10 Terrific Uses of E-mail
Once you have those e-mail addresses, try targeting special offers to inactive customers. Alternatively, the e-mail campaign can be a survey to determine why those customers no longer shop with you. Then test different approaches to reactivate them based on the survey’s results.
8. Reduce customer service calls. As you know, many customers call simply to ask about the status of their orders. Many of these inquiries can be reduced by using e-mail to inform customers about their order status.
An initial e-mail from you could confirm receipt of the order, particularly for orders received by mail, fax or e-mail. Provide an expected shipment date.
A second e-mail could contain the following: a confirmation that the order was shipped; the expected delivery date; and a tracking number if the customer needs to contact the shipping company directly.
9. Drive retail traffic. If you also have brick-and-mortar channels, e-mail provides a great way to get customers to shop at your retail stores.
E-mail deliveries can be timed much more easily than printed promotions. For example, you can send e-mails on Thursday or Friday to drive weekend traffic to a store. E-mail also can be timed to arrive just before a special sale begins. Or, with the right delivery system, an e-mail campaign can be targeted to arrive in the morning to encourage customers to shop at stores during the lunch hour.
E-mail also can be used to announce the arrival of new merchandise in stores—a tactic that’s particularly valuable when new seasonal merchandise arrives.
Many retailers are increasing retail traffic by sending discount coupons via e-mail. The coupons can be printed copies of the e-mail. Alternatively, e-mails can include a code that’s entered into the retailer’s Web site. A coupon then can be printed from the site.
10. E-mail also is an ideal vehicle for offering gift certificates.