Obtaining customers. Their retention and their loyalty is a bet that retailers have when finding a balance between the offers and discounts made as an investment and what they will earn in customer loyalty and increase the return of income.
The use of online tools for this purpose create a challenge in which a kind of personalization of the messages must be achieved in order to avoid the potential client not being interpreted in their personal tastes and receiving generic messages addressed to a mass without face.
According to this it is interesting to consider these 5 tips to achieve an increase in the return of income to investments in retail: The benefits of email marketing:
- - Send personalized mails.
Be sure to implement a site, form or similar container, in which the customer can express and choose the communication topics that interest them most, in a way that allows the retailer to personalize the emails with a communication in a face-to-face relationship.
It is interesting to implement a mechanism to segment your target audience based on their behavior on the site, demographic information, geography and email behavior.
- - Automate offers to customers based on behavior and purchasing history.
Recommending products to your online shoppers constantly offers an increase in conversion rates and the increase in orders above the average. However, if this merchandising is done manually, one must take into account a member of the return on investment equation: the cost of these man-hours to do so.
It is advisable to use an automated product recommendation engine to offer related and linked sales on the site. Better yet, customize recommendations based on buyer behavior and purchase history.
- - Use transactional emails as marketing tools.
Transactional emails are often seen as necessary for sales operations, but not as a marketing tool. In some retail organizations this function resides either in the IT department or is linked by software to your e-commerce platform or shopping cart solution.
However, it is a valuable contact that should not be overlooked as a way to provide product suggestions and establish a post-purchase dialogue with the customer. Therefore the advice is to take control of transactional emails and inject product recommendations along with sending confirmation emails.
These product recommendations in turn transform emails into conversion tools and can statistically increase traffic percentages by 35% and conversion rates up to 25%.
- - Ensure that the message reaches its destination and that its content is relevant.
Like any tool, e-mail is useful to the extent that it is well used, so before pressing the send button, you must ensure that the content sent to the subscriber is relevant. An inconsequential content can have negative results so it is necessary not to cause feelings of disinterest.
Create a valuable relationship with your subscribers by sending content that is related to them and lead them to a preferences center or a landing page where you can give more information about themselves (such as how often they would like to be contacted and the type of communication they would like to receive) are key objectives.
Checking the technical aspect of sending the email before pressing the Send button is important to ensure that it will not end up in a Spam folder; stay true to delivery permissions, check the topic line so it does not include suspicious words, choose committed subscribers to maintain high delivery rates (Yahoo and Google know if messages are opened, seen, received or clicked without reading them) ).
- - Automate tasks to reduce costs and time.
The right marketing automation tools make retailers do more with less. By leveraging automation functionality, resources are released to focus on the strategy that optimizes interactive marketing.
By automating the email, campaigns called life cycle can be carried out, through which the management with the client is carried out in the form of a drip. For example, it starts with a welcome message, and then a contact frequency and different landing pages are configured, according to the evolution of the relationship with the client.
