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Using email marketing

With email marketing, interested buyers can subscribe to one or more of your mailing lists by adding you to their Saved Sellers list or by clicking the “Sign up for Store newsletter” link on your store home page. Using our email design tools, you create newsletters that promote your store and send them to members of your mailing lists. You can even create newsletters that are automatically sent on a regular basis, such as a weekly newsletter that promotes your latest listings.

Creating and managing mailing lists

To get you started, we created a standard mailing list named “General Interest.” You can keep this mailing list (or rename it) and add up to four additional mailing lists. Consider creating mailing lists that target different types of interests or promotions. For example, you could have a “DVDs” mailing list, a “Books” mailing list, and a “Sales Notifications” mailing list.

The Email Marketing page shows a summary of your mailing lists, including the number of subscribers to each list and the total number of subscribers to all your lists.

To get there:
  1. Go to My eBay.

  2. Move your cursor over the Account tab until the "Marketing Tools" drop-down menu appears.

  3. Click the “Email Marketing” link.

How to manage mailing lists

Create new mailing lists

Click the Create Mailing List button.

Rename a mailing list

Click the “Edit” link next to the name of the mailing list.

Delete a mailing list

Click the “Delete” link next to the name of the mailing list.

Important: If you delete a mailing list, existing subscribers are automatically unsubscribed and can't be restored. If you delete all your mailing lists, buyers won’t be able to sign up for your newsletters from the “Add to Saved Sellers” page.

View list of subscribers

Click the “Total Subscribers” link or click the “Subscribers Lists” link on the left side of the Email Marketing page.

When viewing subscriber lists, you can see their user IDs (but not their names or email addresses) and the date they subscribed. You can sort by the Date Subscribed column to track the progress of your subscriptions.

Block unwanted subscribers

Click the “Total Subscribers” link. Select the subscribers to be blocked and click the Block Buyers button at the bottom of the page.

Important: By blocking buyers from your mailing lists, you add them to your blocked bidder and buyer list, which prevents them from bidding on or buying any of your items.

Designing an email newsletter

Our design templates help you create your email newsletter. Based on the template you select, we’ll add standard text and even feature items from your store. You can change any aspect of the email or accept and use what we provide.

To design an email newsletter:
  1. Go to My eBay.

  2. Move your cursor over the Account tab until the "Marketing Tools" drop-down menu appears.

  3. Click the “Email Marketing” link.

  4. Click the Create Email button.

  5. Select the email template and the general layout. You can choose among several templates, including Welcome, Ending Soonest, Newly Listed (default choice), Previous Purchase, or Custom (create your own content and layout).

  6. Customise your email by changing the standard content and options as needed.

How to customize your email


Enter the subject of your email or use the one provided by your template. On the resulting email message, your subject will appear after the words “eBay Seller Email:” in the email’s subject line.


In the same way that you can include your shop listing header in your eBay listings, you can also include it in your email. The header appears at the top of your email message and includes your shop logo, name, and links to your categories and pages.

Note: Left-navigation bars will not appear in your email.

Personal message

Include your own message or use the standard message in the email template. You can have up to 96K of content, including eBay Shop HTML tags and eBay-hosted pictures.

Items showcase

To feature specific items in your email using large pictures, use the item showcase option. You can choose the items manually or automatically, based on criteria that you specify.

Here's how your picture and item information will look in a horizontal layout:


Item list

The item list shows items in a standard list, similar to how we show search results when buyers search for an item. You can display up to 50 items. The items are selected automatically based on criteria that you specify.

Here's how the item list  view will look to potential buyers:

Show your feedback

Your email can include a link to your Feedback Profile page.


You can have the newsletter sent automatically on a regular basis (every week, every two weeks, every month, or every 8 weeks) and select which day of the week it will be sent.

Tip: Tuesday and Wednesday are the days subscribers are most likely to read your newsletter.

Tip: If you created an email in the past that was particularly effective or you want to avoid starting from scratch, click the "Duplicate" link on either the Emails page or View Email page. Details from your past email will be prefilled on the Create Email page for you to edit. Any listings that ended since the original email was created will no longer be available, but all other settings (recipients, subject, and your custom message) will be duplicated.

Selecting recipients

You can choose the recipients for your email by selecting one or more of your mailing lists. To give you an idea of how many emails will be sent, each mailing list is shown with the number of subscribers. Since buyers might subscribe to more than one mailing list, the total number of recipients may be lower than the total number of subscribers to those lists. We’ll send only one email per subscriber, regardless of how many mailing lists a subscriber belongs to.

Note: If you sent an email to one of your mailing lists within the past 7 days, its tick box will appear inactive and you won't be able to select it. After 7 days, that box will become active again, and you can select it for a future mailing.

To reduce the list of recipients:
  1. Select the minimum number of purchases a subscriber has to have made to be sent an email.

  2. Click the "Show advanced options" link and select additional options. You can limit your recipient list based on the subscriber’s length of subscription and previous email activity, such as only "people who have received and opened your email in the past."

Tip: To keep buyers interested and to protect your relationship with them, make sure that the content of an email message is appropriate for the mailing list. If the body of an email and the subject name don't match, buyers may get confused and feel that you sent them an email they didn't request.

Understanding your free email allocation and fees

Your store subscription includes a monthly allocation of free emails.

Subscription level Monthly free email allocation Additional cost per recipient (over allocation)

Basic Shop

1000 emails

£0.01 (UK) / €0.01 (IE) per email

Featured Shop

2500 emails

£0.01 (UK) / €0.01 (IE) per email

Anchor Shop

5000 emails

£0.01 (UK) / €0.01 (IE) per email

If your newsletter will exceed the number of free emails available with your shop subscription, we’ll alert you and let you know the associated charges. You can revise the recipient list and make any other changes before you send the newsletter.

Checking the status of an email newsletter

Email newsletters are sent according to the schedule you specify. Emails that are to be sent immediately can take up to 4 hours to be delivered. You’ll receive a free copy of your email once it’s delivered to recipients.

You can check the status of an email by going to the Email Marketing page.

  • Scheduled emails are shown in the Pending Emails section.

  • Emails that are in the process of being sent are shown in the Sent Emails section with the status “Sending.”

  • Emails that have been distributed to recipients are shown in the Sent Emails section with the status “Sent.”

  • If your email is blocked because of a potential virus in the content, it appears in the Sent Emails section with the status "Failed (virus threat).”

Attracting more subscribers

Once you’ve created mailing lists, encourage buyers to subscribe. Buyers can subscribe by adding you to their Saved Sellers list or by clicking the “Sign up for Shop newsletter” link on your shop home page. To attract even more subscribers, consider adding a “Newsletter Signup” promotion box to your shop.

The fine print

The text of an email may not include any of the following:

  • Offers to sell items outside of eBay

  • Telephone numbers or email addresses

  • Links or image references to items not located on an eBay site

  • More than 100 eBay HTML tags

  • JavaScript or other active scripting

Contact Customer Support

If you have an additional question about this subject, please email us at Customer Support.
If you would like to ask a question on another subject, please use the Contact Us page.

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