The study, prepared by more than 700 experts who attended the Retail Forum 2016, highlights that the present and future must be aimed at “achieving a personalized, efficient and experiential purchasing process”, in order not only to achieve a greater return on investment (ROI), but also to create a brand image and thus “lovers” who in turn increase qatar mobile phone number list potential consumers through recommendations.
To achieve an efficient purchasing process, based on immediacy, usability, personalization and good experiences, email marketing is the leading means of communication for digital retailers, thanks mainly to the greater segmentation of audiences and the adaptation to new consumer habits and needs.
As a novelty, it is now possible to include video in emails thanks to the online platform Viwom , the king of Internet content, enabling the creation of video email marketing campaigns . Until now it was only possible to introduce text and images, but now it is possible to implement audiovisual pieces that are automatically played when the recipient opens the email. This has allowed the most desired communication format by users, such as video, to be combined with the most consulted channel throughout the day, email.
Are you looking for the perfect combination of email marketing + digital retail + sales + engagement ? Here are some useful tips.
1. First: segmentation
Making a product known with its characteristics, benefits, details, etc., is very good, but it is even better to analyze the profile of our consumers or buyers. Receiving an email with a sample of an infinite variety of products from a brand, without prior screening, is confusing and a waste of time for the user, who is increasingly looking for products tailored to their needs based on the type of product, age, sex, size or location. It's about putting yourself in the recipient's shoes. If they live in a warm city, why would they want to receive an email with an offer for warm clothing? Retailers must adopt the 'Customer Centricity' strategy in their business model.
, investing time in segmenting their databases based on useful parameters to deliver the right content to the user. In this way, we will avoid the user losing interest in the site, not registering, or unsubscribing.
2. Always bet on 'responsive design'
If there is a device that is growing by leaps and bounds as a support for online shopping, it is the mobile phone. Everywhere you look, there is constant typing and thousands of daily transactions that remind us of the tremendous boom in electronic commerce. According to the Blue Hornet study "Consumer of Email Marketing 2016" , 72% of consumers use their mobile phone to check their email . Retailers assume that business strategies related to the mobility provided by smartphones or tablets are their main priorities, and therefore the importance of adapting to these new supports with ' Responsive Design ' or adaptive design. It is very important to think about the user being able to see the emails from any mobile device, in a clear way, to facilitate their reading, the viewing of promotional images and videos, the registration form or the purchase button. With these actions, priority is given to the user experience by betting on omnichannel and we will increase visits to our store, blog, social networks and their conversion into sales. It is not a passing fad, it has become an essential basic for any self-respecting 'marketer', there are no excuses for not adapting emails.
For this reason, contacting professionals specialized in email marketing such as Digital Response, can be a reliable solution, as well as looking for the templates and support necessary to create responsive video email campaigns in a simple and effective way. Of course, we recommend carrying out a 'Responsive Design Testing' afterwards to test the results. Carry out a preview before launching, in order to detect defects and correct them with the most appropriate solutions. 3. Draw attention to your product A CTA ('Call to action', button or link to attract potential customers and convert them into sales opportunities) can take various forms and play various roles within an email. There are those that offer a free download, that lead to a web link, a document or a registration form. Until now, there were generally three types of 'Call to Action': images, buttons and text links , to which we must add the possibility of using video as a call to attention to a product... it sounds very interesting, but how do you do it.
