13 Dec 2017
3 ways the retail industry is doing email marketing right (and 1 way it could improve)
Digital retail is a booming business.
And it’s only going to get boomier.
Learning how to get the most out of every digital marketing channel available has become a matter of survival for most retail brands.
And, as we here at Phrasee have pointed out countless times before, as digital marketing channels go, you’d be hard-pressed to find one with more revenue-driving potential than the humble email.
We suppose that explains (at least in part) why many brands have invested so much time, effort and money into developing their email marketing programs, and why they’ve become so darn good at maximising email’s potential.
Yes, the retail industry boasts some of the most effective email marketing strategies in the game, and its brands have spearheaded many of email marketing’s most exciting developments.
Are there email marketing lessons other industries could learn from retail brands? You bet.
Here are few things the retail industry is doing right in its email marketing efforts, that every brand should take note of…
3 ways the retail industry is doing email marketing right
1) Silky smooth journeys to purchase
In the digital age, convenience is king.
Retail brands have embraced this simple concept and have worked tirelessly to make buying things from an email as simple as technologically possible. Has every brand nailed the smooth digital journey to purchase? No, but many have, and they are already reaping the rewards.
It’s a simple equation really. Emails offering a product subscribers want, and making it easily attainable have helped digital retail giants, like eBay and Amazon, cut out massive swaths of market share. It’s also allowed smaller independent retail brands to challenge their slow-to-adapt predecessors to an extent unimaginable only a few short years ago.
2) Value, value, value!
If we’ve said it once, we’ve said it a thousand times: offering value is the best thing any marketing email can possibly do. It not only increases opens in the short term, it also increases subscriber retention rates and reduces unsubscribes. Retail brands have long understood the lure of a sale offering deep discounts, and this concept has been quite easy to adopt in the medium of email.
Brands which offer fair price discounts, incentives, and loyalty bonuses have seen their email marketing revenue grow year on year.
3) Creative campaigns
No-one has made as much progress with creative cross-channel experiences as the retail industry has.
Why? Because the retail marketplace is incredibly crowded, and competition is fierce. Making a brand stand out from the crowd in its marketing is tougher than ever before. This has forced the world’s retail brands to invest in creativity across all marketing channels.
An integrated approach to all communications, from outdoor and print marketing combine with well-crafted email marketing campaigns, marketing magic is made. Retail brands have pushed the boundaries of what is possible in email marketing design and development, and have shown a general willingness to experiment with new and unique ideas. The result has been some of the most interesting design in the email marketing game.
4) Bonus! One way the retail industry could do email marketing better
If you are familiar with Phrasee at all, you probably knew this was coming. While brands in the retail business have certainly been leaders in the forward evolution of the email marketing “best practices” list, the email subject lines most brands attach to their emails leave much to be desired.
Modern consumers purchase products from multiple different brands over a lifetime, and those who purchase a lot tend to receive large numbers of marketing emails from those brands every month. The competition to stand out in the inbox is fierce.
Strange then that most brands have stuck with boring, cookie-cutter email subject lines for so long.
A well-crafted and optimised email subject line can help any retail brand stand out from the crowd and get more eyeballs on its marketing emails. Learning what kinds of subject lines your audience responds to and optimising your subject line language accordingly is what gets your retail brand more of those valuable eyeballs.
There’s a science to it.
Here at Phrasee, we’ve made understanding that science priority #1, and our sophisticated AI technology has helped us every step of the way.
Our customers appreciate it.