If you want to boost your retail business productivity and returns, consider marketing automation to help you with everything from cross-selling to requesting feedback. One of the more surefire ways to increase customer loyalty, improve sales, and build your brand is through email marketing. Most businesses, especially those in retail, have a very good understanding of basic strategies for email marketing and know to put a lot of effort into building an email list and sending newsletters. Doing so can certainly generate engagement, there's no denying that, but how can you turn basic email marketing into a true sales-generating operation?
The answer is marketing automation.
If you feel confident with your email marketing strategy basics and you're ready to take it to the next level, it's time to explore marketing automation. Marketing automation is automatically sending emails based on certain triggers and conditions met. It often requires an initial time investment to set up, but then can remain on autopilot as long as the email content and campaigns are still active and relevant. Never discount the power of well edited and proofread emails so that they always appear professional and concise. Online services like Best Writing Services, Via Writing, or the popular Assignment Writing Service are available if you prefer to outsource this.
Here are 4 types of automatic retail marketing emails that you should create to boost customer loyalty, increase their lifetime value, and improve your sales record.
1. Welcome Email
When people first sign up for your email list, whether in store or online, you should send a welcome email thanking them for their business and explaining what they can expect from your business in terms of emails – how frequently they'll be sent and what they'll be about. Remind recipients that this is how they'll be kept up to date with store sales, promotions, events, new arrivals, and any other brand promotions—we all have overflowing inboxes, so you don't want to give customers any reason to head for that sneaky "unsubscribe" button!
Finally, create an incentive for them to make a return (or even first) purchase by offering a deal that's time sensitive and exclusive to new members, like 15% off and free shipping.
2. Post-Purchase Email
It's likely that you and your team members always receive similar questions about products, even if you think it's as clear as day. Send customers an automated email that's proactive and provides the right answers before they even need to ask any questions. You can also take this opportunity to share tips, good use cases about the product they purchased, different uses for the product, or any other kind of useful instructions. If you have a clothing or shoe brand, this is a great time to send an email with style inspiration, like "4 ways to style your suede boots."
To write this kind of email, your email marketing software must be integrated with your point of sale, so that all customer data—including contact information and purchase history—will sync, which is necessary for automation.
According to Terry Gorman, an email expert at Write My Essays, "you should ensure they have everything they need to know in the email. This will make for a more positive experience, and will lead to your business getting testimonials, positive reviews, and customer loyalty."
3. Upselling or Cross-selling
Cross-selling is when you suggest an additional product that is complementary to the one that a customer has just purchased, and it's a tried and true method that's very effective. This also works well with email marketing automation. Determine your main product categories, and then find categories that are complementary to each. For instance, a home or gift store that sells cookbooks should follow up on such a purchase with a kitchen item they might sell, say, imported olive oil or a set of ceramic bowls.
Paula Henderson, a tech writer at State of Writing and Big Assignments suggests that "you set up an automated email that will be sent to a customer when they make a purchase of a product to contain information and encourage them to buy a complementary product (either by offering a coupon, a deal, or more)." A bonus offer like such is the key to incentivizing the sale.
4. Ask for Testimonials and Reviews
Brand evangelists do wonders for retail companies. Potential customers trust repeat customers, whether that be through word of mouth or written reviews, so always take the step to request a product or shopping experience review.
Send an automatic email asking for feedback once a certain amount of time has passed. Keep the copy short and sweet and simply ask a few questions, or leave space or an open-ended review. The positive testimonials you'll receive can then be featured on your website and social media to further boost sales.
A little incentivizing never hurts here either; consider running a giveaway: for every review a customer leaves, they're entered to win a $200 gift card. Pick a winner every quarter.
Aimee Laurence, a tech journalist at Marketing Essays Help and EssayRoo Perth, shares her insights about marketing, social media, and digital advances for businesses. She enjoys helping clients maximize the effectiveness of their marketing campaigns. In her free time, she works as a freelance editor for Boom Essays.
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Topics: Retail Marketing