Retail Marketing Redefined: The Email
On Monday, I received six emails from a certain retail furniture company. Each email seemed vaguely inspired by items I had searched for, pieces my friends liked, and things I had randomly mentioned in Facebook messages.
I couldn’t decide if I found these intrusions more creepy or annoying. So I went with “creepnoying.”
Yes, I realize that I opted in. And true, I was interested in what might be new or of special value. But I certainly didn’t expect to be on the receiving end of an unhinged craftsman hawking mid-century dining tables.
It was another case of a retailer using a fundamental marketing tactic in an outdated way.
The very basic tools of retail marketing have evolved. What used to be simply a free sample, some signage or a display have been elevated to tasting events, selfie sets and interactive Shopper Moments. As retail marketing classics are being adapted to entice and satisfy a smarter, more demanding consumer, so must the email.
Those marketers who see the email as just a way to upsell are viewing it in too narrow a fashion. The goal of the modern retail email should be to build a relationship with the shopper; to entertain her, delight her, make her feel like an individual engaged in a conversation.
More talking, less stalking.
It helps to look at the different ways the retail marketing email can function and improve the connection between brands and shoppers. To that end, here are 31 non-creepnoying things an email can also be:
- A Sneak Peek
- A Wake-up Call
- Access to an Expert
- Advice from a Friend
- A Lifestyle Consultant
- A Secret Message
- An Invitation
- A Love Note
- A Treasure Map
- A Menu
- A Reminder
- A Reward
- A Coupon
- A VIP Deal
- An Inspiration
- A Ticket
- A Personalized Offer
- A Note from a Friend
- A Postcard
- An Advance Notice
- A Game
- A Product Suggestion
- A Connection to other Shoppers
- An Amusement
- A Distraction
- A Holiday Greeting
- An Opinion Solicitor
- A Work of Art
- A Surprise
- A Photo Gallery
- A Call-to-Action
