Facebook may have over a billion users, but the amount of people using email comes close to doubling that. Ok, your Aunty may not have an Instagram or Twitter account yet, but I guarantee she still uses electronic mail to stay in contact with friends. According to a recent study, over 95% of consumers are using email and 91% check their inbox at least once a day.

As shop owners, if you haven’t been emailing your customers, you’ve been missing out on one of the least expensive, yet highest return methods for increasing your sales and building your customer loyalty. Here are some of the key email marketing topics you can address to get beneficial results:

1.  You never get a second chance to make a first impression

There’s no doubt that every customer that enters your store is important. Sending out a personalized and friendly ‘Welcome’ message is a great way to give new customers a good first impression and as Meredith Liepelt, branding strategist for Rich Life Marketing states, “Emails are the most cost-effective way to stay top of mind with customers.” 

2. A little thanks goes a long way

A nice yet simple touch is to send your customer a brief written message to show your gratitude and appreciation after a purchase has been made. This, accompanied with an Order Confirmation Email gives you the opportunity to make your customer feel good and excited about their purchase in the build up to them receiving it. 

With a very high open rate, your Order Confirmation emails are particularly important. You’re reminding and reassuring them of your guarantee – verifying that your customer’s purchase has successfully been placed, reducing their ‘post-purchase anxiety’ and reinforcing your company’s reliability, professionalism and credibility. This is also your perfect chance to cross- and up-sell to your customer. They have already spent their money on your products and services so create a good impression and make the most of it!

3. Promote your new products

Just released a new product? Offering something new and exciting? Email marketing allows you to easily inform your customers. Keep any promotions short, clear and create a sense of urgency! With your deals on offer, don’t forget to include any discount codes and maybe some product reviews or customer testimonials to reinforce your items.

Here is a good example from Pacsun below:

4. Reach out to the community

Email enables you to keep your customers in the loop about any events and evenings taking place within the local community. These can also be especially important and favourable for you to get involved with. Naturally local events not only greatly benefit the community, but also any businesses within it. By aligning exclusive and specific events and promotions at your store you can take advantage of the increased footfall in the area. A quick email informing your customer helps spread the word of mouth publicity about the event (and your promotions!) and can help encourage them to pop in.

5. Collect Customer Feedback

As a company, of course it’s within your best interest to find out what’s hot and what’s not, what’s going well and what can be improved. Emails and quick surveys are a very easy, non-intrusive means whereby you can gain valuable feedback on how you can improve your customer experience and increase future sales.


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