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Annie Everill

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Jamie Gentile-Clarke

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Matt Cooke

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Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

A well-crafted newsletter can be a powerful tool for driving customer engagement, boosting sales, and nurturing brand loyalty. However, simply sending out an email isn’t enough; your newsletter must be strategically designed to provide value, capture attention, and encourage action, something that is majorly tracked during any e-commerce campaign. With increasing competition in the online retail space, newsletters offer e-commerce brands a direct and cost-effective way to stay connected with their customers whilst also promoting and advertising goods in a more direct way. A well-optimised newsletter can serve multiple functions, from promoting exclusive offers and new product launches to nurturing long-term customer relationships with the aim of 

. To make the most of your email marketing efforts, consider the following key elements.

Benefits of having a newsletter for ecommerce

Key features of an e-commerce newsletter 

Your subject line is the first impression your newsletter makes, determining whether recipients open your email or ignore it. To increase open rates, keep subject lines concise, engaging, and relevant but catchy enough to intrigue them. 

, such as including the recipient’s name or referencing their past purchases, can also significantly boost engagement and make readers feel as though the content has been produced just for them.

A one-size-fits-all approach rarely works in email marketing. By segmenting your audience based on demographics, purchase history, browsing behaviour, or engagement levels, you can deliver tailored content that resonates with individual customers and meets their specific needs. Personalised recommendations, 

, and targeted discounts are highly effective ways to increase conversions.

A visually appealing email enhances readability and strengthens brand recognition. Ensure your newsletter aligns with your brand’s identity by using consistent colours, fonts, and high-quality images. Including professional 

, engaging graphics, and well-structured layouts helps create a seamless reading experience that encourages action.

The content of your e-commerce newsletter should be relevant, valuable, and engaging. Consider incorporating the following elements:

A newsletter should always have a clear purpose, whether it’s encouraging sales, promoting an event, or increasing engagement. A strong, 

ensures your audience knows exactly what to do next. Use direct, persuasive language such as:

With the majority of emails being opened on mobile devices, your newsletter must be mobile-friendly. You should make sure to use a responsive email design that adapts to different screen sizes, keep paragraphs concise, and use large, tappable buttons for links. A cluttered email will deter engagement, so prioritise readability and accessibility.

Encouraging subscribers to connect with your brand across multiple platforms helps strengthen your digital presence and also reach a greater audience. Include social media buttons linking to your accounts, and consider promoting shareable content such as user-generated photos, competitions, or trending hashtags.

While keeping subscribers engaged is the goal, giving them control over their email preferences is equally important to make sure that you are not agitating people or coming across as spammy. Make it easy for users to manage their subscription settings or opt out entirely. Providing options such as reducing email frequency or selecting content preferences can help retain customers while reducing unsubscribe rates.

Regularly analysing email performance is essential for optimising future campaigns. Track key metrics such as open rates, click-through rates, and conversion rates to identify areas for improvement. 

different subject lines, CTA placements, and content formats allows you to determine what resonates most with your audience.

How a newsletter can increase ecommerce conversions

Achieving peak season sales is the aim of every business, especially ecommerce businesses. 

Of course, this all depends on having a website which attracts, delights and converts customers. Plus, a strong digital marketing strategy which sends customers your way! 

 or digital marketing, then the experts here at 

Let us know more about your business and how we can help by 

Or, give us a call on 0115 697 1158 to speak with our digital marketing experts. 

Wattbike

the human-led tech-enabled ecommerce agency

Essential features to include in an ecommerce newsletter