EMAIL MARKETING FOR E-COMMERCE WEBSITES: HOW TO MAKE EMAILS PERSONAL

Even though many channels to attract traffic and sales have emerged in recent years, email continues to be one of the main channels for driving online sales. In Q3 2013, email marketing amounted to 2.53% of e-commerce sales, whereas all social channels put together amounted to 0.22%. As for average order value, email orders had an average value of $100.48 as opposed to $93.43 from social channels. However, the impact of email on e-commerce sales is dropping dramatically, from 4.22% in Q3 2012 to 2.53% in Q3 2013. It seems that this trend will continue, as users have less and less time to read all the emails they receive, and the volume of emails – many of which are irrelevant – grows. To this must be added the impact of the “Promotions” tab in Gmail accounts, and the potential future impact of similar services which try to help their users manage their email account in a more orderly and effective way.

Even though many channels to attract traffic and sales have emerged in recent years, email continues to be one of the main channels for driving online sales. In Q3 2013, email marketing amounted to 2.53% of e-commerce sales, whereas all social channels put together amounted to 0.22%. As for average order value, email orders had an average value of $100.48 as opposed to $93.43 from social channels. However, the impact of email on e-commerce sales is dropping dramatically, from 4.22% in Q3 2012 to 2.53% in Q3 2013. It seems that this trend will continue, as users have less and less time to read all the emails they receive, and the volume of emails – many of which are irrelevant – grows. To this must be added the impact of the “Promotions” tab in Gmail accounts, and the potential future impact of similar services which try to help their users manage their email account in a more orderly and effective way.

E- COMMERCE MARKETING

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