What to Do Before You Launch Your First E-Commerce Email Marketing Campaign

Email marketing is a lot like a good, hearty meal. A well-planned, well-executed email campaign has absolutely delicious results, and an artfully crafted message is the kind of thing that you and your readers alike will want to savor. Although in this day and age it seems like our breakneck digital pace doesn’t slow down for even a second, there are still some things that you’ll want to keep in mind before you launch that new email campaign.

Taking these steps now can save a whole lot of headache later, so it’s worth following this checklist to make sure you’ve got all the bases covered before you hit SEND!

Be Clear About Why You’re Sending This Message

I can almost hear you saying, “I’m sending this message to increase sales, duh!” But what we mean by that is more-so why your recipients need to know about it, and why now. Is it a limited time offer? A special promotion?

Let them know up-front why you’re sending it before you even get to the products. From that text alone, your prospect will decide whether or not your message is worth reading, or sending straight to the circular file.

Stay Safe with CAN-SPAM

If you’re based in the USA, you’ll want to be sure that your message complies with CAN-SPAM regulations, namely that every message:

  • Contains an unsubscribe link
  • Unsubscribes the user within 10 business days of their request (however it’s recommended that you do it right away)
  • Include a physical address

If you’re in a different country, you may have other, similar laws or regulations to abide by, so be sure you’re aware of them and follow them to avoid having to pay big fines for breaking them!

Turn Off Images

This might sound counterintuitive, especially for an e-commerce company, but remember that many of your users will be viewing your email on their mobile phones or on their computers with images turned off. That means those beautiful photos that you so painstakingly included may not even be shown at all until the user clicks through to your page.

Viewing your email without images will show you how a large swath of your user base receives your messages, so be sure that your email looks good even with a minimal layout. This goes double for the call to action button (which may be hidden as well). You do have a call-to-action link as well, don’t you?

Make it Easy to Adjust Preferences

This is a big one. Most businesses approach email marketing as if users are either subscribed or unsubscribed. However, it’s entirely possible that users simply want to lessen (or increase) the amount of emails they receive from you.

In that case, make it easy for them to adjust their preferences. Maybe they only want to know about new sales announcements, or they’re only interested in women’s fashion, or they’re keen on back-to-school discounts. Giving them more choices shows that you respect their time, and also helps build up your credibility and that all-important business relationship with your customers.

Sending Test Emails

Before sending out your email campaigns to your prospects, make sure you send yourself a test email so you can double check that you’ve got everything setup correctly. It is way better to be extra careful than to quickly send then out as this might hurt your brand in more ways than one.

Pro tip: use this blog as a checklist when double checking your test email!


People often wonder when the best time to send an email is. If you’ve always heard that it’s “Tuesday morning”– why not test and find out what works for your target audience? Every prospect is different and that may not be a huge revelation here. But keep in mind that time and day of sending is only one of the many things that you can test, including:

  • Subject line
  • Offer
  • Personalization (or not)
  • Free shipping (this is a GREAT one to test)
  • And much more

Your email service provider should make it easy and straightforward for you to conduct split tests (also called A/B tests) with your emails so that you can see how one small change affects the number of opens and click-through rates.

As you can see, there are several steps you’ll want to keep in mind and check before sending out your email campaigns. And should you need help at any stage of the process, or you want to create a competitive email marketing strategy to reach your conversion rates, our senior advertising professionals here at Workdom are here to help you take the next step with confidence.

Contact us today for any help you might need with your email marketing strategy, e-commerce business promotions, campaign creations and much more. We’re ready to help you grow your business further!


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Disclaimer: This post is for general information purposes only. It does not constitute investment advice or a recommendation or solicitation to buy or sell any investment and should not be used in the evaluation of the merits of making any investment decision. It should not be relied upon for accounting, legal or tax advice or investment recommendations. This post reflects the current opinions of the authors and is not made on behalf of Workdom or its affiliates and does not necessarily reflect the opinions of Workdom, its affiliates or individuals associated with Workdom. The opinions reflected herein are subject to change without being updated.