March 6, 2020

ECOMMERCE

Thursday – the happiest eCommerce day

As The Cure once said: ”We don’t care if Monday’s blue, Tuesday’s gray and Wednesday too, Friday, no one cares about you, it’s Thursday eCommerce’s in love!”

According to a
report from Salecycle that reveals the latest data on eCommerce trends and online customer behavior, online shoppers were more likely to make a purchase on Thursdays than on any other day of the week in 2019.

Surprisingly, consumers purchased over three million times more on Thursdays than on Saturdays. The sales volume for Thursdays amounted to around 15%, while Saturdays had the lowest rank of about 12.5%. 

To be more precise, 9 p.m. a ‘chilling on the sofa after dinner’ time – was the most popular time of day to shop, accounting for a little over 6% of total sales.

Each month, most sales occurred on the 29th, while the 21st experienced the fewest sales.

Holidays and events, such as ‘Singles Day’ celebrated in Asia, played a part in geographical variations. Sales made on November 11, 2019, accounted for $38.4bn of eCommerce sales in the region, jumping from $30.8bn on the same date in 2018. These figures were more than double the sales of Black Friday and Cyber Monday combined.

There you have it! Hopefully, these eCommerce and digital marketing statistics will help you discover some areas where you can improve or you will see in which areas you are doing a great job when it comes to your online business.

ECOMMERCE PLATFORMS

“We have your back”

“We have your back” is the welcoming message that Shopify sent to Etsy sellers inviting them to migrate to their platform. This message was sent out only two days after Etsy announced their decision to force advertising fees on many sellers. 

Etsy sellers making over $10,000 in sales/year from the new Offsite Ads program have been notified that they will have to pay 12% advertising fees on any sales resulting from the ads. Meanwhile, sellers below the $10K threshold must pay 15% but can choose to opt out. 

Shopify even prepared a three-step manual on how to migrate your products, customers, and order data from Etsy to Shopify. They also posted an announcement on Friday on the Shopify forums, called  “How to migrate from Etsy to Shopify”, which contains more information.

EMAIL CHANNEL INFO

Email and the mature market

According to the Data and Marketing Association’s report, Consumer Email Tracker 2020, people aged between 45 and 65+ say they check their emails at least once per day. The majority of these customers use Gmail, whereas people aged from 45 to 54 also use Hotmail/Outlook.com. Older consumers said they prefer AOL/Yahoo.

In response to the question regarding which device they use to access personal emails, all of the mentioned age groups said they prefer using computers rather than their mobiles. 

Using desktops is preferred by 73% of the over-65 group, in comparison to 61% of the 55-64 participants and 48% of the 45-54 group. 

Customers’ device preferences are also reflected in the actions they take when they receive marketing emails on their mobiles. 35% of people between 45 and 54 said they prefer more direct options, such as visiting the shop or the website.

On the other hand, 45% of customers aged 65+ would rather wait for the safety of their computer, and 13% for their tablet, before taking any action. The middle group, people aged between 55 and 64, is fairly split between the two options 28% prefer computers, while 31% opt for tablets.

Take a closer look at the insights.

EMAIL MARKETING TRENDS

Trends to follow in the upcoming period

What’s shaping the future? To make the most of every dollar, what email marketing trends should you follow? Here is what Hearst Bay Area pointed as the top trends for the upcoming period:  

#1 Trust comes back to email marketing

Data privacy has always been an issue in relation to email marketing. However, in 2020, that’s set to change. The overall focus on email privacy is becoming more apparent.

The EU introduced the GDPR in May 2018 – changing how businesses reach customers. Additionally,  there are state-level privacy laws in Nevada and California and more states are likely to follow suit. 

In 2020, we will see more businesses embracing these privacy laws, encouraging more creative and compliant email marketing.

#2 Email automation will help your business scale

Whether you have 100,000 or only 100 subscribers, automation will always be useful to your business. Back in the day, only large enterprises and well-funded startups could afford to use tactics like marketing automation. However, the game has changed radically.

In 2020, email marketing automation will become more common as companies look to scale their email efforts.

#3 Understanding the buyer’s journey will become important

According to a recent study by OptinMonster, only 14% of subscribers believe that the majority of the emails sent to them are relevant. In another study, it was found that people receive up to 122 emails every day on average – that’s a lot of emails for one person to read!

Understanding the customer journey, followed by the process of segmentation, is essential for a smooth email system. For example, did a subscriber download a freebie? What should happen next?

#4 Mobile-first emails become the norm

According to Adestra, 62% of email campaigns were opened on a mobile device in 2019, compared to 10% on a desktop. In 2020, optimizing your email for mobile will not just be important, it will be mandatory.

Optimization, in this case, depends on a variety of factors like structure, time, and length.

#5 Email design will be in focus

An email is only as good as its design. The layout of an email should encourage people not just to click on them, but also to engage with the email and to take action.

In 2020, marketers across all industries will move towards exciting email designs. From regular transactional emails to promotional newsletters, how an email looks and how it conveys information will play a central role in the effectiveness of this channel.

Learn more about each of the trends here.

EMAIL DESIGN

Email design inspo of the week

Check out how Uber used transactional emails for marketing purposes in the example above. 

As an addition to the payment information, they have used a simple design with a driving map; what is more, they promoted their loyalty program and added gamification to their email strategy. 

This transactional email from Uber is the perfect example of all that we spoke about in one of our previous editions. Keep in mind that including engaging elements in transactional emails can significantly improve deliverability, engagement rates, and customer experience.

Get inspired and create yours today!

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