So, you survived the holidays and the associated retail frenzy while maintaining the spirit of the season! How did you do it? Was it all mellow and relaxing?
Or, did you encounter retail experience horror stories? I did... in the form of eMail marketing messaging on steroids - a barrage of them attempting to convince me to spend more and generate more retail business.
Did you notice the same?
No wonder, then, that Stores Shower Procrastinators With Email caught my eye. According to the article:
"...stores are a little desperate themselves, sending a record number of emails, reports Responsys, a marketing software company. Tracking 100 of the nation’s top retailers, the company says that the average retailer sent subscribers 5.6 promotional emails last week, an 8% jump week-over-week, and a 26% hike year-over-year."
I believe those numbers are understated. I received daily eMails from the likes of The Children's Place, Barnes & Noble, Old Navy and BuiltNY to name a few. The frequency of these messages was mind-numbing! They were also counter-productive in encouraging me to spend more.
If your aim is to get more business, here are the email marketing lessons you'll want to think about:
1. Think holistically about your customer's retail experience and how you communicate with him/her.
2. Don't assume the holidays are their only spending opportunity.
3. Maintain a longer term horizon and don't get desperate.
4. Focus on creating a valued relationship that extends beyond the holiday season to include many years of them. Can you be helpful?
5. Use data to be more relevant and to personalize your communications. Don't use a purchase as a reason to send a discount for more of the same. That's a perfect way to create buyer's remorse.
6. Practice the art and science of persuasive email marketing.
If not, then go for it and let me know what other email retail experience horrors you can come up with!