Email remains one of the few channels through which a shop can directly contact an audience it has built itself. Unlike a social network, the list does not depend entirely on a distribution algorithm. But a newsletter is valuable only when subscribers have genuinely agreed to receive it and the content gives them a reason to click.
Measure attributed revenue as well as assisted orders
Revenue directly attributed to an email click provides an initial measure. Remember, however, that a customer may read an email and return to the website directly later. Depending on the setup, attribution can sometimes understate or overstate the contribution of individual channels.
At a minimum, track the number of emails sent, traffic, orders, average transaction value and unsubscribe rate. Open rates are less reliable as a standalone indicator because of email privacy features.
Segment rather than sending everything to everyone
A customer who regularly buys incense should not receive exactly the same sequence as someone interested in tarot. Order data let you create simple segments: new customers, repeat buyers, purchased categories, inactive customers or VIPs.
Automate predictable moments
Welcome messages, abandoned carts, post-purchase follow-ups, review requests, reactivation and first-order anniversaries can be automated. Automated sequences should remain measured and consistent with the frequency of manually sent campaigns.
Build a calendar around genuine seasonal events
Samhain, Yule, the back-to-school season, year-end holidays, the new year and product launches provide natural reasons to communicate. Start messaging before the buying peak, especially when delivery is required.
Respect consent
In France, the CNIL explains that electronic marketing to individuals generally requires prior consent that is freely given, specific, informed and unambiguous, with an affirmative action such as a dedicated, unticked checkbox. Exceptions exist under certain conditions, particularly for existing customer relationships.
Calculate the value of your list
Divide revenue attributed to email by the number of active subscribers, then track the trend over several months. A small, engaged list can create more value than a very large, inactive database.
This topic complements our GDPR, cookies and newsletter guide and building loyalty without constant discounts.