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El impacto del email marketing debe validarse frente a la recompra orgánica y optimizarse con experimentación

Evaluar la efectividad del email marketing exige medir si realmente aporta valor incremental o si canibaliza compras que ocurrirían de forma natural gracias a la calidad del producto, además de testear sistemáticamente variables como días y horarios de envío. Mientras algunos casos demuestran que es posible alcanzar un 40% de recompra sin recurrir a este canal, otros puntos de vista lo consideran un pilar clave que debe representar entre el 20% y el 30% de los ingresos en ecommerce tradicionales, e incluso entre 40% y 50% en categorías restringidas.

Quién lo dice, con sus palabras

Esta idea no sale de una entrevista suelta: aparece en 3 intervenciones distintas de DTC Podcast y Oski de Haciendola. Son 3 fuentes distintas, y ninguna sabe de las otras. Que varias personas coincidan sin conocerse pesa más que una repitiéndose diez veces, así que aquí está lo que dijo cada una, con el enlace al segundo exacto.

is with email. Um, I think email is awesome. I just think that there's, um, a lot of cannibalization that happens and it's different with every business, but with ours being a supplement business where we have repeat customers and subscribers and stuff. Um, what we found is we thought we would try not doing email for a little bit, right? Let's maybe try three months, six months. Let's just, yeah, exactly. Right. So, we, got our product, right. You know, we've got our own, our own product, our own intellectual property. They're really, good product that people love. Um, our cogs are good. Our…

Ep 178: 40% Repeat Purchase and True Meaning of Product-Market Fit with Mighty Munch James Petrellis · 2022 · comprobar

was it. And then we thought we'd establish a repeat, uh, a returning customer rate baseline, which we have at the moment. It's pretty high. It's like almost 40%, I think at the moment, maybe more zero email. Yeah, exactly. With zero email. Right. So this is just people coming back. And cause this is the thing we sell a product that is a problem solution product, right? It, it solves a problem for people. That's why they buy it. So when they buy it, if it does solve their problem, there's a good chance. A lot of those guys are going to come back and keep buying. If it doesn't solve their…

Ep 178: 40% Repeat Purchase and True Meaning of Product-Market Fit with Mighty Munch James Petrellis · 2022 · comprobar

yeah i'd say north of 20 of revenue coming from emails healthy i'm not as much of an sms guy but we're seeing for some of our clients you know 10 15 of revenue coming from sms so in some ways that does eat a little bit at your email revenue and other ways it kind of adds just more revenue to the top line through retention efforts and it also depends on like what kind of brand you have and how how hard you're spending and pushing on top of the funnel a brand that spends very aggressively on top of the funnel the percentage of revenue coming from email in the short term is probably gonna be…

Ep 131: Chase Dimond on iOS15 Changes and This One Simple Hack to Raise Your Email Open Rates by 20% · 2021 · comprobar

Lo que dijo cada uno, y en qué minuto

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