My aunt sends out her family newsletter every Christmas.
She shares with us the progress of the vegetable garden, how the boys are doing at work and how my uncle added a new station or branch line to his model train set.
My aunt is a marketing genius in a lot of ways. Newsletters are one way to keep a loyal and engaged audience.
Research from Kinsta shows that emails containing the word “newsletter” in the subject line see an average open rate of 24 percent–significantly better than the overall average email open rate of 18 percent.
They also have a click-through rate average of 7.6 percent. This is three times more than the average for email of all types.
Email newsletters are more than just for clicks and opens.
These statistics from the publishing industry show that newsletters are more important than any other field.
Newsletter visitors to Greentech Media spend 80 percent more time on the site than those who visit other channels. Vox’s readers spend an average 110 seconds on the site compared with just 40 seconds for Facebook users. Vanity Fair’s readers read twice as much content than any other audience.
Here are six proven ecommerce newsletter ideas that you can use immediately if you are unsure of what to send your subscribers week after săptămână.
E-Commerce Newsletter Ideas That You Can Use Today
What are E-Commerce Email Newsletters?
1. Get Inspiration from Awareness Days and Other Events
2. Offer expert advice on your niche
3. Get Product Inspiration (Personalized)
4. Show customers that you care
5. Share video content
6. Encourage Testimonials and Reviews
What are E-Commerce Email Newsletters?
Although the term “email newsletter” can be used to refer to any type of email marketing, it is actually a separate type of communication.
Newsletters, which are email newsletters, are an example of a type of email that is used to inform your audience about the happenings at your company.
Breaking news, Product updates, or Tips and guides.
E-commerce companies send out weekly newsletters that include all the latest content. Others send quarterly or monthly newsletters that focus on key trends and developments. It’s a good idea to view email newsletters more as an engagement tool than a means to generate immediate sales.
Instead of bombarding your audience with offers, tell them something that is interesting, useful, funny, or both. You can save that money for other forms of email marketing.
These six ecommerce newsletter ideas will help you get started or improve your current newsletter.
1. Get Inspiration from Awareness Days and Other Events
The most challenging thing about managing an e-commerce newsletter?
Your first newsletter has been sent. It basically states: “Hi, we are your first newsletter. Thanks for signing up.” How are you going to inspire others to send these newsletters every month, or every week?
Referring to major events or awareness days that relate to your company’s mission and those of your audience is a smart way to do it.
Awareness days exist for almost everything you can think of, including National Thank a Mail Carrier Day. So it’s certain you’ll find something.
This newsletter was sent by Sweaty Betty, a women’s activewear company. It is in connection with World Mental Health Day.
Sweaty Betty’s brand has a strong focus on this theme because of the many studies that show how exercise can improve mental health.
4ocean, which sells bracelets made of recycled materials, uses its newsletter to bring attention to Earth Day. This annual event aligns with 4ocean’s sustainability mission.
Hopefully you’ll see that both examples don’t try to sell anything.
Awareness days are a great way for your company to show your corporate social responsibility efforts and engage your audience. However, if you only use them to sell a few rainbow logo T-shirts, you could anger your audience.
It can be difficult to keep track of all these events. Take the time to search through websites like Awareness Days, and add the most relevant ones in your marketing calendar for next quarter or year.
2. Offer expert advice on your niche
You are an expert in whatever product or service you market.
Your audience may turn to you for information about the hottest fashion trends, the most recent tech announcements, and the most desired beauty products.
Newsletters can be a great way to show your leadership qualities as a thought-leader. You can highlight the quality content on your blog, or provide in-depth advice in an email.
Tuft & Needle, a mattress and bedding brand, presents itself as an expert in all things sleep-related. It offers subscribers many useful tips to help them get a better night of sleep in one email.
In another section, it addresses the topic of “sleep credit” and includes a call for action in its blog content.
It’s not an enormous leap for a bedding company to write about sleeping. It’s still smart marketing. Nearly half of Americans say they feel sleepy between three and seven days a week.
It is important to find an area of expertise that is closely related to your business and products and of interest to key segments (or your entire audience).
3. Get Product Inspiration (Personalized)
Newsletters don’t have to be about selling hard. You’re a business so you naturally want to refer to your products as much as you can.
This is a natural and engaging way to engage your audience by offering them curated recommendations on how they can tap into a particular style or trend.
One Kings Lane, a home decor company, shows us how it looks by showing its customers how to create their own Southern California-style living rooms.
This presents an opportunity to include a “Shop Now” CTA to highlight relevant products.
