Email marketing can be incredibly rewarding for brands. There’s a lot of nuance involved in setting up regular email campaigns and automated flows, and we could chat EDM strategy all day if given the chance. Here’s a checklist for anyone just starting out in the world of email marketing.

Choose A Scheduling Platform

First, you’ll have to use some form of email scheduling software to manage the design and delivery of your marketing emails.

In our opinion, the best email marketing platforms are Mailchimp and Klaviyo. They both feature a user-friendly interface that makes it easy to: schedule campaigns, target specific audience lists, set up automations, and analyse data. Plus, you can edit hundreds of templates to design visually appealing emails.

You can also set up automated campaigns directly through your website host, like Shopify or Squarespace — more on that later. Whether you choose to schedule EDMs directly through your website host or use a third party, setting up your database is the first step.

Start With A Simple Signup Process

Building a subscriber list is your first priority when it comes to email marketing. Make it easy for people to sign up to your mailing list with a clear and simple form on your website. You should also include a subscription link in your social media bio, to cover all bases.

If you’re noticing a lack in subscriptions, check that your sign-up forms are easily accessible. Also make sure that you convey the value of your emails — maybe it’s the promise of a discount, or a breakdown of what they can expect (exciting announcements? insider access? interesting newsletters?).

Tip: Ask for only the essential information (like name and email) to avoid scaring off potential subscribers who are concerned about data sharing and privacy. Don’t be afraid to add some personality! Here’s an example:

Welcome New Subscribers

Now, check that you have a welcome series set up for new subscribers. A welcome series is a collection of emails sent automatically to any new subscribers. It’s your chance to make a great first impression, introduce your brand, and nurture leads.

You can use your emailing platform to set this up — it’s usually called an ‘automation’ or ‘flow’. Most platforms have a super easy set-up process, where you can choose from a bunch of predesigned templates and just edit copy or layout.

We suggest building at least two emails in a welcome series;

An initial hello, thanking them for subscribing (sent immediately)
A secondary follow-up to get to know you, your brand, or products better (sent a week later)

Some additional emails could include:

A discount of offer (great to add to your initial welcome)
A helpful resource (three facts about your product, a blog article, FAQs…)
Cross promotion to your social media accounts
A bestsellers list
Customer testimonials or reviews

Set Up Your Essential Flows

Aside from your welcome series, there are at least two other email flows you should set up: one for anyone who’s abandoned their cart, and another for anyone who’s made a purchase

Abandoned Cart

Anyone who’s added an item to their cart is called a hot lead. They’re super interested in your offerings, and were almost converted, but something presented as a barrier at checkout. Often, it’s pricing or lack of delivery options. Your abandoned cart flow could look like this:

Email 1: Reminder of the abandoned items.
Email 2: Offer a discount or incentive.
Email 3: Urgency reminder (limited stock, sale ending soon).

Post Purchase

The marketing funnel doesn’t end with a purchase. A post-purchase flow is vital to drum up returning customers, or to get more engagement out of your buyers beyond a sale. An example of a post-purchase email flow:

Email 1: Order confirmation and thank you.
Email 2: Shipping information and tracking.
Email 3: Product care tips, related product suggestions, or request for a product review.

Plan Your Newsletters

Once all of the above is crossed off your list, you’re ready to come up with a schedule for regular newsletters — we think 1-3 times a month is a great starting point. Unlike the an automated flow, the content of a newsletter changes each time you send it. A newsletter’s purpose is to keep your audience engaged. Brand news and updates, special announcements, featured blog posts, tips and inspiration… Get creative!

For example, a clothing brand might create EDM edits based on the latest fashion trends. A food store might send you recipe ideas highlighting their products, while restaurants will often remind you to book a table for an upcoming seasonal event.

Use Engaging Subject Lines

If you have low email open rates, it could be because your subject lines and pre-headers aren’t working. These are your first and maybe only chance to engage your audience and convince them to keep reading. Here are three tips to nail your subject lines:

Keep it between 30 and 50 characters
Do NOT write subject lines in all caps.
Use contractions and simple language so the reader can digest it in an instant. You can get fancier in the body content.
Use you/your. It’s still considered a best practice to address readers directly.
Be specific without giving away the entire plot (easier said than done).

Want a cheat sheet with over 285 ready-to-use email subject lines and pre-headers, plus tips and tricks on writing your own? We’ve got you.

Write Like a Human, Not a Marketer

Pretend you’re speaking directly to your subscriber, face to face. If your tone of voice is a little more formal, it’s still recommended to avoid jargon and overly promotional language.

On average, people only spend 10 seconds reading a marketing email. Make it engaging and easy to understand, and they might stick around longer! It also creates more of a relationship with subscribers. People are seeking authentic consumer experiences now more than ever; rewarding relatable brands with their loyalty.

Make Your CTAs Count

Include at least one important CTA (call to action) visible at a first glance. If your reader only spends seconds reading your email, you want it to be as easy as possible for them to take further action. Don’t bury all your links at the end of your email.

Common call to actions are ‘Shop Now’, ‘Learn More’ and ‘Contact Us’ — but feel free to get creative. Your CTA should lead readers to a destination where they can continue the customer journey with either a purchase or enquiry.

Tip: On the subject of CTAs, a button is better than a hyperlink as it’s more visible.

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Consider this your starter kit for email marketing; the basics of your budding strategy. While this only scratches the surface, these tips will set you up for success with your marketing emails.

The Email Marketing Checklist