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Email & Social Selling

Course Content
Copyright Agreement
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UAMS Copyright Agreement
Use of Material
Website & E‑Commerce Basics
This module introduces learners to the core concepts behind websites and online stores. Students explore how websites work (domains, hosting, CMS vs hosted platforms) and gain a clear understanding of different website and e-commerce models. The module covers foundational platforms such as WordPress, WooCommerce, and Shopify, including their purpose, strengths, and common use cases. Learners also review essential setup concepts like site structure, navigation, basic SEO, and store functionality.
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How Websites Work (domains, hosting)
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CMS vs Hosted Platforms
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Intro to WordPress & Shopify
00:00
Types of Websites and Online Stores
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Domains, Hosting & Setup
This module explains the foundational components required to launch a website or online store. Learners explore how domain names work, how web hosting stores and delivers website content, and the role of DNS in connecting the two. The module also introduces hosting types, setup considerations, and basic installation workflows for platforms like WordPress and Shopify. By the end of the module, learners can confidently choose a domain, understand hosting options, and complete the initial setup needed to get a website online.
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Choosing a Domain Name
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Web Hosting Basics
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Installing WordPress (local & live)
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Creating a Shopify Account
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WordPress Dashboard & Settings
This module introduces learners to the WordPress admin dashboard and its core settings. Students explore the layout of the dashboard, key menu areas, and the purpose of essential settings such as site title, permalinks, user roles, reading, and discussion options. The module emphasizes how proper configuration affects site usability, SEO, and security. By the end of the module, learners can confidently navigate the WordPress dashboard and configure settings to support a well-structured, functional website.
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WordPress Dashboard & Settings
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WordPress Admin Overview
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Pages, Posts, Media
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Permalinks & User Roles
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Themes & Customization
00:00
Block Editor vs Page Builders
00:00
Using Elementor in WordPress
00:00
Responsive Design Basics
00:00
Backups, Updates & Security
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Shopify Platform Overview
This module introduces learners to Shopify as a leading hosted e-commerce platform. Students explore its key features, including store setup, themes, apps, and integrations, and understand how Shopify simplifies online selling for businesses of all sizes. By the end of the module, learners can explain Shopify’s functionality, identify its advantages, and determine when it is the right platform for an online store.
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Shopify Ecosystem
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Shopify vs WooCommerce
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Admin Dashboard Tour
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Themes & Customization
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Products & Collections
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Navigation & Pages
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SEO for Shopify
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Email & Social Selling
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Analytics & Reporting
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Launch & Maintenance
This module guides learners through the final steps of preparing, launching, and maintaining an online store. Students explore pre-launch checklists, performance testing, ongoing updates, backups, security, and routine maintenance for both Shopify and WordPress sites. The module emphasizes best practices for keeping stores secure, fast, and operational post-launch. By the end of the module, learners can confidently launch a website or store and implement a consistent maintenance routine to ensure long-term stability and growth.
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Pre‑launch Checklists
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Performance Testing
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Ongoing Maintenance (Shopify)
Ongoing Maintenance (WordPress)
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Website Security & Account Protection
By the end of this lesson, learners will understand why website security matters, how accounts get hacked, and how to protect websites and online accounts using simple, everyday tools like strong passwords and Two-Factor Authentication (2FA).
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What Is Website Security?
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Common Website Security Threats
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Password Security Basics
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Two-Factor Authentication (2FA)
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Website-Level Security Tools
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Everyday Security Habits
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Website Learning Lab

Module Overview

This lesson teaches learners how to use email marketing and social selling to drive traffic, build relationships, and increase sales for Shopify stores. Learners will understand how owned channels (email) and social platforms work together to support long-term growth.

