Why email marketing is crucial for Warhammer shops

Warhammer fans are loyal customers with a high willingness to buy. However, many shops aren't leveraging their email marketing to its full potential, wasting valuable revenue. Well-designed email flows and targeted campaigns can increase sales by 20-30% without incurring additional marketing costs.

In this article, I'll show you the five biggest mistakes in email marketing for Warhammer shops and how you can easily avoid them.

Mistake #1: No or poorly optimized welcome emails

First impressions count! Many Warhammer shops miss the opportunity to engage new customers with a strong welcome email immediately after they sign up for their newsletter .

Why is this a problem?

• The first email after registration has the highest opening rate (on average over 60%).

• Missing or weak welcome emails lead to interested parties quickly losing interest.

• Shops lose sales if they don’t directly motivate customers to buy.

Solution:

• Create a welcome series of 3-5 emails that spans several days.

• Welcome new subscribers with strong added value (e.g., exclusive discount, behind-the-scenes insight, community highlights).

• Set clear calls to action (e.g., "Get 10% off your first order!").

👉 Optimized welcome emails are a key component of successful email flows. Learn more about how to use them correctly here: Email Marketing for Warhammer Shops

Mistake #2: No automated shopping cart abandonment emails

Did you know that nearly 70% of online shopping carts are abandoned ? Especially for Warhammer shops, where shopping carts often contain high-priced products, it's crucial to specifically reduce abandoned carts.

Why is this a problem?

• Customers add products to their shopping cart but do not purchase.

• Without reminders or incentives, they often do not return.

• Shops lose a lot of revenue that they could get back with a simple email.

Solution:

• Set up an automated shopping cart reminder in Klaviyo or Omnisend.

• Send personalized reminder emails after 1 hour, 24 hours and 48 hours .

• Consider offering a small discount or free shipping to encourage purchase.

👉 You can find even more strategies to increase sales here: Effective email flows for miniatures & cosplay shops

Mistake #3: Lack of segmentation and personalized offers

A major mistake many shops make is treating all customers equally. Warhammer fans expect personalized and relevant offers tailored to their interests.

Why is this a problem?

• Monotonous newsletters without relevance lead to low open rates.

• Customers do not feel addressed and unsubscribe from the newsletter.

• Lost sales potential occurs because offers are not targeted.

Solution:

• Segment your subscribers by purchase history, interests (e.g. Warhammer 40k vs. Age of Sigmar), or engagement .

• Send targeted campaigns with relevant product recommendations.

• Use dynamic content in Klaviyo or Omnisend to create personalized emails.

👉 Learn how to implement the best segmentation strategies for Shopify & Klaviyo here: Increase sales with Shopify & Klaviyo – without risk

Mistake #4: No community building via email

Warhammer thrives on a strong community – and this is precisely where a huge opportunity for email marketing lies! However, many shops use email purely as a sales channel, rather than building a loyal customer base.

Why is this a problem?

• Customers want more than just offers – they want to be part of a community.

• A lack of storytelling elements makes emails seem interchangeable.

• Without a community focus, long-term customer loyalty is lost.

Solution:

• Create regular hobby content , such as painting tips, background stories on Warhammer lore, or interviews with top painters.

• Host exclusive competitions and challenges for your newsletter subscribers.

• Build an active email community by inviting customers to share their minis or engage in forums/Discords.

Mistake #5: No systematic analysis & optimization

Many shops send emails, but do not measure which emails actually work and which do not.

Why is this a problem?

• Without testing, much sales potential remains untapped .

• Bad subject lines can ruin your open rate.

• Too many or irrelevant emails lead to high unsubscribe rates .

Solution:

• Regularly analyze your open rates, clicks, and conversions .

• Conduct A/B tests on subject lines, CTAs, and content .

• Optimize your segments and check which emails perform best.

👉 Learn how to permanently optimize your email marketing: Email Marketing for Warhammer Shops

Conclusion: Your email marketing can do more!

Email marketing is a crucial revenue driver for Warhammer shops – if done correctly. By avoiding these five mistakes and optimizing them specifically, you can increase your conversion rate, gain more repeat customers, and sustainably boost your sales.

💡 Want to take your email marketing to the next level? I'll help you – risk-free, 100% success-based!

📩 Let's talk! Book your free initial consultation now: Click here