Do Email Newsletters Still Work in E-Commerce?

Do Email Newsletters Still Work in E-Commerce?

Do Email Newsletters Still Work in E-Commerce?. Most experts we talked to agree that email newsletters work for online stores, and the trend is not likely to change. Newsletters feel like a club or a safe space where ideas are shared with likeminded people without the skepticism of onlookers on social media. The success of the email newsletter pretty much depends on these: Not any email campaign will work. When you send relevant and timely messages to your subscribers, the performance increases tremendously." It's the only way to market to them on a truly personal level they'll appreciate," he says. If you know the role of the newsletter, and why people should give you their email addresses to receive your newsletter, communicate it! "People receive dozens of emails every single day, and if your newsletter emails are frequently appearing in your customer's inbox, it won't be long until they mark the emails as spam (especially if the emails are following a standard newsletter layout and not providing much of interest)." So... e-commerce marketers should be careful not to make email just as self-promotional and noisy as social media. Takeaways for Your Email Marketing Strategy The more exclusive a newsletter is, the better.

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The quest of marketers to find the best converting strategy, or the tactic that yields the highest ROI, never ends. We’ve been told over and over that content is king, social media is a must, and email is still very much in.

So we asked digital marketers involved with e-commerce businesses about their experience with email newsletters. Do they still work, or are they a thing of the past?

What are the best newsletter practices that make money now, and what is old news? Those people manage email campaigns for brands large and small, and they shared their opinion with us readily.

Question: Are Email Newsletters Effective in E-Commerce?

Most experts we talked to agree that email newsletters work for online stores, and the trend is not likely to change. However, half of them warn that there are rules that must be followed to generate revenue (it doesn’t just work like magic):

  • Yes, email newsletters are effective: 8
  • No, they are not effective: 1
  • Yes, they’re effective if…: 8

Why ‘Yes’: Email vs. Social

In an age of information overload, email newsletters are an alternative for keeping a relationship with the audience going. When social media is so noisy, waiting patiently in the inbox for when readers have time doesn’t sound so bad.

Drew Fortin of The Predictive Index says, “Not only do they allow us to send a collection of relevant, recently produced content, they also allow those who may not want to hear from you daily to stay informed and engaged on a less frequent basis.

Mark Walker noted that email newsletters are used by public figures like Lena Dunham and Gwyneth Paltrow to reach their audience in a more exclusive way. Newsletters feel like a club or a safe space where ideas are shared with likeminded people without the skepticism of onlookers on social media.

Dennis Michael adds to the idea that email is a more focused space for exchanging information: “I think email newsletters are important because you have the attention of your audience. There is no other form of marketing that will be as effective.”

Furqan Tafseer ofPureVPN sees email as an alternative to RSS feeds, too: “I like to get updates in one place—i.e., my email! A newsletter is a must-have for any site that has a good blog.”

Chris Byrne of Sensorpro.net puts things in an interesting perspective, though, pointing out that email is basically free: “It’s one of the few internet technologies not owned by any corporation. Think about that for a minute.

That means no vendor can dictate to the business owner on whether or not their email subscriber will receive a message from them. It’s in the hands of the subscriber, where it should be. In the case of Facebook, you may have 5,000 subscribers but Facebook decides which of these will see the message and then ask you to pay for the others to see it.”

Four Rules for Playing the Email Game

Here’s what the experts warn not to do. The success of the email newsletter pretty much depends on these: Not any email campaign will work.

1. Everything’s Personal in 2017

Renée Tarnutzer of Understory is convinced that “Mass blasting is dead. When you send relevant and timely messages to…

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