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Retail Marketing Guide To Email Marketing

April 20, 2021
Bill Kimball

email marketing for retailers

By sending personalized email campaigns, you ensure that your brand, products, and content remain relevant to your customers. In order to build social proof and understand the customer experience, requesting reviews is a vital email marketing strategy for retailers. This information will not only help you improve your product but also your overall customer service. Automate your review requests with every customer purchase to ensure you’re retaining future sales.

As Senior Vice President of Technical Operations, Chris manages PreSales, Sales Enablement and Customer Success teams across Validity’s International business. He has held positions in Sales, Sales Leadership, Operations, Strategy, and Partnerships. He has provided tactical execution strategies or program deployment guidance for organizations such as Intel Corporation, Motorola, and 3M amongst many others. Prior to Validity, she served as Head of Marketing and Business Development at Medeanalytics, EMEA. Marketing data solutions for healthcare unlocking the value of data for better patient outcomes. In addition to his executive career, Josh serves on the board of West Georgia Habitat for Humanity, a charity that brings people together to build homes, communities and hope for impoverished families.

email marketing for retailers

This means leveraging personalized content that’s relevant to subscribers’ unique interests, relates to their geographic location and where they are in the sales funnel, etc. In fact,74% of online customersget frustrated with content when it has nothing to do with their interests. So here’s what you need to know about customized messaging to improve your retail email campaigns. One of the most effective ways marketers are boosting sales within email is by ditching the mass-message emails of the old days. Instead, they’re opting for amore customized approach, which helps ensure subscribers are getting the right message at the right time. Other brands like Seafolly, Jaybird, On, and Topshop are also using retail campaigns—and we recently looked at what makes each of their emails so effective.

Product Downloads

Remember that % off discounts are hard for people to calculate compared to straight $ off discounts. Behavioral information, such as what pages they view on your website, what emails they open and what previous email offers they’ve acted on.

For example, Jaybird, which makes Bluetooth earbuds, sends out an automated email to get post-purchase product feedback. This email goes out after customers have received their earbuds, and have had time to try them out.

Best Days For Email Marketing

For over 20 years, Tunc has worked in general management roles in sales, channel/alliance management, and client services. He has extensive experience leading and mentoring sales teams and executing strategic business plans within the Cloud/SaaS, digital, big data and the ad-tech space. Leveraging input from customers and analyzing market trends, Scott sets the strategic direction for Validity’s product portfolio. Scott joined Validity through the acquisition of Return Path in 2019. He remains active in the email community and the product management community and has presented at industry events. Find out what to implement and what to trash in your email campaigns.

email marketing for retailers

We challenge you to work toward incorporating more personalization features in your campaigns. Before you know it, you’ll see your ROI for retail email marketing begin to climb. If you’re ready to boost your retail email campaigns, learn how you can create dynamic personalized emails that move beyond just mentioning your subscriber’s name. In fact, 72% of people prefer receiving email promotional content when compared to 17% who prefer social media. Let’s take a look at a few ways email marketing for retailers can be useful and the types of messaging you need to send out. Marketinggives you everything you need to send professional email marketing campaigns to bring your customers back again and again. Additionally, Shopify POS allows merchants to send digital receipts to customers, then collects their email addresses in the back end for use in email marketing initiatives.

How Targeting And Personalized Emails Lead To Higher Open Rates

Another key point in increasing open rates of emails is your subject line! Friday most people are mentally checked out and aren’t going to dive into their inbox to read an email. Make sure your welcome email campaign is scheduled with this in mind. First, segmenting your email list is the best way to increase open rates. The reason for this is because you gain an abundance of data from people browsing your website. You will be able to learn about purchase behavior, browsing data, and open rates. Email is also a great way to increase brand loyalty from your customers and it is a great way to gather data about the market you want to capture.

email marketing for retailers

Over the past decade Guy led Return Path’s global consulting team and worked with world-famous clients across 6 continents to improve their email delivery, subscriber engagement and revenue. Kevin Randall serves as the Head of the Integration and Project Management offices at Validity.

