7 Strategies for Multichannel Email Marketers
"Giving Your Email Program a Multichannel Boost," was the title of the keynote presentation at the Direct Marketing Association's Retail Marketing 2010 Conference in Orlando, Fla., on May 26. Chad White, research director at Smith-Harmon, a Responsys company, discussed seven email strategies multichannel retailers should be aware of. They include the following:
1. Email and stores. Seventy-seven percent of marketers say driving offline sales is a "very important" or "somewhat important" goal for their email programs, according to MarketingSherpa, White said. What's more, 82 percent say driving online sales is an important goal. Retailers use email to drive in-store traffic in a variety of ways, including the following:
- Bar codes in emails. OfficeMax, White explained, includes bar codes in its emails to make in-store redemption easier.
- Store news. Walgreens highlighted that its stores would be open on Thanksgiving in a Nov. 24 email last year.
- In-store events. REI and Sears are just two of the many retailers that sent emails to promote in-store events last year.
- Store services. Lane Bryant and Barnes & Noble have used emails to promote in-store services such as bra fittings and in-store Wi-Fi, respectively.
2. Email and social. Today, more than 40 percent of major online retailers run “join our community” efforts in their email campaigns, White said. In addition, he said, “share with your network (SWYN) is the new forward to a friend (FTAF)."
Seven percent of U.S. online adults, for example, already share emails with friends via social sharing tools, according to the North American Technographics Omnibus Online Survey, Q1 2010, White said. In addition, White cited data from Silverpop indicating that SWYN links see an average clickthrough rate of 0.5 percent, compared to FTAF’s 0.01 percent to 0.1 percent
3. Email and mobile. While the integration of email and mobile will continue to grow, White said, there will be some changes on the horizon. First of all, "because of the expansion of the smartphone market, in the next 18 months we expect the use of 'view on mobile links' on emails to decline." In addition, he expects to see more retailers creating Android apps in the future. "Despite the fact that Android-powered phones are now outselling iPhones," he said, "retailers haven’t shown any interest in creating Android apps, which I really don't understand."