How to Integrate Email Campaigns With Marketplace Listings

Marketplaces give sellers access to a huge audience, but they keep the most valuable thing for themselves — customer data. A seller gets the order, but doesn't get the customer's email and can't work with them directly after the purchase.

Because of this, many brands end up fully dependent on the algorithms of Wildberries, Ozon, and Yandex Market. If internal ad costs rise or a listing's ranking drops, sales fall.

The solution is to connect email marketing and marketplaces into a single system. Email campaigns help drive external traffic to product listings, while marketplaces help grow your own subscriber list.

Let's break down how this integration works and which tools to use.

Two directions of integration

Connecting email marketing and marketplaces works in two directions:

from your email list to a product listing;
from a marketplace to your email list.

Both mechanics complement each other and help drive repeat sales.

From your email list to a product listing

If a company already has a subscriber list, it can be used to promote products on marketplaces.

For example:

launching a new listing;
a seasonal sale;
rolling out something new;
promoting products with high warehouse stock.

Subscribers get an email and click through to the product listing. If some of them make a purchase, the marketplace registers external traffic and positive behavioral signals.

For the platform's algorithms, this is an extra popularity signal for the product. As a result, the listing can get more organic impressions.

From a marketplace to your email list

Marketplaces don't share buyer contact info with sellers. So the only way to get a customer's email is to invite them to leave it voluntarily.

This is usually done through package inserts.

After receiving the product, the buyer finds a card with a QR code, goes to a signup page, and gets additional value:

an extended warranty;
instructions;
a video course;
a checklist;
a bonus or promo code;
useful materials on how to use the product.

In exchange, the customer leaves their email and joins your subscriber list.

This turns an anonymous marketplace buyer into a contact in your CRM.

How to collect emails via QR code

The simplest option is to include a small card with a call to action in every package.

It's important not to ask for an email without explaining the benefit. The clearer the value, the higher the conversion.

Examples:

"Activate your 2-year extended warranty."
"Get a detailed video walkthrough."
"Download the care checklist for this item."
"Get a bonus for your next purchase."

The QR code should lead to a mobile page with a simple signup form. This is usually done with landing pages on Tilda, Taplink, or the company's own site.

After signing up, an automatic welcome email sequence kicks in.

Why regular links work poorly

Many companies add a direct link to the product on the marketplace in their emails and stop there.

This works fine on a computer.

On a smartphone, the situation is different.

If a user opens the email in a mobile email client and taps a regular link, it usually opens in an embedded browser. There, the user might not be logged into the marketplace.

They then have to:

log back into their account;
search for the product;
confirm the purchase.

Every extra step lowers the odds of an order.

Use deep links

For links from email campaigns, it's better to use deep links.

A deep link detects the user's device and automatically opens the right flow.

On a smartphone, the link launches the marketplace's app and opens the product listing directly inside it.

The advantages of this approach:

the user is already logged in;
their delivery addresses are already saved;
their bank cards are already linked;
the purchase takes less time.

The fewer actions required from the customer, the higher the odds they'll complete the order.

How to track results

Integration only makes sense if it can be measured.

To analyze performance, use UTM tags and marketplaces' external traffic tools.

Ozon

External traffic statistics are available in the seller dashboard.

You can create a separate link for each campaign and track:

clicks;
cart adds;
orders;
revenue.

Wildberries

Wildberries offers fewer options for classic UTM tracking.

So sellers often rely on:

external traffic reports;
dedicated SKUs;
special product bundles;
comparing sales before and after the campaign.

Yandex Market

Yandex Market lets you use affiliate links and analytics tools to measure clicks and orders from the email channel.

What not to do

When working with marketplaces, it's important to follow the platform's rules.

The biggest mistake is using package inserts to redirect customers to your own site with a lower price.

For example:

"Buy directly from our site for 20% less."

Schemes like this can lead to penalties from the marketplace.

A safe approach is to offer an additional service:

a warranty;
instructions;
training;
useful materials;
a bonus program.

The customer decides on their own whether to leave their contact info and subscribe.

Checklist before launch

Product listings include a QR code or insert for collecting subscribers.
The user gets a clear benefit for signing up.
A signup form and welcome sequence are set up.
Links in emails use deep links.
Each campaign has its own dedicated UTM tags.
Sales from the email channel are tracked via marketplace analytics.
Email content doesn't violate the platforms' rules.

Bottom line

Marketplaces are great for attracting buyers, but they don't let you fully work with your customer base. Email marketing solves that problem.

With QR codes and useful content, you can move marketplace buyers into your own subscriber list. And with campaigns and deep links, you can bring them back to your product listings and drive new purchases.

This approach reduces your dependence on platform algorithms and helps build long-term relationships with customers.