Reportlet: 7 Tactics for Driving Traffic to Stores with Email
I was recently asked by an Email Experience Council member whether retailers should drive sales online or offline with their email marketing? The marketer wanted to drive more store traffic, but wasn’t sure about all the ways to go about doing that. The added concern was that revenue was more trackable and measureable online—and email marketers definitely want to get credit for the sales they drive.
Having a very consumer-centric view of the world, I answered that, in general, retailers should not try to force customers into particular channels, that they should try to be channel agnostic. Some subscribers will learn about products through email and then seek them out at their local store, while others are more than happy to buy them online. Still others will call in or will buy once they've seen the product again in the catalog. A sale is a sale is a sale.
That said, there are a few reasons to inject some occasional channel-bias into your email marketing. First, email is good at driving sales to other channels. For instance, 86% of survey respondents made an in-store purchase as a result of receiving an email, according to a recent survey by Epsilon. Second, there’s been plenty of research that has found that multichannel shoppers spend more—and the more channels they interact with, the more they spend. Third, there’s often a business need to drive subscribers to a particular channel. And fourth, different channels are better at some things than others.
With all of that in mind, this 18-page reportlet looks at 7 tactics for driving traffic to your stores, and includes numerous examples of creatives from major online retailers.
Visit the eec’s Whitepaper Room to download “7 Tactics for Driving Traffic To Stores with Email,” which is free or discounted for eec members and available for a nominal charge to non-members. Not a member? Learn more about becoming a member of the Email Experience Council.
Other reportlets available:
Sender Line Branding Tactics in Retail Emails
Incentives Aren't Just for Conversions Anymore
When and How to Say You’re Sorry
Holiday Retail Email Volume Soars
Retail Email Year-End Trends for 2007
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Having a very consumer-centric view of the world, I answered that, in general, retailers should not try to force customers into particular channels, that they should try to be channel agnostic. Some subscribers will learn about products through email and then seek them out at their local store, while others are more than happy to buy them online. Still others will call in or will buy once they've seen the product again in the catalog. A sale is a sale is a sale.
That said, there are a few reasons to inject some occasional channel-bias into your email marketing. First, email is good at driving sales to other channels. For instance, 86% of survey respondents made an in-store purchase as a result of receiving an email, according to a recent survey by Epsilon. Second, there’s been plenty of research that has found that multichannel shoppers spend more—and the more channels they interact with, the more they spend. Third, there’s often a business need to drive subscribers to a particular channel. And fourth, different channels are better at some things than others.
With all of that in mind, this 18-page reportlet looks at 7 tactics for driving traffic to your stores, and includes numerous examples of creatives from major online retailers.
Visit the eec’s Whitepaper Room to download “7 Tactics for Driving Traffic To Stores with Email,” which is free or discounted for eec members and available for a nominal charge to non-members. Not a member? Learn more about becoming a member of the Email Experience Council.
Other reportlets available:
Sender Line Branding Tactics in Retail Emails
Incentives Aren't Just for Conversions Anymore
When and How to Say You’re Sorry
Holiday Retail Email Volume Soars
Retail Email Year-End Trends for 2007
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: Reportlet
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posted at 3:07 PM by Chad White
I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
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