The Pure360 Sector Series: Email Marketing for Retailers
Learn how to stand out in one of the most competitive sectors with our new sector-specific guide – Email Marketing for Retailers
About this guide
Retailers are doing amazing things in marketing, making the retail space one of the most competitive sectors to be part of. Therefore it’s important for retailers to stay on top of digital trends and stay ahead of the competition, or risk being left behind.
Staying ahead and churning out innovative, engaging campaigns is highly resource intensive. Meaning it is essential that precious resource isn’t being wasted on activity that simply doesn’t deliver.
Retailers can no longer rely on the standard practices of days gone by. You can’t expect to get the results you need by just emailing every single customer you have on your emails lists. In fact, this approach will no more often than not harm your reputation and push your customers towards the unsubscribe link in your emails or the ‘mark as spam’ buttons in their email clients.
You need to be sending relevant, personalised email campaigns to specific segments of your customer base, determined by the demographic and behavioural data that you hold against them.
To help you get the most out of your email marketing, we have identified five pillars which should be included in every successful campaign; strategy, audience, message, channel and insight. By ticking off each pillar you can improve your email sophistication, no matter what stage of email maturity you are at.
The five pillars are used at differing stages of your campaign in the following ways:
Strategy – what is the plan for your email campaign? What do you want the outcome to be?
Audience – Who are you going to target for this campaign? Segmentation is key to higher open rates and higher levels of engagement, so utilise this
Message – What are you saying, and how are you getting this across in the body and / or design of your email?
Channel – Where are you promoting this other than via email?
Insight – Following the campaign you need to regroup and take a look at the results. Did you get the intended outcome? If not, what can you change or do differently next time?