Email marketing strategies are some of the most effective actions you can take to promote your business online.
Email marketing strategy
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An email marketing strategy is a plan for how you will communicate with people, both potential and existing customers, using email.
Email is one of the most effective ways to promote your business online. It allows you to connect with people where they want to be – in their inbox. For marketers, it can be the only direct communication channel you have to generate sales for your online store.
Below, we show you how to create an email marketing strategy for your online store.
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INDEX
Choose an email marketing service provider
Start building your mailing list
Familiarize yourself with email marketing laws
Prepare transactional emails
Schedule lifecycle emails
Decide how often you will send emails to your subscribers
Diversify the content of your newsletter
Tag and segment subscribers
Set up email automations
Improve the deliverability of your emails
Frequently asked questions about email marketing strategies
1. Choose an email marketing service provider
An email service provider (ESP) is the software that canadian email address list allows you to collect email addresses, contact your customers, and study email analytics. As it says
Lucy Kelly, owner of bel monili , “Your email list is your business’s most valuable asset – it’s the people who have already purchased your products or are likely to do so in the future.”
Email service providers that integrate with Shopify stores include:
Shopify Email
Klaviyo
Mailchimp
Campaign Monitor
ConvertKit
2. Start building your email list
You can have the best email marketing strategy in the world, but if no one signs up to receive your emails, you'll have a hard time turning it into a profitable marketing channel.
Offer your target audience something in exchange for signing up , such as discount codes, exclusive content, or quiz results. You can also run a social media giveaway that requires an email opt-in to enter.
Whatever you offer, communicate it through a combination of formats, such as:
Landing Pages
A standalone landing page
Popups that trigger based on exit intent and scroll depth
Contextual calls to action at the end of a blog post or product page
Purple and green pop-up box featuring a woman giving a tattoo. For example, Hush Anesthetic encourages website visitors to subscribe to their email list via a pop-up offering 15% off their first purchase.
3. Familiarize yourself with email marketing laws
Email is a sensitive marketing channel; you need explicit permission from subscribers before sending them emails. Pay attention to the General Data Protection Regulation (GDPR ) rules for EU subscribers, and the California Consumer Privacy Act (CCPA) in the US.
It's best to use a double opt-in signup , which confirms that you have someone's permission before you send them emails. This second step could be an introductory email that asks them to confirm their subscription.
Beneath Your Mask email asking new subscribers to confirm their email address
This email marketing example from Beneath Your Mask confirms that people want to subscribe with a double opt-in signup form .
In addition to this double opt-in , you should make it easy for people to unsubscribe if they no longer want to receive emails from your brand.
It may sound counterintuitive (you want everyone to stay subscribed for as long as possible), but hiding the unsubscribe link means your strategy is not compliant with anti-spam and privacy laws.