By Alicia Fiorletta, Associate Editor
More consumers are turning to their mobile devices and social media to connect with peers and brands, as well as browse and buy. As a result, some retailers have started to assume that email marketing is slowly dying. But I beg to differ.
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In fact, customer acquisition via email has quadrupled over the last four years, according to Custora research. A new study from Forrester Research Inc. also found that only 44% of consumers surveyed in 2012 said they delete most advertising emails, versus 59% in 2010.
Why do you think this is? In my opinion, all signs point to personalization.
A variety of Retail TouchPoints articles recently have focused on how consumers are demanding more relevant and personalized content and offers.
This especially is true for email, which traditionally consisted of batch-and-blast tactics and vague calls-to-action. But today retailers are creating fun, compelling and memorable emails by tailoring subject lines and full messages based on past purchases, abandoned carts and even relevant events online or in stores!
Following are a few recent emails I received in my own personal inbox that I think really deliver on the new personalization promise:
- Shoedazzle.com: “Did Shoedazzle.com Deliver?” I received this note from the shoe eTailer a few days after I received my order. Once I clicked on the email, I saw a thank-you email that encouraged me to rate my experience by number of stars. This provided a quick and easy way for me to share my feedback. Once I clicked on the star rating, all I had to do was include my name, invoice number and order date, to ensure my experiences were relayed back to the Shoedazzle.com team.
- Yoga Montclair: “Oh No! Your N.S. 1 Month Unlimited Expires on 9/1/2013” Sure, this is not a retailer example, per se. But this Yoga Montclair email still provides a best practice that retailers can learn from. I recently purchased a one-month unlimited membership to the studio so I could try a variety of classes. This email was sent to me two days ago, reminding me to go to a few more sessions and extend my membership. By focusing on the expiration date, the merchant really encouraged me to make a final decision. Retailers can leverage this strategy by promoting timely offers and reminding customers to use their coupons. It’s that extra incentive some customers need to motivate action.
- Nordstrom: “We have your order, Alicia,” and “We’re still working to complete your order, Alicia.” After months of researching and consideration, I finally decided to take the plunge and purchase a Phillip Lim top I’ve been keeping my eye on. The personalized “thank you for your order” email was sent immediately after I completed my transaction. The message also indicated that I would receive a follow-up note when the top was shipped. About 11 days later, I received an update, saying that Nordstrom was still working on the order, and to contact customer service if I wanted additional information. Both messages included an image of the shirt, as well as a few item recommendations. Customers always appreciate being kept in the loop. By updating customers via email on their order status, retailers can maintain customer satisfaction and decrease likelihood that further complaints will be placed through the call center or other channels.
These are just three of several emails I’ve received over the past few weeks from retailers striving to increase engagement and drive additional sales. It is evident that personalization is key to piquing customer interest in today’s competitive marketplace, especially as email inboxes become more cluttered, and consumers become more strapped for time. It’s important that retailers stand out and show shoppers that they know what shoppers want and need.
With that, readers, I ask you: Have you seen any fun or compelling emails recently? Did they compel you to visit the e-Commerce site and make another purchase?
Feel free to share your thoughts and experiences in the comments below. Or connect with me on Twitter! @AliciaFiorletta
