Email Marketing for Retail Stores: 10 Tips for Success

Email marketing has changed the game for retailers. More and more brands are adopting this effective marketing tool to stay in contact with their customers. But what type of content works best when reaching a retail audience? How can brands ensure their emails are being opened and acted upon? And what are the most effective ways to measure the success of email marketing campaigns?

Let’s take a look. Below, you’ll discover ten tips that will help you master the art of retail email marketing.

Personalise

The key to effective email marketing is to personalise your message. Take the time to find out what types of content your audience respond to most and use language and metaphors that they will understand. For example, if you’re sending out an email to promote a new collection of clothing, you might say:

Hey [NAME],

Thanks for taking the time to read my email. I hope you’re doing well. I recently launched a brand new range of clothing that you might be interested in.

The new collection is made up of feminine attire, and is perfect for the upcoming summer season. It’s light and breezy, which is great if you’re looking for something suitable for a number of occasions, from day to night. So, if you’ve been wanting to introduce a new range into your closet, now is the perfect opportunity. You can also use email marketing to introduce new products that have been released in the past, or that are set to be launched in the future.

Vary

Giving your subscribers the same content over and over again can lead to boredom. To keep them engaged, you need to vary the emails you send out. Sometimes, a simple thank you for subscribing can be enough. However, if you have released new products in the past or are about to do so, you can offer your audience a discount code or a unique incentive to encourage them to continue reading your emails.

An engaging email will keep your subscribers interested, and give you the best chance of them turning into paying customers. The more you offer them, the more they will value your content and see it as useful. If you’ve sent them a lot of similar emails, they will become desensitised to your content and you’ll lose the opportunity to convince them to buy your products.

The Hook

If you’re unable to grab a reader’s attention straight away, you might want to consider using a hook. A hook is a brief, catchy line that serves as a teaser to hold the reader’s attention. The line should be interesting and make the reader want to continue reading. If you can pull this off effectively, you will hook your reader and ensure they stay engaged in what you’re writing.

For example, if you are crafting an email to introduce a new clothing range, you might want to include a line like:

“We’ve curated a stunning range of dresses that will help you stand out from the crowd. You can’t miss with these.”

This is just a short line that will draw attention to the fact that there’s new content coming your way. It’s not overly complicated, but it’s enough to make the reader want more. Be careful not to go overboard with your hooks, and make sure they’re relevant to your content. You wouldn’t want your email to come across as spammy.

The Benefits Of Email

Email marketing is a wonderful tool for any business. Whether you’re a retailer, an e-commerce business, or even a brand that provides online services, being able to send out regular emails is a great way to stay in contact with your audience. Not only that, but you also have the opportunity to target your audience based on certain criteria, leading you to easily find the right person, whether they’re in your database or not.

The downsides are pretty straightforward. Emails can’t carry the same weight as a magazine or a newspaper, and unless you have a large database, you can’t always be sure you’ll be able to reach the right audience. However, with careful planning and strategising, you can definitely ensure you’re reaching the right people and encouraging them to take the desired action.

Curate

Curate means to “select, gather, and organize material for presentation or publication”. An engaging curator will select content that is both informative and interesting for their audience. They will then research, create, and implement a plan to spread the news about their special project. A good curator will think of various ways to reach out to new people while also maintaining a connection with their current subscribers. To bring in additional revenue, some brands and publishers will even allow you to sell and display affiliate products within the content you’re curating.

For example, let’s say you’re an arts and crafts blog that focuses on making jewellery as a form of art. One of your recent pieces was an in-depth review of a tool used for soldering pieces of jewellery. If you’ve never done any jewellery design yourself, this tool might not be familiar to you, but it’s something your audience will appreciate. In order to ensure your readers understand what this tool is and why they might want to get their hands on it, you can use email marketing to educate your audience about the various benefits of this product.

Measure

In retail, it’s essential to know what’s working and what’s not. You can’t manage marketing campaigns unless you have the data to back it up. Without clear metrics to show your success, you’ll never truly know how effective your email campaigns were. To monitor the performance of your email marketing strategies, you can use various tools found online to track opens, clicks, and unsubscribes. If you’re looking for a simple way to keep track of the success of your email marketing strategy, try out a tool like HubSpot, which can integrate with Gmail to provide you with all the necessary stats in one place. With this information at your fingertips, you’ll be able to tweak your strategies and get the best results in no time.

Offer

Giving your audience enough information to make a decision will always be a good idea. However, sometimes, the best way to get someone’s attention is with an offer. An offer is something that is being provided to the consumer for free or at a heavily discounted price. Offers can be in the form of a discount code, a unique coupon, or even a freebie with your order. Whatever you choose, make sure the offer is relevant to the audience you’re targeting and won’t cause them to think you’re trying to sell them something.

For example, say you’re an online store that offers a special discount for students. You might want to send out an email with a link to a specific page on your website, offering the discount. Alternatively, you could use a tool like Hotjar to track the actions of your readers and find out which offer will be most appealing to them. With this data, you could alter your offer and see if a different one will work better.

The Importance Of Timing

Timing is essential in any type of marketing activity. You won’t be able to engage your audience if you’re not presenting your offer at the right time. To put it simply, the earlier you can get your message out, the better. While it’s always great to have extra content to pull in more revenue, you can’t always assume that more will always equate to better. A good rule of thumb is to try and get your content out as soon as possible, preferably within the first 24 hours. This will give you the best chance of the content being opened and read by your target audience.

Now, if you want to stay within the retail world, this article isn’t for you. We discussed the benefits of email marketing for retailers, but that’s not the only sector where this valuable tool can be used effectively. The same principals apply to any business, whether you’re a blogger, an artist, or an e-commerce business.

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