Best Practices for Retail Email Marketing

In a world full of ‘me too’ marketing campaigns and overused hashtags, it’s time for a change. If you’re looking to stand out from the crowd and really make a difference with your email marketing, then keep reading.

Create a Subscription-Based Campaign

You might think that collecting emails would be easy. After all, you’ve given someone who has interacted with your brand or service a way to stay in touch. But think about all the different ways that people can unsubscribe. Some prefer to do it on the website, while others will unsubscribe in their inbox. The key takeaway? Be sure to include clear and easy-to-find instructions for letting people know how to unsubscribe.

Use Personalized Messages

Nowadays, consumers expect to have their emails matched with personalized content. This means that you, as the sender, need to take the time to learn about your subscriber and send them content that is relevant to them. It might be something as simple as a personalized email subject line or as complex as an automated email program that engages the reader.

Track Email Opens and Clicks

Have you ever sent an email and suddenly seen a bump in open rates or clicks? You might be experiencing the power of personalized emails.

If someone views your emails regularly and interacts with them, you can bet that you’ll see a significant increase in open rates and clicks. The catch is, you have to take the time to learn about your subscribers and find out what makes them interact with your messages. You can also use funnels to track these numbers and find out which emails are performing best.

Use A/B Testing and Multi-Channel Testing

A/B testing and multi-channel testing aren’t just limited to testing different headlines or descriptions for your ads. These tools allow you to test the performance of different emails, both text and content-based, across different platforms and devices. They can help you identify the ones that work best on social media, in-person interactions, and more.

For instance, you might want to test an email campaign that encourages people to buy a product in-person versus one that encourages them to make the purchase online. You can also test different offers and discounts to see which ones attract the most clicks.

Use Video Content

Just like with social media, videos are becoming an important part of email marketing. Consumers love to watch videos to learn about things or see how others solve certain problems. Plus, studies show that people retain around 80% of what they see in video content versus 20% in text-based content.

If someone views or clicks on your videos, this is a clear sign that you’re providing helpful content and that you’re engaging with your audience. Keep those videos coming!

Measure Results And Learn From Them

This really isn’t rocket science. If you’re not measuring the results of your email marketing efforts, then you’re making it really hard to track the success of your campaigns. Without numbers, you have no idea if the work you’ve put in is paying off or not. And as we’ve established, a lot of stress comes with not being able to track the results of your efforts.

Luckily, there are a few simple steps you can take to start measuring the results of your email marketing campaigns. First, track the conversions on your website using a tool like Google Analytics. Second, look into email marketing platforms like HubSpot, which have advanced metrics that can help you identify the emails that are performing best. Third, ask your customers what services or products they use and how they feel about them. Finally, take a deep breath and enjoy the fact that you’re making an intelligent decision for your business instead of relying on luck.

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