{"id":1534958,"date":"2024-03-31T07:52:33","date_gmt":"2024-03-31T11:52:33","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1534958"},"modified":"2024-03-31T08:46:42","modified_gmt":"2024-03-31T12:46:42","slug":"a-better-ecommerce-newsletter","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/a-better-ecommerce-newsletter","title":{"rendered":"A Better Ecommerce Newsletter"},"content":{"rendered":"<p>A robust email list could be an ecommerce business&#8217;s best investment. Depending on the survey, email marketing returns as much as $40 for every $1 invested in 2024. The challenge is acquiring and retaining subscribers.<\/p>\n<p>Fortunately, a simple change in perspective can unlock growth.<\/p>\n<p>Many merchants offer a discount \u2014 typically 10 to 15% \u2014 to encourage signups but then engage subscribers solely with more deals and offers. The merchants train subscribers to buy only when items are on sale.<\/p>\n<p>What would happen if those merchants \u2014 retailers, wholesalers, direct-to-consumer brands \u2014 approached email marketing like social media?<\/p>\n<h3>Content Marketing<\/h3>\n<p><em>Editorial<\/em> emails are a <a href=\"https:\/\/www.practicalecommerce.com\/email-and-text-marketing-are-cookie-proof\">content marketing tactic<\/a> for attracting, engaging, and retaining customers. Including tips, instructions, and advice expands email from promotional to informative, giving prospects new reasons to subscribe, engage, and buy.<\/p>\n<p>The process is similar to social media marketing and goes something like this:<\/p>\n<ul>\n<li>Create a compelling and product-relevant editorial newsletter.<\/li>\n<li>Attract subscribers.<\/li>\n<li>Include products in each newsletter.<\/li>\n<li>Optimize for sales.<\/li>\n<\/ul>\n<h3>Content<\/h3>\n<p>Step one is to create compelling content related to the products your business sells.<\/p>\n<p>Take <a class=\"editor-rtfLink\" href=\"https:\/\/www.masterbuilt.com\/blogs\/recipes\" target=\"_blank\" rel=\"noopener\">Masterbuilt<\/a> as an example. The company&#8217;s products are grills and smokers. Its content and social media marketing focus on recipes \u2014 the product and the content work together.<\/p>\n<div id=\"attachment_1534959\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1534959\" class=\"wp-image-1534959 size-large\" title=\"Screenshot of Masterbuilt's TikTok page.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-masterbuilt-social-570x462.jpg\" alt=\"Screenshot of Masterbuilt's TikTok page.\" width=\"570\" height=\"462\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-masterbuilt-social-570x462.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-masterbuilt-social-300x243.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-masterbuilt-social-768x622.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-masterbuilt-social.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1534959\" class=\"wp-caption-text\">Masterbuilt posts recipes on TikTok (shown here) as well as Facebook, Instagram, and X.<\/p><\/div>\n<p>Masterbuild would require little additional effort to produce a grilling newsletter. It could bundle several of its recipes into a weekly round-up.<\/p>\n<p>The approach is a proven winner. Consider these five email recipe newsletters and their reported subscriber counts in March 2024.<\/p>\n<ul>\n<li><a class=\"editor-rtfLink\" href=\"https:\/\/www.wholesomeyum.com\/\" target=\"_blank\" rel=\"noopener\">Wholesum Yum<\/a>: 365,000.<\/li>\n<li><a class=\"editor-rtfLink\" href=\"https:\/\/natashaskitchen.com\/about\/\" target=\"_blank\" rel=\"noopener\">Natasha&#8217;s Kitchen:<\/a> 350,000.<\/li>\n<li><a class=\"editor-rtfLink\" href=\"https:\/\/www.onceuponachef.com\/\" target=\"_blank\" rel=\"noopener\">Once Upon a Chef<\/a>: 320,000.<\/li>\n<li><a class=\"editor-rtfLink\" href=\"https:\/\/therecipecritic.com\/\" target=\"_blank\" rel=\"noopener\">The Recipe Critic<\/a>: 200,000.<\/li>\n<li><a class=\"editor-rtfLink\" href=\"https:\/\/www.eatingonadime.com\/\" target=\"_blank\" rel=\"noopener\">Eating on a Dime<\/a>: 200,000.<\/li>\n<\/ul>\n<h3>Subscribers<\/h3>\n<p>The next step is to <a href=\"https:\/\/www.practicalecommerce.com\/email-delivery-explained\">attract subscribers<\/a>. Social media algorithms show posts to like-minded users who might follow your business.<\/p>\n<p>But many social media marketers also boost those posts via advertising. Something similar exists for editorial newsletters. Let&#8217;s consider four subscriber growth drivers.<\/p>\n<p><strong>Organic recommendations.<\/strong> Substack, which blends editorial newsletters with social media features, was among the first to offer organic recommendations. When someone subscribes to an editorial newsletter, the platform suggests others.<\/p>\n<p>For example, &#8220;The Real Heroes of Ecommerce&#8221; is a newsletter on Substack from marketer Jason Shepherd. Subscribing to that newsletter produces Shepard&#8217;s recommendation of &#8220;The Human Voice.&#8221;<\/p>\n<div id=\"attachment_1534962\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1534962\" class=\"wp-image-1534962 size-large\" title=\"Screenshot of email where Jason Shepherd recommends &quot;The Human Voice.