• General 0844 586 0001
  • Support 0844 5877 360
  • Login
Latest Blogs:

5 Blue Monday Campaigns to Cheer Up Your Audience

Examples of Paid Social Media Marketing

Is Paid Social Media Marketing Really Worth It?

Your Guide to Email and SMS Marketing: Part 2

Your Guide to Email and SMS Marketing: Part 1

How to Present Best Looking Emails: The Black Friday Edition

Problems Solved by Progressive Profiling 

Purify Your Progressive Profiling Methods

5 Steps to Perfect Progressive Profiling

Join our Journey into TikTok!

MENU
Pure360
  • Product
        • Platform

        • Integrate
        • Analyse
        • Personalise
        • Deliver
        • Features

        • Email Marketing
        • Website Personalisation
        • Marketing Automation
        • Email Personalisation
        • Consultancy

        • Maturity Model
        • Strategic Planning
        • Customer Success
        • Why Pure360
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Industry Solutions
        • Ecommerce
        • Travel & Hospitality
        • Retail & Fashion
        • Health & Beauty
        • Insurance
        • Publishing
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Services
    • Customer Success Team
    • Managed Services
    • Creative Services
    • Abandonment Recovery
    • Single Customer View
  • Resources
    • Blog
    • Guides
    • Webinars
    • Events
    • Case Studies
    • COVID-19 Strategies
  • Pricing
  • About
    • About Pure360
    • Meet the Team
    • Careers
    • Pure360 and GDPR
    • Contact Us
    • Customer Success
    • Support
  • Book a Demo

💪 How strong is your email game? Find out how to stack up against your industry peers by taking the Pure360 Bench Test

consumer journey

6 tips to boost your email engagement and sales this summer

Published May 24, 2016

While most people are enjoying the arrival of warm weather, one sector prefers the rain when it comes to their marketing.

ECommerce thrives on bad weather – people tend to venture out less, opting instead to stay indoors shopping online. From the month of May, many retailers see a natural decline in web traffic as people switch from online to the sunny high-street stores.

But all’s not lost. There are some pretty nifty tricks to increase your web traffic and footfall when it comes to email marketing during those summer months…

Tip 1: Create flash events

A sense of urgency is a great way to create excitement and increase engagement among your online audience. If you’re looking for a short but sharp sales uplift then use your email marketing to promote a 48 hour flash sale online. The two-day period ensures you have time to generate the sales but it still makes sure people feel they need to act fast. Don’t forget to send an email 24 hours before the event ends to warn people they’ll miss out if they don’t act fast – last chance emails are a great way of re-energising sales.

Tip 2: Promote online exclusives

Promote online exclusives on email to generate interest, channel people to your site and tempt customers with their limited availability. Retailers such as Topshop frequently use online exclusives, you’ll only find River Island’s limited editions on their website, and Yves Saint Laurent offer free samples to their eCommerce customers. Online exclusives are a nice way of directing people to your website to get something they can’t get anywhere else.

Tip 3: Use your online community

Online has some distinct advantages over a bricks and mortar store – even when it’s sunny outside. Unlike customers in physical stores, online customers talk to each other, review or recommend purchases and provide feedback. Use the benefits of your online community to bring some of your in-store customers into your digital domain. Your stores are a great place to promote the product reviews, social media channels, web content and competitions to increase your traffic online.

Tip 4: Make sure people can find you

You can’t force people to shop online but you can make sure it’s easy for them to find you on the high-street by making sure your store locator is clearly marked on your emails. As 55% of emails are now read on mobile phones (Litmus, 2015), the chances are that your customer is on the go when they receive your campaigns. If they’re already out and about then don’t hide your store locator on your website – make sure you make it easy for them to pop into your nearest store.

Tip 5: Support your store experience

The flow of customers from your store to online shouldn’t be a one way street. A customer who shops with you across multiple channels will spend more with you (PwC, Multichannel Retail Survey, 2012). If you know you’re facing a few weeks where it will be hard to tempt your traffic online then use your email channel to drive people in-store. A great way to do this is through offers or gift redemptions which are exclusive to stores. Research suggests 70% of customers are likely to spend more than the value of gift voucher and make additional purchases (Worldpay, 2012). You can even use redemption codes to ensure you can track the sales generated by the emails.

Tip 6: Build your brand and content

If you struggle to schedule content in your email plan that isn’t sales focused then the summer months are the time to focus on brand. Consumers get bored of receiving constant promotions so use the natural break to promote relevant content that isn’t sales led. Beauty retailers often market ‘hot weather beauty tips’ in the summer and DIY stores start to seed content about gardening and bbqs. Some brands choose to tease forthcoming product launches in the autumn in an effort to start to build-up excitement and demand online.

Good content re-engages an audience that is tired of the hard sell and keeps them reading your emails because they’re useful. This may not generate instant sales but it will generate loyalty. Keep an eye on your campaign’s open and click-through rates and monitor your brand-led marketing via engagement if you want to prove the benefits of great content.

With these tips you won’t need to weather a drought when it comes to your engagement and sales online. These tactics can be used to boost engagement and sales across all your retail channels throughout the summer – so sit back and enjoy the sun this year!




Download the Sector Series: Email Marketing for Retailers guide



Email Strategy Engagement ecommerce email marketingretailretail email marketingretail email tipsretail focus

More articles

Komal Helyer 21/01/22

Pure360 named Leader in Email Marketing Software by G2

In what has been another incredible year we’re proud to announce that Pure360 has been named as “Leader” by G2…

Read more
6 Email Marketing Service Provider Benefits

Komal Helyer 31/08/21

6 Email Marketing Service Provider Benefits

We may be biased, but we strongly believe that email marketing is one of the most valuable channels available to…

Read more
Tips on what to do when you've sent that dreaded broken email

Komal Helyer 18/08/21

It’s OK you’re only human. What to do when you’ve sent that dreaded broken email!

Whether you’re an email novice or a pro, we’ve all been there. Just after hitting send you, or even worse,…

Read more
More blog posts

Become a better marketer

With our free learning resource! Sign up now for access to the UK's best strategy advice, industry innovations, best practice and tons of actionable insights. #betterstartshere

Product

  • Integrate
  • Analyse
  • Personalise
  • Deliver

Industries

  • Ecommerce
  • Retail and Fashion
  • Travel and Hospitality
  • Health and Beauty

Services

  • Customer Success Team
  • Managed Services
  • Creative Services

Resources

  • All
  • Blog
  • Case Studies
  • Guides
  • Webinars

About

  • Why Pure360
  • About Pure360
  • Spotler Group
  • Careers
  • Customer Success
  • Support
  • Twitter
  • Facebook
  • LinkedIn
Copyright 2023 · Cookie Policy · Privacy Policy · Licence Agreement