Ecommerce Email Marketing: the Money Is in the List
For online stores that pay for every visitor and then watch most of them leave with no way to reach them again. We build the list, the automated flows and the campaigns, set up the authentication that keeps mail out of spam, and judge all of it by orders.
“They say, the "Money is in the List" and proper Email Marketing is What Get Found can help with.”
No obligation. Tell us what you sell and where, and a person replies.
- A list you own. Ads rent attention by the click. A customer list is an asset the store keeps, and it sells again without a media bill.
- Flows before blasts. Welcome, abandoned cart, browse, post-purchase and win-back flows go in first, because they fire on what shoppers actually do.
- Mail that lands. SPF, DKIM and DMARC set up properly, consent recorded, and sending habits that keep the inbox providers on your side.
Score this for my business
01Ecommerce Marketing
Start here.
Ad platforms rent you attention one click at a time. An email list is the part of your marketing you actually own, and ecommerce email marketing is how a store sells to the same people again without paying for them twice. David puts it plainly: They say, the "Money is in the List" and proper Email Marketing is What Get Found can help with.
02Ecommerce Marketing
The list is the one marketing channel your store owns
Every other channel has a landlord. Google sets the price of a Shopping click, Meta decides who sees your ad, and a marketplace can change its rules overnight. Your list does not have a landlord. If you have a customer's consent and email address, you can reach them tomorrow at almost no cost per send.
That is why we treat the list as an asset on the balance sheet rather than a newsletter someone writes when there is time. Every paid visitor who leaves without buying or subscribing is money spent with nothing kept. Every visitor who leaves an address is someone you can sell to next week.
It also changes the arithmetic of paid traffic. When the clicks bought through Shopping and Meta ad campaigns feed a list, the first visit no longer has to pay for itself on its own; the welcome flow and the next three campaigns get a chance to finish the sale. That is one reason email sits inside our commission plans, which we come back to at the end of this page.
Email is not new to us. Our full service marketing page listed "Email & Newsletter Campaign and Creation for any Size Business" back in 2014, alongside the shopping feeds and paid search that still sit next to it. What has changed is how much of the work is automated, and how strict the inbox providers have become.
tell us how big your list is and how often you mail it, and we will tell you where it is leaking.
03Ecommerce Marketing
Building the list without buying it
Never buy a list. Purchased addresses did not ask to hear from you, they complain, they bounce, and they drag your good subscribers into the spam folder with them. Every address on the list should belong to someone who chose to be there.
Where good subscribers come from
- A sign-up form that earns its place. Timed to appear after a visitor has shown interest, not the second they land, and easy to close.
- A reason to subscribe that is not always a discount. Early access, restock alerts, a buying guide or a size chart can all do the job. Discount-only sign-ups train buyers to wait for the code.
- A consent box at checkout. The people who just bought are the most valuable subscribers you will ever get, and many stores never ask them.
- Back-in-stock and price-drop alerts. Shoppers ask to be emailed about a specific product, which is about as clear a signal as exists.
- Content people search for. Guides and category pages that rank through search work built for online stores bring in readers who may subscribe long before they are ready to buy.
Most of that is conversion work as much as email work: where the form sits, what it says and how it behaves on a phone. That is why list capture is part of our ecommerce conversion rate optimization audits too.
send us your store address and we will point out every place a visitor could have joined your list and did not.
04Ecommerce Marketing
Five automated flows do most of the selling
Campaigns get the attention, but the flows are where a store's email program earns its keep. They fire on what a shopper actually does, so the message arrives when the interest is real. We build these five before we send a single campaign.
| Flow | What triggers it | Its job |
|---|---|---|
| Welcome | A new subscriber | Introduce the brand, deliver what was promised, make the first sale |
| Abandoned cart | Items left in a cart | Bring the shopper back to the exact cart, answer the likely objection |
| Browse abandonment | Product viewed, nothing added | Remind them what they looked at, show close alternatives |
| Post-purchase | An order placed | Confirm, set expectations, teach use, ask for a review, suggest the next product |
| Win-back | A customer gone quiet | Give lapsed buyers a reason to return before they are lost |
Small details that decide whether a flow works
Timing matters more than design. A cart reminder that arrives after the shopper has bought elsewhere is wasted, and one that arrives with a discount every time teaches people to abandon carts on purpose. We test the timing and the offer as well as the subject line. Flows also have to stop when they should: nobody wants a cart reminder for a product they bought an hour ago.
Replies matter too. A flow that invites questions will get them, and our custom AI solutions can answer product and order questions at any hour so those replies turn into sales instead of a backlog.
ask us to audit your five flows, and we will show you which are missing, which are firing late and which are discounting when they do not need to.
05Ecommerce Marketing
Campaigns and segments: fewer emails to the right people
The fastest way to damage a list is to send everything to everyone. People who bought last week, people who have never bought, and people who have not opened anything in six months do not want the same email. Segmentation is how a store sends more without annoying anyone.
- Buyers versus browsers. Customers get product education, cross-sells and loyalty offers; non-buyers get reasons to make the first purchase.
- What they bought. Someone who bought running shoes wants to hear about socks and insoles, not the kitchen range.
- How recently and how often. Recent, frequent buyers can be mailed more; lapsed buyers need a different message.
- Engagement. Active readers get the full calendar; the quiet part of the list gets less, and eventually a sunset email before being removed.
