Top 4 Email Marketing Strategies for Retailers


Email marketing is a great equalizer in business, but using it effectively and intelligently is the key to actually being able to equalize things. There are lots of ways to use email marketing to produce the results you want, here are the top 4 strategies to make your marketing campaigns go above and beyond. 

As a business owner, we know you're always trying to think of new ways to keep your current customers happy. Meanwhile, you also need to bring in new business. One of the easiest and most effective ways to do both is with email marketing.

Email marketing is a great equalizer in business - 34 percent of Americans check their email throughout the day. And email marketing has an ROI of 122 percent. Sending automated emails helps you stay top-of-mind with your customers. 

Let's take a look at the top four email marketing strategies for retailers:

1. Segmentation

Segmenting your email list is the key to effective email marketing. It's important because every customer on your list will be a different point in the buying cycle. So, sending the same generic email to everyone is a waste of your time and theirs. 

Think about how you would talk to a new customer as opposed to someone who has purchased from you for years. The two conversations would look very different, wouldn't they? So, then, why would you send both people the same email?

Segmenting your email list will result in a 39 percent higher open rate. You can segment your email marketing list based on:

  • Prior purchases
  • Demographics
  • Email engagement
  • Length of time since their last purchase

2. Better Subject Lines

Why are some emails opened immediately while others go straight to the trash folder? Usually, it comes down to the subject lines.

If your subject line reads like spam or is obnoxious, customers are unlikely to open it. Engaging, interesting subject lines, though, will have much higher open rates.

A good subject line is short, to the point, and piques your customer's curiosity. Split testing different subject lines will allow you to see which ones achieve the best results. 

3. Customer Relationships

Email marketing is the most effective way to build relationships with your customers. To do this, though, you have to know what your audience wants and then, only deliver them valuable content and offers.

Train your employees on how to invite customers to join your email list. Upon sign-up, immediately send your new customer a one-time coupon. When you do this, it will validate their decision to do business with you and will let them know they can purchase from you online.

Of course, it's a fine line to walk. One third of customers will trust your content more if they don't feel like every email is a pitch. Finding the right mix of providing valuable content and promotions is key. The best way to find this unique mix is to track your analytics and observe what kind of engagement you get with different types of content.

4. Clear Call-to-Action

While your emails should provide value to your customers, they should also motivate them to do something. Every email should end with a clear call-to-action to inspire your customer to take the next steps.

Limit your call to action to only one per email so your audience knows exactly what to do. It is important to keep in mind that most people will open your email on a mobile device. And a CTA button tends to be more effective than just a hyperlink.

Lastly, make sure the offer is relevant and something your audience will find valuable. Your call-to-action is the entire point of the email so, you need to make sure that it stands out and accomplishes your goal.

Following these easy steps will give your email marketing the boost it needs to be successful and to give you the ROI and engagement levels your business needs.  

Sean Baker has 18+ years marketing the retail industry. He is the President/ Partner at IMM, a digital ad agency located in Boulder, CO.

About Brick to Click!

With nearly 20 years of experience in retail marketing, Sean Baker, president of IMM, has immeasurable insights and strategies to bring to you. With the Brick to Click blog and newsletter, he is here to provide the tips, tools and resources you’re looking for to take your in-store and online retail traffic to the next level.

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