The highest-return channel for most shops, and the most neglected.
BUILDING A LIST
Offer something in return for an address: a discount on a first order, early access, a useful guide.
Ask at checkout, with a clear tick box rather than a pre-ticked one. Never buy a list. It converts badly, damages your sending reputation, and breaches most rules.
WHAT TO SEND
New products A genuine offer, occasionally Useful content related to what you sell Restock notifications for products people asked about
HOW OFTEN
Once or twice a month for most shops. More and unsubscribes rise; less and people forget who you are.
THE PLATFORM
Use a dedicated provider: Brevo, Mailchimp, SendGrid. Not hosting mail, which has sending limits and no unsubscribe handling.
Add their SPF and DKIM records so your campaigns authenticate.
THE ONES THAT EARN MOST
Abandoned cart emails and post-purchase follow-ups. Both are automated, both are triggered by behaviour, and both consistently outperform broadcast campaigns.
