Ecommerce marketing that works across the whole business – bringing in new customers, keeping them coming back, and making sure every pound you spend on marketing is earning its place.
Most ecommerce businesses focus almost entirely on getting new customers through the door. That’s important – but it’s expensive, and it gets more expensive over time as your ads reach more people and competition increases.
The businesses that grow most efficiently do two things at once: they bring in new customers through advertising and search, and they make sure those customers buy again through email, great product experience, and smart follow-up. A customer who buys twice is worth far more than one who buys once – and they cost nothing extra to acquire.
The goal is a marketing machine where all the moving parts – paid ads, email, SEO, and the website itself – work together instead of pulling in different directions.
01
Paid ads on Facebook, Instagram and Google reach people who are likely to buy. Getting this right means more sales for the same spend – or the same sales for less.
02
More traffic only helps if the website is converting it. Small improvements to your product pages, checkout, and landing pages make every marketing channel more effective immediately.
03
Email and SMS sequences that bring customers back at the right time with the right offer. A customer who buys three times is exponentially more valuable than one who buys once.
04
SEO brings a growing stream of free traffic from people searching for what you sell. Over time, this reduces how much you need to spend on ads to maintain the same revenue.
Each part of the service has a specific job. Together, they build a marketing system that grows your business without requiring you to spend more every month just to stand still.
Paid ads that reach people who are likely to buy from you, with creative that stops them scrolling and an offer that makes them click. Google Shopping puts your products in front of people searching for exactly what you sell.
You get: new customers at a cost that makes sense for your business
Automated email and SMS sequences that work in the background – welcoming new customers, following up after purchase, reminding people who left something in their basket, and re-engaging customers who haven’t bought for a while.
You get: more repeat purchases without spending more on ads
Making sure your products and category pages show up when people search for them on Google. Unlike paid ads, this traffic doesn’t stop the moment you stop paying. It builds over time and becomes an increasingly valuable source of customers.
You get: a growing stream of free traffic from Google
Better product pages, clearer checkout flows, and smarter landing pages that turn more visitors into buyers. Every improvement here makes your paid ads, your SEO, and your email marketing more effective at the same time.
You get: more sales from the traffic you’re already paying for
Built around what your business actually needs at the stage it’s at – not a fixed package that looks impressive on paper but includes things that don’t move the needle for you.
■
A proper look at your current marketing – what it’s costing, what it’s producing, and where the gaps are. The honest conversation most businesses haven’t had with their marketing.
◆
Your ads managed week to week – new creative tested regularly, audiences refined, and budget allocated to what’s working. You’ll always know exactly what your ads are spending and what they’re bringing in.
▲
The core automations set up and working – welcome series, post-purchase sequence, abandoned basket, and win-back. Plus a monthly email calendar that gives your subscribers a reason to come back and buy.
▱
Your product pages and category pages optimised so they show up when people search for what you sell. Technical issues fixed. Content improved. Google given every reason to rank you above a competitor.
△
Product pages, checkout flow, and landing pages reviewed and improved so more of the people who visit your site actually buy. Tested properly so you know what’s making the difference.
●
What was spent, what was earned, how many new customers came in, how many came back, and what’s happening next month. Plain English, no jargon, no hiding behind metrics that don’t tell you whether the marketing is paying for itself.
The first few weeks are about understanding what you have and fixing the things that are getting in the way. After that, it’s about building and growing – month by month.
A proper look at your current ads, email, SEO, and website conversion. What’s it all costing? What’s it producing? Where are the obvious gaps? The quick wins get fixed immediately.
Marketing review Quick wins Tracking check Priority setting
Your paid ads reviewed and restructured if needed. New creative tested. The core email automations – welcome series, post-purchase follow-up, abandoned basket – built and live. These automations work in the background from this point forward.
Ad restructure Creative testing Email automations Google Shopping
Regular email sends going out to your list. SEO work started on the pages most likely to drive sales. Website conversion improvements tested and measured. The full system is now running.
Email calendar SEO start CRO testing Monthly reporting
Budget moved toward the channels and campaigns that are actually driving sales. Ads refreshed so they keep performing. Google search traffic building month by month. Email revenue growing as the list matures.
Scaling Creative refresh Organic growth Monthly review
Placeholder figures – replace with real client results once approved for case study use.
+94%
Average increase in
monthly revenue
3.1x
Average number of times
customers buy again
–31%
Average reduction in
cost to get a new customer
It depends on what you’re selling, what it costs you to make, and how much you can afford to spend to get a new customer. A minimum of around £1,500 to £2,000 per month in ad spend is usually needed to get enough data to optimise properly. This is covered on the strategy call based on your actual margins.
You can start with just paid ads – and for many businesses that’s the right first step. But the email automations in particular are worth setting up at the same time, because abandoned basket and post-purchase sequences recover revenue that’s being lost right now.
Usually because one or more of: the targeting wasn’t precise enough, the creative wasn’t strong enough, the landing page wasn’t converting the traffic, or the tracking wasn’t accurate enough to know what was actually working. The audit at the start identifies which of these was the issue.
Paid ads can show results within the first few weeks. Email automations start recovering revenue from day one. SEO takes longer – three to six months before you see meaningful organic traffic growth. Realistic expectation: a clear picture of what’s working within the first four to six weeks.
Yes. Shopify is the primary platform for most ecommerce clients. WooCommerce, Magento, and custom platforms are also supported. Klaviyo is the preferred email platform for ecommerce – it integrates directly with Shopify and gives a much cleaner view of email revenue than Mailchimp.
Total revenue for the month, how much came from each channel, how many new customers came in, how many existing customers came back, what the ads spent and what they returned, and what’s planned for next month. One document, plain English, focused on whether the marketing is paying for itself.
A 30-minute call to look at what you’re currently doing, what it’s costing, and what it would take to make your marketing work harder for the same spend.
Strategic marketing consultancy. Liverpool, working with ambitious brands across the UK.
Copyright © 2026 Rob Russell. All rights reserved.
Strategic Marketing Consultant · Liverpool
