(Online) commerce has long since broken through traditional trade channels. With the changes in trading and purchasing behavior brought about by e-commerce, marketing has repeatedly had to be adapted and further developed. Advertising expenditure has shifted, and the budget that 20 years ago was mainly spent on offline measures such as advertisements and print campaigns now ends up mainly in online marketing. Not only has commerce become increasingly digitalized, but also the associated marketing.
E-mail marketing is an indispensable part of modern online marketing. An e-mail address is required just to register for an online shop. This necessity offers great potential.
Why email marketing?
As already mentioned, as an online retailer you are in possession egypt number dataset of the email address as soon as a potential buyer registers with you. Why should this potential be left unused? For over 50 percent of people in the DACH region, writing and reading emails is an integral part of everyday life (study: "Email for you" by United Internet Media, 2018).
The use of email marketing in online shops is now part of standard communication. 95 percent of online shops offer newsletters. However, this potential is not always used; a quarter of online shops did not send any newsletters within three months, apart from the double opt-in email and the registration confirmation (study "E-Commerce Market Germany 2018" by EHI Retail Institute). So the motto here is to use the channel and do it better.
Registering and logging in to online shops is the most important reason for using an email address in the DACH region, at over 80 percent. Only then come online auctions, social networks and online banking.
Another aspect that speaks in favor of email marketing is that, according to the United Internet study, advertising content is also shared with others. Around 50 percent forward received offers and product recommendations and around 45 percent even forward the entire newsletter. In addition, you achieve a very good return on investment (ROI) with email marketing.
Another important reason for using electronic mail is that the costs of email marketing are relatively low. All you need is an appropriate email marketing tool, which usually costs a monthly fee and may also cost an individual template. Otherwise, the only additional costs are the labor costs for sending the mail. Postal delivery and placing ads are much more expensive. In addition, particularly in e-commerce, the evaluation and management of user data allows for very targeted customer communication.