The Two-Sided Email Challenge

Marketplace email marketing is twice as complex as regular SaaS because you have two distinct audiences with opposing needs. Buyers want selection, price, and convenience. Sellers want traffic, conversion, and support. Your email sequences must serve both sides without creating confusion.

The key is rigid segmentation. Every user gets tagged as buyer, seller, or both, and every email sequence is role-specific. A seller onboarding email should never reach a buyer's inbox, and vice versa.

Supply Creates Demand

The most important email sequences for a marketplace are on the supply side. More active sellers with better listings attract more buyers, which attracts more sellers. Seller activation sequences—guiding new sellers from signup to first listing to first sale—are the highest-leverage emails you can send.

Transaction Emails Build Trust

In marketplaces, transaction emails ARE your brand. Order confirmations, shipping updates, and delivery notifications are the most-read emails you send. Make them reliable, timely, and informative. A great transaction email experience builds the trust that drives repeat purchases.