Personalization is a great way to add personalization to product curation emails. Google data shows that 61% of consumers expect brands tailor experiences to suit their preferences. Forrester Research also found that 36% of shoppers believe that retailers should provide more personal experiences.
Sencha Tea Bar, formerly Cup & Leaf, has created a smart way to share bespoke product recommendations.
It developed a quiz to challenge its audience to find the perfect tea and then used the results for personalized recommendations to them.
This is the essence of marketing: giving individual customers recommendations they will love because they have effectively told you so.
4. Show customers that you care
Consumers can easily feel unappreciated.
Brands wouldn’t exist without them. They often get an interminable stream of emails in their return urging them to BUY NOW.
It is important to remind customers that you truly care about their best interests. How do you do this?
You could introduce your audience to a feature or service that they are not aware of. For example, Mytheresa is a luxury fashion e-commerce site.
It could also be a bit more complicated, like this email newsletter from Bed Bath & Beyond which highlights a new measure to protect online shoppers.
Bed Bath & Beyond has a good point because online security remains a concern.
NTT Application Security research shows that only 58 percent of online shoppers believe their personal information is secure. 26 percent claim to have been victim to identity theft or credit card theft following an online purchase.
Even if your customers love your new feature, you might consider conducting an e-commerce survey before you start.
It will save you a lot of headaches in the long-term.
Make sure your audience is interested in the new feature you are introducing. It’s not a good idea for your development team or other staff to spend weeks creating an update or tool that nobody uses or hinders the user experience.
5. Share video content
Although we tend to view email and video as two distinct channels, they can be used together if we know how.
SuperOffice actually found that email open rates rose 6 percent by including “video” within subject lines. How can you include video in your email newsletters, then?
ArtSnacks is a monthly subscription service for art products that shows us how to do it. A monthly video series is produced by the brand in which a top mixed media artist discusses and demonstrates how to use the latest subscription box.
This is a clever approach, as it doesn’t just feature a bunch products and urge recipients to buy them now. It also offers something visually and interesting.
Gamification is also an option. Customers are encouraged to use the latest batch in creative and unique ways.
It is important to consider the size of embedded videos in newsletters. Too large could result in it being rejected by recipients’ servers.
Video embedded in emails can lead to lower click-through rates. Once someone has watched the video, they might be less likely to click through to your site. The video may also distract from other CTAs within your email.
Don’t embed. Instead, add a thumbnail of the video to your landing page or YouTube channel.
If that seems too difficult or you don’t have a good thumbnail, it’s okay to add a text link to your video. Cloth and Paper has this example:
6. Encourage Testimonials and Reviews
Social proof is a powerful tool to increase sales. Your newsletter subscribers will be motivated to purchase your product if they read positive reviews about it.
Between 2015 and 2018, the proportion of consumers who trust reviews more than personal recommendations from a friend has increased by more than two-thirds. However, only 6 percent of those who don’t trust reviews have dropped to 17 percent from just 17%.
This means that if your e-commerce newsletters don’t include reviews, then you should.
This can be done in many ways. Birchbox, a makeup subscription box, uses a subtle approach to this issue by including star ratings and reviews next to three of their products.
Birchbox doesn’t only include three products with 4.9 stars ratings.
The “only” product has a rating of four stars. That sounds great, but it isn’t what consumers are looking for. However, this only makes the two other products with ratings of around five out of five more appealing.
An alternative, less subtle but equally effective approach is to include customer testimonials in your ecommerce newsletter. Allbirds does this here.
Allbirds’ approach is flawed in that it’s impossible to verify that the testimonials are genuine.
Ask reviewers to allow you to share testimonials with them and include a link to your social media accounts. Your audience will feel more confident that all is well.
Conclusion
I get what you are thinking: If email newsletters are more about engagement and less sales, then why bother?
Remember, you are trying to sell these people and not become their best friend.
Engaged customers are your best customers.
Rosetta Consulting research shows that customers are engaged
You are more likely to buy your brand’s products and services 90 percent more often than the average customer.
This all in just a matter of sending a few emails. My aunt must have had the right idea.
Sleeknote published the article 6 Proven E-Commerce Newsletter Ideas To Inspire Your Own.
———————————————————————————————————————————
By: Emil Kristensen
Title: 6 Proven E-Commerce Newsletter Ideas to Inspire Your Own
Sourced From: sleeknote.com/blog/6-proven-e-commerce-newsletter-ideas-to-inspire-your-own
Published Date: Thu, 20 Jan 2022 04:42:43 +0000
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