In Favor of Long, Image-light Ecommerce Emails

We’ve written about email on Copyhackers… a lot.

And for good reason.

In 2019, email still has the highest ROI of any marketing channel ($42 return on every $1 spent, according to Litmus). And McKinsey found that email is 40x more effective at acquiring customers than Facebook and Twitter – combined.

Email just plain works.

And here at Copyhackers, we take optimizing email… seriously. Very seriously.

In Favor of Long, Image-light Ecommerce Emails 1

We wrote about optimizing SaaS free trial emails, upgrading launch emails and sending B2B cold emails that actually work.

Yet… we’ve never tackled this beast: ecommerce emails.

But we’re not going to stay silent any longer.

There’s too much at stake…

In ecommerce, the average order value from email is 20% higher with 3x the conversion rate compared to other channels. Email is your best fuel for customer retention, and Harvard Business School found that just a 5% increase in retention can increase profits by 95%.

Ecommerce emails done right can be the lifeblood of an ecommerce business.

Yet, many ecommerce stores are deeply underinvested in email.

Even though 59% of marketers say email gives the greatest ROI of any marketing channel… 64% of ecommerce marketers expected their company’s email marketing budget to increase or significantly increase in the following year.

They’re realizing they need to be spending more on email marketing.

Not surprising, given that Pure360 found in a survey of 205 marketers that 9 out of 10 brands are behind the email marketing maturity standards they expected.

Beyond the numbers, it’s something that email consultants like myself see every day.

Austin Brawner, my friend and the CEO of Brand Growth Experts, has had a similar experience to mine.

I once heard him say, “I’ve been in hundreds of email marketing accounts and I have yet to see someone who’s sending too many emails.”

He’s right. Though many of us are worried about over-emailing, that’s rarely…

Read the rest.

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