Why email marketing is essential for your webshop

Why email marketing still matters

Email marketing is one of the most effective ways to stay in touch with your customers and keep them updated on news, offers and other important information. Done well, it ties customers to your brand, brings them back more often and keeps you relevant in their inbox.

There is an extra reason to take it seriously. Advertising platforms find it harder and harder to follow your customers, because of cookie banners and privacy settings in browsers. Your own email list is something you do control, which makes the data you collect yourself, your first-party data, more valuable.

Your own email list is an asset no platform can take away from you.

The key benefits of email marketing

There are several reasons email marketing earns a place in almost every webshop's strategy:

• It is cost-effective. Compared to other channels, email is inexpensive. There are no printing or postage costs. Most email platforms do charge more as your list grows.
• It is easy to measure. Click rates and revenue per email show what a campaign delivers, so you can improve the next one. Open rates have been less reliable since Apple introduced Mail Privacy Protection, so don't rely on them alone.
• It is targeted. You can send messages to specific segments of your audience based on their interests and behaviour, which makes them more relevant and more likely to convert.
• It is flexible. Adjusting a campaign and tailoring the message to your audience takes minutes, not weeks.
• It saves time. With automation you can build campaigns that respond to specific customer actions, so the right message reaches the right person at the right moment without manual work.

A platform we like: Klaviyo

We like working with Klaviyo, because it works well with Shopify. Shopify also invested in the company in 2022. If your store runs on Shopify and you are just starting out, Shopify Email is a simple alternative.

Klaviyo is a cloud-based platform that helps businesses send targeted emails based on customer behaviour and interests. Its automation tools let you build campaigns tied to specific actions, and it shows how customers interact with your site, what they buy and how often they return. That insight helps you sharpen your marketing.

It connects with tools such as Google Analytics and Facebook Ads, and includes A/B testing so you can experiment with subject lines, images and copy to see what works. Pricing is tiered: the more contacts you have, the more you pay, so the platform grows alongside your business.

You install Klaviyo as an app in Shopify or as a plugin in WooCommerce. It works alongside GOGETTERS: GOGETTERS handles your products and orders, Klaviyo your emails.

Five features that stand out

Klaviyo does a lot, but these five features do the heavy lifting for most webshops:

1. Email marketing. Build professional emails in a visual editor, segment your list on customer data and interactions, and run automated campaigns.
2. SMS marketing. Send short text messages about offers, reminders and important updates.
3. Social media integration. Connect with Facebook and Instagram to extend your reach through targeted ads.
4. Advanced segmentation. Create segments based on behaviour, demographics and purchase history so the right people get the right message.
5. Built-in analytics. Track return on investment, analyse customer value and follow abandoned carts in built-in reports.

Our advice: start today

Our advice is simple: start with email marketing as soon as you can. Every subscriber you gain now adds to an asset you own yourself.

You can install Klaviyo on your webshop at no upfront cost and get going right away. Start with a welcome email and an abandoned cart email, then expand as your list grows. When you want to see what GOGETTERS costs for your store, check our pricing.

Frequently asked questions