Marketer Jay Abraham was one of the first to popularize the idea that 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 can affect the three main growth multipliers Email marketing is relatively unique in its ability to drive the first sale as well as unlock more revenue from your most valuable customers. What’s more, a 2018 report from Emarsys showed roughly 80% of businesses rely on email as their primary channel for acquisition and retention. Shopify data shows that email as a channel had the highest average order conversion rate during Black Friday Cyber Monday.
But over the years, similar research has painted the same picture: email is a high-performing channel that frequently outperforms the alternatives. Of course, certain businesses (and products) pair especially well with email marketing, and returns are never guaranteed. Email is incredibly effective at driving sales
Having customers return is important for many businesses because it keeps their average cost of acquiring a customer down. Email is one of the best channels for maintaining and strengthening customer relationships over time.Įmail also plays a pivotal role in encouraging a customer’s second purchase and beyond. Search engines and social media platforms are great for getting discovered by future customers, but email remains the best way to maintain and strengthen existing relationships over time. Email lets you build ongoing customer relationships To prove it, here are four reasons to consider employing email in your marketing mix.
If your ecommerce business hasn’t taken the time to adopt email marketing, you’re likely leaving money on the table. The reality of website traffic, even highly targeted traffic, is most new visitors to your store will never return-unless, that is, you do something to keep them coming back.īuilding an email list and sending compelling broadcasts gives you a way to retain the traffic you worked so hard to earn by providing subscribers with an incentive to stay in touch. Why email marketing is key to ecommerce success Email is an especially important tool in relation to ecommerce, where it’s used for sending transactional, promotional, and lifecycle messages (which we’ll cover in more detail below).
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Whether you're just getting started with email marketing or dreaming up your next big campaign, our guide reveals what email campaigns work best and how to make the most of every broadcast. Plus, email has seen consistently healthy growth in global users with no signs of slowing down. In fact, many small businesses are showing a renewed interest in email marketing as a way to reach their customers with relevant, personalized messages at the right time-without needing permission from the internet’s increasingly restrictive gatekeepers. But we’re willing to wager one look at your inbox is enough to prove “you’ve (still) got mail.” Tech commentators love to declare-with seemingly great confidence-that email is on its last legs.