| Through all the social media hype, email has held its | | | | better. Depending on data and tools available, |
| ground as one of the most effective online retail | | | | segmentation can be behavioral or based on interest, |
| marketing channels. According to a survey by the | | | | demographics or purchase-history. Retailers need to |
| E-Tailing group, 79% of retailers want to increase their | | | | choose the right mix of targeting and segmentation |
| spending on email campaigns. Here are some of the | | | | approach based on kind of products being sold and |
| things that retailers can do to ensure their emails | | | | target audience. |
| convey the message and achieve desired results. | | | | Frequency and Timing |
| Content and Targeting | | | | There is no one size fits all here, but general rule is to |
| Content is where most email campaigns fall short. As | | | | avoid spamming your customers. When I start getting |
| a customer, very few would like to repeatedly receive | | | | couple of emails everyday even though I only buy |
| just coupons and discount-oriented emails. Most users | | | | once a year, I will get frustrated and unsubscribe. |
| have anyways gotten used to searching the web for | | | | Worst still, I may never buy from this retailer. Amazon, |
| coupons before making a purchase. So, these | | | | with all its brand power, can afford to do this and still |
| messages do not offer too much value for the time | | | | attract Lion's share of eCommerce traffic. Almost all |
| and energy users would spend reading them. On the | | | | other retailers would be perceived as spammers. |
| other hand, users would show more interest if | | | | Frequency is also product segment dependent. A |
| contextual content can be added to these emails | | | | retailer selling diapers can afford to send emails more |
| along with a relevant subject line. | | | | frequently than a retailer selling LED Televisions. It is |
| If a retailer knows that a customer was searching for | | | | always good to ask the user how often and when |
| a Digital SLR the last time he visited the store, the | | | | they would like to receive emails. It is common |
| inclination to purchase will be higher if an email with | | | | knowledge that emails sent on Mondays and around |
| buying decision help reaches his mailbox. Most big | | | | Holidays are not very effective. |
| retailers have such product related content on their | | | | Bring a Social Twist |
| sites, but fail to leverage it in email campaigns. The goal | | | | It is imperative that all marketing messages integrate |
| here is to create such informational experience that | | | | social touch points. This can come in form of |
| your customers look forward to receiving emails and | | | | embedding sharing buttons or links to social fan pages. |
| love to share them with friends. | | | | Integrating social components expands the reach of |
| Targeting of this type or another can significantly | | | | your emails and increases brand awareness. This |
| improve efficacy of your email campaigns. Messages | | | | results in larger email lists, more site traffic and |
| that are relevant to the audience will always perform | | | | increased ROI. |