Email marketing remains one of the most profitable tools in ecommerce, yet it is often underused or done poorly. Many beginners ignore it entirely or send inconsistent sales blasts that get ignored. Others have no automation, no strategy, and no conversions.
But when done well, email marketing can drive between twenty and forty percent of your total revenue. And it does not have to be complicated. In this straightforward guide, you will learn how to build, grow, and profit from your email list — step-by-step.
Why Email Still Works in 2025
- You own the list, not social media platforms
- It costs less than ads and often generates a better return on investment
- It builds repeat sales without paying to acquire the same customer twice
- It works for both brand-new stores and growing brands
According to Shopify’s benchmark data, email marketing delivers an average return on investment of forty-two dollars for every dollar spent. For brands in beauty, lifestyle, and pet niches, the return is often even higher.
Step 1: Choose the Right Email Platform
There are plenty of tools out there. Here are a few popular ones depending on your level of experience:
- Klaviyo is great for intermediate to advanced users. It integrates well with Shopify and supports SMS marketing too.
- MailerLite is budget-friendly and beginner-friendly, with drag-and-drop editing and responsive support.
- Omnisend is perfect for ecommerce newbies. It has pre-built automation, clean templates, and works well with offers.
- ActiveCampaign is great for stores already scaling. It has robust automation and segmentation capabilities.
Choose one that fits your current stage and stick with it.
Step 2: Build a High-Quality Email List (The Right Way)
You need a list that wants to hear from you, not one you bought or scraped.
Best practices for list building:
- Add opt-in forms and pop-ups to your website
- Offer an incentive like ten percent off, free shipping, or a helpful guide
- Promote your sign-up through Instagram, Facebook groups, and product quizzes
- Use tools like Octane AI or Typeform to create interactive opt-ins
Avoid these mistakes:
- Never buy email lists
- Do not add people without their permission
- Always include an unsubscribe link
Example: A pet brand added a pop-up offering ten percent off plus a free toy guide. They collected over one thousand subscribers in just four weeks.
Step 3: Set Up Revenue-Generating Automations
Before you send a newsletter, set up automated flows that work around the clock.
- Welcome Flow
- Trigger: when someone signs up
- Content: your story, social proof, offer reminder, and urgency
- Aim: introduce your brand and convert the subscriber into a buyer
- Trigger: when someone signs up
- Abandoned Cart Flow
- Trigger: when checkout is started but not completed
- Content: what they left behind, reviews, and limited-time deals
- Aim: recover lost sales
- Trigger: when checkout is started but not completed
- Post-Purchase Flow
- Trigger: when someone completes an order
- Content: thank you, how-to guides, review requests, and related product suggestions
- Aim: improve experience and boost repeat purchases
- Trigger: when someone completes an order
- Browse Abandonment Flow
- Trigger: when someone views a product but takes no further action
- Content: featured products, bestsellers, or relevant suggestions
- Aim: re-engage interested visitors
- Trigger: when someone views a product but takes no further action
Step 4: Your First Month of Broadcasts
Start with one email per week (do more if you can keep up the cadence consistently). Focus on building trust, showcasing products, and creating moments of value.
Week 1: Introduce your brand and highlight your bestsellers
Week 2: Teach them how to use your product or solve a related problem
Week 3: Share a limited-time deal or bundle
Week 4: Feature a customer review or announce a restock
Each email should focus on one message. Keep it simple, useful, and link to your product page with a clear call to action.
Step 5: Write Better Emails
Subject Lines That Increase Opens:
- Your ten percent code expires tonight
- How to clean your gym gear: quick guide
- Limited-time bundles available this weekend
Inside the Email:
- Stick to one topic
- Write in a natural tone, like you are talking to a friend
- Use buttons instead of text links
- Always test it on your phone to make sure it looks good
Example Call to Action:
Use a button that says something like “Get My Bundle” or “Shop Now.” These convert better than plain links.
Step 6: Track and Improve Performance
Use these benchmarks to assess your email performance:
- Open rate: Aim for thirty to forty percent
- Click-through rate: Two to five percent is typical
- Conversion rate: One to three percent, depending on product and offer
- Unsubscribe rate: Keep it below half a percent
- Revenue from email: Twenty to forty percent of total revenue is a healthy target
Mistakes to Avoid
- Only sending emails when you want to run a sale
- Ignoring mobile users
- Skipping automations like abandoned cart flows
- Failing to test subject lines or email timing
- Sending the same email to everyone instead of segmenting
Frequently Asked Questions
Do I need consent to email someone?
Yes. You must collect opt-in consent before adding someone to your list.
How often should I email my list?
Start with once per week. As long as you are adding value, frequency can increase.
Can I email people who already bought from me?
Yes, but make sure they understand they will receive marketing emails or provide an opt-out option.
Do emojis help in subject lines?
Used well, yes. Popular emojis like the flame or gift icon can improve open rates.
What if I only have a small list?
Email them anyway. Many brands make their first one thousand dollars from just a hundred engaged subscribers.
How Ecom Capital Helps Founders Build Revenue-Generating Email Systems
We work with ecommerce brands to:
- Set up the key automations that drive sales while you sleep
- Design email templates that match your brand voice and products
- Write emails that convert with proven copy frameworks
- Create a campaign calendar built around your niche and seasonality
Our clients in skincare, wellness, pet, and lifestyle often generate up to thirty-five percent of their revenue from email alone.
Book Your Free Ecommerce Strategy Session
Need help building or fixing your email system?
Book a free strategy call with our team. We will help you:
- Set up or optimise your flows
- Plan a high-converting email calendar
- Get subject lines and offers tailored to your niche
There is no pitch — just real, expert advice. Book now.
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