For a retailer, email marketing is all about building long lasting relationships with your customers through a personalised experience, squeezing out as much ROI as possible.There a number of different types of emails which you may be sending as part of your email strategy, but here are 8 that you should be sending as a retailer.
The first email every customer should receive from you is a welcome message. Dumping customers straight into your main stream of emails is proven to be less effective. Use the first email to set expectations of the type of things the customer has signed up to receiving, and if they are yet to make a purchase, provide a unique discount code to encourage them to make the next step.
There may be a lot of key messages you want to get across to your customer, and these should be broken down into a series of emails over a set period of time before introducing the customer into your main set of emails.
Newsletters & Promotions
It’s rare to find a retailer that doesn’t send a newsletter – but not all make the most out of this opportunity. A newsletter will only be successful if it is providing value to the subscriber, if it doesn’t, you’ll find your newsletter left unopened across multiple inboxes. Focus on providing a personalised, relevant experience and where possible, tailor products based upon what you know about a customer. Frequency is always a contentious issue and there is no right answer, but use the rule of thumb of only sending when you have something valuable to say or give.
When you have a big promotion, one hit on the database is never enough. I’m not saying you need to craft a completely different email, but you will need to make changes to the existing one, perhaps adding that layer of urgency in the subject line and copy. Using segmentation you can ensure that the reminder is only sent to those necessary, preventing the risk of annoying subscribers who have already responded to the initial email. Reminders are a effective way of increasing revenue from email and sending a reminder usually generates at least half of the response again from an audience which did not interact last time.