&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-substack-570x351.jpg\" alt=\"Screenshot of email where Jason Shepherd recommends &quot;The Human Voice.&quot;\" width=\"570\" height=\"351\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-substack-570x351.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-substack-300x185.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-substack-768x473.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-substack.jpg 1246w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1534962\" class=\"wp-caption-text\">The author of &#8220;The Real Heroes of Ecommerce&#8221; recommends &#8220;The Human Voice.&#8221; Both are on Substack.<\/p><\/div>\n<p><strong>Paid recommendations.<\/strong> Newsletter publishers can acquire subscribers for about $3 each via <a class=\"editor-rtfLink\" href=\"https:\/\/sparkloop.app\/\" target=\"_blank\" rel=\"noopener\">Sparkloop<\/a>, <a href=\"https:\/\/referralhero.com\/\">ReferralHero<\/a>, and others. Recommendations are available only for editorial newsletters, not marketing.<\/p>\n<p><strong>Paid growth<\/strong>. Several newsletter growth businesses have emerged. These agencies \u2014 <a class=\"editor-rtfLink\" href=\"https:\/\/www.emailcrush.com\/\" target=\"_blank\" rel=\"noopener\">Email Crush<\/a>, <a class=\"editor-rtfLink\" href=\"https:\/\/www.paperboystudios.co\/\" target=\"_blank\" rel=\"noopener\">Paperboy Studios<\/a>, <a class=\"editor-rtfLink\" href=\"https:\/\/growletter.co\/\" target=\"_blank\" rel=\"noopener\">GrowthLetter<\/a> \u2014 place ads in various channels to attract subscribers.<\/p>\n<p><strong>Blog and forms.<\/strong> Let&#8217;s not forget your company&#8217;s blog and web forms. Double down on promoting newsletters.<\/p>\n<h3>Include Products<\/h3>\n<p>An editorial email must be worth reading. Don&#8217;t skimp on this part. And don&#8217;t forget to include products, as follows.<\/p>\n<p><strong>Treat products like sponsors.<\/strong> Editorial newsletters frequently have sponsors. No rule prevents a sponsor from being a company&#8217;s own offerings.<\/p>\n<p><strong>Make it a recommendation.<\/strong> Many editorial newsletters recommend products after the main content. Think of these as text ads for your products.<\/p>\n<p><strong>Treat them as editorial.<\/strong> Masterbuilt could publish a weekly editorial newsletter featuring three recipes, an interview with a barbeque pro, and a tip for using the company&#8217;s &#8220;Autoignite&#8221; system. This mention could push a subscriber to place an order.<\/p>\n<p>In each example, set up tracking to <a href=\"https:\/\/www.practicalecommerce.com\/email-marketing-drives-conversions-in-other-channels\">attribute sales<\/a>.<\/p>\n<h3>Optimize for Sales<\/h3>\n<p>The last step is to optimize the editorial newsletter to produce the most revenue.<\/p>\n<ul>\n<li>Measure the newsletter&#8217;s sales performance.<\/li>\n<li><a href=\"https:\/\/www.practicalecommerce.com\/secrets-of-email-segmentation\">Segment subscribers<\/a> to the products they are likely to purchase.<\/li>\n<li>Monitor subscriber sources. Focus on folks who subscribed via an organic recommendation if they produce the most sales.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing works best when combined with meaningful editorial. <\/p>\n","protected":false},"author":391,"featured_media":1534960,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58298],"tags":[],"class_list":["post-1534958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Better Ecommerce Newsletter - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Email marketing works best when combined with meaningful editorial.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/a-better-ecommerce-newsletter\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Better Ecommerce Newsletter\" \/>\n<meta property=\"og:description\" content=\"Email marketing works best when combined with meaningful editorial.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/a-better-ecommerce-newsletter\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2024-03-31T11:52:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-31T12:46:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-featured-email-newsletters.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Armando Roggio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ecommerceboy\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Armando Roggio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/a-better-ecommerce-newsletter#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/a-better-ecommerce-newsletter\"},\"author\":{\"name\":\"Armando Roggio\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722\"},\"headline\":\"A Better Ecommerce Newsletter\",\"datePublished\":\"2024-03-31T11:52:33+00:00\",\"dateModified\":\"2024-03-31T12:46:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/a-better-ecommerce-newsletter\"},\"wordCount\":628,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/a-better-ecommerce-newsletter#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/03\/033024-featured-email-newsletters.jpg\",\"articleSection\":[\"Email &amp; 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