Email Marketing for New Stores: When to DIY, When to Hire an Agency, and How EShopSet Helps You Scale

Starting a new online shop is exhilarating, but it also means wearing many hats. From product creation to order fulfillment, every aspect demands your attention. One of the first marketing areas that often pops up is email, and for good reason – it’s a powerhouse for customer retention and sales. But if you’re just getting started, the world of email marketing agencies can feel like a labyrinth.

That’s exactly what one store owner, selling handmade leather goods, recently voiced in a community discussion. With just 80 subscribers, they felt lost trying to figure out if they needed an agency, what kind, and what to budget. This dilemma is incredibly common: you know email is important, but you’re not an expert, and the options for help are overwhelming. Should you go full-service from day one, or try to DIY it? Let's dive into what the ecommerce community had to say, and how EShopSet can support your journey.

The Community Weighs In: DIY First, Almost Always

The overwhelming consensus from experienced merchants was clear: for a small list of 80 subscribers, an email marketing agency is likely overkill and a financial drain. As one community member put it, “You won’t make money on 80 subscribers at least enough to pay an agency.” Another echoed this, stating, “I find it hard to imagine that you could monetize 80 subscribers enough to cover the cost of an agency.”

Many advised the original poster to embrace the DIY approach initially. “Just do it yourself,” suggested one respondent, adding, “you will learn also along the way how it should be done giving you the skill to offload it later when it’s more needed to delegate it.” This sentiment highlights the dual benefit of DIY: saving money and building invaluable foundational knowledge.

Why Agencies Aren't for Tiny Lists (Yet)

It boils down to data and cost-effectiveness. Agencies thrive on optimizing campaigns with sufficient data to analyze and iterate upon. With only 80 subscribers, there simply isn't enough volume for an agency to truly leverage their expertise. You'd be paying for sophisticated strategies that can't be effectively tested or scaled with such a small audience. As a community member wisely noted, “Agencies tend to shine once you have enough data to optimize. With a small list, you're often paying for expertise that can't really be leveraged yet because there just isn't enough volume.”

For a new store, every dollar counts. Investing in an agency too early could lead to a negative ROI, diverting crucial funds from other areas like product development or initial advertising to grow your audience. The goal is to build a solid foundation first.

Building Your Email Marketing Foundation: The DIY Approach

So, if an agency isn't the answer yet, what should a new store owner do? The DIY approach is not only feasible but highly recommended. Here’s how to get started:

• Choose a Cost-Effective Platform: Opt for platforms like Mailchimp, Klaviyo (which has a generous free tier for small lists), or Sendinblue. These platforms offer user-friendly interfaces and templates, making it easy to design professional-looking emails without coding knowledge.
• Set Up Essential Automations: Start with the basics. A welcome series for new subscribers is crucial – introduce your brand, share your story, and offer a small discount. An abandoned cart flow can recover lost sales. Post-purchase emails can encourage reviews and repeat business. These automated workflows run in the background, generating revenue while you focus on other tasks.
• Content Strategy: Don't overthink it. Share product updates, behind-the-scenes glimpses of your craft, customer testimonials, or educational content related to your products. Authenticity resonates. Leveraging AI tools can even help you brainstorm campaign ideas and draft compelling copy, saving you time and overcoming writer's block.
• Learn and Iterate: Email marketing is an ongoing learning process. Pay attention to your open rates, click-through rates, and conversion rates. What subject lines perform best? What kind of content gets the most engagement? Use these insights to refine your strategy over time.

By taking the reins yourself, you gain invaluable insights into your audience's preferences and build a strong understanding of email marketing principles. This knowledge will be crucial when you eventually scale.

When to Consider an Agency: Scaling Your Email Efforts

There comes a point when your email list grows, your revenue from email becomes significant, and your time becomes too valuable to manage every campaign yourself. This is when an email marketing agency truly shines. Consider an agency when:

• Your email list reaches several thousand subscribers, providing enough data for advanced segmentation and A/B testing.
• Email marketing consistently contributes a significant percentage (e.g., 15-20%) of your monthly sales.
• You're ready to implement complex funnels, advanced personalization, or integrate email with other marketing channels like SMS.
• You need expert insights into deliverability, compliance, and advanced analytics that go beyond basic reporting.

At this stage, an agency can optimize your existing flows, develop new strategies, and ensure your email program is maximizing its potential. Just remember, as one community member advised, “A lot comes down to finding one that understands the business instead of just promising bigger numbers.” Look for agencies with a proven track record in ecommerce and a clear understanding of your niche.

Beyond Email: Holistic Store Operations with EShopSet

While you're diligently building your email marketing prowess, it's crucial not to neglect the operational backbone of your online store. A fantastic email campaign is only as good as the store it leads to. This is where EShopSet comes in.

EShopSet is an apps-first commerce operations bundle designed to help store owners like you manage critical aspects of your business across platforms like Shopify, WooCommerce, Magento, Wix, BigCommerce, or PrestaShop. While EShopSet doesn't offer email marketing apps directly, its suite of operational tools frees up your time and ensures your store is always running optimally, allowing you to focus on growth initiatives like email marketing.

Imagine knowing your store is always up and running, your inventory is perfectly synced, and your SEO is being monitored without constant manual checks. EShopSet provides essential apps for:

• Store Monitoring: Get a Magento store down alert or notifications for other platforms, ensuring you're the first to know about critical issues. This proactive monitoring prevents lost sales and protects your brand reputation.
• SEO and Performance: Keep an eye on your search visibility with a serp position monitor shop app, ensuring your products are discoverable. Optimize page speed and user experience, which are vital for converting traffic from your email campaigns.
• Catalog and Inventory Management: For growing businesses, especially those with multiple sales channels, an app for multi store inventory sync is invaluable. It prevents overselling and ensures accurate stock levels across all your storefronts.
• Security and Backups: Protect your valuable store data with robust backup and security apps.

By leveraging EShopSet's comprehensive suite of operational apps, you can confidently manage the complexities of your ecommerce business. This allows you to dedicate your energy to strategic marketing efforts like email, knowing that the foundational elements of your store are robust and well-managed. Explore how EShopSet can streamline your operations at eshopset.com/apps/.

Conclusion

For new online store owners, the path to successful email marketing begins with a DIY approach. Build your list, learn the ropes, and establish foundational automations. As your business grows and your email program matures, then strategically consider partnering with an agency to scale your efforts. Throughout this journey, remember that efficient store operations are paramount. Tools like EShopSet provide the essential operational support – from monitoring to inventory sync – ensuring your store is always ready to convert the traffic generated by your diligent email marketing, allowing you to focus on what you do best: growing your business.