Retailers increasingly using email for marketing initiatives
Although it can sometimes be pushed to the wayside when determining how to connect with customers and reach new markets, email is making a comeback with retailers as a marketing tool. Businesses of all sizes are using the method to promote their products and interact with shoppers.
Bloomberg News reports that many companies have taken to tailoring the emails they send out, as this provides more personalized experiences for consumers and entices them to purchase items from retailers. Email has come back to the forefront of marketing initiatives, as most shoppers now carry smartphones or other devices with them all the time. This gives businesses the ability to reach target audiences at any time and any place. For many retailers, they can include links in their emails, which then directs consumers to merchants' websites and allows them to browse items, the news source writes.
Of course, the messages sent out by businesses need to contain information that is relevant to shoppers' preferences, states WARC. This content can be generated from individual customers' previous purchases, and emails can list a variety of products that may interest readers. Also, timing is important, as emails sent during working hours are more likely to be read than those sent in the middle of the night or early morning, the source notes.
