{"id":22651,"date":"2023-12-28T13:34:15","date_gmt":"2022-11-18T17:29:00","guid":{"rendered":"https:\/\/www.bloomreach.com\/library\/improving-your-ecommerce-email-marketing"},"modified":"2024-09-17T10:18:07","modified_gmt":"2024-09-17T10:18:07","slug":"has-the-crown-slipped-for-email-as-the-king-of-digital-marketing-channels","status":"publish","type":"library","link":"https:\/\/www.bloomreach.com\/en\/blog\/has-the-crown-slipped-for-email-as-the-king-of-digital-marketing-channels","title":{"rendered":"Improving Your Ecommerce Email Marketing"},"content":{"rendered":"

Email marketing has long been praised as royalty amongst available digital marketing channels for ecommerce businesses.<\/p>\n

But with the rise of so many new apps, ad types, and social networks, has the crown slipped for email as the king of digital marketing?<\/p>\n

Well, it certainly had a wobble. Especially with the recent changes to Apple Mail\u2019s Privacy Policy<\/a>, which made the open metric an unreliable one. <\/p>\n

But make no mistake, there is still no immediate threat to email’s reign as the top digital marketing channel. Almost every statistic out there (and there are many) points to the continued expansion in email usage, preference, and ROI. While mobile marketing<\/a> is on the rise, email is still the unrivaled, unbeaten champion among digital marketing channels. <\/p>\n

Ecommerce email marketing<\/a> is the lifeblood of digital commerce<\/a> companies across the globe. Let’s learn more.<\/p>\n

What is Ecommerce Email Marketing?<\/h2>\n

Ecommerce email marketing<\/a> is an email strategy used by ecommerce businesses to connect with potential and current customers with personalized communications designed to drive revenue<\/a>. This email marketing strategy encompasses email marketing campaigns that meet customers where they are on their customer journeys with your brand and can be used to help predict future purchases or other future behavior with your company.<\/p>\n

Whether its a welcome email, promotional emails, or other marketing messages, the purpose ecommerce email marketing is to keep ecommerce businesses top of mind with customers via email marketing strategies.<\/p>\n

Ecommerce Email Marketing By The Numbers<\/h2>\n

Let\u2019s start with the most basic statistic: the number of active subscribers per channel mentioned earlier. Below, we\u2019ve mapped out the most popular channels accordingly.<\/p>\n

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That’s right. There are four million users of email that could potentially become new subscribers, loyal customers, or repeat customers of your business thanks to email marketing<\/a>.<\/p>\n

If businesses want to reach mass audiences of customers, email has the widest reach by a large amount. More people are actively engaging with email compared to any other channel. <\/p>\n

While there are some key trends making waves, such as customers under 25 preferring SMS as a means of communicating with businesses (although businesses have been very slow to pick up on this clear trend), email is still the most established channel \u2014 and this is why a good ecommerce email marketing strategy will always be essential to businesses.  <\/p>\n

Email is so much a part of the everyday lives of people that over half of the world\u2019s population<\/a> has an email address that they use daily. As long as you make your emails deliverable<\/a>, they can be the most sure-fire way to reach the widest audience. <\/p>\n

This dominance is nothing new. When we look at the global volumes of email sent per day, email hasn\u2019t dropped in usage since its early and wide adoption in the 1990s. Fast forward to 2020 and the average daily volume of emails sent globally hit 306 billion per day. That grew by a phenomenal 4% in 2021 to hit 319 billion emails sent per day, and its growth shows no sign of slowing down. The number of emails sent globally per day is expected to rise to a whopping 376 billion by 2025.<\/p>\n

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Ecommerce Email Marketing Offers Incredible ROI<\/h2>\n

While the volume of users is important, that can\u2019t be the only reason that email reigns supreme for your ecommerce store. So, why does email remain such a popular channel with marketers? <\/p>\n

Again, the numbers speak for themselves \u2014 all of them. Email performance can be measured in many ways<\/a>, but return on investment is always the first and foremost metric that marketers look for. According to Litmus, businesses on average are making $36 for every $1 spent on email marketing. Some sectors are doing even better, as the chart below shows: <\/p>\n

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And that\u2019s not the only key performance indicator that email outperforms in. When the Direct Marketing Association (UK) questioned businesses on their email KPIs in 2021, a strong majority reported a healthy impact across all key metrics, with the same or an increased value over the past year. <\/p>\n

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As the chart above shows, email isn\u2019t just leading the pack as the most influential marketing channel. It\u2019s raising the bar year over year in the most important ways \u2014 none more so than customer lifetime value<\/a>, with 51% of brands citing an increase in 2021. <\/p>\n

Ecommerce Personalization and Ecommerce Email Marketing<\/h2>\n

An important consideration in today’s marketplace is how your brand can incorporate your ecommerce personalization<\/a> strategies into your ecommerce email marketing.<\/p>\n

Existing customers who have already engaged with your brand have the expectation that you are using the data you have collected on them to personalize their customer experiences. This includes sending personalized email campaigns<\/a> to drive traffic to your online store.<\/p>\n

If your email marketing software does not support personalizing customer communications, it may be time to consider making changes to better connect with your email subscribers or potential customers. Personalizing marketing emails can encourage customers to take key actions with your business and foster customer loyalty.<\/p>\n

How specifically can you personalize your automated email campaigns? Consider using these three below strategies in your promotional emails.<\/p>\n