Email marketing technology sits at the intersection of two critical omnichannel emphases for retail brands: Simplicity and personalization.
Through automated email campaigns, brands are able to deliver highly personalized, relevant email content that utilizes customer shopping histories, behavioral data, location and other contextual data. As retailers recognize the importance of having a comprehensive omnichannel strategy to satisfy the broadest range of consumer demands, email has entrenched itself as one of the most effective marketing channels to realize these goals.
As Business 2 Community notes, email is demonstrating a strong influence on the overall customer experience, and that metric is becoming one of the most talked-about retail success factors of the year. Regardless of the state of your omnichannel development, email should be leveraged to bring those new opportunities to consumers.
Automated, Context-Based Delivery
Email’s automation opportunities are built upon layers of consumer data, which an email management system can use to categorize user accounts. These categories can be based on location, behavioral data, shopping histories, emails can be delivered to promote both online and offline shopping options.
As Tech Target points out, context-based delivery needs to be managed carefully. Too-frequent emails, or contextual marketing content that is either too specific or too ill-fitting, can backfire when retailers are trying too hard to drive sales from consumers.
Email frequency needs to walk a fine balance, and there should always be a strong emphasis on delivering content that offers value — not simply relevance in the form of product recommendations.
Hyper-Local Targeting, Refined Filtering
With online retail strategies driving in-store purchases and pickups, location matters. Mobile devices allow for hyper-local targeting that can send consumers to their nearest store, and emails can take different approaches depending on whether consumers regularly visit their nearest location or avoid physical stores to do their shopping online.
Incentives can help increase foot traffic into the stores, and future email content can expand upon the benefits of being an omnichannel consumers.
Pushing O2O Through Email Promotions
For retailers trying to increase participation in their online-to-offline shopping options, which can include both ship-from store and in-store pickup options, email is a simple strategy for pushing consumers to try these new shopping options. Changing shopping behaviors is never easy, but the simplicity and personalization of email makes it a great channel for introducing new features and forms of shopper engagement.
Email’s value as a marketing channel has been well-preserved over time. As retailers deepen their commitment to omnichannel selling, they’re turning to a reliable old medium to try and build a market for this new retail strategy.
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