Let’s just say it.
No one likes junk mail.
People just don’t want to wade through dozens of uninspired marketing emails that have as much appeal as day-old cold oatmeal. We all get too much email, and if we are honest, we know that most of it goes straight into the virtual trash. The last thing you want is to be marked as spam because they received too many emails, they were poorly written, or simply did not apply to the person reading them.
An Estimated 293 Billion Emails are Sent and Received Every Single Day
According to DMR, a nationally known business statistics consulting firm, the average person sends about 34 emails on a daily basis. At the same time, they receive as many as 121 emails per day. That’s an awful lot of emails to slog through each week.
The Power of Email
Email though, is still one of the most powerful ways to build your brand, increase loyalty and lure in customers. It is easily accessible, inexpensive and can have a massive reach. But how do you create email campaigns that actually get opened?
And, if they are read, how do you motivate people to act? How can you leverage your retail email campaign so that it cuts through all of the digital noise and sells your products?
Timing is Everything
Well, for starters, you should pick a time when your message is most likely to be read. According to research by Epsilon Q4, a global digital consulting form, emails are more likely to be opened and read at: 6 a.m., 10 a.m., 2 p.m., and 8 p.m. The highest open rates occur on Thursdays and Sundays and most employees check their personal email at least four times per day while at work.
Include a Relevant Video
Additionally, according to the same study, emails are 300% more likely to be read if they contain a video. They are also much more likely to be read if they subject line is between 61-70 characters. (Mobile display emails should contain 4-7 words.)
Oddly enough though, emails without subject lines are opened at around 8% more often than those with subject lines. Emails with a specific subject line though, especially if it is snappy and conveys the core message, are more likely to be read and acted upon. You should also try to narrow the focus of your email to a single topic. If your email is too long, chances are it will end up as digital confetti in less than 30 seconds.
Your emails should be:
- Easy to skim
- Applicable to your audience
- Contain ample white space
- Focus on the benefits of your products rather than features (It is always about them, not you)
- Compelling and include a call to action
What do You Want to Achieve?
A good email campaign for independent retailers should include benchmarks so that you can track your progress. Your email campaign strategy will also vary slightly based on your goals. For instance, are you seeking to add new customers, or are you focused on reaching out to those who have not been in for a while? Are you promoting a special sale? Do you want to boost overall engagement?
Know Your Audience
Knowing your audience and your specific email campaign goals is critical to crafting content and copy that will provide authentic value to your target audience. It also has to hit the sweet spot between value and curiosity so that they want to know more or have enough info to act. While that sounds like a lot, remember that it does not have to be long winded.
In fact, you will do much better with clean simple graphics and a few well chosen words that speak directly to the needs and wants of your customer base.
Follow That Taxi
For example, Uber, which has one of the highest open rates and click conversions of any major brand. This is an actual email that they sent out as part of a campaign to boost sales:
Don’t forget to lock in 28 days of low fares with a ride pass
Pay a $14.99 activation fee to unlock fares between two places you go most often, like home and work. Plus, discounts on other rides. Limited supply.
That’s it. That is all they wrote.
They managed to convey value and build a sense of urgency in just 40 words. The “limited supply” line is brilliant. People hate missing out on things. Besides which, the clickable button makes the process simple and fast.
Email Campaigns may seem like a lot of work; but they are well worth the effort. A good email campaign can help you bring in new customers, build loyalty, and help your brand to stand out from the retail crowd.
At Nova, we offer leading edge technology solutions built around you. Our easy-to-use dashboard handles all of the heavy lifting so you can:
- Build a valuable database crammed with useful customer data
- Increase customer loyalty with rewards for frequent shoppers
- Create powerful direct marketing messages to increase your sales and more
Email campaigns don’t have to be a headache.
Call 888-370-6682 today or click here for more information on how Nova’s superior point of sale (POS) system can help you manage your retail business and build your bottom line.
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