The top goal for any email marketer is to capture consumers’ attention and incent them to click to the e-Commerce site or visit a store. Tried-and-true tactics, such as offering discounts, sales and offers, have helped them achieve this.
Up to 45% of consumers say they’re more likely to open and read an email if the subject line mentions a discount or special offer, according research firm L2. So it’s easy to see why retailers have stayed in a discounting frame of mind.
But with consumers receiving an influx of coupon codes and incentives in their email inboxes, discount-focused strategies are quickly turning stale. To stand out in a crowded inbox, best-in-class retailers must take an omnichannel and personalized approach to email marketing.
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