Let Your Customers Find You With Real-Time Location In Email!
You’ve probably heard the phrase “all politics is local.” Well, the same can be said for a lot of marketers too. Consumers are switching back to caring about mom and pop shops, especially those in their neighborhood. The Shop Local and Small Business Saturdays campaigns are built around getting consumers back into their communities to buy.
So that presents an interesting marketing opportunity, one that you want to capitalize on as soon as you can.
Email is a great way to do it. Here’s how you can by using real-time location in email.
How to use real-time location data
Today marketers can get a lot of information about consumers. You’ve got CRMs, loyalty programs, eCommerce data, email service providers, and more. Everything a customer is willing to give you can help you create better content for them, including more personalized emails.
When you have your customer’s location, you can really take this to another level. Real-time data can give customers updates on package tracking, for instance, saving your customer service team from fielding endless where my order (WISMO) calls.
But if you want to really tap into real-time location, you can take it even further and use it for retail opportunities. Have your customers come to you through sales, events, and loyalty rewards.
Content blocks can help
Dynamic modular email can help you easily insert live real-time location updates. With content blocks, it’s all drag and drop. Put a location data content block in your email, and voila:
Now your email is going to update, in real-time, every time your reader opens it up. Now, you can use your emails to entice customers to come to the store location nearest to them, regardless of where they are.
The email updates automatically. So, if your reader opens their email in the suburbs on a Tuesday but is in town on Saturday shopping, they aren’t going to miss out. When they open the email in their new location, it updates automatically to show them the nearest store.
Now, there are all sorts of ways you can put this into action. Here are a few.
Give your most loyal customers something special and send them emails that encourage them to pop into your store for a special member’s only events or sales. Check out this email. It’s a great example:
Holding a special in-person sale or event for loyalty members is a great way to generate some buzz in your store. So, send an email to your loyalty members pointing them to their nearest location. They’ll love getting that sort of personalized attention, both in the store and via their email.
Now, what if you’re having a sale, and you want to let your customers know what’s happening in their local store? You can use your real-time location content block to the same effect.
Combine the real-time location with a countdown timer or product inventory updates, and you’ll give your readers an incentive to get shopping. Adding just a little bit of FOMO to your emails never hurts. It’s just another way to help motivate your customers to buy.
Spend any amount of time learning about email marketing, and one of the first things you’ll learn is customers love getting personalized content. So, as the saying goes, give your customers what they want.
Anniversary and birthday emails are popular, and customers tend to really enjoy getting a discount code, coupon, or something free in-store. Use your real-time location email to direct customers to the nearest store where they can get their free prize.
People are invested in their communities. Just think about your own life (and inbox). You’re probably more likely to pay attention to things happening around you that mean something to you and your family.
Localized email works in the same way. It’s yet another approach to personalization that can make a real difference to your customers.
When you’re able to get hyper-local, down to their neighborhood, it shows your customers you’re invested in giving them the information that matters to them. Consider giving it a shot.