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Nominis podcast – episode 075: email marketing

Episode 075 discusses the role of Email marketing for web merchants. through email communication the conversion rate is around 4-5 percent, there’s the opportunity for remarketing, up-selling, cross-selling, building loyalty relationships through this communication, etc.

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In the new episode of Nominis podcast which we are producing in partnership with the Association of eCommerce Croatia, we spoke to Dominik Metličić and Zoran Orak about the role of email marketing and how to increase sales using this powerful tool.

Zoran Orak has been involved in email marketing for the past 15 years and has gone through all developmental phases and numerous sectors, focusing mainly on eCommerce activities today. Dominik Metličić emphasized that he has been involved in marketing for the past seven years, with email marketing being his specialty.

Zoran highlighted how marketing experts serve as value multipliers for specific brands or webshops. He believes that every business can benefit from good marketing, utilizing an adapted approach to each industry. He emphasized a crucial question to ask: ‘Why does someone subscribe to receive emails?’ and answered: ‘In the case of commerce, the recipient wants information about product offerings, discounts, and other benefits, which determines the content and dynamics of the emails.’ According to him, the goal of emails is for the brand or webshop to remain continuously in the minds of its customers, both existing and potential.

The content communicated must be useful. I use the principle of 3E – entertain, educate, elevate – which means entertaining customers and not being boring, educating them with useful information, and encouraging them to take purchasing action

Dominik highlighted copywriting as his forte, along with strategies revolving around the sales funnel, addressing key questions on how to attract people’s attention, discover what matters to them, how to present it all, and how to create a logical sequence leading from strangers to customers. According to him, email marketing is a crucial part of communication for every online business, particularly highlighting educational activities, which he primarily engages in.

Some of the advantages of email marketing include warmer communication, a personal message, and a personalized offer, unlike communication via Google or Facebook, which lacks that personal touch.

You can check the video recording of Nominis 075 on the official YouTube channel of eCommerce Croatia.

Bruno Zagorščak
Bruno Zagorščak Neuralab Co-founder and Chief Content Officer

A Boletus aficionado who loves to get lost in the woods. He's still holding dearly to his OG Canon 5DmII while claiming that the play button is the apex call-to-action button on the web.

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