Campaigns themselves should follow a calendar tied to the business: launches, restocks, seasonal moments, the stories behind the product. Plenty of sends can go out with no sale attached, because a list that only ever hears about discounts stops paying full price.
tell us how your list is split today, even if the answer is "it isn't", and we will sketch the first segments worth building.
06Ecommerce Marketing
Deliverability: if it lands in spam, nothing else matters
A well-built flow still earns nothing once it lands in the spam folder. Inbox providers decide where your mail goes based on who you are, whether you can prove it, and how your readers react. Google and Yahoo now require bulk senders to authenticate their mail, make unsubscribing a single click, and keep spam complaints low, and stores that ignored those rules have watched their mail disappear.
What we set up
- SPF. A record that lists which servers may send mail for your domain.
- DKIM. A signature on every message that proves it was not altered and really came from you.
- DMARC. A policy that tells providers what to do when mail fails those checks, and sends you reports on who is sending as you.
- Alignment. The visible from address, the signing domain and the sending domain all matching, so the checks actually count.
- A clean sending pattern. A warmed-up domain, bounces removed straight away, and unengaged addresses sunset before they turn into complaints.
if your open rates fell off a cliff and nobody can say why, ask us to check your authentication and sending habits first.
07Ecommerce Marketing
Consent and CAN-SPAM: the rules the list lives under
In the United States, commercial email falls under CAN-SPAM. In plain terms: no misleading headers or subject lines, the message has to be identifiable as an advertisement, it has to carry a valid physical postal address, it has to offer a clear way to opt out, and opt-outs have to be honored promptly. You remain responsible for those rules even when an agency sends on your behalf.
Buyers in the UK, the EU and Canada are covered by stricter laws that expect consent before marketing mail. We build every list on recorded consent: what the subscriber agreed to, when, and where. Transactional messages such as order confirmations are treated separately from marketing, so a shopper who opts out of promotions still gets their tracking number.
None of this is legal advice, and your own counsel should confirm what applies to your business. It is the standard our programs are built to.
ask how consent is recorded on your current list, and we will tell you what would hold up if a provider or a regulator asked.
08Ecommerce Marketing
Measuring email by orders, and where it fits a commission plan
Open rates stopped being reliable when Apple Mail began loading images on its own, which counts many messages as opened whether or not anyone read them. We measure email by clicks, placed orders, revenue per recipient, list growth and complaints, and we check the email platform's sales figures against the store's own order records, because the two rarely agree on their own.
Where it is worth the effort, we hold back a small group from a flow or campaign and compare what they buy with everyone else. That is the honest way to see what email actually added, rather than what it was nearby for.
Email is also offered as an added service on our Commission Only Ecommerce Marketing Company page. For brands we select, we fund the list building, the flows and the campaigns, and we are paid from the sales they produce. It is often the first channel we build there, for the same reason it belongs at the center of any store: the list keeps selling after the ad budget stops. Stores that want email on its own can start with it today, and the rest of our ecommerce growth services are there when you need them.
09Ecommerce Marketing
What we would measure for your business.
The parts of this page we will not guess at.
The live site has never published a price for anything. Rather than invent a plausible-looking number, each item is here and blank until it is set.
Get these lines filled in for your business. It takes what you sell, where, and your site.
10Ecommerce Marketing
The questions that come up every time.
How is ecommerce email marketing different from sending a newsletter?
A newsletter is one message to everyone on a schedule. Ecommerce email marketing is a system: automated flows that fire on what a shopper does, such as signing up, leaving a cart or buying, plus campaigns sent to segments of the list based on what they bought and how recently. The newsletter still has a place, but most of the selling is done by the flows, because they reach people at the moment they are already thinking about your product.
How often should an online store send email?
As often as you have something worth reading, to the people it is relevant to. Engaged buyers can take more mail than people who signed up months ago and never clicked. That is why we segment: frequent sends to the active part of the list, fewer to the quiet part, and a sunset rule that stops mailing people who have stopped reading altogether. Sending more to everyone usually raises complaints and pushes the whole list toward the spam folder.
Which email platform should we use?
The one that connects cleanly to your store and gives the flows the data they need: product views, cart contents, order history. Klaviyo, Mailchimp, Omnisend and the tools built into Shopify and other platforms can all do the job at different sizes. We work in the platform you already have when it is capable, and recommend a move only when it is holding the program back, because migrating lists and flows has a cost of its own.
Why are our emails going to spam?
Usually one of three things. The sending domain is not authenticated, so SPF, DKIM or DMARC are missing or failing. The list contains people who never asked for mail, or old addresses that bounce. Or campaigns go to the whole list, and the people who never open them mark them as spam. Google and Yahoo now hold bulk senders to stricter rules on authentication, unsubscribing and complaints, so all three need fixing together.
Can we email customers who bought but never subscribed?
In the United States, CAN-SPAM is an opt-out law: commercial email to a customer is allowed if it is honest, identifies itself and carries a working unsubscribe. Other countries, including the UK, the EU and Canada, expect consent first. Our approach is to ask for consent at checkout and record it, so the list is clean wherever your buyers live. This is general information rather than legal advice; your own counsel should confirm what applies to you.
Is email marketing included in the commission only plan?
Yes. For brands we select for our commission only program, email marketing is offered as an added service inside the plan, funded by us like the rest of the marketing. It is often the first channel we build, because a growing list keeps producing orders after a paid campaign stops. Brands that are not on a commission plan can hire us for email on its own.
Ask yours. The form reaches the people who would be doing the work.
11Ecommerce Marketing
The pages that sit either side of this one.
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