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Do Email Newsletters Still Work in E-Commerce?

by Stephan Markov  |  
July 27, 2017

The quest of marketers to find the best converting strategy, or the tactic that yields the highest ROI, never ends. We've been told over and over that content is king, social media is a must, and email is still very much in.

So we asked digital marketers involved with e-commerce businesses about their experience with email newsletters. Do they still work, or are they a thing of the past?

What are the best newsletter practices that make money now, and what is old news? Those people manage email campaigns for brands large and small, and they shared their opinion with us readily.

Question: Are Email Newsletters Effective in E-Commerce?

Most experts we talked to agree that email newsletters work for online stores, and the trend is not likely to change. However, half of them warn that there are rules that must be followed to generate revenue (it doesn't just work like magic):

  • Yes, email newsletters are effective: 8
  • No, they are not effective: 1
  • Yes, they're effective if...: 8

Why 'Yes': Email vs. Social

In an age of information overload, email newsletters are an alternative for keeping a relationship with the audience going. When social media is so noisy, waiting patiently in the inbox for when readers have time doesn't sound so bad.

Drew Fortin of The Predictive Index says, "Not only do they allow us to send a collection of relevant, recently produced content, they also allow those who may not want to hear from you daily to stay informed and engaged on a less frequent basis."

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Stephan Markov is a digital marketer at Metrilo, a tool designed to help e-commerce businesses sell more by making data-driven decisions.

LinkedIn: Stephan Markov

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  • by Asha Prakash Fri Jul 28, 2017 via web

    Great info, will share this article to my sales team :)

  • by Expressly Sat Jul 29, 2017 via web

    Thanks for sharing, Asha.

    As mentioned, personalisation is the way forward. This can be tricky, though. One reason being that personalisation requires information, and obtaining this information is often not easy.

    One solution to this lies with a network of eCommerce stores that cross-sell each others products. This allows each store to create personalised newsletter emails offering great deals on other stores' products. Because cross-selling partnerships within the network are carefully selected, the products' advertised are always relevant to the customer's recent shopping habits, yet not competing with the advertising store.

    With highly targeted ads that are low in cost, supported by a friction free path to the sale, conversion rates are very high and ROI also. It makes a great solution for eCommerce store owners and their customers.

  • by Expressly Sat Jul 29, 2017 via web

    Apologies, I meant Stephan. I read the wrong name.

  • by Stephan Tue Aug 8, 2017 via web


    no worries for getting the name wrong. ;)

    I'm glad you can take something out of the article. After all, this is what's it meant to do - help others.

    P.S. Also thanks to Asha for sharing it with the sales team! : )

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