Top Tips For The Perfect Retail Email Program

1. Welcome

A series of emails following registration which educate the customer about your products and services can be extremely beneficial. Subscribers are highly engaged at the point of sign up and welcome emails are a great way to start the relationship with your subscribers and retain this engagement with your brand.

2. Cart Recovery

Cart recovery is an essential part of a retailer’s email marketing strategy, especially with more customers abandoning their baskets than completing them. The opportunity of recovering some of these customers is one that cannot be missed and can equate to between 3-5% of your online sales.

3. Order Confirmations

With order confirmations receiving extremely high open rates, why limit them to simply confirming the purchase? They are also a great opportunity to start the dialogue for the next purchase by recommending products based on the data you hold against the customer.

4. Next Purchase Emails

Don’t just leave your one-time buyers in the same program as other customers. Instead, target them with an incentive to make a second purchase. Make sure you personalise the content with relevant or recommended products which are likely to be of interest, not forgetting to include a sense of urgency in the copy.

5. Winback

A targeted campaign to customers who haven’t purchased in the last year can help to revive interest with your brand and create the opportunity for further purchases. Try including a unique discount code as an incentive, but don’t be afraid to offer an even higher discount than a standard promotion to really win over the customer.

6. Replenishment

For those products which sell through, make sure you remind your customers to reorder. Whether these products are ink cartridges, cleaning products or other consumables, all are worthwhile reminding your customers about reordering instead of them returning to Google to find another supplier.

7. Personalised Recommendations

Your on-going newsletter should be more than just a generic update to your customers. Instead, drive more relevance by tailoring the content to each subscriber individually. Depending on the nature of your business, simply breaking your database into separate segments or personalising for each individual based on their browsing and purchase history can really help maximise the performance.