Email marketing: The key to a profitable webshop

Email marketing is still one of the most effective channels for online stores looking to drive steady growth and higher profits. While social media advertising is often more expensive, email marketing allows you to build a direct relationship with your customers - without paying every time you want to engage with them.

In this article, we look at why email marketing is crucial for your business, how to work with LTV and retention, and why you should look at your communication in a more holistic way.

Why is email marketing important?

When a customer shops in your online store, the buying journey is rarely over. In fact, that's just where it begins. Many online stores focus primarily on acquiring new customers through ads, but forget to tap into the potential of existing customers.

With email marketing you can:

• Increase the number of repeat purchases

• Maintain the relationship with your customers(retention)

• Improve customer lifetime value(LTV)

• Customize communication according to your customer's product cycle

LTV and retention - two crucial KPIs

LTV (Lifetime Value) tells you how much a customer is worth over time. The higher the LTV, the more profitable your online store is. One of the most effective ways to increase LTV is through strategic email marketing, where you continuously inspire customers to buy again.

Retention is all about holding on to your customers so they don't leave for the competition. Automated email flows like welcome series, win-back campaigns and product recommendations help keep your webshop top-of-mind.

See email marketing in a holistic perspective

Email marketing should not stand alone, but be a natural part of a holistic marketing strategy. When you combine data from social media, advertising and email, you can create a common thread throughout the customer journey.

Example:
A customer discovers your brand through an ad, visits the webshop but does not buy. With a browse abandonment email, you can bring the customer back. After the purchase, you can maintain the relationship with product guides and upselling via newsletters.

Product cycle and timing

Timing is crucial for email marketing success. By understanding your product's product cycle, you can send emails at just the right time.

• Short product cycle (e.g. skincare, supplements): Send reminders when the product is running low.

• Long product cycle (e.g. furniture, electronics): Use inspiration, guides and cross-sell emails to maintain interest over time.

Conclusion

Email marketing isn't just an additional tool - it's the foundation of a profitable online store. When you work with LTV, retention and adapt your communication to the product cycle, you get a much stronger and more holistic marketing strategy.

If you want to make your online store more profitable, you should start with email marketing - and build relationships that last.