Marketers with a limited retail presence also can effectively use e-mail to promote a specific location with details about in-store events and special offers. For instance, Design Within Reach has a store near me, and I receive solo e-mail communications about events, sales and activities for that particular store. This really has a one-to-one personal feel.
n Connect your e-mail and print advertising. If you have an active print advertising program, reference the design and messaging of that initiative in your e-mails. J.C. Penney, for one, spends significant advertising dollars on Sunday newspaper supplements. To extend the mileage of its investment, it often includes in its e-mails a “This week’s store ad” link. When the recipient clicks on the link, he is brought to a reproduction of the offer promoted in the newspaper inserts.
n Offer multichannel redemption. Allow customers to redeem coupons via the channel of their choosing. Years ago I enrolled in Staples’ “Business Rewards” program. Periodically, I would receive an e-mail from Staples that included a coupon for significant savings on any purchase over a certain dollar amount. It clearly explained how I could redeem the coupon online, contact the call center with my coupon code, or print the e-mail out and bring it into a retail location near me. In
my opinion, Staples was the first company that did multichannel marketing really well.
n Design e-mail to complement your Web site. After all, your e-mail and Web site have the closest tie-in. Recipients interact with e-mails and link directly to your site. One way to extend this value is to incorporate your site’s major navigation features, including a “search” function, into the design of your e-mail or newsletter.
n Integrate your Web and e-mail strategies. Use sophisticated tracking and database information to tailor and trigger highly relevant messages. For instance, smart marketers like SportsSection.com send automated
e-mails to customers who have had items in their shopping cart for more than 24 hours. It uses a subtle approach, and reminds recipients they can easily continue their checkout process. The company recoups up to 25 percent of sales. You also can offer a special discount on items you know the individual is interested in or include a picture of the items in the abandoned cart, and resell the benefits of those products.