The short answer
For a brand-new store, email marketing comes down to four things:
- Build a permission-based list. Only email people who asked to hear from you.
- Send a few high-value emails first. Welcome, abandoned cart and post-purchase.
- Stay legal. Follow the CAN-SPAM Act on every commercial email.
- Get delivered. Authenticate your domain and keep complaints low.
You don't need a huge list or fancy design to start. You need a handful of people who actually want your emails.
Why email matters for a new store
Social platforms decide who sees your posts, and ad costs go up and down. Your email list is different: it's a direct line to people who already showed interest in your products. The U.S. Small Business Administration lists email among the core marketing and sales channels a small business should plan for.
Step 1: Build your list the right way
Collect emails only from people who choose to give them to you. Good places to ask:
- A signup form on your homepage and footer. Say plainly what people will get, like "New drops and restock alerts, about twice a month."
- A checkbox at checkout. Leave it unchecked by default. Yahoo's sender best practices specifically warn against pre-checked opt-in boxes.
- A simple, honest incentive. A small first-order discount or free shipping code works, as long as you actually deliver it.
Never buy or scrape email lists. Those people didn't ask to hear from you, they're far more likely to mark you as spam, and that damages your ability to reach real customers.
Step 2: Set up the three emails that matter first
Before you plan newsletters, automate these:
1. The welcome email
Sent right after someone signs up. Thank them, deliver any promised discount, and tell them in one or two lines what your store is about and what to expect from your emails.
2. The abandoned-cart reminder
Sent a few hours after someone leaves items in their cart. Show the product, link straight back to the cart, and answer a likely question (shipping cost, returns). Keep it helpful, not pushy.
3. The order follow-up
Sent after delivery. Check that the order arrived, share care or usage tips, and invite an honest review. Pair this with a clear return and refund policy so customers know they're covered.
Once those run on their own, add a regular campaign, such as one email every week or two with new products, a helpful tip or a behind-the-scenes story.
Step 3: Follow the CAN-SPAM Act
In the U.S., commercial email is governed by the CAN-SPAM Act. The Federal Trade Commission's compliance guide for business sets out the main rules:
- Don't use false or misleading header information. Your "From" name and address must identify you accurately.
- Don't use deceptive subject lines. The subject must reflect what's inside.
- Identify the message as an ad when it is one.
- Include your valid physical postal address. A P.O. box or registered mailbox can qualify.
- Tell people how to opt out, clearly and easily.
- Honor opt-out requests promptly. The FTC guide says within 10 business days.
- Watch what others do for you. You're still responsible if an agency or app sends email on your behalf.
The FTC notes that each separate email in violation can bring significant penalties, so treat these rules as non-negotiable.
Step 4: Make sure your email reaches the inbox
Gmail and Yahoo now set clear expectations for senders. Google's email sender guidelines and Yahoo's best practices both ask you to:
- Authenticate your domain with SPF and DKIM, and publish a DMARC policy.
- Send from your own domain (like hello@yourstore.com), not a free webmail address.
- Support easy unsubscribe, including one-click unsubscribe for marketing mail.
- Keep your spam complaint rate below 0.3%.
Most email tools walk you through adding the DNS records for SPF, DKIM and DMARC. It's a one-time setup, and it's worth doing before your first send. If you haven't picked a domain yet, see our guide on choosing a domain name for your store.
Step 5: Write emails people want to open
- One goal per email. Show a new product, share a tip, or announce a sale, not all three.
- Clear, honest subject lines. "Our linen tote is back in stock" beats vague clickbait.
- Write like a person. Short paragraphs, plain words, one clear button.
- Mobile first. Many people read email on their phones, so keep images light and text readable.
- Send consistently. A steady, predictable rhythm builds trust better than bursts.
What to measure
Start simple. Track how many people sign up, how many unsubscribe, how many click, and how many orders come from email. If unsubscribes or complaints rise, send less often or make your emails more useful.
Getting started with Newcomer
Newcomer builds your store with signup forms and checkout ready to go, so you can start collecting customers from day one. Create your store free and pair it with our guide to getting your first 100 customers.
Related reading:
Questions, answered.
How many subscribers do I need before I start sending emails?
None. Set up your welcome, abandoned-cart and order follow-up emails right away so every new subscriber and customer gets them automatically, then add regular campaigns as your list grows.
Can I email customers who bought from me but didn't subscribe?
You can send transactional emails such as order confirmations and shipping updates. For marketing emails, the safest practice is to ask for permission, for example with an unchecked opt-in box at checkout, and every commercial email must follow CAN-SPAM rules.
What does an email need to comply with CAN-SPAM?
According to the FTC, accurate sender information, a subject line that isn't deceptive, identification as an ad where applicable, your valid physical postal address, a clear way to opt out, and honoring opt-outs within 10 business days.
Why are my emails going to spam?
Common causes are missing SPF, DKIM or DMARC authentication, sending from a free webmail address, mailing people who didn't opt in, and high complaint rates. Google and Yahoo ask senders to keep spam complaints below 0.3%.
How often should a new store send marketing emails?
There's no single right number. Start with a steady rhythm you can keep, such as every week or two, and adjust based on unsubscribes, complaints and clicks.