Email marketing software can be an incredibly effective tool for today’s retail store. In an economic climate in which competition is ferocious, email marketing software can give you the extra edge you need to drive more people into your store and increase sales. Best of all, it is easy to integrate email marketing software into your ‘marketing mix’. Email marketing software is very cost effective, and there is very little learning involved. This is not to say that a little creative brainstorming isn’t required, but once you’ve got the idea, it’s quick to hit the ground running.
This article will help you get on your way to deploying an email marketing software strategy for your retail store. As you gain more experience with email marketing software you will be able to revise your strategy to ensure you always reap the maximum benefit.
Step 1: Build Your Mailing List
The very first thing you need to do is build your mailing list. This is an incredibly important step because the results you ultimately achieve with email marketing software will heavily be based on the quality and size of your contact list. Remember, you don’t want to be labeled a ‘spammer’, so make sure you get people’s permission to email them before you add them to your mailing list.
There are a variety of ways you can get people to give you their email address to help build your mailing list.
Many retail stores will ask customers for their email address during the ‘check out’ process. Simply having the cashier say with a smile: “Can I have your email address so we can occasionally email you special offers?” can really go a long way! People generally respond very well to ‘special offers’ and most will be willing to share their email address with you if you’re willing to give something back (coupons, invites to exclusive in-store events, etc).
Some retail stores also run contests where people can win a prize. The prize can be anything you think will entice your customers, from store merchandise, to a free giveaway, to anything else you can imagine. On the ballot that people use to enter the contest, you can ask for their email address. Make sure you have a checkbox in the ballot asking customers if it’s ok to send them emails. Then, you simply type up everyone’s email address from all the ballots and presto! You’ve got a whole bunch of new people to add to your mailing list.
Building your mailing list for email marketing software is not an overnight activity, so don’t be alarmed if it takes a little bit of time to really build up a substantial list size. Good things come to those who wait. So, while you may be eager to blast your message out to thousands of people, remember that list building is an ongoing process, and it may take several days/weeks/months to get your list to that size. Don’t get discouraged, because once you have started building your mailing list, it will only continue to grow.
Step 2: Send Out Your Email marketing software Campaign
The most important part of launching your email marketing software campaign is to figure out what your goals are and what you want to promote. After all, if you don’t have clearly defined objectives, then it will be impossible to know whether anything has been achieved.
Do you want to drive people into your store? Do you want to get people phoning into your store? Do you want people to be buying a certain item? Do you want people to be telling your friends about your store? Etc.
There are many possible objectives you can have, but once you’ve nailed down what you want to achieve, you can start taking steps towards setting up your email marketing software campaign. One quick tip here is that the best performing email marketing software campaigns are the ones that have one single objective. So, don’t try to do everything at once, as that will hinder your email’s success.
Most retail stores have the goal of bringing people into their store, which is a logical objective, since patrons in your store can lead to new purchases. Assuming that is the case, then you can ask yourself, “What would entice someone to come to my store?”
The answer for many retail stores is to include coupons in their email marketing software campaign. By sending out a special ’email coupon’, you are encouraging your customers to print the coupon at their home, and then bring the coupon into your store to redeem it. The coupon could be for a certain percentage discount on all items or a specific item, a buy one get one free deal, or anything else you can imagine. The important thing is that your email marketing software campaign is giving your customer a reason to come back into your store. As a side benefit, if your email coupons are exclusive to people in your mailing list, then it will further build your mailing list as people will want to sign up to get those offers.
Many retail stores also benefit from the viral nature of email marketing software. In your campaign you can encourage people to forward your e-coupon to their friends, which takes just a few clicks of the mouse. This means that when you use email marketing software to contact one person, this person can actually spread the word to many more potential customers.
Step 3: Analyze Your Results
After you have sent out an email marketing software campaign, it is important that you analyze the results. This will empower you to be better at email marketing software in the future because you will have a keen understanding of what works better with your audience and what does not work so well.
With the top email marketing software software, you can see exactly who opened your email, who clicked on a link, who forwarded it, and more. These metrics will let you easily measure the effectiveness of your email marketing software campaign. Of course, you can also use other metrics, such as how many coupons were redeemed in store.
By using these metrics you can answer questions like “Are my email marketing software campaigns more effective when I send them Tuesday morning or Thursday afternoon?”, “Do more people open my email marketing software campaign when I mention a coupon in the subject?”, “Do more people race into the store if my email has a special limited-time offer?”, Etc. There are lots of questions you can ask. And, with the vast assortment of reporting tools available through email marketing software software, you can actually generate highly scientific answers very easily.
A little bit of studying the reports can go a long way towards boosting your future email marketing software efforts and making email marketing software an even more effective tool for your retail store.
Countless retail stores across the globe have started harnessing the power of email marketing software to help achieve their goals and objectives. With email marketing software’s low cost, ease of use, and high return on investment, it is no wonder that many stores have stopped traditional paper mailings altogether in favor of email. So, put on your thinking cap, ask yourself how email marketing software can benefit your retail store, and prepare to make that plan a reality!