With stretched resources and even more marketing channels than ever, the upcoming Q4 is a looming proposition for many retailers. Now is a great time to take a hard look at your digital marketing tactics, and allocate your resources based on what really works. And many retailers will see that good, old email is still a winner.
But Why Email?
With social media this and Instagram that, how can old-fashioned email compete? Well, we’re not necessarily talking about old-fashioned email, but we’ll get into that later. First, take a look at these stats from ExactTarget’s 2012 Channel Preference Survey:
- 77% of consumers prefer emails for their permission-based marketing.
- 91% access their email daily, compared to 57% who access Facebook at that same frequency.
- 66% have made a purchase as a result of an email message.
- 63% use email to share content with friends and family.
So now the question of why email becomes how can you, as an e-commerce retailer, use email to get consumers to purchase? The answer is creating relevant touch points between you and your customers.
Send Targeted Emails
Email targeting is not just about including your customer’s name, although that sometimes is a nice touch. Better targeting is about sending the right emails to the correct customer base, leveraging data you have to make it a meaningful interaction, ranging from recent product views to recommendations and interests based on third parties. “This strategy is not only effective in short-term results, but my research has shown that it also greatly improves overall engagement of your subscribers. If someone is only receiving emails based on topics that they have proven to be interested in (and therefore not receiving emails that don't interest them), they will begin to trust your brand more and be more likely to open messages and interact further with your company on a long-term basis,” says a ClickZ piece titled “Breaking News: Email’s Not Dead!”
And Trigger Emails
Trigger emails are those that get sent to a customer based on an action, like registering for the website, abandoning the shopping cart or even recently visiting the website. Often automated, these triggers tie right into the action your customer recently took. Triggers can be a powerful reminder and incite action. According to one MarketingSherpa case study, a motorcycle dealer receives an average 52% open rate and a 7% conversion rate. We’ve achieved similar results for our clients with trigger email programs.
Has this sparked some ideas for how you might optimize your own e-commerce email programs?