Why do you need email marketing for your retail business?

Defining the right marketing strategy is essential for your retail business to succeed.

In that sense, email marketing can help more than you think. It has one of the highest return on investments in the world of marketing and helps to raise awareness of the company's product or service.

Advantages of using e-mail marketing for your retail business

1.   Direct communication strategy

Email marketing is an effective way of attracting your potential customer as well as creating a direct communication channel with them.

Through an email we can establish a direct and constant flow of communication with each contact. Using email automation services resources we can add the recipient's name and give them personalised content based on their needs.

In other words, you can segment so that the target is aware that we are not targeting them exclusively and that it is not a standard message. This promotes closeness with your network of contacts.

Furthermore, adding personalised touches, like mentioning the recipient's recent purchases or preferences, makes your messages feel more relevant and thoughtful. For inspiration on how to improve your campaigns, check out these direct mail examples that showcase creative ways to engage your audience. By tailoring your emails based on customer interests and behaviours, you can significantly increase engagement and response rates.

2.   Good ROI (Return on Investment)

Did you know that around 72% of users prefer to receive advertising via email? However, you have to take into account that sending promotional mailings through this medium is not enough if it is not personalised and well segmented.

You may be wondering about the price of an email marketing campaign for your retail business. Although it will depend on each company and its needs, the truth is that the price is quite low compared to other strategies (such as mailing).

If you have a small business and you don't have many subscribers yet, the cost will be very low. As you increase your address book, you can sign up for monthly plans that will allow you to amortise your subscription.

3.   It helps build customer loyalty and get to know their opinions

A key objective when launching an email marketing strategy is customer loyalty.

In the case that the customer has already purchased the product or contracted the service, sending them an email reminds them that the brand is still there in case they need it.

Given the high level of competition, we cannot take anything for granted, even if it seems obvious. The customer will not always remember the brand, even if their experience with it has been good.

In addition, email marketing is a valuable resource for customer feedback. This way you can know what you are doing right and wrong to change the direction of your strategy.

Ideas to include in your email marketing strategy for the retail sector

Here are some ideas that can be very useful to implement in your brand strategy.

●      Birthday emails: Almost everyone likes to be congratulated on their birthday, and brands can also have an important opportunity here. A good idea could be to automate a tool to send birthday emails to your customers. Be sure to add some kind of discount as a gift to stimulate sales.

●      Emails with tips or advice: another interesting idea is to send emails with information that may be relevant to the user.

For example, we could talk about certain problems that can be encountered with an everyday situation and give a possible answer that can be associated with the products or services offered by the brand.

We can use these emails to our advantage and show all that our company can do, in addition to demonstrating your professionalism.

●      Emails with rewards: many companies make the mistake of focusing on attracting customers instead of building customer loyalty. If you crunch the numbers, you will realise that it is more difficult for a customer to repeat than it is for them to buy for the first time.

This is why reward emails are often very effective. They are similar to birthday emails, but here what is rewarded is brand loyalty (for example, having spent a certain amount of money or having been our customer for a long time).

●      Automation: it is crucial to automate your email marketing strategy to save time and improve results. At the same time, you ensure that the movement of customers through the sales funnel is much smoother.

●      Segmentation: You can only make your strategy effective if you divide your customers into different groups. To do this, keep in mind factors such as location, age, gender, among other data of interest. This will allow you to send emails to recipients who will really be interested in the content.