<p>The rapid growth of internet-based electronic commerce makes a higher acceptance of online transactions by consumers. BHINNEKA.com is one of many information and technology (IT) online retailers engaged in the e-Commerce industry in Indonesia. A major difficulty for marketing professionals with today's e-mail marketing is to distinguish whether the message actually reaches the right target audience at the utmost quality of the contents. This study revealed key factors of e-mail marketing–subject line, incentive, length of e-mail, number of hyperlinks, which frequency jointly and separately has a positive and significant influence on consumer decision journey. Using the simple linear analysis this study also revealed that e-mail marketing influences each of the consumer decision journey phases especially within the Active Evaluation phase. The result may help Bhinneka.com to improve its digital marketing strategy such as e-mail marketing to compete more effectively.</p>