Marketing for E-commerce Stores

This workbook turns the course into a working marketing operation for your own store. You will model your real unit economics and breakeven ROAS, structure a prospecting-and-retargeting paid funnel across Meta, TikTok and Google Shopping, stand up the core email and SMS retention flows and the list that feeds them, run a tracked influencer gifting programme, and lift average order value and repeat-purchase rate against a measured 90-day calendar. Work through one section per course module, then use the action plan and the editable spreadsheets to keep your acquisition profitable and your lifetime value rising. The templates leave every total and calculated cell blank for you to fill, so the numbers are always yours.

Model your store's real unit economics and breakeven ROAS so every later marketing decision is judged against profit, not revenue.

Pull a recent representative period from Shopify or your platform (avoid an unusual sale month) and work out the true cost of one order, not the revenue. Use your real figures, not estimates, and do the subtraction by hand so you understand where the margin goes. The point is to see whether the marketing math currently closes.

Record the inputs and the figures you derive from them so you have one honest model to judge every decision against. Fill each input with your real value; calculate and write the derived figures yourself, and leave any cell blank until you have the number.

Build a prospecting-and-retargeting paid funnel across the three channels that drive most e-commerce sales, judged against your breakeven ROAS.

Plan the data layer and the campaign structure before you spend, because Meta optimising on bad data wastes budget. Map your audiences and decide your budget split. Confirm the tracking is actually firing before launching.

Plan each channel's role, setup and target so they work as one funnel rather than competing. Fill each field with your decisions; leave any result or actual-ROAS column blank until campaigns have run.

Treat the product feed as the campaign, because in Shopping your data is your targeting. Pick your ten best-selling products and rewrite their feed data to win impressions. Actually edit them in your store or feed tool, not just on paper.

Build the always-on email and SMS flows that earn the majority of email revenue, and grow a compliant list you own.

Stand up the automated sequences that earn around the clock, in the order that pays. Choose an e-commerce-native tool (Klaviyo, Omnisend, Drip) so flows can use real store data. Map the timing and content of each flow specifically, not vaguely.

Document each core flow so it can be built and maintained. Fill the trigger, message sequence and timing for each; leave any performance column blank until the flow has run.

Record every place you capture subscribers and confirm you are compliant and deliverable. Fill each field with your actual setup so no capture point is missed and no rule is broken.

Run a tracked influencer gifting programme, raise average order value, and engineer repeat purchases against a measured 90-day plan.

Plan a single gifting partnership end to end so it produces performing content and you can prove whether it worked. Favour micro-creators on fit and engagement over follower count. Make it specific enough to send today, including the tracking and disclosure.

Pick the average-order-value tactics that fit your products and model the trade-off so you raise profit, not just the headline number. Set up at least one on-store this week. Check each lever against contribution margin, not revenue.

Turn the whole operation into one coordinated quarterly rhythm with named owners. Fill the owner, timing and target for each; leave any actual-result or rate columns blank to complete as the quarter runs.