With ecommerce businesses, email marketing provides a convenient way to access their customers with relevant, personalized messages at the right time. Further, there is sustainable growth of email in users. And it seems that there are no signs of slowing down.
So how to use this powerful marketing channel to increase your revenue? In this article, we will give you the answer to this question. Now, let start it!
What is Ecommerce Email Marketing?
First, we need to understand what is ecommerce email marketing. According to John Mclntyre, CEO and founder of ReEngager, ecommerce email marketing is the art and science of using email to generate sales for your store. Simply, email marketing is you send your customer marketing messages via email to sell, educate, or build loyalty. Email plays an integral part in building relationships.
The Important of Email Marketing in Ecommerce
It is an obvious practice that most new visitors to your website will not return unless you do something to keep their feet. And email is a solution to this problem. By building an email list and sending compelling broadcasts you can keep your customers come back.
Today, the ecommerce industry becomes more and more competitive. If you still have not adopted email marketing trend, you may be left behind other competitors. To prove it, we give you the four reasons why email marketing is key to ecommerce success.
1. Building ongoing customer relationships
There are so many marketing channels to build loyalty. However, among them, email is one of the best ways to maintain and strengthen customer relationship over time. According to a Nielsen study, 66% of customers are willing to buy new products from the brand that they are familiar with.
When the first time shoppers buy a product from your store, you and they have formed a relationship. And if you want to keep your average cost of finding new customers down, you should maintain this relationship. For this purpose, email marketing is a powerful tool to help you make your customers return.
2. An Incredibly Effective Way to Boost Sale
A research of the DMA in 2018 has pointed out that for every dollar spent on email marketing, businesses can expect an average return of $32. Let look at the graph of Shopify data during Black Friday Cyber Monday below.
As we can see that email has a better performance compared to other alternative channels. Moreover, a 2018 report from Emarsys found that roughly 80% of businesses rely on email as their primary channel for acquisition and retention.
Related: A Basic Guide for Marketer about Ecommerce Affiliate Marketing
3. Email can affect the three main growth multipliers
According to the marketer Jay Abraham, there are only three ways to grow revenue: increase the total number of customers (C), increase the total number of purchases per customer (purchase frequency, or F), or increase the average order value (AOV). Email marketing can influence all three growth multipliers at the same time:
- Automated welcome and abandoned cart emails can increase conversion rates (C)
- Bounce back or win-back campaigns can increase a customer’s number of purchases (F)
- Lifecycle campaigns and broadcasts can automatically highlight high-value products to the right customers (AOV)
According to Drew Sanocki, when you focus systematically on all three areas, your business result will be further compounded. For this reason, he always develops a deliberate email marketing strategy when growing and scaling an ecommerce business.
4. Email doesn’t need the permission of the third-party gatekeepers
The final reason why email marketing is important for ecommerce businesses is that email isn’t subject to the whims of centralized platforms, where unplanned tweaks to algorithms can completely derail a distribution strategy.
On the contrary, the reach of Facebook pages has been declining since 2013. And the platform continues to focus its News Feed on promoting content from friends and family. It is also harder to climb the search ranking in Google because of the increasing of advertisements and answer boxes from no-click searches, especially on mobile. Therefore, nowadays, it is more and more expensive for you to reach your customers on these platforms.
In part 1 of the guideline for email marketing, we just mainly focus on the definition of email marketing and its importance. Let look forward to the second part to get more knowledge about this great marketing channel.
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