4 Top Email Marketing Tips for Retailers
Consumers are still using email to receive communications from retailers; in fact, they prefer that communication challenge. And the good news is that those emails still spur engagement among shoppers of all ages. With that in mind, we decided to feature email marketing tips in our 50 Best Retail Tips of 2019 report, which is a valuable resource for brands and retailers looking to get ahead in 2020.
For the annual report, Total Retail's editorial team read through each piece of content created in 2019 and curated what we believed were the 50 very best tips of the year. We reviewed the content published in our e-newsletter (Total Retail Report) and on our website, identifying 50 tips that will help retail executives lead more successful businesses in 2020 and beyond. These tips cover every possible facet of running a successful retail business, from customer experience to e-commerce to email marketing to mobile to technology, and much more.
Here are what we decided were the four best email marketing tips from Total Retail in 2019:
- Shoppers use different devices for different tasks during the day — they might scan their inbox on their phone in the morning while still in bed, do some online browsing in the office during their lunch break, and make a purchase in the evening on their couch. An easy way to acknowledge this is displaying a different header image based on the time of the day. Retailers sending time-sensitive content during a flash sale will also want to stay relevant no matter when the email is opened. They can accomplish this by selecting alternative content to cater for email opens after the sale has ended. — Mike Austin, Fresh Relevance, “How to Move to Personalized Emails for New Subscribers,” Total Retail Report, Jan. 14
- Make sure your emails are informative, with key product differentiators or positive customer reviews that are short and to the point. Include images from multiple angles; short bullets with descriptive information; videos that feature customer ratings and reviews; and specifications such as size, dimension and material. — Kyle Henderick, Yes Marketing, “Email Marketers: It’s Time to Boost Mobile Average Order Value,” Total Retail Report, Jan. 18
- Keep your branding consistent. Consistent branding across all campaigns — promotional or transactional — is critical. Marketers will sometimes send transactional messages from a different platform without noticing that they’re using a different "From" name or color scheme. — Henry Gutierrez, Return Path, “4 Ways to Make Your Transactional Emails Work Harder,” Total Retail Report, May 7
- With $1 trillion on the line, you may be tempted to run an all-out blitz, sending a much higher volume of email than you typically send throughout the rest of the year. Unfortunately, this unusual behavior quickly overloads your sending IPs and raises red flags to mailbox providers, putting your sender reputation and inbox rates in jeopardy. Instead, prepare for higher volumes in advance by carefully and responsibly sending additional emails on a more consistent basis. Therefore, when it comes time to send your larger holiday campaign emails, you’ll raise less eyebrows because this behavior is seen as normal. — Anthony Chiulli, 250ok, “Tips to Get Your Email List Holiday Ready,” Total Retail Report, Dec. 6
Be sure to share these tips and many more like them with your colleagues and peers by downloading the 50 Best Retail Tips of 2019 report today. Take advantage of this opportunity to glean other tips on a variety of retail marketing and technology topics. Doing so will help prepare for a successful 2020.