If you’re running a small or medium-sized eCommerce store and not relying too much on email automation for growth, do you really need a newsletter?
The short answer?
The long answer?
The first important reason you need a newsletter for your store is to be able to build brand awareness. As a matter of fact, almost 95% of all online shoppers use email.
Having a mailing list is a good way to capture the information of those who visit your online shop and are on the fence about a purchase and think to themselves ‘I’ll come back in a few days’.
But just like in a physical storefront, do you think they come back?
We live in a world of constant distractions and the bottom line is that the one who can grab and hold onto the attention of their prospects until they buy is the one who is most likely to score a purchase.
Sometimes people want to buy, add a few items to their carts but for whatever reason they rather choose to close the tab and never complete the payment form.
Did you know that according to PYMNTS, consumers left a whopping FOUR TRILLION USD worth of merchandise in their carts in the year 2014 alone? That’s actually more than the nominal GDP of Germany (3,42 trillion USD).
And by device, the statistics show that on average, the shopping cart abandonment rate is somewhere around 61% on desktop computers, 71 percent on tablets and 81 percent on mobile.
Once the cart is abandoned, just one or two persuasive emails can get them back to finishing their purchase - and provide a noticeable jump in profits on your end!
The second reason your eCommerce website needs a newsletter is to take advantage of this attention you’ve got from your prospect and to keep them engaged.
You can do this by offering valuable insights into your procedures, sharing the story of how your business came to be,(people love reading well-written stories and if by reading them, they turn into your brand ambassadors, you should let them, right?) and occasionally offering them an exclusive discount or promo that only those that subscribed to your newsletter have access to. If you’re looking for ideas, give this article a read - 5 Great Examples.
Now you’ve shoved the uncertain prospects off the fence and got them to purchase from you. They’ve shopped in hundreds of other stores, both virtual and physical, but have made the decision to shop from you!
But what about those extra indecisive people?
Last minute cart-abandonment is surely one of the biggest frustrations in the eCommerce space, and can easily be solved by adding a newsletter.
Preemptively guess two of their major objections in regards to your product, address those in a quick sequence of emails and respectfully invite them to reconsider. Here is some data (if you regularly read our posts, you might notice that we’ve talked about this graphic before) to give you some clues on why your customers don’t finish the buying process:
An email or two about season-specific items, trending items and discount periods can go a long way to compel your shoppers to get their hands on the latest stuff they need from the convenience of their own homes at an unbeatable price! Here’s a graph that displays the share of internet users in the United States who are interested in holiday flash sales as of June 2015, by age group:
While a flash sale will evidently work for all age groups, if your store targets a younger demographic, you need to be taking full advantage of the practice.
According to dailysale.com, with a flash sale you can expect:
And that’s why you should take advantage of these two techniques to take your email marketing to a whole new level and increase your revenue to the maximum.
Just make sure not to spam your audience, and personalize the newsletter to your audience. Nobody likes being mindlessly blasted with emails, right?
You’ll be amazed by the additional money you’ll make by making these tiny simple adjustments.
Now that we've established how important a newsletter is for any eCommerce store, how do you get one off the ground?
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