Step Email Marketing Checkup For Retailers

With A/B testing, you can test two different email variants to learn which encourages higher open and clickthrough rates. With Campaign Monitor, you can A/B test subject lines, from names, as well as content and layouts. In this environment, you have to create emails that look amazing on every device. As a retailer, you should think mobile-first, assuming that your emails will be opened on a smartphone. The most engaging emails today have images that stretch full-width across different screen sizes. They use clear, compelling text over images with strong calls to action that motivate subscribers to act.

Tom Bartel is Validity’s Senior Vice President of Data Services. Tom has more than 20 years of email delivery, data, technology, operations, and privacy experience. He most recently joined Return Path through its acquisition of ThreatWave, where he served as CEO/Founder.

Customer journeys help you deliver the right message at the right time to the right person. While email was predominantly consumed on desktop devices a couple of years ago, the tables have turned. Mobile devices are now dominating when it comes to important email marketing metrics, particularly open rates. Therefore, if you want to see an increase in your open rates, make sure your emails are mobile-friendly.

This automated email encourages the customer to go back to the site to complete the purchase and provides images of the products left behind to remind the customer what they’re missing out on. a survey conducted by VWO, 54% of shoppers will purchase products left in shopping carts, especially if those products are offered at a lower price.

  • Customer journeys help you deliver the right message at the right time to the right person.
  • email marketing campaign statistics will help you determine where you can focus your efforts when building your email strategy for 2021.
  • You may think you’re giving them a deal, but it has to register as valuable to the customer.
  • Instead, they’re opting for amore customized approach, which helps ensure subscribers are getting the right message at the right time.
  • As such, email performance can have a huge impact on overall marketing success and organizational growth.

Prior to Validity, Don served as the SVP of Operations for MedeAnalytics Inc., a leading healthcare analytics company for providers and payers. Derek Swaim serves as Executive Vice President of Corporate Development for Validity and is responsible for all aspects of corporate development strategy and execution. Prior to Validity, he served as head of European, Middle Eastern and African markets for global digital identity company, ThreatMetrix.

The Retailers Guide To Email Marketing

Guy is a passionate advocate for intelligent use of customer data to drive responsive sales and marketing programs. With a knowledge base spanning twenty years, he is globally recognized as an email & data expert and thought leader. We offer personalization and segmentation, plus an easy-to-use email builder, and giant library of professionally-designed templates, so you can get new products, new offers, and new incentives out to market quickly. Rather than making discounts exclusive to in-store or online shoppers, Sephora sends out discount emails alongside coupons. VIB customers receive a mailing that contains a 15% off coupon, but they also receive emails with the same deal. It’s simple to integrate Campaign Monitor with today’s top e-commerce solutions.

If you’re not capturing email addresses on your website, it’s high time start. Every visitor is worth capturing, so come up with a creative or compelling offer that would get people to hand over their email address. Engage your most active subscribers more often, and improve deliverability by sending messages to inactive subscribers less often. Automatically import, segment, and filter data from any source — so you can focus on creating great campaigns. Learn why top brands trust Salesforce to help them drive success with email — and how you can manage personalized customer journeys at scale using data from any source. Take your first steps with the help of the email marketing for beginners guide.

For example, an electronics retailer might create an earbuds customer segment to target their earbud-loving customers. The retailer could create a segment of a group of customers who have bought two or more pairs of earbuds in last year. These customers may receive special offers on earbuds, or receive emails that direct them to other products they might enjoy. Sending personalized emails is one of the most effective strategies in marketing today, and it works particularly well for retail. Using personalization, marketers can send tailored emails to their subscribers, segmenting content by gender, age, past purchases, and general interest. There’s nothing that makes a customer feel better than a birthday card. That’s why many retailers send out birthday or anniversary emails to commemorate their customer’s special day.