Using a joint strategy with Email Marketing tools in Retail will be easy with the Customer features in the My Business module of InterFuerza.
Email Marketing refers to a well-known marketing and advertising tactic to deliver a promotional message directly to the email of a specific prospect or customer.
Surely we have seen uninspiring examples such as generic messages advertising a product that is not relevant to us, or even messages from unknown businesses that used resources such as buying databases (an illegal practice in several countries) to send unsolicited information to strangers.
On this occasion, we bring you some basic steps to establish a consensual communication with the customers of our store, and make promotional campaigns to boost sales of your retail store.
How to get my clients' mail
To collect the basic information to create our promotional campaigns (in this case customer mailings) it is necessary to use a secure method to safeguard your customer data and your sales.
Both the My Company module and the the Point of Sale (POS) of InterFuerza offer the 'Customers' function, where you can register data from the name and email, to birthdays and applicable discounts.
Once you have an email list along with information that allows you to target more specific groups, you can create your first campaigns.
Examples of Email Marketing Campaigns in Retail
The key to successful campaigns is to maintain relevant communication with your customers, so try to go beyond promoting general offers.
Study the use of messages according to the current moment of relationship with each customer: study if they just made their first purchase or if they are already a frequent customer, if they have not made purchases in a long time or even if they have already interacted with your products online. interacted with your products online..
Welcome or 'Thank you for your first purchase'.
As indicated, a "welcome" campaign or presentation of your brand to new customers can establish a bridge of communication, as well as a good first impression.
The message can focus on the messages you prefer, from a simple text thanking them for their purchase and details about the value proposition of your business, to a brief presentation of the customer service channels where they can receive support or clarify doubts about their purchase.
The objective of this campaign should focus on increasing enquiries and new visits after this customer's first purchase.
A newsletter with company news
This type of campaign is used as part of a larger brand loyalty and positioning strategy, with the goal of generating a community connected to the mission or story of your business.
In these messages it is advisable to mention exclusive information for the community, including new company projects, upcoming branch openings or teasers of new products.
If your brand carries out CSR initiatives or collaborative spaces with clients, it is also advisable to use a newsletter style message so as not to generate confusion with the marketing communication.
Offers customized to the customer's history
Despite presenting a greater degree of difficulty, campaigns with a higher degree of segmentation and personalization in the message will generate a greater number of results than sending generic messages.
Use a simple, straightforward message with a promotion based on your customer's purchase history. You can include a recommended product to complement their last purchase; or offer a discount coupon for a repeat purchase on products they buy regularly.
An effective combination is to use a personalized campaign during holiday seasons or special offers, precisely to capture old customers with a message that will boost your loyalty.
Feedback exercises about your brand
Finally, email marketing campaigns in retail can also complement and improve the internal processes of your store.
Keeping our existing customers is a surefire growth strategy. Use this campaign along with short forms or enable an email to receive feedback on improvements or specific topics, such as new launches, openings or changes in store design.
You can offer a discount on their next purchase in exchange for getting their feedback on the specific topics you require, in order to guarantee a high interaction in this campaign.
Keep track of all your customers and their purchase information.
Add tools that streamline your store's processes
Whether your business is just starting or you already have multiple stores, it will be necessary to study the technological tools that will allow you to increase your business sales in a strategic way.
If your business works with a programming specialist, you can also take it a step further and use the API integration InterFuerza to connect the updates you send via email and digital marketing software with automated information about purchases, orders, and more.
Investing in tools to improve the relationship with your customers will be a sure way to increase your sales and increase the trust they have in your brand. After a few months, your business will have loyal customers coming back to repeat satisfying experiences.