Email is one of the cheapest ways to bring customers back. You own your list, messages reach people directly, and automated emails keep selling long after you set them up. For online stores it often becomes one of the most profitable channels.
In short: build a list of people who agreed to hear from you, and set up a few automatic emails first. Send useful campaigns two to four times a month. Measure clicks and sales, not just opens.
Building your email list
- Website sign-up forms: offer something useful in return, such as a guide, discount or checklist.
- At checkout and booking: ask customers if they want updates and offers.
- At the counter: a QR code or a question at billing works well for shops and clinics.
- From social media: link to a sign-up page from your bio.
Never buy email lists. They damage your sender reputation, break privacy rules and rarely bring customers. Clean existing lists with our email list cleaner.
Choosing a platform
Popular options include Brevo, Mailchimp and Klaviyo. Most have free or low-cost plans for small lists. Choose based on list size, automation needs and whether you run an online store. Klaviyo is popular with Shopify stores, and Brevo suits many service businesses.
Getting into the inbox
- Send from your own domain, not a free Gmail address.
- Set up domain authentication (SPF, DKIM and DMARC) in your platform.
- Email only people who agreed to hear from you, and make unsubscribing easy.
- Remove addresses that bounce or never open.
Automated emails to set up first
| When it sends | Purpose | |
|---|---|---|
| Welcome | Right after sign-up | Introduce your business and set expectations |
| Lead follow-up | Days after an enquiry | Answer questions and build trust |
| Abandoned cart | Hours after a cart is left | Recover lost sales |
| Review request | After a purchase or visit | Earn reviews |
| Win-back | Months after the last purchase | Bring lapsed customers back |
Campaigns people open
- Subject line: 30 to 60 characters, specific and honest. Test it with our subject line checker.
- Preview text: a second line that adds to the subject.
- Useful first: tips, news or guides, then one clear offer or action.
- Mobile-friendly design: short paragraphs and one big button.
- Consistent schedule: two to four campaigns a month suits most businesses.
Segmentation
Send different messages to different groups: new leads, first-time customers, regulars and lapsed customers. Relevant emails get more clicks and fewer unsubscribes.
Measuring results
Track delivery rate, open rate, click rate, unsubscribes and, most importantly, enquiries and sales. Our email metrics calculator and email revenue calculator help you see what your list is worth.
Email and WhatsApp together
Many Indian customers read WhatsApp faster than email. Use email for detailed content and receipts, and WhatsApp for urgent reminders and quick offers, sent only to people who opted in.
Common mistakes
- Buying lists or emailing people who never agreed.
- Sending from a free email address.
- Only sending discounts.
- No automation, so every email is sent by hand.
- Judging success by opens alone.
Your email marketing checklist
| Set up once | Every campaign | Every month |
|---|---|---|
| Authenticate your domain | Check subject and preview text | Review clicks and sales |
| Add sign-up forms | One clear action | Clean bounced addresses |
| Set up welcome and follow-up emails | Test on mobile | Plan next month’s campaigns |
See our email marketing service and the cost guide.