Automation that
builds revenue

What is email marketing?

Email marketing is using email to create sales and relationships. It covers two things: campaigns, the newsletters you send out yourself, and flows, automated emails triggered by an action. For a webshop, email marketing is one of the most overlooked gold mines, because it speaks to people who already know you.

What makes email special is ownership. Where you rent space from Google and Meta, you own your email list outright. No algorithm sits between you and your customer. The key concepts are open rate (how many open the email), click rate (how many click through), segmentation (sending the right thing to the right person) and flows (the automated sequences). I work primarily in Klaviyo, because it ties the webshop's data together with the email.

The channel you own

Every other channel is rented ground. Google can change its algorithm, Meta can raise the price, and suddenly your traffic costs more. Your email list is the one thing you own outright. It speaks directly to people who have already shown interest, which makes it one of the most profitable channels a webshop can have.

Flows that sell in their sleep

The strongest thing about email is the automation. A flow is an email sequence triggered by an action that runs on its own. The most important ones are almost always the same:

• Welcome. The first impression when someone signs up. This is where the relationship and the first sale are built.
• Abandoned cart. A friendly reminder to those who were about to buy. Often the single most lucrative flow of all.
• Post-purchase. A follow-up that drives repeat sales and turns one-time buyers into regulars.
• Win-back. An attempt to revive customers who have drifted away.

Set up right, they earn money every day, long after the work is done.

This is where automation really moves the needle. With the right data, flows can now tailor content, timing and offers to the individual, and AI makes it possible to write, test and fine-tune faster than before. Email is still the foundation, but the automation layered on top is what scales the repeat sales.

Segmentation: the right email to the right person

An email to everyone is an email to no one. By segmenting on purchase behaviour, interest and how long it's been since people last bought, we can send something that feels relevant rather than like spam. Klaviyo ties the webshop's data together with the email, so we can speak to people based on what they have actually done.

The best emails aren't about selling harder. They're about making it easy and obvious to say yes. It's pure psychology, and if you want to understand the mechanisms behind it, dive into neuromarketing. The same principles also lift conversion on the webshop itself.

How it fits the whole

Email lives off the other channels. SEO and paid social fill the list with new people, and a strong brand is what makes people actually open the email. In return, email is where the whole investment pays for itself a second, third and fourth time. It's the last link in the omnichannel chain I build, and you can see the full chain at a glance in the article What is online marketing.