How can I improve my use of marketing emails?
Retailers are under increasing pressure to get their online strategy right and think more creatively about their on and offline customer experience.
Email is one tool that is not only a great relationship builder but also a key sales influencer.
Simon Bowker, UK country manager at Teradata eCircle who are experts in data-driven marketing, says retailers need to realise the full potential of email communication if they are to future-proof their businesses.
He says: “Online technology has given retailers an unparalleled opportunity to generate highly personalised, precisely targeted and detail-rich conversations with consumers, which in today’s market is paramount.”
He adds retailers need to understand the data they have about their customers and why they behave in a certain way.
Once the data is understood, businesses need to respond by delivering personalised, relevant content to shoppers, which is specific to their needs and interests, while also being responsive to their real-time actions on the web. “If you do this, you will be well placed to secure a long-term future with your consumer,” Bowker says.
Ultimately, successful communication strategies are now about the right content being delivered to the right person at the right time and via the right channel.
If emails are well targeted they are more likely to impact the consumer and influence a sale. Bowker says: “You need to build conversations, which transcend both their online and offline retail outlets, while demonstrating that you have listened and responded to your customers’ needs.”
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