Learning Objectives

By the end of this lesson, learners will be able to:

  • Explain the role of email marketing in e-commerce

  • Build and segment an email list ethically

  • Create effective email campaigns and automations

  • Use social media platforms to sell directly

  • Connect email and social selling strategies for higher conversions

Lesson 1: Email Marketing Basics for Shopify

Email marketing for Shopify is a way to connect with your customers directly through their inboxes to promote products, share updates, and build loyalty. It allows you to send newsletters, special offers, abandoned cart reminders, and product recommendations to your subscribers. Shopify makes email marketing easy by integrating with tools like Shopify Email or third-party apps, enabling you to design professional emails, segment audiences, and track performance. Effective email marketing helps increase sales, encourages repeat purchases, and strengthens your brand by keeping your store top-of-mind for customers.

Email marketing is one of the highest-ROI channels in e-commerce.

Why Email Matters

  • You own your email list (unlike social platforms)

  • Drives repeat purchases and customer loyalty

  • Supports promotions, launches, and education

Common Email Types

  • Welcome emails

  • Promotional campaigns

  • Abandoned cart emails

  • Post-purchase follow-ups

  • Re-engagement emails

Lesson 2: Building an Email List

Ethical List-Building Methods

  • Website pop-ups and banners

  • Discount or free shipping incentives

  • Account creation during checkout

  • Lead magnets (guides, quizzes, coupons)

Best Practices

  • Always get consent (CAN-SPAM & GDPR basics)

  • Be clear about what subscribers will receive

  • Avoid buying email lists

Lesson 3: Email Tools for Shopify

Popular Email Marketing Apps

  • Klaviyo: Advanced segmentation and automation

  • Omnisend: Omnichannel email & SMS

  • Shopify Email: Built-in and beginner-friendly

Key Features to Use

  • Customer segmentation

  • Automated workflows

  • Analytics and A/B testing

Lesson 4: Email Automation That Drives Sales

Essential Automations

  • Welcome series

  • Abandoned cart recovery

  • Browse abandonment

  • Post-purchase upsell or review request

Benefits

  • Saves time

  • Sends messages at the right moment

  • Increases conversions without manual work

Lesson 5: Social Selling Basics

Social selling in Shopify is the practice of selling your products directly through social media platforms like Facebook, Instagram, TikTok, and Pinterest. Shopify allows you to connect your store to these platforms, create product catalogs, and enable customers to browse and buy without leaving the app. This approach helps increase your reach, engage customers where they already spend time, and drive more sales through visually appealing posts, stories, and ads. By integrating social selling with Shopify, you can track performance, manage orders, and run promotions seamlessly, making it a powerful tool for growing your online business.

Social selling uses social media platforms to sell products directly or guide users to checkout.

Key Platforms for Shopify

  • Instagram Shopping

  • Facebook Shops

  • TikTok Shop

  • Pinterest Product Pins

Social Selling Tactics

  • Product tagging in posts and stories

  • Influencer collaborations

  • User-generated content (UGC)

  • Live selling and short-form video

Lesson 6: Connecting Social Media to Shopify

Shopify Integrations

  • Facebook & Instagram sales channel

  • TikTok for Shopify

  • Pinterest integration

Benefits

  • Sync product catalogs automatically

  • Track sales from social platforms

  • Simplify ad creation

Lesson 7: Combining Email & Social for Maximum Impact

Cross-Channel Strategies

  • Promote email sign-ups on social media

  • Use email to drive traffic to social launches

  • Retarget social audiences using email data

Example Funnel

  1. Social post → email sign-up

  2. Welcome email → product education

  3. Promo email → conversion

  4. Post-purchase email → social follow

Common Mistakes to Avoid

  • Sending too many emails

  • Posting without a clear CTA

  • Ignoring analytics

  • Inconsistent branding across platforms

Practical Activity

  • Create a welcome email for a new subscriber

  • Set up one abandoned cart email (draft)

  • Connect a social media sales channel to a Shopify store

  • Create one social post with a product tag

Key Takeaways

  • Email marketing builds long-term customer relationships

  • Social selling shortens the path from discovery to purchase

  • Automation increases efficiency and revenue

  • Combining email and social strategies improves conversions

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