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…

You had me at hello – the art of a good Welcome programme

Having recently spent some time looking into the unsubscribe process and how best to optimise it (read here if you’ve missed it), I thought it would be worth looking at the other side (and the very first step) of the relationship: the welcome. It probably goes without saying, but getting new subscribers is crucial in keeping your database fresh and conversions coming in because newer customers are far more engaged and are therefore more likely to purchase. So, it’s essential to make the most of the sign up process and subsequent user journey. I selected 25 of America’s top retailers and signed-up to their email marketing to observe what these brands are doing in this area. I’ve gone through the…