An effective e-marketing strategy is an important ingredient for the success of any kind of business. E-marketing’s uniqueness is created using a series of specific and relational functions that are combined with the 4P’s to form the e-marketing mix elements, each of which contains associated e-marketing mix tools that are provided on business web sites to facilitate sales transactions. This research analyses the importance of each e-marketing tool related to its support of its e-marketing mix element by using an integrated approach which takes account of: i) the relevance of each e-marketing tool to its supporting e-marketing mix element and ii) comparisons of emarketing tools within their e-marketing mix element. The results indicate the e-marketing tools which should be frequently addressed are very important for online stores developing their e-marketing strategy. This research concludes with a discussion of the accuracy and relative importance of the e-marketing tool weights.