Online shopping is becoming more and more popular around the world because it is easy and can be done at any time of day or night. Statista says that by the end of 2023, there will be 2.14 billion online buyers around the world. Taking into account that the world’s population is expected to reach 7.87 billion by the end of the same year, we can safely assume that about 27% of all people buy things online. This percentage is expected to continue to rise in the upcoming years which means a growing market for eCommerce retailers. But on the other hand, more and more people are getting into the market because of the chance it gives them. In 2020, the dropshipping market was worth $128 billion USD. Between 2023 and 2026, it is expected to grow at a rate of 32% per year. This means that in the years to come, the competition will grow and get tougher.
In this market, if you want your business to grow, you need to come up with and use a digital marketing strategy. A well-balanced digital marketing strategy should use a wide range of eCommerce marketing tools, but eCommerce newsletters are the best way to talk to customers “face-to-face.” We all know that returning visitors are great for any eCommerce business, and what better way to get them back to your site than to email them about what’s new? In this article, you can learn why eCommerce newsletters are important and how to make a newsletter for your dropshipping store that looks good.
Before getting into how to make a good eCommerce newsletter, it’s important to know why you need one. In this section, we’ll talk about the best parts to help you understand them better.
Trying to reach certain groups
The first and most important attribute of eCommerce newsletters is that they allow you to target a very specific market segment. When you first start your dropshipping business, you are likely to have fewer customers. Because of this, you need to be very specific about who you market to so you can convert them in the best way possible. With eCommerce newsletters, it’s easy to target groups, like visitors who put items in their carts but didn’t finish the purchase, and offer them a discount if they finish the purchase. So, you can get them to come back to your store and encourage them to finish their shopping.
A measurable marketing channel
Since eCommerce newsletters are one of the most trackable ways to market, they can help you learn a lot about your business and marketing strategy. Having an eCommerce newsletter will not only point you out the areas you need improvement at but also organise your marketing campaigns and switch things up based on which email did the best in the past.
A way to increase traffic
One of the best things about eCommerce newsletters is that, unlike social media or influencer marketing, they can be used for more personal targeting. This can be a big plus when you look at your return on investment (ROI) (Return On Investment). People tend to respond better to eCommerce newsletters than they do to social media ads because they are more personal. Because of this, eCommerce newsletters can be a great way to increase your traffic and, of course, your sales over time. So you can keep growing your business by adding more products and going after a wider range of customers, which is the ultimate goal of every dropshipper who wants to stay in the game. But it’s important to remember that you can only reach a certain number of people with an eCommerce newsletter, unlike a post that goes viral on social media. Users have to be lucky to get hyped up, but the chance is always there.
Targeting returning customers
ECommerce newsletters can be a good way to keep your brand in the minds of your customers and increase the likelihood that they will buy from you again. It lets you build your brand’s reputation and let your old customers know about all the new things in your store. If you manage to display the most attractive products to the group you are targeting, you will see a high engagement rate which will ultimately translate into sales as well.
Now that you know how important and useful it can be to make an eye-catching eCommerce newsletter, let’s look at how you can do it. In this section, we’ll talk about how to make the best eCommerce newsletters for your business to get people to visit the website of your store.
Make the sender’s name unique.
When people get an email, one of the most important things they look at is who sent it and if they know the sender. Cybersecurity is a big problem in the world we live in now, as phishing emails were the biggest threat in 2020. Because of this, the name of the sender is a big part of whether or not an email is opened right away or not. This is why it’s important to make sure the company sending the email is clear. The best practise that most companies are using currently is using the following format: “(First name of the person sending the email) from (Name of the company)”.
Use an eye-catching subject line
The next way to get people to open your eCommerce newsletter is to use an interesting subject line that makes them want to know what’s inside. You can do this by including CTAs (Call To Action) into your subject line like “grab” and “get”. You can also use the psychology of loss aversion to create a feeling of urgency and get your customers to act quickly. Another tactic is to use emojis if you feel like they resonate with the customer group you are targeting as you can write a more outstanding and witty subject line with them.
Change the way your preview looks.
