That's pretty powerful.
Regardless of where the majority of your traffic comes from, you're wasting a large portion of it if you're not effectively capturing visitor email addresses and sending them regular marketing content designed to engage, educate and sell, based on their individual interactions with your brand. This is now incredibly simple and cost effective to do with a tool like Klaviyo
, so there is no excuse for being left behind.
If you spend a lot on paid advertising channels such as Google Adwords, Facebook and Instagram Ads etc, this is particularly bad news. It means the return on your advertising spend is far lower than it should be. Lot's of profits are left on the table.
You're not getting nearly as many sales as you're entitled to from your marketing spend.
We all know that well over 95% of people leave most Ecommerce sites without purchasing. Even the best in the business fail to convert more than 1 in 10 visitors. However, a LOT of people will give you an email address if you ask for one - especially in return for a compelling coupon or offer they can use to make a future purchase.
This list of prospects is SO valuable. And they haven't even bought from you yet. As you probably know, your existing customer list is even more valueble, when correctly nurtured and marketed to properly.
So that sums up the single most important reason to take mail seriously for your Ecommerce brand: Because doing so will increase the ROI of every marketing and advertising dollar you ever spend in the future, anywhere!