3 Email Strategies for Retailers to Get More Customers

Email marketing is essential for retailers. It’s a way to get customers engaged with your brand and excited to buy from you, both online and in-store. Plus, email marketing is a great tool to help retailers win back customers too. 

Today’s retailers can’t simply rely on foot traffic to convert customers. Now, it’s about the omnichannel marketing experience. So, you need to connect with them in-store and still keep their experience the same via email and social media, too. 

That puts more pressure on email to deliver. But, there’s good news, it can. Email can be a retailer’s best friend, as long as you create a solid strategy and stick to it. Here’s how to do it.

Personalize everywhere you can

Generic emails don’t fly anymore. Your customers don’t pay attention to them, so using them to get more customers is a moot point. Instead, focus on personalization. 

Send your customers emails that apply to their interests, wants, and needs. At a basic level, that’s personalization that goes beyond a name. For example, here are a few ways to add more personalization to your emails:

• Send them emails that link to blog posts related to their interests and products they’ve already purchased. Adding value and being helpful is a great way to build trust.
• See what they buy and send emails that highlight related products, or let your customers know when it’s time to refill a previous purchase.
• Use Smart Banners™ to add personalization to every email you send. Your customers will see banners that show them 1:1 personalized information such as abandoned cart and tracking info. 

Get the idea?

Today, you have to go beyond the basics when it comes to personalization. Customers demand it, and they’ll shop with the retailers that offer it.

Embrace data

Marketers today are really lucky. We have more access to customer data than ever before. But with all of this information is also a challenge: to find the signal in the noise. 

So you need to do two key things:

• Focus on the data that matters and not get swayed by vanity metrics that don’t directly relate to customer engagement.
• Use the information you have to improve your emails and give your customers a better experience.

A lot of this ties in with sending emails with more personalization. When you have shopping, browsing, loyalty, and location data, it makes it that much easier to personalize the emails you send. 

And what if you don’t have that information? Start by talking to your customers. Ask your customers what kind of content they want to see, products they like, and what interests they have, and use that information to personalize your emails.

Be mobile-friendly

Every year that passes more and more people read their emails on their mobile devices first. So, if you’re not focusing at least part of your strategy on mobile, you may be missing out on potential sales. 

Part of the solution is fundamental; make sure your emails look good on mobile devices. But it also matters in terms of engagement. Data shows that clicks on links on mobile drop the more someone needs to scroll. 

So if you’re putting your most important CTA at the bottom of your email, you may risk people not clicking. Smart Banners™ can help with that. Having the most important message highlighted in a banner at the top of the email can capture more clicks. 

Do more with your email

You can see how important email is for retailers. It can get more customers to your store, boost your online eCommerce sales, and positively impact your bottom line.

So, are you a retailer who wants to improve your emails and engage your customers? We can help. Get in touch with us, and we’ll set you up with a demo.

From there, you can see how the Zembula platform, Smart Banners™, and Smart Blocks™ can transform your emails for the better.