Emails highlighting changes to store opening hours, new store locations, and essential information about store operations (particularly during the ongoing pandemic) are incredibly important for setting customer expectations and building relationships. Never underestimate the importance of sharing useful information with your community of customers. Let’s not forget that asking customers for their email addresses provides retailers with a valuable opportunity to grow their email marketing lists and also gives those opt-in customers a first mover advantage when it comes to receiving special offers and promotions. Not only do transactional emails (receipts, purchase confirmations, shipping notifications, etc.) provide customers with a valuable and secure method of providing proof of purchase and tracking orders, they can also reduce the pressure on customer service teams by detailing information such as returns policies, warranty information, and links to FAQs. Transactional emails provide a crucial customer touchpoint. Product promotion email example: Via Really Good Emails Transactions So, if you have a product to sell or an event to promote, email marketing will help you achieve your goals without breaking the bank. Email also continues to deliver the highest possible return-on-investment of any marketing channel (online or offline). PromotionsĮmail marketing remains the most cost-effective and quickest way to inform customers about sales promotions and special events. As such, retailers can use it for many purposes. How retailers use email marketingĮmail is a multi-faceted tool - I like to think of it as the Swiss Army Knife in your digital marketing arsenal. They also understand that digital marketing tools like email are no longer the sole preserve of online stores and can benefit the entire organization. RETAIL MAILINGS OFFLINEInstead, they understand that the lines between their online and offline outlets have blurred and work together to achieve the same objectives – positioning the right products in front of the right customers at the right time. Innovative retailers no longer talk about their retail empires in terms of “traditional” and “online” silos. However, in the rapidly evolving physical and digital retail landscape, email has become an increasingly important detail in many retailers’ approaches to marketing. When James Gulliver, the late British retail entrepreneur, first uttered the phrase, “Retail is detail,” he couldn’t possibly have perceived the importance of a strong retail email marketing strategy.
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