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Email marketing is one of the most powerful strategies for a business or e-shop, offering high ROI, increased sales and personalized communication with your audience. Read best practices, key steps for successful campaigns, tips for email list building, automation and ways to improve open rate and performance. Learn how to apply email marketing to e-shops and how to overcome the challenges of deliverability and GDPR compliance.
Email marketing is one of the most timeless and effective forms of digital marketing for businesses of all sizes, especially for e-shop and professionals who aim to communicate directly with their audience. The concept of email marketing refers to the use of email to send promotional messages, informative newsletters or personalized offers to potential or existing customers.
Statistics from HubSpot prove that email marketing achieves an average ROI of up to 36$ for every 1$ spent, making it even more powerful than the majority of social media campaigns. In addition, 77% of marketers find an increase in engagement through targeted campaigns. These numbers make email marketing an essential tool for any e-shop marketing strategy or any professional looking to increase email sales.
The most important advantage of email marketing is the possibility of personalized communication with customers, gradually building long-term relationships. Also, email newsletter helps you to inform consumers about new products, offers or company news. Creating an email campaign can lead to increased traffic to your e-shop, while email automation reduces workload and improves consistency.
For a successful email marketing strategy, it is crucial to follow certain email best practices:
Creating an effective email list building strategy is the foundation for any campaign. Integrate signup forms throughout your website and e-shop, adding incentives such as a discount on the first purchase with an email newsletter subscription. Make sure data collection follows the GDPR email marketing framework.
Email content should be targeted, meaningful and reader-friendly. For example, if you have a clothing store you can create a weekly newsletter with new arrivals and discount coupons. Focus on storytelling and pleasant graphics, always adding relevant CTAs.
Use email automation tools to schedule and personalise your emails. Perform A/B tests for subject lines, sending time and content type, and analyze the results (email open rates, click rates) with analytics tools e.g. HubSpot, Mailchimp or ActiveCampaign. Identify the most successful tactics and continuously adjust your strategy.
For e-commerce stores, email marketing enables personalised promotional campaigns. For example, you can send email campaigns for abandoned carts, personalized offers based on previous purchases, or automated repurchase emails. Research shows that automated abandoned cart emails can increase purchase completion opportunities by 69%.
At the same time, the right email list segment allows targeted email marketing according to the interests and behaviour of the customer in the e-shop. Reinforce communication with follow-up emails, asking for feedback or offering discount coupons and loyalty programs.
According to research, email marketing is the top ROI channel, with 81% of B2B businesses using it as their primary means of communication. 59% of consumers say email influences their buying decisions. Lists that are clearly email list segments show higher open and click rates, while companies using email automation see a 50% increase in conversions.
Despite the great effectiveness of email marketing, there are challenges such as low open rate, poor deliverability and GDPR compliance. Regular list cleanliness, strong subject lines and strict adherence to regulations are key to overcoming these challenges. Invest in continuously improving your email marketing strategy by closely monitoring email marketing statistics and adjusting tactics.
In conclusion, email marketing remains a top choice for any professional or e-shop owner who wants to increase sales through email, build trust and better ROI. By following best practices and utilizing the right tools, you can significantly boost your business growth.
