E-Commerce Email Newsletter Guide



    Email newsletters, when used properly, bring fantastic results. That is why online stores have begun to pay more attention to the effective form of subscription, thinking through marketing campaigns, and in general the development of such a channel as email marketing.
    Email newsletters are only as useful and effective as they are of interest to their readers. So, to achieve the effect you need to use the maximum possibilities.

    Segmentation of subscribers.


    It is necessary to structure not only successful customers and regular customers, but also simply subscribers to the news. There is nothing better and more expensive than a competently structured base. Mass mailings of one text across the entire base of subscribers remain the lot of small online stores, but soon they will be replaced by more competent and advanced competitors who clearly target their letters.
    The most effective criteria for sorting subscribers:


    Conversations


    Chain of letters is a method of working with the received contact, which is most effective if you provide separate chains for each of the strategically important segments of your database. Set up for each segment an automatic message chain based on the level of interest and loyalty of this subscriber to you.

    Purchase history


    An extremely useful tool for segmenting your database can be a mechanism for tracking purchase history. Having such information about your lead, you can offer him products from the same category, offer to buy a new product from a new collection, and also offer security for the purchased product or “exchange” the old model for a new one.

    Frequency of sending letters


    The best option is 1 letter per week. If you do this less often, the effect of email marketing is reduced, and if too often, it can annoy subscribers and they will begin to unsubscribe.

    Customization of news, articles, and all content topics


    Standard topics are less interesting than individual topics for each group of subscribers. Using an individual topic, you will build a dialogue with a specific person from a certain group, which will entail his interest and consent to join the “conversation”.

    High-quality, useful and relevant content.


    No need to stand still and enjoy hackneyed content. Do not skimp on good copywriters. You must have targeted, unique, original, interesting and useful material. A good copywriter for an online store - almost like a marketer - he should know what, whom and in what form to offer. Remember the main rule - on the Internet, the text first sells the goods, and then you.

    Selling is not the main goal.


    If you offer the subscriber something in the first letter, he will most likely unsubscribe from the newsletter. It is better to enable the subscriber to get used to interesting and high-quality material, enter his zone of trust, arouse interest, which arise already in the second or third interesting letter. And only after that you can offer to buy goods.

    The main mailing formats for e-commerce:


    • Transactional letters . They are automatically configured and sent to the user in response to registration or placing an order;


    • Promotional . Letters with news or a message about an upcoming event. For example, information about the upcoming sale or announcements of shares;


    • Content feeds. This message contains interesting and useful information for the user.



    Every online store wants to draw the attention of customers to their letters. And the basis of the letter is the text. Here are some tips for writing text for newsletters online store :
    • Contact the subscriber by name, it is always a pleasure.
    • The title should be short and concise, or contain more than 70 characters and reflect the essence of the proposal.
    • Headings should be clear and truthful. For example, if it says “You have a gift!”, Then the letter should also contain relevant information (for example, a discount coupon).
    • Make your letter intriguing so that the reader will certainly go to the site and find out about the goods or services that you offer.
    • Highlight the most important thing visually (using a large font or highlighting it with color).
    • When selling via e-mail, bonuses and discounts work fine, but it is worth noting that such privileges are granted only to subscribers.
    • And most importantly, always write in human language, without using scientific terms.

    Experiment with newsletters, test various options and make them more attractive and interesting with each new letter. Email marketing is easy!

    Irina Chugai, marketer of the SendPulse mailing list service

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