What is Ecommerce Email Marketing
E-mail marketing in e-commerce - what is important?
How to increase the performance of your e-commerce newsletter!
The e-commerce sector has been growing for years and already accounted for 7.9% of E.Commerce sales in the entire German retail sector in 2017. One reason for the boom in e-commerce is its enormous reach. In Germany, more than ⅔ of the population bought online in 2017. The development from local shopping to convenient online shopping requires companies to further develop their marketing strategies. In contrast to offline business, e-commerce thrives on a digital presence. In addition to websites and banner advertising, the focus here is also on the contact and availability of customers and interested parties. Johannes Kohlmann from explains why newsletters are one of the most efficient digital communication media and how you can develop a suitable e-mail marketing strategy for your shop Newsletter2Go.
Newsletters convince with a strong ROI
One of the most efficient communication channels in e-commerce is email marketing. In addition to low prices for companies, the medium benefits from a high level of acceptance among users. Thanks to automation, segmentation and personalization, the effort involved in creating a mailing is comparably low, without newsletters having the character of uniform mass advertising.
The efficiency of newsletters is shown by one ROI with a factor of 38. A study by Newsletter2Go shows that 36% of newsletter readers bought at least one product advertised in the newsletter in the last three months. Why newsletters are so efficient can be attributed to various advantages of email marketing.
Little effort - long range
Thanks to a newsletter editor with a drag-and-drop principle and a large number of modules, email marketing tools usually impress with their intuitive and simple operation. Customizable modules and segmentations also help to send different content to different target groups. Thanks to automated campaigns, mailings that have been created, such as registration confirmations or birthday newsletters, run fully automatically. The low effort and the intuitive handling of e-mail marketing make newsletters one of the most efficient means of communication in e-commerce.
One of the greatest advantages of email marketing is content that can be personalized. This means that recipients can not only be addressed personally - they can also receive personalized content depending on the user data. Depending on what information is available from the respective recipient, content can be sent to contacts. This can be, for example, information about the recipient's shop activities or their specific interests. This type of customer-oriented marketing impresses readers with its personal relevance and thus has a major influence on whether or not advertised products are bought.
Important: When using personal data, always observe the current data protection provisions of the GDPR. You will find out what impact the GDPR also has on your reputation management here.
Established and versatile
Newsletters enjoy a high level of acceptance. E-mail marketing is not only a widespread channel to pass on information and advertising material to recipients, but is also a popular channel for consumers to get offers and information. In contrast to newer means of communication such as Whatsapp newsletters, e-mail newsletters have been established for years and therefore have a target group that is only slightly influenced by individual factors such as age. Established doesn't mean old-fashioned here. The e-mail platform is in no way inferior to the more recent means of communication thanks to a large number of graphic, thematic and textual design tools.
A strategy is crucial!
To turn your email marketing into a high-performance channel, you need a good email marketing tool and a well thought-out strategy. The various preparations from the conception to the evaluation of the performance of your newsletter can be divided into four steps.
Step 1 - the planning
Before you start working on the content and design of your newsletter, you should be aware of the goal and target group of your newsletter. For example, if you would like to greet new customers with a welcome email and at the same time inform them about the first steps in the customer account, you have to think about a suitable communication style in advance. Who is my target group? Do I speak or do I? Should the newsletter be more formal or casual? These decisions should be roughly made before creating a newsletter. Please note that it is essential that your mailing is understandable and that the recipients of the newsletter feel addressed.
Step 2 - Implementation
Once you have defined the goals, target group and communication style of the newsletter, you can start implementing your mailing campaign. When choosing your content, images and products, it is always important to keep the goals of the newsletter in mind. For a successful newsletter, particular emphasis must be placed on individual aspects of the mailing. For example, your subject lines should not be longer than 50 characters and certain spam rules should be observed. In our E-commerce specialyou will find a multitude of tips and tricks on how to optimize your newsletter in these and many other areas.
Step 3 - Shipping
When your newsletter is ready to be sent, don't just send it out. First, think about when to ship. Questions like ‘When is my target group usually online? ’ or ‘At what time do your customers buy the most? ’ help you choose the right time for your campaign. You should also pay attention to the frequency of the dispatch not only for series mailings but also for individual newsletters. If your recipients receive other e-mails from you on the same day, it can make sense to postpone the newsletter. A structural overview of when which campaigns are sent helps you to always keep track of things.
Step 4 - The Analysis
Once you have sent your newsletter, you will receive an overview of the performance of your mailing in the reports. The key figures open rate, click rate, click-through rate, bounce rate and unsubscribe rate help you to assess the performance of your newsletter. To see whether a newsletter performed well or not, a comparison with the industry average helps (see picture). If individual values are significantly below the average, you know which areas will need optimization in the future.
Professional tip: Use rating seals in your newsletters
Did you know that you can also add your rating seals to your newsletters? Use the seal in the footer, for example, and ensure more trust among your recipients. The seal with a link to your rating profile shows your recipients that you are transparent and that you are helping with good ones reviews when making a purchase decision. Newsletters are also useful for collecting reviews. For example, use banners in several mailings or create your own newsletter to ask your customers to rate your shop after purchasing a product. Read more about the effect of ratings here.
Email marketing is one of the most important marketing channels in e-commerce. In order for your newsletters to perform well, however, you need a well thought-out strategy. In our E-commerce special In addition to the current statistics of the e-commerce industry, you will also find many useful practical tips on how you can optimize your e-mail marketing and develop your own newsletter marketing strategy.
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