One of the challenges with email in eCommerce-land is that shops are very heterogenous. For example, some of them have one or a small number of first party products. The success of the shop is selling a product line that they understand _very_ well.
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People are happiest with a purchase immediately on making it; that's an excellent time to ask for something like a social share.
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Most eCommerce businesses rely on an acquisition engine which burns through a relatively large number of one-and-done purchasers in the search for a smaller core of committed, loyal customers. Devote an appropriate amount of effort to maintaining those relationships.
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Also look for signs that someone is in a transitional state for the relationship and, where appropriate, nudge them in the desired way. This requires you to either spend a lot of elbow grease or be better at tying your CRM / shopping cart / email together than many. Worth it.
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