While some of those new customers might decide to stick around on their own, without a specialized marketing strategy the majority of your new holiday shoppers are likely to be one-time customers. Targeted email campaigns can help customers stay engaged with your company and forge a loyal customer base.
Mobile technologies have permeated across all markets, including e-mail and online shopping. A Google study found that, in 2016, the rate of mobile shopper growth was significantly outpacing desktop shopper growth compared the previous year. Mobile phones have become a gateway to increased purchasing habits; 76 percent of people who searched for something on their smartphone in the past year visited a related business within the following day.
While foot traffic may fluctuate, even on big shopping days, mobile shopping traffic stays more consistent over longer periods of time. This past Thanksgiving, 59 percent of mobile shopping searches happened before the stores had even opened and continued after closing. Advertising to mobile consumers allows businesses to reach customers throughout the entire day, not just during hours of operation.
Email marketing has been a proven solution since people began using the technology in the 1990s. Reuters published a report in 2015 that found the average US worker spends roughly 6.3 hours per day checking their email, equally divided between work and personal emails. Even during business hours, the modern consumer can be targeted and engaged.
Email campaigns can help you reach a new audience, but are particularly effective at targeting customers who recently visited you for the first time in order to get them to return to your store or site. A report from Monetate found that returning visitor transactions made up 48 percent of all US e-commerce in quarter four of 2015, totaling $2.7 billion in revenue. Furthermore, returning customers were shown to have a 4.5 percent conversion rate while new visitors converted only 2.4 percent of the time.
There are many kinds of targeted emails you can deliver to your customers, depending on your marketing strategy and what kind of approach you’re going for. While each have the potential to be effective, proper timing and optimization are necessary for a maximum return on investment (ROI). Some options include:
No matter which strategy you choose, the focus should be on fostering a relationship between your business and the customer. A targeted email with the proper tone can convey more friendliness, and be more effective, than something sterile. Always be true to your brand voice.
Don't let your pre-holiday marketing efforts go to waste. Start building a plan for a targeted email marketing campaign today. Visit our blog to learn more about targeted email marketing or schedule a free digital analysis online!