Ads buy attention from strangers. Email talks to people who have already bought from you or asked to hear from you. That is why the return per send is higher than almost anything else a small shop does, and why it holds up when ad costs move.
Most shops I look at already have the list. It has just never been used properly: one newsletter a quarter, no flows, no segmentation, and no idea which emails earned anything.
Campaigns earn once, on the day you press send. Flows are built once and then run on their own: the basket reminder at 6am, the welcome email the minute someone joins, the reorder nudge the week they usually run out.
That is the difference between a shop that sells when you post and a shop where people come back without being chased. The five flows worth building, in order, are in the ecommerce guide.
Followers and marketplace buyers belong to the platform. Change the algorithm or the fee structure and your reach changes with it. An email list moves with you, and it keeps working if you switch platform, site or sales channel.
If most of your sales come through a marketplace, the list is the only asset that cannot be taken away. That case is made in full in the marketplace sellers guide.
Every send is a small piece of research. Which product got clicked, which segment bought, which subject line got ignored. Over a few months that stops being guesswork and starts being a plan for what to stock and what to promote.
What to report on has changed, though. Open rate no longer measures anything useful, and the reasons are set out in what changed in the inbox.
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Two flows. Between them they usually account for the majority of automated revenue in a small shop.
Two to four sends a month beats a burst of daily emails followed by six months of silence. The rhythm question is covered in the small business guide.
Revenue per recipient and repeat purchase rate. Not opens. The monthly reporting I run is described on the pricing page.
Yes, and it is the cheapest time to set it up properly. Flows built at 400 subscribers keep earning at 4,000 with no extra work.
Flows usually start returning within the first month because they trigger on behaviour that is already happening. Campaign performance takes two or three months to read properly.
Usually not. I build in twelve platforms and the order of work matters more than the tool.
Single items start at £50, with bundles for ongoing work. Full detail on the pricing page.