subject: Start Your Own Ecommerce Newsletter Program [print this page] Start Your Own Ecommerce Newsletter Program
A newsletter or e-zine is a very effective tool for an e-commerce business. Studies have shown that the primary reason customers will stop buying from you is due to a lack of communication. If you want to keep the customers you currently have, you need to strengthen your relationship with them using a newsletter program as your form of communication. Once you have a continuous relationship with your customers, it becomes much easier to continue selling to them over and over again.
There are a number of elements you should include and different factors to think about when creating your own newsletter program. Here is a list of some key features a good e-commerce website newsletter should have:
Feature announcement of new products
Provide customers with special promotions or discounts
Make sure the layout of your newsletter resembles your site, including header and tabs
Keep it brief, the less content the better
Have consistent delivery of your newsletter, try not to send out too many or too little
Give important information that coincides with your products such as consumer reports or recent news
Include numerous calls to action such as banners, text links and buttons that will send the subscriber directly to specific pages on your website
Add an 'Unsubscribe' link in the footer section of each newsletter and make sure a form is added on the unsubscribe page asking for feedback
There are several benefits of having a website newsletter in addtion to your ecommerce store. The main purpose of having a newsletter program is to develop customer loyalty and get more repeat business. Recent studies show that current customers on average spend 33% more than new customers and the ones that belong to customer loyalty programs generally will spend 4x as much. Your website newsletter serves an important function of constantly reminding people of your brand and getting them familiar with your new products. Unless you have a newsletter, people tend to forget about your e-commerce store almost immediately after they make a purchase. Don't count on your customers to actively return to your website on an ongoing basis to learn about new product offerings or promotions. That is why it's so important to have a newsletter program, it is one of the best communication tools that an ecommerce business can have. Your subscriber list is the most targeted market available. They have bought from you once, they know and trust your business, they clearly have an interest in your products and there's a much higher likelihood that they will buy from you over a new customer. Your subscribers will also be appreciative of the fact that they are one of the first people to know about new products, promotions or discounts.
Any good e-commerce solution should be able to offer basic features for implementing a website newsletter program for your online store. Here is a list of important things to look for:
Have a newsletter program built into your store admin allowing you to create and send newsletters directly from your web interface
Gather names, emails and other data that you specify
Be able to verify whether or not email addresses are valid
Be able to customize the design of your newsletter
Give subscribers the ability to unsubscribe at any time
Include a special newsletter sign up feature in the checkout area
Aside from having your website newsletter sign up box prominently displayed on your homepage and included in the checkout, there are many other methods you can use to build your subscriber list. It is important for visitors to be able to see your newsletter sign up information on every page that they land on. This can be achieved by placing either an opt-in box, banner, image link or text link on the header, footer or sidebar of your ecommerce web site. You can also include a 'Tell a Friend' page or have that feature show up after checkout to collect names and emails of your current customers' friends. Other methods of building your website newsletter program mailing list include setting up contests where contestants have to give their emails and the winner receives a prize from your e-commerce site. This is a marketing technique used by a lot of well known online retailers and it can really help build your list quickly. You can market your contest on blogs, forums and other social media web sites.
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