eCommerce Email Marketing: Why Do You Need It?
eCommerce email marketing is one of the earliest forms of internet advertising, and studies show that it’s still just as effective today. Social media advertising may be new, flashy, and appealing to younger audiences, but when choosing between an eCommerce email marketing agency and a social media marketing agency, there are a few other factors to consider. Emails have been a tried and true method of marketing for a long time and are trusted by many generations of consumers. While social media allows for more creative expression in terms of graphics, gifs, and video—as well as the interactive nature of comments—social platforms like Instagram are quickly becoming oversaturated with ads. Not all of these ads are trustworthy or legitimate, and it’s not infrequent for scam ads to appear on social feeds.
Partially due to the increasing scams and oversaturation of ads on social media, eCommerce email marketing is many consumers’ preferred form of advertising. While you do want to use marketing mediums that fit your team members’ expertise, your consumers are the ones who are ultimately exposed to the finished product. Moreover, if you or your team members are struggling considerably with writing creative email copy, it may be worthwhile to invest in an eCommerce email marketing agency. But why is email marketing such a preferred advertising method by employees and consumers alike? What makes it superior?
What is the Difference Between eCommerce Email Marketing and E-Marketing?
Before exploring the ways in which eCommerce email marketing can improve your business, it’s essential to understand what eCommerce email marketing does. Any company can use email marketing—that is, sending product information or ads for new products via email. It’s becoming increasingly rarer for a store to have a physical shop without an online shop, but those stores that do can still make sure of email marketing. If you have a business, you can send out marketing emails. Similarly, if you have an online store, you can send out eCommerce marketing emails. This means that a non-profit can use email marketing but not eCommerce email marketing. E-Marketing, on the other hand, refers to any online marketing medium, including social media platforms and email. eCommerce email marketing can include general emails about upcoming sales in an online shop or emails that are tailored to a shopper and the items in their cart.
Consumer Control
Unlike social media marketing, email marketing allows consumers more control over the advertisements, coupons, and deals that they receive. Because consumers are required to subscribe to your company’s mailing list or newsletter in order to receive emails from you, consumers are less likely to receive emails from brands that they don’t know and trust. Any scam emails are directed to spam, and consumers have the freedom to unsubscribe from a mailing list in order to stop receiving product information.
More Trustworthy
While it may seem counterintuitive to allow consumers to stop receiving product information from your company, it is imperative to win their trust. In fact, 77% of consumers prefer to receive marketing information via email. It makes sense that emails are the most trustworthy. We’re already using our email addresses for work and networking so it feels professional whereas social media ads are fun, but a little too casual to be legitimate. Email marketing feels trustworthy and professional, but how can it work for your business? How do you ensure that your emails are being opened and your content consumed?
High Open Rates and ROI
It’s more likely than you think that consumers will open your marketing emails. According to Forbes, 65% of small businesses report that between 11 and 50% of their marketing emails are opened. It’s easy to track open rates using tools like Cirrus Insight. Even if a customer doesn’t open your email as soon as they receive it, there is a potential that they may do so later. Social media posts, on the other hand, disappear as soon as someone refreshes their feed—meaning they might never even see it. It’s also hard to beat the price and return on investment of marketing emails.
Forbes tells us that you earn $42 for every dollar you spend, and most email marketing campaigns cost very little. You might find that your open and click-through rates become even higher when you put effort into the design and layout of your emails. As long as you don’t flood your consumers’ inboxes (40% of small businesses send marketing emails weekly while 30% send them at least once a month), your clients are sure to appreciate a thoughtfully made email with memorable colors and graphics. Cleverly worded subject lines that include slang and emojis are especially popular with more “hip” brands like skincare lines and fashion companies.
Conclusion
Even with the rise of social media, eCommerce email marketing is still a trustworthy form of marketing—and, in fact, one that is usually preferred by consumers. The return on investment and ease of content creation makes email marketing a no-brainer for your next campaign.
