Big-Ticket E-Commerce Marketing StrategyBlueport.com

Email marketing can be a big-ticket retailer's best friend. In the first few weeks of the buying cycle, email content that inspires and educates is key. Creating an email marketing sequence that guides a potental customer through the decision-making process, whether they ultimately complete the transaction online or offline, is a valuable ecommerce marketing strategy.

Inspiration:  Similar to the way a customer might visit a bricks and mortar store to check out new or seasonal merchandise, use ‘what's new' content in your email marketing to emphasize new products, top sellers or trends that will inspire the customer to make a purchase.  

Research: Particularly in the case of ‘big ticket' items, once inspired, customers typically set out to do more research before making the purchase.  Use ecommerce email marketing to highlight why your product is better and why the customer should purchase it from you.  The email content here should not be saturated with marketing language, but rather be clever, surprising and creative.

Advice: In using email marketing to make the sale, I often see big-ticket retailers forgetting to use this opportunity to educate the customer and establish a deeper relationship.  Sending an email offering customers ‘how to' tips might not necessarily translate in to an immediate ecommerce purchase, but it will build a longer term relationship that will no doubt contribute to conversion down the road.