Emails are an additional sales channel, not the main one
Posted: Mon Jan 27, 2025 5:33 am
Email marketing is often presented as a one-stop solution to all online sales problems. In reality, it is far from that, and it is not the holy grail at all. There is a lot of work to be done to make emails finally work for the benefit of business.
At the same time, sales on the main site do not disappear. Customers still come to the store from search, from partners, from social networks and from advertisements. If you do not have an email component, the business will not stop.
But if we talk about the effectiveness of channels, email marketing shows itself better than others. The share of sales through attraction from emails can reach 7-15%. This is quite good. But this is not the main thing.
Advertising and marketing mailings are more profitable than other channels if they have reached sufficient efficiency. According to the research of the Litmus agency, every dollar invested in mailings in the e-commerce segment returns $45 in profit.
1 in 45 is a very impressive ROI.
Although the Litmus study concerns Western markets, in the Russian segment one can come close to equally interesting values.
The main conclusion: since email marketing does not become highly effective right away, you need to be patient. It is advisable to invest only available funds in it. There is no point in waiting for a japan phone number data significant increase in sales, but when marketing gains momentum, it will be a good help for business (including for a number of auxiliary tasks, such as collecting feedback, increasing loyalty, conducting research, increasing the number of brand advocates, etc.).
Principle 5. Segmentation, gamification, personalization, and abandoned cart follow-up really work. Use them!
It is not enough to simply gather an audience, identify interests and segment subscribers. This alone will not bring sales.
Email newsletters are a communication channel. Therefore, it should be in constant motion and development.
It is essential to send letters, look for new news items, conduct marketing campaigns – attract and stimulate sales.
The most interesting email marketing features for online stores include gamification and follow-up on abandoned carts. All this is impossible to imagine without personalization elements and without a trigger system (activation of mailings based on specified events).
About 75% of buyers abandon the purchase process after filling the basket with goods ( Barilliance study ). But if you set up the right chain of letters, then some of the buyers can be returned - up to 8-10%. The most effective letters are sent an hour after leaving the site, but in some cases you can remind about the purchase a day or later.
In addition, instead of the main product, you can offer analogs, as well as related items. All this without much effort and completely automatically can increase your profit.
At the same time, sales on the main site do not disappear. Customers still come to the store from search, from partners, from social networks and from advertisements. If you do not have an email component, the business will not stop.
But if we talk about the effectiveness of channels, email marketing shows itself better than others. The share of sales through attraction from emails can reach 7-15%. This is quite good. But this is not the main thing.
Advertising and marketing mailings are more profitable than other channels if they have reached sufficient efficiency. According to the research of the Litmus agency, every dollar invested in mailings in the e-commerce segment returns $45 in profit.
1 in 45 is a very impressive ROI.
Although the Litmus study concerns Western markets, in the Russian segment one can come close to equally interesting values.
The main conclusion: since email marketing does not become highly effective right away, you need to be patient. It is advisable to invest only available funds in it. There is no point in waiting for a japan phone number data significant increase in sales, but when marketing gains momentum, it will be a good help for business (including for a number of auxiliary tasks, such as collecting feedback, increasing loyalty, conducting research, increasing the number of brand advocates, etc.).
Principle 5. Segmentation, gamification, personalization, and abandoned cart follow-up really work. Use them!
It is not enough to simply gather an audience, identify interests and segment subscribers. This alone will not bring sales.
Email newsletters are a communication channel. Therefore, it should be in constant motion and development.
It is essential to send letters, look for new news items, conduct marketing campaigns – attract and stimulate sales.
The most interesting email marketing features for online stores include gamification and follow-up on abandoned carts. All this is impossible to imagine without personalization elements and without a trigger system (activation of mailings based on specified events).
About 75% of buyers abandon the purchase process after filling the basket with goods ( Barilliance study ). But if you set up the right chain of letters, then some of the buyers can be returned - up to 8-10%. The most effective letters are sent an hour after leaving the site, but in some cases you can remind about the purchase a day or later.
In addition, instead of the main product, you can offer analogs, as well as related items. All this without much effort and completely automatically can increase your profit.