Does your online store offer an eCommerce newsletter? If not (or if your newsletter isn't delivering the results it should), then it's time for a revamp.
There's a reason why almost all the top eCommerce stores produce newsletters for their customers. From promoting customer loyalty and engagement to giving you opportunities to drive sales, there are many significant benefits to be gained from newsletter eCommerce.
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In this article, we'll go over these benefits, the types of eCommerce newsletters you can create, and the best practices for making an eCommerce email campaign as effective as possible.
What Is an eCommerce Newsletter?
eCommerce newsletters can take a lot of different forms. But, at their core, they are recurring email messages that online stores send to subscribers. They share updates, promotions, and valuable content. The primary goal of newsletter eCommerce is to strengthen the relationship between your brand and its customers by delivering relevant, engaging material straight to their inboxes.
One of the key ingredients needed for a successful eCommerce newsletter is consistency. Sending regular newsletters helps maintain your brand's visibility and trust. These touchpoints keep customers engaged, increase brand loyalty, and make people more likely to consider your brand when they're ready to purchase goods.
Types of eCommerce Newsletters and Real-World Examples
There are several different types of eCommerce newsletters that you can use to engage your customers and promote products. Here's a breakdown of the main options along with real-world examples:
1. Promotional Newsletters
Promotional newsletters are designed to drive immediate sales by offering discounts, special offers, or exclusive deals on your products. These emails are often time-sensitive to create a sense of urgency and include clear calls to action (CTAs) that encourage recipients to purchase items.
Example: An email message could offer a discount of 20 percent and have a CTA like "Shop Now and Save."
Real-World Example: Glossier frequently sends out promotional newsletters to subscribers, offering early access to sales and exclusive offers.
2. Product Showcase Newsletters
Product showcase newsletters are designed to highlight new, popular, or featured products. They're a great way to introduce new items to your audience or remind them of your bestsellers.
Example: A monthly email could feature your top-selling products or showcase new arrivals.
Real-World Example: Warby Parker uses product showcase newsletters to highlight new eyewear styles with visually appealing imagery and direct CTAs to explore the collection.
3. Educational Newsletters
Educational newsletters offer value to your audience by sharing tips, guides, or other informative content that's relevant to your industry. These messages subtly promote your products by providing helpful information that aligns with your offerings.
Example: A skincare brand could supply tips on product use or wellness advice that links back to featured products.
Real-World Example: Casper’s educational newsletters provide tips on sleep improvement while promoting mattresses and sleep-related accessories.
Best Practices for Creating Effective eCommerce Newsletters
A newsletter can offer both your brand and its customers a lot of value, but only when it's done right. If you would like to make your next eCommerce email campaign as effective as possible, here are a few best practices to implement:
1. Focus on Design
Your eCommerce newsletter should have a simple, clean design that's easy to navigate. You'll want to make sure it also includes your branding elements so that recipients will associate it with your brand. It should have strong CTAs that promote whatever action you hope to encourage (in most cases, making a purchase).
Tip: Always optimize your email for mobile devices; a significant portion of customers read messages on their phones.
2. Create Engaging Content
Content is king when it comes to newsletters, and you need to ensure that your material resonates with and provides value to your audience. Balance sales content with useful information to keep subscribers engaged and avoid overwhelming them with constant promotional messages.
Example: To keep your audience interested and engaged, provide customer testimonials, links to blog posts, personalized product recommendations, and exclusive offers.
3. Leverage Personalization for Better Engagement
Personalized emails tend to see higher open rates and click-through rates. Simple touches like using the recipient's name or offering product suggestions based on their previous behavior can make a big difference.
Example: A fashion retailer might recommend clothing items based on the recipient’s prior purchases or browsing history, creating a more tailored shopping experience.
Measuring Success and Optimizing Your eCommerce Newsletters
As with any marketing strategy, it's important to measure the success of your eCommerce newsletter and continually optimize it for better results. Key metrics like open rates, click-through rates (CTR), and conversion rates offer valuable insights into how well your content performs and what could be improved.
Once you start tracking these metrics, you can use A/B testing to continually improve your newsletter's performance. Test out different subject lines, CTAs, and content layouts to see which options deliver the most opens, clicks, and conversions. We successfully used email marketing to boost a nursery’s sales by 140 percent.
Conclusion
An eCommerce newsletter is an excellent tool for fostering loyalty, keeping shoppers engaged, and driving sales. Start implementing these newsletter strategies to enhance customer engagement and grow your store's revenue! If you need help with email advertising, turn to our highly skilled marketing experts. Please contact us today or schedule a free website audit with no obligation.
