Email marketing for online stores: step-by-step implementation



Email marketing helps to automate many online sales processes: informing about new products, transaction notifications,
cart abandonment reminders and sales mailings.

In this article you will learn how to build right email marketing for your online store and using examples of SendPulse
experts you will see how to use it effectively.

First step: preparation
Second step: gathering subscribers
Step three: set up transactional mailing lists
Step four: set up auto-links
Mailing lists useful for business

First step: preparation
It’s important to understand that it’s impossible to send newsletters without technical settings, because they will end up in “Spam”.
In order to prevent your newsletters from going straight to that folder, you need to take into account all the points described below.

Create e-mail on corporate domain
Include a corporate e-mail account for your online store rather than a regular one from Gmail,, Yandex, etc.
Bulk mail from ordinary mail clients automatically goes to “Spam”.

Set up authentication
Before sending mass mailings it is recommended to configure the authentication, namely DKIM, SPF and DMARC settings.
They indicate to mail servers the authenticity of the sender and bind your domain to the mailing.

Connecting these parameters most often entrusted to the technical administrator,
because they need to be prescribed in the settings of the domain of the site.

Warming up the domain
To avoid getting into “Spam” after the first mailings, it is desirable to warm up the domain: start with small shipments –
from 300 recipients, check the percentage of openings and transitions. If all is well, gradually increase the number of recipients.

Validate the base
Validation – the process of cleaning the address book from the non-existent, blocked and inactive addresses, as well as spam traps.
If you already have a database of subscribers, but have not worked with it, validate it first.

Reactivate Database
Reactivation is about restoring communication with subscribers who haven’t opened a newsletter in a while.
It helps to weed out inactive subscribers and leave only interested ones.

Send a mailing to a validated database and offer subscribers, for example,
to fill out a short questionnaire and leave their impression of the interaction
with the store and in return give them a discount on their next purchase.
This way you’ll remind them of yourself and encourage them to make a new purchase.
Those who opened the email and clicked on the links can be redirected to a new address book and continue to send newsletters to them.
And those who haven’t opened it, are obviously no longer interested in your services or products – it’s better to remove them from your address book.

For example, the online store of Korean cosmetics for reactivation of the base offered its old subscribers
to leave feedback about the store and the quality of service. The motivation was a 20% discount.


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