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Every dirham you spend on Facebook ads reaches people who don't know you and may never buy. Every email you send reaches people who asked to hear from you. That fundamental difference explains why email marketing delivers an average ROI of 4,200% — higher than any other digital marketing channel — and why the merchants growing fastest on Shopium are the ones investing in their email lists.
This guide covers everything you need to get started, even if you've never sent a marketing email before.
Step 1: Build Your List
You can't send emails without subscribers. The good news: you probably already have the foundation of a list — your past customers. Their email addresses are in your Shopium order management dashboard. These are your most valuable subscribers because they've already bought from you and trusted you with a delivery.
- Import past customer emails into Shopium's marketing tool immediately — this is your warmest audience
- Add a newsletter signup to your store homepage — offer a discount (10 DT off first order, free delivery, etc.) in exchange for an email address
- Collect emails at checkout — Shopium's checkout includes an optional newsletter opt-in. Enable it.
- Promote your newsletter on social media — "Join 2,000+ customers for exclusive deals" drives signups
Step 2: Set Up Your Essential Automations
Automations are emails that send automatically based on customer actions. They require a one-time setup and then work for you indefinitely. These are the four you need from day one:
Order Confirmation
Sent immediately after a customer places an order. Confirms their purchase details, sets delivery expectations, and reduces "did my order go through?" support messages. Also the best moment to upsell a related product.
Abandoned Cart Recovery
Sent to customers who added products to their cart but didn't complete the purchase. This is the single highest-ROI automation available — recovering 10–15% of abandoned carts with zero ongoing effort.
Post-Purchase Follow-Up
Sent 7 days after delivery. Asks for a review, offers a discount on their next order, and introduces related products. Converts first-time buyers into repeat customers — the most valuable segment in any store.
Win-Back Campaign
Sent to customers who haven't purchased in 60+ days. A simple "We miss you" email with a personal discount code reactivates a meaningful percentage of dormant customers at near-zero cost.
Step 3: Regular Campaigns
Beyond automations, sending regular campaigns to your full list keeps your brand top of mind and drives consistent repeat purchases. The merchants with the strongest email revenue send 2–4 campaigns per month. Content ideas that work well in Tunisia:
- New arrivals announcement — "5 new products just landed. Here's what you need to see."
- Weekend flash sale — limited-time offers (48 hours) create genuine urgency and drive immediate purchases
- Product spotlight — a deep dive on one product: how it works, who it's for, customer reviews
- Seasonal promotions — Ramadan, Aïd, school season, summer — Tunisian shoppers respond strongly to culturally relevant timing
Writing Emails That Get Opened and Clicked
- Subject line is everything — 47% of emails are opened or ignored based on the subject line alone. Keep it under 50 characters, be specific, and create curiosity or urgency.
- One clear call to action — every email should ask the reader to do exactly one thing: shop the sale, view the new collection, claim the discount. Multiple CTAs reduce clicks on all of them.
- Write like a person — "Hey [name], we just got something you'll love" outperforms formal marketing copy consistently
- Mobile preview — over 80% of Tunisian subscribers open email on mobile. Check how your email looks on a phone before sending.
Email marketing is the one channel that gets more valuable the longer you invest in it. Every customer who joins your list is an asset that compounds — they can buy from you this month, next month, and next year, all without spending another dinar on acquisition.