Email Marketing & eCommerce: Our top facts and stats!

Email marketing and eCommerce are a match made in heaven. While many underestimate the value of emails, it is still a powerful tool in an eCommerce company.

We fully recognise the meteoric rise of social media marketing, with TikTok being the most recent go-to channel. However, will every person within your audience be present on these channels? Furthermore, how many times has '#FacebookDown' or '#TwitterDown' been trending in the last few years? Email marketing, therefore, provides a great safety net and a tool to communicate urgent messages.

We work on email and CRM jobs here at Cranberry Panda, so we always champion the many talented people who specialise in this marketing discipline. We decided to look at some statistics and facts from the year of email marketing! 

Interesting eCommerce email benchmarks

In 2022, personalisation was a huge focus for email marketers. Customers want their favourite brands and retailers to inform them of the best products and deals that are relevant to them. If customers receive emails they're not interested in, this simply decreases brand trust and engagement. Instead, retailers should focus on fresh content that keeps them engaged, waiting for the right time to send those personalised promotions!

With this in mind, 59% of email marketers stated that suggestions based on search and purchase history are the best ways to achieve a great personalisation strategy.

Following the pandemic, many online retailers gained new customers who had no other way to shop. While this is great, it doesn't mean they will stick around. When it comes to retention, a huge 80% of retailers believe email is the most effective tool for this (statistics from a report by eMarketer). 

While announcing deals and developments through email marketing is obvious, brands must still show who they are beyond these. If every email is shouting about '50% discounts', customers won't feel cared for. Therefore, curating additional content like user-generated imagery or exclusive features will be very important in 2023.

Our favourite subject lines

Subject lines...sounds simple right? Quickly think one up and focus on the core email content...not quite. To stand out from the crowd, especially during sales events like Black Friday, brands need to catch attention immediately.

Coming back to the idea of personalisation, subject lines are a great tool for speaking directly to the core audience. They need to be attractive, snappy and highlight the key message. Winning subject lines this year have been based around the idea of 'FOMO' and also re-engagement. 

The emoji or no emoji debate seems over too. Many brands are now utilising them in subject lines, to increase friendliness and open rates! 

We had a look through some brand subject lines to see which ones caught our eye...

• Sephora: 'You're invited: 10% off for Beauty Insiders' (Impact from the beginning - inviting and personalised!)
• Ikea: 'Where do all these toys go?' (A fun way to target a specific product and customer problem...storage!)
• Guess: 'You won't believe who's partnered with us' (Name-dropping celebrities always gets attention, but this teaser leaves customers on tenterhooks!) 
• Converse: 'See our best deals on Facebook' (A great example of multi-channel, email is always useful to build awareness of other marketing channels.)
• Just Eat: 'Something new has launched near you ' (Personalised to the customer's area and promoting new restaurants...with added emoji of course!)

Looking for eCommerce jobs?

We have a busy time ahead at Cranberry Panda, with new roles every day. If you're thinking about a new opportunity, simply click below to send us your CV. We can't wait to chat!