is powerful
  • Craft Compelling Email Copy: Write engaging and persuasive email copy that speaks directly to your audience’s needs, desires, and pain points. Highlight the benefits of your products or services, address common customer concerns, and include clear calls to action to drive action.
  • Use Dynamic Content Blocks: Leverage dynamic content blocks to deliver personalized product recommendations, content, or offers based on subscriber preferences and behaviors. Customize email content based on past purchases, browsing history, or interactions with your website.
  • Include Visual Elements: Enhance the visual appeal of your emails with high-quality images, graphics, and videos that effectively showcase your products or convey your brand message. 

Step 4: Monitor and Analyze Your Email Campaign Performance

Tracking key metrics and analyzing campaign data can gain valuable insights into subscriber engagement, conversion rates, and overall campaign effectiveness. 

  • Define Key Performance Indicators (KPIs): Identify the key performance indicators (KPIs) that align with your email marketing goals and objectives. Common KPIs include open rates, click-through rates, conversion rates, email deliverability, unsubscribe rates, etc.
  • Use Email Marketing Software Analytics: Use dashboards, charts, and graphs to visualize campaign data and gain insights into subscriber behavior, engagement trends, and campaign effectiveness over time.
  • Track Email Engagement Metrics: Monitor email engagement metrics such as open rates and click-through rates. Track how subscribers interact with your confirmation emails, including which links they click on, which content they engage with, and how often they open and read your emails.
Track email engagement metrics
Track email engagement metrics
  • Monitor Conversion Rates: Measure conversion rates to assess the impact of your email campaigns on driving desired actions, such as purchases, sign-ups, or downloads. 
  • Monitor Deliverability and List Health: Monitor email deliverability metrics to ensure your emails reach subscribers’ inboxes successfully. Monitor bounce rates, spam complaints, and unsubscribe rates to identify potential deliverability issues and maintain a healthy email list. 

Tips for making effective BigCommerce email marketing

Some tips for making BigCommerce email marketing automation effective:

Opt for a Polished Email Address

Ensure your email address reflects professionalism and credibility. Avoid generic or unbranded email addresses and instead use a custom domain email address that includes your brand name. A professional email address builds trust with recipients and reinforces your ecommerce brands’ identity.

Integrate Signup Forms Seamlessly

Implement sign up forms strategically throughout your BigCommerce store to capture valuable leads and expand your email automation list. 

Place signup forms on prominent pages such as the homepage, product pages, and checkout process to maximize visibility and encourage visitors to subscribe. Streamlining the signup process enhances user experience and boosts conversion rates.

Harness the Power of Automation

Leverage automated BigCommerce’s features on email marketing to streamline your marketing efforts and engage with customers efficiently. Set up automated emails for customer touchpoints, such as welcome emails, abandoned cart reminders, and order confirmations. 

By automating repetitive tasks, you can save time and resources while delivering timely and personalized communications to your audience.

Adhere to email marketing regulations and best practices to maintain legal compliance and improve deliverability rates. Obtain explicit consent from subscribers before sending marketing emails and provide clear opt-in and opt-out mechanisms. 

Follow guidelines such as the CAN-SPAM Act and GDPR to safeguard subscriber privacy and avoid penalties.

Maintain Brand Consistency Across Emails

Establish and maintain a consistent brand voice and visual identity across all email communications. Align your email content, tone, and design elements with your brand guidelines to reinforce brand recognition and loyalty. 

Consistent branding fosters trust and familiarity with recipients, increasing the effectiveness of your email marketing efforts.

Final words

In conclusion, mastering the intricacies of BigCommerce email marketing can significantly enhance your brand’s reach, engagement, and success in the digital marketplace.

🎁See more: Top 10 Best BigCommerce Subscription Apps


Using a professional email address with a custom domain reinforces your brand identity and builds trust with recipients. It enhances the credibility of your email communications and helps establish a positive first impression with subscribers, ultimately improving engagement and conversion rates.

To integrate signup forms seamlessly, strategically place them on high-traffic pages such as the homepage, product pages, and checkout process. Utilize eye-catching design elements and compelling incentives to encourage visitors to subscribe.

BigCommerce's automated email features enable you to streamline your marketing efforts and engage with customers more efficiently. You can deliver timely and personalized communications without manual intervention by setting up automated emails for welcome messages, abandoned cart reminders, and order confirmations.

Ad adheres to email marketing regulations such as the CAN-SPAM Act and GDPR to ensure legal compliance and better deliverability. Obtain explicit consent from subscribers before sending marketing emails, provide precise opt-in and opt-out mechanisms, and honor unsubscribe requests promptly.

Maintaining brand consistency across email communications helps reinforce brand recognition and loyalty. By aligning your email content, tone, and design elements with your brand guidelines, you create a cohesive brand experience for subscribers.

Sam Nguyen is the CEO and founder of Avada Commerce, an e-commerce solution provider headquartered in Singapore. He is an expert on the Shopify e-commerce platform for online stores and retail point-of-sale systems. Sam loves talking about e-commerce and he aims to help over a million online businesses grow and thrive.