B2B Articles - March 20, 2014
An email list is a powerful asset for eCommerce websites if not abused. Email lists can build brand advocacy, drive purchases and keep eCommerce brands in memory.
Email can be a powerful tool for customer acquisition, including lead nurturing and repeat purchasing with eCommerce brands. According to a Custora study that analyzed data from 72 million customers shopping on 86 different retailer sites, online retailers have quadrupled the rate of customers acquisition via email to nearly 7 percent.
The study also found that the average customer lifetime value (CLV) of users acquired via email is considerably higher than social media acquisition for eCommerce websites.
Below is a graph from Shopify based on the Custora study that shows email being used for customer acquisition.
Ecommerce businesses can use incentives to build email subscribers. Both immediate and future incentives can work to build subscription lists. Besides building subscribers, offering incentives can also increase customer / prospect loyalty.
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