Make Your Email Marketing Sing This Holiday Season
Of course, we must talk about email marketing as we enter the 2019 holiday season! It is still the workhorse of the retailer’s marketing toolkit. Retailers account for 22% of all email marketing spend. Fifty-one percent of retailers expect to increase investments in email this year. And retail email marketing spend will grow at a nearly 8% compound annual growth rate between now and 2023. Retailers’ love affair with email is for good reason: Email is still by far their most cost-effective marketing channel, earning on average $40 for every $1 it costs. So, let’s talk about how to make it work the best it possibly can for you this
The problem with reaching your audience during the holiday season is that they are constantly bombarded by the latest Black Friday deals and Christmas promotions. It’s your job to break through the noise and reach your target audience. Email is a useful marketing tool every month, but it can prove to be an extraordinary tool if appropriately used during the holiday season.
Let’s take a look at four Email Marketing tips you should keep in mind if you want to see a successful Holiday Season.
Make Your Email Marketing Sing This Holiday Season
First off, make it as easy as possible for people to register to receive your emails.:-
We mean invite subscriptions everywhere, especially on your website. The best practice here is to capture email addresses front and center on your home page. Don’t be one of the 64 out of 100 emails we reviewed this summer that fail to do this. Thrifty.com nails it, and Boston Proper and Venus.com pass, too, if you need some inspiration.
Then, use emails to create value for your customers. :-
It’s easy (especially around the holiday months) to use email to push out the deals you need to close to hit sales numbers. But sustainable growth comes from solving customer problems. Our research finds that customers respond to four types of value: economic, functional, experiential, and symbolic. Etsy’s emails solve user gift-giving challenges with recommendations that also offer reasonable prices and connections to the community.
Practice some retail-specific database marketing. :-
Some email marketing best practices apply across industries. Apply these, and consider some solutions developed specifically for retail concerns. For example, retail-dedicated email vendor Bluecore can trigger personalized recommendations that will be both relevant for your end buyer and meet your margin goals. And Paper Mart saw average order rates increase 30% when it used Cordial to link offline store and sales behaviors to email offers.
Emphasize deliverability.:-
We know — deliverability feels like the plumbing of your email program when what you want to think about is the design and content. But many emailers see fewer than half of their sent emails making it into subscriber inboxes. Shoring up deliverability best practices will make sure your hard work reaches the right users. And improving deliverability (which starts with list hygiene, frequency, and preference management) can give you a leg up on higher-level customer data management concerns.
