This infographic from Dotmailer does a good job of explaining the relationship between email and ecommerce. So why do so few ecommerce SMEs keep a mailing list and use it?
Firstly, because it’s a faff and there are some unreliable providers out there. Secondly, it takes time to get results and build a worthwhile list. But I think we’ll see more effective email marketing in future from small online sellers.
The infographic makes the context quite clear: email is a marketing channel worthy of exploration. The case, in the first instance, is more compelling than social media.