Another thing people can immediately see when they receive a new email is the preview text that is closely following the subject line. This piece of text can help your customers know what to expect when they open your eCommerce newsletter. So not only does it give you another chance to get their attention, but it also makes them more likely to trust you and your email.
Create a responsive design
MCommerce is clearly on the rise, and by the end of 2023, it is expected to make up 72.9% of all eCommerce sales. Also, statistics show that more than 85% of email is opened on a mobile device today. Because of these things, it is important to make both your store’s website and your eCommerce newsletter responsive. Not only does responsiveness make sure that your email looks great on a mobile device, but it also makes it easier for your customers to find their way around and use it. To achieve this, you can use email templates that automatically resize and rearrange text and images so your eCommerce newsletter is almost in the most digestible form for your recipients.
Use high-quality product images
It is very important to use the best and clearest images you can when showing products in your eCommerce newsletters. This will allow your customers to see all the product details and you to display the function of the product and to create a mood that goes with the product. Creating a mood and a lifestyle around your product is important as many consumers are not exclusively purchasing products for their practical value but also for the lifestyle that comes with them. But always keep in mind the size of the images in the process. If the images are too big and take too long to load on a mobile or desktop device, your customers are likely to get distracted and lose interest quickly, and you may not get that conversion you were hoping for.
Address your recipient
When you are sending out an eCommerce newsletter it is likely that you have previous records of your customers’ names so, if your email marketing services allows it, it is a good idea to address them by their names. This will give your emails a more personal feel and let you use a more casual tone. You can find out the names of your customers by asking them to fill out your newsletter sign-up form. You will also have a record of the names of customers who have bought from you before.
The exact duplicate
To get your customers’ attention in the best way, you need to find the right style and length of copy for them. As was said above, most people read their emails on their phones while they are out and about. This means that they don’t want to read a short story with every email they get. All of your eCommerce newsletters should have a title, a subject line, a body copy with more detailed information, and a call to action (CTA) at the end. First, make sure your headline and subject line are interesting enough to make them want to read more. Then you should focus on the most important information you need to get through. The best copy for a marketing email, according to The Atlantic, is between 50 and 125 words, but not more than 200. With this length, you can get a response rate of over 50%. Also, it is not recommended to write your copy in a too “salesy” manner but rather grab this opportunity to focus on getting your brand’s identity across. As for the call to action (CTA), you should add a button at the end with a short CTA line so that you can send your readers to the page of your store they want to see.
Increase sales by including incentives
Who doesn’t like a little something extra in their eCommerce newsletter? When you are targeting either new or existing customers it is advised to include an incentive into your email and see your sales increase. You can send incentives to your customers for a variety of reasons, like getting them to sign up for your newsletter or to get them back to their carts after they’ve left them. You can also send them as a gift to your long-term, loyal customers. There are many different kinds of incentives, like coupon codes, free products as gifts after spending a certain amount, or free shipping.
Segmentation is a key part of online marketing in general, but it is even more important for newsletters. You want to make sure you send the right emails to the right group so that they are interested in what you have to say and offer. Also, if people get emails that aren’t relevant to them often, they might unsubscribe from your mailing list, which would reduce the number of people who could receive your emails. Most email marketing tools help with segmentation because you can sort your subscribers into groups based on different criteria. This will help you automate your eCommerce newsletter campaigns and make sure that your emails go to the right inbox.
Test and measure everything.
Email marketing isn’t something everyone is good at, but this isn’t something you can’t handle. By sending different types of eCommerce newsletters to different groups of customers, you can find out how they interact with your emails and keep track of how well each one converts. You can try out different things with the content of the emails and with when and how often they are sent. After a while of testing, you should have a good idea of what works best for the people you want to reach. Then, you can work along those lines. But make sure to always try out new ideas so that your eCommerce newsletters always have something new and interesting to offer your customers.
As you can see, there are a lot of things to think about when making an eCommerce newsletter campaign. The best thing you can do for your business is to keep testing and see what works best. Always put yourself in the shoes of your customers and think about what they might be interested in and how they might read your newsletter. If you do so, you will see an increased conversion rate and higher returns on your time spent creating your eCommerce newsletters.