Email and newsletters

An email list is the one audience an algorithm cannot take away from you. Your store already collects the addresses, so the only real decision is what to send. This guide covers collecting emails, choosing a platform and what to send.

Collecting emails

Your store has a built-in newsletter signup. Every store has a Newsletter page with a signup form, plus a signup form in the footer, which is on by default. Visitors enter only their email address, and each signup appears as a user at Users > All Users.

You can also add a Newsletter Signup section to a page. It is a button that takes visitors to your Newsletter page, not a form of its own.

Leave the footer form switched on, even if you have nothing to send yet. You can check it at Design > Design Options, on the Footer tab (Show Footer Newsletter). The list grows in the background from the traffic you are already getting, and by the time you want to write something there is somebody to write to.

Why a list is worth having

A visitor who arrives from a search and leaves is gone. A subscriber can be brought back whenever you have something good: a new guide, a seasonal deal, a product worth knowing about.

Subscribers are also your most engaged audience. They chose to hear from you, which makes them far more likely to click your affiliate links than a passing visitor.

Choosing a platform

The built-in signup is enough to start. When you want templates, scheduling, automation and analytics, move your subscribers across to an email platform. All of these have a free tier that covers a small list:

• Mailchimp. Easy to start with and good templates.
• MailerLite. Strong automation for the price.
• Kit (previously ConvertKit). Built for creators, excellent for email sequences.
• Brevo (previously Sendinblue). Generous free tier, and handles transactional email too.

To move your subscribers, export them at Tools > Data > Exporter. The Users export has each email address with its newsletter opt-in.

Giving people a reason to subscribe

"Subscribe to our newsletter" converts badly because it asks for something and offers nothing. Be specific:

• Lead magnets. Something free in exchange for the address: a buying guide, a checklist, a comparison chart. "Get our free Pressure Cooker Recipe Guide" will beat a generic signup box every time. Delivering the download needs your email platform's form.
• Content teasers. Exclusive content, early access to deals, or a weekly round-up of the best products.
• Exit intent popups. Shown as a visitor is about to leave.
• Giveaways. Make subscribing one of the entry methods.

What to send

Send things people want to read, not a stream of offers. A good mix is new articles and guides from your store, product roundups such as "Top 5 products this month", deals from your affiliate merchants, tips related to your niche, and your own recommendations and reviews.

Your store's articles are the easy half of that: a short intro and a link to something you already published makes a perfectly good newsletter. Monthly is a fine place to start, and you can always send more often once you enjoy it.

Staying legal

Keep the signup switched on. It is the one thing here that pays you back for doing nothing else.