5 Frequently Overlooked Ways to Boost Revenue
During the busy holiday shopping season, retailers are looking for new ways to stand out in crowded inboxes. With shoppers in spending mode, it’s an ideal opportunity to engage them and start building loyalty. By focusing on a few, but often overlooked key areas, retailers can yield incremental revenue opportunities and gain an edge on the competition. Here are five ways to give your retail email program a boost:
1. Make it easy for consumers to opt in and provide information. Take advantage of the seasonal increase in site traffic by ensuring every page on your website has a benefit-driven email opt-in form. Collecting the email addresses of interested shoppers, even if they don’t make a purchase, will grow your database and allow you to continue to market to these consumers throughout the year.
Take this one step further by creating a preference center that allows consumers to help you make the email relationship as relevant as possible. Remember to ask for important information during the opt-in process, such as subscribers’ preferences related to format and frequency. Invite subscribers back to your preference center throughout the relationship to update their choices or address a more detailed, but still relevant, list of questions.
2. Use a welcome program to engage new subscribers. It’s always important to welcome new subscribers with open arms, so don’t let the holiday hustle and bustle cause you to overlook this important step. Effective welcome programs can drive subscribers back to your website, motivate them to make an initial purchase, increase their order size and become loyal shoppers.
Begin by sending new subscribers an initial message, distributed immediately after they opt in. Use this message to confirm subscription details and restate your email program’s value proposition. Ask to be added to their address book, invite them back to fill out a profile and/or request additional contact information. You can even offer new-subscriber incentives toward their next purchase.
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