Specialists from the email marketing agency Handbox and the website conversion increasing service UpSales .pro conducted a study among the 50 largest online stores in Belarus and found out how effectively they use email newsletters. The study was conducted in May 2024.
Email marketing establishes a direct connection with customers through personalized offers and useful information that goes straight into subscribers' email inboxes. Mailings help retain customers, encourage repeat purchases, and increase brand loyalty.
Main results and conclusions
30% of online stores work with abandoned carts of their customers, send triggers, welcome chains, promotional mailings, messages in instant messengers, install subscription forms on their website, and make technical settings.
However, the majority (70%) of sellers ignore these tools. That is, only 15 out of 50 stores we studied are somehow trying to return customers' interest in products.
Only 54% of online stores have built-in subscription forms .
16% have widgets (pop-up forms) for collecting addresses on the store’s website. 30% do not have any forms on the site.
26% apply a privacy policy (data processing) when subscribing and sending out newsletters
12% make special offers in the letter.
Recommendations
You should pay attention to the benefits of email marketing – all its elements contribute to improving the user experience, increasing conversion and sales on your website.
Pop-up forms collect visitors' contact information. With their help, you can announce discounts and sales, and offer a subscription to the newsletter.
Embedded forms also play an important role in collecting information. You can find out not only the user’s phone number and email, but also gender, city of residence and other data.
Dealing with abandoned carts is an important stage of an online store’s marketing strategy that should not be skipped. You need to send reminders to customers that increase the likelihood of completing an order.
Professionally designed advertising and trigger emails effectively inform customers about new products, promotions and special offers, and remind them of items left in the cart.
A well-designed welcome chain helps to retain new subscribers and establish long-term relationships with them.
A clear and transparent policy for processing personal data ensures the confidentiality and security of user information.
Technical settings of SPF, DKIM and DMARC records confirm the authenticity of your domain and increase the likelihood of successful email delivery.
Using domain email (such as [email protected]) instead of free email services reduces the likelihood of being spammed and increases brand trust.
