August 7, 2020
To survive what’s coming, retailers need to work with what they’ve got: email
We’re going to be hearing a lot about digital transformation from now on. It’s a concept that’s been around for a while, but COVID-19 lockdowns and the shift to online shopping have brought a sudden sense of urgency. And that figures – with the disappearance of brick-and-mortar competitive advantages, like store location and footfall-drivers, retailers have to focus on online sales to pull through.
To survive what’s coming, the majority of retailers will have to work with what they’ve got from a channel perspective – and for many, this means email. The great news is that it’s both possible and relatively easy to optimize email to create better customer experience and drive more sustainable revenue. However, for retailers who use email to quickly send impersonal messages to their customers, a mindset shift will be crucial.
Econsultancy discusses some of the things retailers should consider when thinking about their post-lockdown email strategy. These include customer relevance, value, creativity and emotional connection, and focusing on customer insight.
You can read more about these topics in their article.
Offer value, not self-promotion, in email newsletters
Email marketing can be highly profitable when it’s done right. Each $1 spent on email marketing can generate $38 in profits. But if you want your subscribers to keep opening your emails, you have to keep your newsletters interesting.
So, how can you create email newsletters that your readers will actually look forward to opening?
In a recent article, Business2Community discussed 5 types of email newsletters that recipients are most likely to read. So, if you want soaring click-through rates and sales, here’s what you need to do:
- Be educational, not promotional
- Tell a story
- Try a different format
- Offer product or service suggestions
- Compile content from multiple sources
GDPR: Lessons learned two years ago and how far we still have to go
The GDPR dramatically changed how organizations handle and process personal data. When the regulations were enacted in May 2018, many companies were left struggling to ensure compliance and get their data privacy procedures in order – and most did not meet the deadline.
Two years later, many organizations are still burdened with dark and siloed data – largely because they lack the necessary data management infrastructure. According to ASG’s recent survey, 41% of respondents currently don’t have a data inventory, which means they still don’t know what data they house, which is required to remain compliant.
It’s important for organizations to comply with regulations to avoid being fined and risking damaging their reputations and trust with customers – but there are additional benefits. ASG’s survey showed that 39% of respondents say data regulations help their team’s ability to use data effectively. While somewhat surprising, this finding highlights the value of forcing enterprises to modernize their data management, invest in new tools, and understand the data they possess.
Organizations should continue assessing their GDPR strategy to reap these benefits and sustain compliance in the long term.
Spoiler alert: it all starts with really good data management.
Additionally, if you need to learn more about privacy, including GDPR and California legislation, you can download our Essence of Email Quarterly report and find out all you need to know.
EMAIL DESIGN INSPO
Your coffee questions, answered!
Timeless, addictive, comforting – coffee is adored all over the world. But, for marketers, coffee can be surprisingly complex.
To inspire trust and incentivize someone to try a new coffee brand, especially when they’re ordering online, you need to show people that you understand coffee and that you have the answers to all of their questions.
This email from Trade is a great example of this. The Q+A game makes the newsletter both informative and unique.
Plus, the featured questions are likely to interest a lot of people, and keep the readers engaged. The answers also include links leading to the company’s blog.
Answering questions through newsletters is something we’ve been seeing a lot of lately and we love the concept.
Keep them coming!
EMAIL NEWS. AS IT HAPPENS.
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