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Helen Jackson

Retailers: How to boost the performance of your email marketing

There are many marketers who think email marketing is an old-fashioned marketing tactic, that fails to deliver results, and that’s simply not the case. Did you know that 53% of emails are opened on mobile? And that according to Campaign Monitor, you’re six times more likely to get a click-through from an email campaign than you are from a tweet??

With these stats in mind, here’s how we think you can boost the performance of your email marketing!

how to boost the performance of your email marketing in retail

Personalise your emails

Personalisation tokens actually work wonders when it comes to email performance. According to Campaign Monitor, emails with personalised subject lines are 26% more likely to be opened. So, next time you’re creating a campaign, think about adding a few more personalised tokens, you might increase your open rate and subsequently, your click-through rate (CTR).

Change your call-to-action

If you’ve been using a text link call-to-action (CTA), you could be missing out on conversions. Again, according to Campaign Monitor, including a CTA button rather than a text link can help you increase your conversions by as much as 28%! Get your design department to whip up a CTA button and track its performance through your content management system.

Segment your mailing list

Your mailing list segments should reflect your different buyer personas. If you’ve got three personas, for example, make sure your mailing list is segmented into these three buyers. This way, each buyer is getting a personalised email nurturing workflow that reflects their shopping habits. This makes each buyer more likely to purchase from your brand again as the emails speak to them on a more personal level.

Make the ‘from’ email address respond-able

How many emails have you received from a retail brand yourself where the email is from ‘noreply@example.com’? Making it easier for the customer to contact your brand can help resolve any issues and perhaps remove some barriers they had preventing them purchasing your products. Leaving them free to go forth and convert! Experiment with email addresses, so it's clear you’re easily contactable through the email, rather than sending the customer on a wild goose chase to your customer services website page!

Optimise for mobile

We mention this briefly in the introduction, but it’s so important for your brand to optimise its email campaigns for mobile. Just think about how often you check your personal emails on your phone each day! One out of every three clicks within an email occurs on a mobile device, so make sure your retail brand is making this a priority.

Conclusion - with an ROI of 3800%, email marketing is definitely worth the investment!

If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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