For struggling retailers, making the most of marketing dollars has become a No. 1 priority.
And according to a new study by Epsilon, retailers benefit from online marketing through channels such as e-mail. More than half — 56% — of shoppers are more likely to buy from a retailer who sends them e-mail, the study said. In addition, 48% of consumers feel more loyal after receipt of a store e-mail.
“People do have a more favorable image of companies who send them e-mail,” said Kevin Mabley, SVP of Epsilon strategic services. “This could have to do with the fact that the industries that have been around the e-mail space for a while, which includes retail, tend to have a more positive image in the minds of consumers. They are often doing a particularly good job at personalization and customization. “
The study also found that 52% of consumers have a more favorable opinion of the retail companies that send them e-mail because of the communications they receive. In addition, 87% of respondents who receive permission-based e-mail from retail companies said e-mail is a great way to learn about new products.
So how can retailers take advantage of these interested consumers? Mabley said that retailers should send relevant e-mails to consumers and use robust strategies such as triggered e-mails and measuring data from past transactions and inviting consumers to set their preferences. Mabley also recommends cadence analyses, or figuring out how many e-mails to send and how frequently.
“A challenge that retailers have is that their e-mail offers are often mapped to the week and tied to the offline channels, “ he said. “While it is good to take advantage of a multichannel approach it is not always a good way to target consumers who are in market to buy. But using things like triggers and life cycle messaging can help reach a customer who is in market.”
