How to create your first email campaign for your online store?

A successful first email marketing campaign for an online store requires three fundamental elements: an email marketing platform, a customer database, and a clear message. Start by choosing a user-friendly tool like Mailchimp or Klaviyo, collect email addresses using discount codes, and send a welcome series to new subscribers. Successful email marketing for e-commerce is built systematically on these foundations.

Why are email campaigns essential for online stores?

Email marketing, on average, yields the best return on investment of all digital marketing channels. It allows for direct communication with your customers without the limitations of social media algorithms or the uncertainty of search engine optimization.

Strengthening customer relationships in e-commerce is effectively achieved through email, as you can personalize messages based on purchasing behavior. When a customer provides their email address, they demonstrate interest in your brand. This permission-based customer communication in e-commerce builds trust and increases customer loyalty.

The competitive advantage comes from the fact that email is the only marketing channel you completely own. Social media platforms can change their rules, but your email list is a permanent asset. Automated emails also work when you're not around, making e-commerce marketing continuous.

What tools do you need to create your first email campaign?

An email marketing platform is the most important tool for launching a campaign. For small online retailers, Mailchimp ( with its free version), Klaviyo (due to its e-commerce integrations), or GetResponse (because of its versatile features) are best suited.

Shopify integration is particularly important because it enables the automatic transfer of customer data and tracking of purchasing behavior. Klaviyo and Mailchimp integrate seamlessly with Shopify, while MailerLite offers a cost-effective alternative for smaller budgets.

Pricing varies depending on the number of subscribers. Mailchimp is free up to 2,000 subscribers, Klaviyo charges approximately €20 per month for 500 subscribers, and GetResponse costs around €15 per month for 1,000 subscribers. Choose a platform that grows with your business and offers the automated emails you need.

How do you build an effective email list for your online store?

An email list for an online store is best built with incentives. Offer a 10-15% discount code in exchange for an email address, create a pop-up window on the site, or run a contest with a product package as the prize.

GDPR requirements in Finland mandate clear consent for email communication. Use a double opt-in method where the customer confirms their subscription via email. Store consent information and provide an easy way to unsubscribe in every message.

Content marketing attracts high-quality subscribers. Create guides, tips, or product demonstrations that are shared in exchange for contact information. Optimizing the customer journey means strategically placing email forms: on the checkout page, at the end of blog articles, and on product pages. E-commerce customers are more likely to join a list when they are already interested in your products.

What kinds of emails should an online store send to its customers?

A welcome series is the most important type of email for new subscribers. Send a 3-5 email series over the course of a week: introduce your company, share your best products, and tell your brand story. This digital marketing creates a strong foundation for customer relationships.

Abandoned cart reminders are the most effective sales-boosting messages. Send three messages: the first 1 hour after cart abandonment, the second after 24 hours with an added incentive, and the third after a week. Product recommendations are based on purchase history and browsing behavior.

Seasonal messages leverage holidays and special offers. Newsletters share valuable content regularly. Personalization is key to success – use the customer's name, recommend products based on past purchases, and segment your list by interests. eCommerce email communication works best when it feels personal and relevant to each recipient.

A successful email marketing campaign for an online store combines the right tools, a high-quality email list, and diverse content. Start small, test different approaches, and develop your strategy based on customer feedback. Email marketing is a long-term effort that rewards consistency and a customer-centric approach.