In the rapidly evolving digital space, eCommerce businesses are always on the lookout for effective marketing strategies to stand out amidst tough competition.
Among the many modern tools and techniques available, one tactic that continues to prove its worth is the tried-and-true newsletter. Newsletters, contrary to some opinions, are not an outdated form of communication. In fact, they are an indispensable component of a comprehensive eCommerce strategy.
Just think about your own relationship with email. If you’re like me, you’ll probably get a drip-drip of messages all day long, most of which are from businesses pushing their offerings.
And while you’ll no doubt discard many of them, every so often you’ll actively respond to one, whether that’s because of a compelling discount on a pizza or simply some useful information about your sector. Let’s delve into why newsletters are so effective for businesses that sell products or services online.
Direct and personalised communication
Newsletters are exceptionally effective because they allow eCommerce businesses to interact directly and personally with customers. When a customer subscribes to a newsletter, it establishes a direct line of communication between the business and the customer.
Personalising newsletters based on the customers’ shopping habits, preferences or behaviour can significantly boost engagement, click-through rates and conversions, ultimately impacting the bottom line positively. The levels of segmentation available nowadays are pretty impressive, and it all goes to make the recipient feel special.
Builds brand loyalty
A well-crafted newsletter fosters trust and nurtures a strong relationship with customers. By delivering consistent, valuable and relevant content directly to a customer’s inbox, businesses keep their brand fresh in customers’ minds. Over time, this connection cultivates brand loyalty, transforming subscribers into a swarm of brand ambassadors who are likely to recommend the brand to others.
A cost-effective marketing tool
Among the reasons why newsletters are fantastic value for money lies in their cost-effectiveness.
They offer an economical way to reach a lot of consumers at once. With email automation tools, businesses can design beautiful, customised email newsletters and automate their distribution without committing a large portion of their marketing budget.
Drives traffic and boosts sales
Newsletters can effectively drive traffic to an eCommerce site. By providing engaging content, exclusive promotions or new product announcements in newsletters, businesses can encourage subscribers to visit the site, thereby increasing web traffic.
Plus, with strategic CTAs and well-placed links, newsletters can directly lead to product pages, compelling readers to make purchases and thus driving sales.
Easy performance tracking
Monitoring the efficacy of marketing tactics is an essential part of strategising. Newsletters provide a wealth of metrics, including open rates, click-through rates, conversion rates and bounce rates, enabling businesses to gauge their performance accurately.
Armed with this data, eCommerce businesses can fine-tune their strategies and newsletter content to enhance the effectiveness of their newsletters for their specific audience’s tastes.
We’ve seen for ourselves how effective email campaigns can be, and since their cost is negligible, it’s a technique that lets you really explore your creativity.
If you think you could reach your customers with email but don’t know where to start, or need some help giving your existing campaigns a boost, please get in touch.
