20 Creative Ways to Drive Response via E-mail
Does e-mail marketing work? Yes! In fact, 39 percent of online shoppers said they bought something through a catalog after receiving e-mail, according to a study commissioned by DoubleClick. Indeed, e-mail marketing has become a critical tool in the marketer’s drive for product-specific sales and to move clearance merchandise. Other uses include: encouraging customers to visit retail stores and to shop from catalogs; rapidly collecting inexpensive market research; providing service updates; and supporting partner sales.
Following are 20 tips that can help you effectively and profitably use the e-mail medium in your multichannel marketing plan.
1. Use e-mail to alert customers that a new catalog edition is on the way. Offer a link to an online-only preview or sneak peek at the newest collection in your next catalog. Load photos for the new items onto your Web site early, and you’ll make your merchants extremely happy by getting a quick read on the new book — plus rapid sales to boot.
2. Send store coupons and circulars to your customers via e-mail. In the copy, point out key item sales and promotions.
Here’s why this is a good idea: 59 percent of consumers polled said they’ve purchased from retail stores after getting marketing e-mails, according to a study conducted by Beyond Interactive and Greenfield Online for DoubleClick. Additionally, more than 20 percent of all Internet users have redeemed a coupon online, according to e-Marketer.
So get your e-coupons flowing whenever you need to jump-start sales of a particular product or category. Test the links and add an expiration date, as all coupons get posted on Internet coupon sites almost immediately.
3. Send e-mail announcements about new store openings to customers within a reasonable geographical area. You can do this by ordering a zip-code select on your e-mail customer file.