Key takeaways
- An email list gives you a direct contact channel, with costs for software, content and management.
- Collect registrations with a discount or useful content.
- Email regularly with offers, tips and new products.
- Compare email and advertising by costs and measurable results in your own store; neither is a universal winner.
Build your email list around a clear reason to subscribe, such as useful advice, new products or a relevant offer. Explain what subscribers will receive and how often you will write. Follow up with a welcome message and useful emails, making consent and a straightforward unsubscribe option part of the process.
What email can add to your marketing
- You manage the list within the applicable consent and rules. You also depend on your email provider, spam filters and address deliverability.
- It's personal. An email lands in someone's inbox, not in a busy feed.
- It brings customers back. Most visitors do not buy on the first visit; email can invite them to return.
- Budget for email software, content and list management. Compare these costs with actual orders rather than assuming email is cheaper than advertising.
A subscription enables follow-up contact within the agreed purposes. Delivery, opening and repeat purchasing are not guaranteed; respect unsubscribes.
How do you collect addresses?
Write the promise first: “Receive monthly care tips for your leather bag and news about our collection.” Put frequency beside the form and document the consent you retain. A discount makes sense only when its conditions and costs are manageable.
- Welcome discount via a pop-up — for example, “10% discount on your first order”, if the offer fits your margin. Test the timing and placement of a signup form; a pop-up is not always the most effective or usable option.
- Sign up at checkout — allow customers to sign up for your emails during ordering, with their permission.
- Give away something valuable — a guide, a discount code, or early access to a new collection.
- Via your social media and your blog — refer to your registration from your Instagram and your blog articles.
What do you send to your list?
A list without emails is worthless. The basis for a webshop:
- A welcome email (or series) — immediately after registration, with the promised discount and your story.
- A newsletter — new products, promotions, tips. Not too often, but regularly.
- Abandoned-cart emails — a possible reminder where you may lawfully send it. Measure costs, delivery and orders; strong conversion is not assured. See also: how to recover an abandoned cart.
- Customer emails after purchase — thank you, care, a request for a review or a repeat purchase.
Marketing tools can automate these messages. Check setup, consent, triggers, unsubscribes and content. Assign responsibility for errors and changes; automated sequences also require maintenance.
Stick to the rules (GDPR)
Consent is the main rule for digital advertising. An exception can apply under conditions to your own similar products offered to existing customers. Explain data use clearly and provide an easy opt-out. Check the Dutch Data Protection Authority guidance before activating a mailing or automated series.
From list to sale
Give each message one main job, such as leather-care advice with a relevant product link. Record deliveries, unique clicks, unsubscribes and relevant orders. Compare similar earlier messages and include creation time. High opens alone do not justify sending more often.
Common mistakes
- Only start email when you “have time” — start with your first visitor.
- Just ask for registration without giving anything in return.
- Buying lists instead of building them organically.
- Only sending sales emails, which causes people to unsubscribe.
Frequently asked questions
How does email differ from social media?
You can email subscribers directly within the applicable rules. That does not guarantee delivery or reach: addresses may fail and messages may land in spam or remain unread.
How do I get people on my list?
Give a reason: a welcome discount via a pop-up, an opt-in at checkout, or to give away something valuable.
How often should I email?
Regularly but not too often — for example every other week or a few times a month. Alternate value with offers.
Can I just email my customers?
Not indiscriminately. Check consent or the applicable existing-customer exception, the purpose for which you obtained the address and a working opt-out. An order does not give unlimited permission for marketing emails.
What is an abandoned cart email?
A possible reminder about products left in a basket. First check whether sending it is lawful, test the content and measure actual results; high conversion is not guaranteed.
Get started
Start with one clear sign-up and relevant welcome message. Test form, confirmation and unsubscribe. Use questions and clicks to choose the next message. Add an automated sales sequence only after reviewing content, permission, stopping rules and costs. See also: step-by-step plan to start an online store
