The Definitive Guide to Email Newsletters for Ecommerce Companies

1. Introduction

Designing substance behind the subject line

Last month, we at Conversio developed a guide for crafting the perfect email subject line. However, coming up with unique and engaging email subject lines is only a small part of the battle.

Consider starting from the beginning and reading our Guide on Email Subject Lines first…
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Once your intended recipient has made the decision to open your email based on the promise of the subject line, the actual content of your email newsletter has to deliver. If your newsletter fails to fulfill the promise that compelled the reader to click in the first place, they will have every reason to disengage with your brand and turn their attention to something else in their inbox, depriving you of the opportunity to further guide them on their purchasing journey.

Countless worthless emails

We’ve all been subjected to countless examples of worthless email newsletters, which means everyone should have a pretty good idea of what a bad one looks like. Email newsletters are exceedingly common and almost every company utilizes them in some way, so why are so many of them lacking in quality? It seems as though even the marketers who are crafting these lackluster emails have plenty of exposure to bad examples, yet many of them aren’t able to create a solid strategy for delivering compelling newsletter content that will fulfill their sales and marketing goals.

But enough about the boring emails we’re all bombarded with on an almost daily basis.

Instead, let’s focus on what goes into creating successful newsletter email marketing that will have your recipients actually glad that they decided to click and continue their journey with your store.

Emphasis on substance and value

Not all types of marketing communication are created equal, but the overarching idea behind effective marketing messaging is the same across platforms: delivering substance and value. Of course, there are many more details that go into creating high-quality email content, such as design, personalization, customer segmentation, etc., but if you don’t have substance and value at the heart of your messaging, it’s likely going to fail to connect with the audience in the intended manner.

There are plenty of unsubstantiated stories that have been going around over the last few years making grand declarations about the death of email marketing. They assert that many Millennials don’t even check their email accounts anymore, that they digitally communicate entirely through social media channels now, and that the introduction of the “promotions” tab on various email provider apps has rendered Ecommerce newsletters email marketing useless. It’s compelling stuff from a story angle, but the statistics tell a different story entirely.

You can still reach customers across numerous demographic groups through email marketing, and separate tabs for promotional content actually help marketers in key ways.

Newsletter email marketing is far from dead; it has just evolved in recent years.

It’s more important than ever to optimize for mobile platforms because many younger consumers exclusively check email on their smartphone and tablet devices. Also when promotional content is kept in a separate tab in a user’s inbox, they are more likely to view that tab specifically when they want to search for shopping deals. This gives companies a more active audience since brands no longer have to compete directly with other content — such as personal correspondence — in recipients’ inboxes.

The main issue is that email newsletters can’t just be thrown together because you think there’s an operational imperative to have one. Your strategy for telling a cohesive story that provides value for a specific audience and guides them through various stages of the purchasing process needs to be clearly defined. And it must fit within the larger structure of your broader marketing and sales strategies.

Email marketing for Ecommerce companies is alive and well, and when practiced correctly it can forge a crucial and lasting connection between the customer and the brand, contributing sustained value to both parties.

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