Email marketing guides

What to send, what order to build it in, and what it is reasonable to expect. One guide per kind of shop, plus the fundamentals underneath them, written out properly so I can send a link instead of retyping it.

By what you sell

Same channel, different starting point. Pick the one that looks most like your shop.

EcommerceEmail marketing for ecommerceThe five flows that earn, the order to build them in, and what each one is worth.Small businessEmail marketing for small businessOne list, one template, a sending rhythm you can actually keep up with.PlatformEmail marketing for Shopify storesWhat to connect, what to segment, and the data Shopify hands your email tool.SubscriptionsEmail marketing for subscription boxesOnboarding, failed payments and the flows that decide whether month four happens.TradeEmail marketing for wholesale and tradeStockist lists, reorder timing and keeping buyers ordering without discounting.MarketplacesEtsy and marketplace sellersWhat the rules allow, and how to build a list the platform cannot take away.

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Email marketing fundamentals

The arguments underneath all of it: why the channel works, what to build, and what makes a list worth emailing.

FundamentalsWhy email still converts better than anything elseIt starts warm, and the inbox sits closer to the action than any feed.AutomationThe automations every small shop should considerSix flows, in the order worth building them, and the mistakes that cost most.WelcomeThe first impression most shops wasteWhat to say in the warmest moment a subscriber will ever give you.List growthWhy list quality beats list sizePermission drives performance, and part of the work is removal.ChannelsEmail versus social mediaBorrowed attention against an audience you actually own.PerspectiveWhy email is underappreciatedIt works in private, so a neglected list is usually the cheapest growth available.

Also worth reading

DeliverabilityWhat changed in the inboxAI summaries, relevance sorting and why open rate no longer tells you anything.BasicsHow email can help your businessWhat the channel actually does for a shop, and what it is worth doing first.PlacesWhere I workLocation guides: the calendar, the postage expectations and the trading weeks that shift.

Questions shop owners ask

Straight answers to the questions that come up before anyone hires anybody.

PricingHow much does email marketing cost for a small business?Platform fees, freelancer, agency or DIY, in pounds, and what each actually buys.PlatformsKlaviyo vs Mailchimp for Shopify shopsWhich suits a small Shopify shop, where each one wins, and when to switch.CampaignsHow often should a small shop send marketing emails?A sending frequency you can keep, how to tell if it is too much, and what to cut.HiringEmail marketing freelancer vs agency: which should a small shop hire?Cost, who does the work, contracts and when each one makes sense.DeliverabilityGoogle and Yahoo sender requirements: what small shops need to doSPF, DKIM, DMARC, one-click unsubscribe and the spam rate limit, in plain English.ComplianceUK email marketing rules: PECR, UK GDPR and the soft opt-inWho you can email, what the soft opt-in allows, and what to put in every email.

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