Overcoming Retail Email Fatigue to Convert By Tim Kastner

by Alana Jones on February 7, 2019

Summary: Here are three ways to personalize your retail email approach to maximize conversion from consumers.

Consumers polled for the recent Specialty Retail US: Discount Emails study complained that their inboxes are jam-packed with generic, non-targeted discount offers. They said that these impersonal offers, and the frequency with which they are sent, are among their top pain points in their email relationships with retail brands.

Consumer dissatisfaction is being borne out in reduced open rates and engagement rates on blanket email campaigns. The study indicated that targeted email and automation programs showed open rates as high as 20% to 31%, while impersonal emails saw open rates around 16%.

Overcoming Discount Email Fatigue

Combatting consumer fatigue is an ambitious goal – one that would require large, collective buy-in from brands to change their ways. While this is hardly likely, there are steps any brand can take to stand out from the throng and achieve more sales in the process:

  • Email Retargeting: One simple tool that brands can implement that allows them to improve their retail email marketing performance is email retargeting. This tool allows brands to effortlessly send timely, highly-targeted emails that convert. Email retargeting tools can identify a brands’ anonymous website visitors who showed interest but didn’t convert – and then automatically identify their email address (even when one wasn’t provided) and immediately sends a targeted and timely discount email designed to convert. This sort of tool has been shown to increase overall website sales conversion rates by 10% or more.
  • Improve Your Subject Lines & Offers: The study by L2 found that brands are under-utilizing product discovery subject lines and are falling short in the offers they’re making. Consider that the consumer left your website without converting for a reason, either what they found wasn’t a good fit, or the offer wasn’t enticing enough to get them to take action. Offer something better – either a better product fit or a better discount than they can find on your website. Brands that rely on formulaic subject lines such as “50% off [insert product name here]” need to explore differentiation to get attention. These subject lines simply aren’t working as they used to.
  • Segmentation: Retailers need to use the data they have to personalize, segment, and deliver unique messages to re-engage their consumers. It is critical that brands take the time to match consumer interest with their offers. Brands that send fewer messages to more targeted segments will see better results. The L2 study found that many brands and their competitors are sending their broad discount emails to the same groups of people. Instead, make your emails mean something. Send them to your most qualified prospects with an offer that is relevant to their needs.
  • Be Timely: Timing is key. It’s important to follow up on buyer intent quickly to get that conversion. Abandoned cart tools or email remarketing tools can offer the opportunity to send an immediate follow-up message.

This weakness in the retail industry presents an opportunity for brands to differentiate their approach. Take the time to truly personalize your email approach and your brand will realize dividends in the long-run.

Tim Kastner is the CSO at ReachDynamics, a leader in email retargeting solutions. This article appeared in issue 45 of FeedFront Magazine, which was published in January 2019: Visit Here 

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