How retail should use email marketing

Email marketing can be the most effective sales support for retail companies. It is undisputed that it is by far the best value for money form of advertising. For every £1 spent, email marketing generates a £38 ROI. Email has been claimed to be more than 40 times more effective than Facebook or Twitter. This is easy to imagine as people have absolute control over their inbox in choosing to receive emails from their favourite brand it is reasonable to assume a retailer will be sending emails to people who want their emails. People have very little control over the type of content they receive via social media and most retailer brand messaging gets lost, not least because people don’t…

Basket Abandonment

I have lost count of the number of times I have spoken to email marketing managers who  have said something along the lines of…”I’m not sure we should be sending basket abandonment emails, it feels a bit big brother to me” and the look of horror when I suggest not only should they be doing them but where possible, they should be sending browse abandonment emails as well. If you are a traditional retailer and someone walks into one of your outlets and picks up and looks at the same item say 3 or 4 times then you would expect your sales staff to engage them in a conversation about the product and attempt to sell it to them. Well,…