10 Email Marketing Secrets to Acquire and Retain More Retail Customers

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A recent survey conducted by WBR Digital for Emarsys has found that email marketing is the most effective way for retailers to acquire and retain customers. According to the survey, 81 percent of businesses rely on email for customer acquisition, while 80 percent depend on it for customer retention. Additionally, nearly three-fourths of businesses consider email marketing a priority in their marketing budgets.

Email Marketing for Retail Customers

1. Build Your Email Lists Any Way You Can

Successful email marketing starts with a good email list. Retailers can utilize various methods to grow their lists, such as using ads on Facebook and Google to encourage sign-ups in exchange for discounts, asking customers at the point of purchase to sign up, and holding social media contests that require an email sign-up to enter.

2. Personalize Your Email Offers

Personalization is key in email marketing. Retailers should tap into customer data to create personalized email marketing messages based on factors such as past purchases and loyalty program data.

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3. Get Recipients to Forward Your Emails

Retailers should provide incentives for recipients to forward their emails to friends and family. This can help build the email list and expand the customer base. Retailers should also include a call to action asking recipients to forward the email.

4. Provide Useful Information

In addition to promotional content, retailers should also provide useful information that is relevant to their recipients. This can include articles, tips, or videos related to the products or services offered by the retailer. Including a call to action that encourages readers to visit the store and make a purchase is also important.

5. Welcome New Customers

New customers should always receive a welcome email that explains what they can expect from the retailer’s emails and offers a discount or promotion as a thank you for signing up.

6. Use Email to Build a Relationship

Emails should encourage customers to engage with the retailer beyond just making purchases. This can include including social media buttons in the emails, asking for reviews on relevant review sites, and creating opportunities for customers to interact with the retailer.

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7. Recognize and Reward Your Best Customers

Email marketing is a great way to reach out to VIP customers. Retailers can invite them to special events, ask for feedback on the business, and send them unique promotions and offers tailored specifically to them.

8. Make Your Emails Stand Out from the Crowd

Retailers should use the tools and templates provided by their email marketing service to create eye-catching emails. Investing in quality photos and paying attention to subject lines and copy can also help make the emails stand out.

9. Make Sure Your Emails are Mobile Friendly

Since the majority of emails are now viewed on mobile devices, retailers should optimize their emails for mobile. This includes keeping copy short, placing calls to action at the top, and simplifying the layout. Links and buttons should also have enough white space around them for easy clicking.

10. Track Results

Tracking the results of email marketing efforts is crucial for success. Retailers should use the analytics tools provided by their email marketing service to assess the effectiveness of their emails and learn from any mistakes.

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Segmentation for Better Targeting

Segmentation is an effective strategy for retailers to target their email marketing messages. By dividing their email list into smaller, more targeted groups based on specific criteria, retailers can tailor their messages to each group. Some key segmentation criteria include demographics, behavioral data, purchase history, engagement level, and email interactions.

Email Marketing Trends for Retail in 2023

Retailers can stay ahead of the curve by incorporating emerging email marketing trends into their strategies. Some of these trends include interactive emails, AI-powered personalization, user-generated content, sustainability messaging, omnichannel integration, storytelling emails, AI-driven predictive analytics, advanced segmentation, email accessibility, and GDPR compliance.

Email Marketing Automation for Retail Success

Email marketing automation can greatly enhance retailers’ strategies by saving time and improving customer engagement. Retailers can leverage automation effectively through techniques such as drip campaigns, abandoned cart recovery emails, personalized recommendations, behavior-based triggers, segmented targeting, A/B testing, analytics and reporting, dynamic content, cross-channel integration, and feedback loops.