Big-Ticket E-Commerce Marketing StrategyBlueport.com

Continuing with our ecommerce email marketing efforts, as we move the consumer from inspiration to purchase, here are a few ideas for content that will keep them on this path.

Localize: The importance of localized content in your email marketing cannot be underestimated for ‘big ticket' purchases.  Give your ecommerce customers an option to get more information about the product, drive traffic into stores, and provide reassurance that their order will be handled by a local store team available for assistance if needed.

Cost: Product cost comparison invariably plays a critical role in the decision making process for big ticket items, so don't forget to highlight any promotions or offers in your email marketing that may be available for customers at this point. 

Purchase: Finally, use your ecommerce email marketing to entice the customer in the final steps of the buying cycle by offering a discount, coupon or incentive to bring the sale in. 

Beyond relevance, giving customers a wide variety of meaningful and interesting email content can be key to guiding them through the sale and establishing a deeper relationship.  With this approach, email marketing quickly becomes an integral component of a holistic sales cycle and not just the closer.