Email Marketing
Drive repeat sales with automated email campaigns and newsletters.
Why Email Marketing?
- 38:1 ROI: Best marketing channel
- 4x sales: Repeat customer revenue
- Low cost: Pennies per email
- Automation: Set once, run forever
Getting Started
Enable email marketing:
- Go to Marketing → Email
- Connect email service (Mailchimp or built-in)
- Import customer list
- Create your first campaign
Campaign Types
Welcome Series
Automatically sent to new customers:
Email 1: Welcome + 10% discount code
- Sent: Immediately after signup
- Open rate: 40-50%
Email 2: Product recommendations
- Sent: 3 days later
- Click rate: 15-20%
Email 3: Social proof + testimonials
- Sent: 7 days later
- Conversion rate: 5-8%
Abandoned Cart
Recover lost sales automatically:
Email 1: "You left items in your cart"
- Sent: 1 hour after abandonment
- Recovery rate: 10-15%
Email 2: "Still interested? Here's 10% off"
- Sent: 24 hours later
- Recovery rate: 5-8%
Email 3: "Last chance - cart expires soon"
- Sent: 48 hours later
- Recovery rate: 2-3%
Average Cart Recovery: 15-25% of abandoned carts
Post-Purchase
Order Confirmation: Sent immediately Shipping Update: When order ships Delivery Confirmation: When delivered Review Request: 7 days after delivery Replenishment: 30-60 days later
Creating Campaigns
Step 1: Choose Template
Pre-built templates:
- Product announcement
- Flash sale
- Newsletter
- Holiday promotion
- Back-in-stock alert
Step 2: Design Email
Drag-and-drop builder:
- Text blocks
- Product showcases
- Image galleries
- Call-to-action buttons
- Social media links
Step 3: Segment Audience
Target specific customers:
- All Customers: Everyone
- VIP Customers: $500+ lifetime value
- Recent Buyers: Purchased in last 30 days
- Inactive: Haven't purchased in 90 days
Step 4: Schedule or Send
- Send Now: Immediate delivery
- Schedule: Pick date/time
- Recurring: Weekly/monthly
- Triggered: Based on customer action
Email Automation Workflows
New Customer Welcome:
Sign Up → Wait 0 hours → Welcome Email
→ Wait 3 days → Product Tips
→ Wait 7 days → Testimonials
Win-Back Inactive:
No Purchase 90 Days → "We miss you" + 15% off
→ Wait 7 days → Last chance
Upsell Campaign:
Purchase Product A → Wait 14 days → Recommend Product B
Email Best Practices
✅ Subject Lines:
- Keep under 50 characters
- Use emoji sparingly (one max)
- Create urgency: "24 hours left"
- Personalize: Use customer name
✅ Content:
- Mobile-first design
- Single CTA per email
- Use images strategically
- Keep text concise
✅ Timing:
- Best days: Tuesday, Wednesday
- Best time: 10 AM or 8 PM
- Avoid: Late night, early morning
✅ Frequency:
- 2-3 emails per week maximum
- No more than 1 per day
- Respect unsubscribes
Email Metrics
Track performance in dashboard:
- Open Rate: 20-30% is good
- Click Rate: 2-5% is good
- Conversion Rate: 1-3% is good
- Unsubscribe Rate: Under 0.5%
Compliance
CAN-SPAM Act Requirements:
- ✅ Include unsubscribe link
- ✅ Include physical address
- ✅ Accurate "From" name
- ✅ Clear subject line
GDPR Compliance:
- ✅ Explicit consent required (EU)
- ✅ Easy unsubscribe process
- ✅ Data deletion on request
A/B Testing
Test different versions:
- Subject lines
- Send times
- Content
- CTAs
- Images
System automatically sends to winner!
Email converts 4x better than ads!