Friday, October 14, 2011

E-mail Marketing Tactics

  • Relevancy: Craft email messages with increased personalization, through segmentation and targeting. Truly communicating with your customer at an optimum time with the right content will be essential. Consumers increasingly expect retailers to provide valuable offers based on their personal likes and behaviors. Ecommerce merchants should manage these expectations to remain competitive.
  • Value: Establishing value for the recipient is essential to causing your customer to take action. "Value" can be anything from an irresistible offer to helpful content or resources. Understand what your site visitors’ value and then deliver what they expect.
  • Frequency and Measurement: A metric as simple as an open rate gets muddied by issues like image blocking and widespread use of mobile devices. It is always great to optimize your mailing to be legible with images turned off, but your recipients may be reading your emails without an "open" ever registering. Work on optimizing frequency to accomplish your goals without overwhelming your customers.
  • Service: Transactional emails play a crucial role in providing timely service with customers. Order and shipment notifications and satisfaction survey follow-ups are examples of service-oriented emails that every ecommerce business should be running.
  • Mobile: The increasing using of mobile is changing the way consumers behave online. Shopping experiences are changing, and as mobile use continues to increase, companies should accommodate these devices.
  • Social Media: The jury is still out for many merchants on the true power of social media and its effects on the bottom line. However, the continued growth of social media cannot be ignored. Those that are doing social media well are integrating their social strategies with email. Develop some creative ways to integrate the two channels together for increased performance. Simply having a social presence is no longer enough for any ecommerce site.
  • Acquisition and Reactivation: Email can be a powerful tool. Acquiring new customers will be much more effective using a multi-channel marketing approach. In addition, targeting customers who have not ordered for some time is an easy email campaign to run, and with the right relevancy and value, reactivating these long lost customers may not be as hard as it seems.
For more details about E-mail Marketing, Search Engine Optimization and Online Marketing please feel free to contact Prevaj Consultants at or call +91-8144760745.