Email marketing for online stores: a guide to starting from scratch

Every time someone tells me "email is dead," I show them the numbers: email marketing generates between $36 and $42 for every dollar invested. No other channel comes close.

The problem isn't email. The problem is how most stores use it: unsegmented spam, overdesigned templates, and zero value for the reader.

What you need to get started

An email tool

Don't send mass emails from Gmail. Use a real platform:

• Mailchimp: free up to 500 contacts. Easy to use, Shopify integrations.
• Klaviyo: free up to 250 contacts. Better for advanced ecommerce, powerful segmentation.
• Brevo (formerly Sendinblue): free up to 300 emails per day. A solid middle-ground option.

For a store that's just starting out, Mailchimp or Brevo are more than enough.

A signup form

Place it on your store: a popup on entry (yes, they work), in the footer, and on the checkout page. Offer something in return: 10% off the first purchase, early access to new products, or free shipping.

The 4 emails every store needs

Before thinking about elaborate newsletters, set up these automations:

Email	When it sends	Goal
Welcome	On signup	Introduce your brand + deliver the incentive
Order confirmation	Post-purchase	Reassure + share shipping info
Abandoned cart	1-4 hours later	Recover the sale
Post-purchase	7 days after delivery	Request a review + encourage a repeat purchase

These four alone will help you recover lost sales and drive repeat purchases. The abandoned cart email alone can recover 5% to 15% of lost sales. That's free money you're leaving on the table.

How often to send

• Minimum: 2 emails per month (one content-driven, one product/offer).
• Ideal: 1 email per week.
• Maximum: 2-3 per week (only if your content is genuinely good and you segment).

The golden rule: every email should give the reader something. A tip, a real offer, a piece of news. If the email adds no value, don't send it.

What to put in the email (and what not to)

Do:

• Short subject line (50 characters max) and direct.
• One single goal per email. Don't mix a promotion with a blog post with news.
• A clear action button: "View products," "Buy now," "Read more."
• Brief copy. If you need more than 200 words, it should probably be a blog post.

Don't:

• Dark backgrounds that email clients break.
• 10 products in a single email. Less is more.
• Misleading subject lines. "Re: your order" when there's no order destroys trust.
• Image-only emails with no text. Many email clients block images by default.

Your task this week

Create an account on Mailchimp or Brevo, add a signup form to your store, and set up the welcome email. In 2 hours you'll have a basic system running that works for you around the clock.

Email isn't glamorous, but it's the channel that sells the most. Period.