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EMAIL MARKETING

Bulk Email Senders: What Are They and Tools We Recommend

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When it comes to email marketing, the name of the game is efficiency. It would be impossible to assume that you would be able to send each of your email subscribers an individual email. The time it would take to put together hundreds of emails just doesn’t exist. You’re busy, with a lot of other things to do.

That’s where bulk email senders come in. This may not be a term you’ve heard very often, so let’s dive into what bulk email senders are, why they’re a godsend for email marketers, and some tips to follow when using them.

What Are Bulk Email Senders?

A bulk email sender is software that enables users to send the same message to many recipients at once. They’re often used for newsletters, promotions, or other mass informational messages that don’t need to be adjusted to different recipients.

The main difference between bulk email software and an email service provider (like Benchmark Email) is the level of functionality. Most bulk email software only enables users to send mass mailings, while email marketing service providers are more robust and include the ability to create multiple mailing lists and automate email campaigns, along with sending bulk emails.

Why Are Bulk Email Senders Beneficial?

Bulk email senders not only save you a massive amount of time and money by sparing you the headache of manually sending the same message to hundreds (or even thousands!) of recipients, but they also provide significant reach and can improve brand awareness. Bulk email senders typically also enable you to track which of those recipients open your message and click on the links within.

See also  The science behind email open rates (and how to get more people to read your emails)

When it comes to email service providers, however, you can achieve all of the above and can expect some contact management tools to be brought into the fold. Sometimes they’re built into the software, or the software comes with integrations allowing you to tap into your favorite contact management tools. Email service providers also allow you to segment your mailing list and target particular demographics that you think will be more likely to engage with certain content.

Between tracking your email metrics and refining your list(s), a good service is instrumental in improving your engagement rates — which will be directly related to increased conversions. In one study, 44% of email recipients said a mass promotional email had spurred them to make one or more purchases.

Top Tips for Using a Bulk Email Sender

Know Your Needs

No bulk email sender is created equal. If you just need a simple tool that allows you to send mass emails, no personalization or automation necessary, then make sure the tool you land on doesn’t come with more features. Otherwise, you’ll just be paying for things you don’t need.

On the other hand, if you want to personalize your emails, send automated messages, and segment your list based on certain factors, then look for an email service provider that offers you more than just simple mass emails.

Do you want email templates, verification tools, and a/b testing capabilities? Again, these are all things you need to be asking yourself before landing on a bulk email sender.

Keep an Eye on Your Unsubscribe Rate

Bulk sends are great for reaching a lot of people at once, but they do run the risk of being a nuisance — which can have the opposite effect of what’s intended. Make sure your emails are adding value to your recipients’ lives, and watch that unsubscribe rate. If it goes much past the average of .48%, you may want to re-examine your content.

See also  Email Marketing: Average open rate was 17.92% in 2019

Watch Out for the Spam Folder

Perhaps worse than a high unsubscribe rate is the dreaded spam folder. When your email goes to spam, not only does that mean that your recipient won’t read it, but your email deliverability could be at risk.

To keep your messages landing in recipients’ inboxes, make sure your mass messages avoid spam triggers and don’t schedule your emails too often. Some services include a spam-check feature, like spell-check but for spam triggers, which can be a great failsafe.

Monitor Your Engagement Rates and Adjust as Needed

Another thing that can hurt your deliverability is low engagement. Ideally, your open rate should be at or above the all-industry average of around 21%, and your click-through rate should meet or exceed the average of just under 8%.

The better your engagement, the more likely your emails will be delivered straight to recipients’ inboxes, so if your rates are lagging, it’s worth taking some time to figure out why and hopefully nurse them back to health.

Keep in mind that Apple’s iOS 15 update will affect your email open rates. At Benchmark Email, we’ve created a feature that allows users to track their email engagement in Google Analytics, giving them a better indication of email success.

Some Bulk Email Sending Tools We Recommend

Elastic Email

If you’re looking for a plan you can customize, Elastic Email is a great option. They let you select exactly the features you need and leave behind the ones you don’t, and their pricing system is broken out according to each feature so you can build the right plan for your needs and budget.

See also  Get Your Business Blooming with These Spring Email Ideas

Benchmark Email

Of course, we’d be remiss if we didn’t recommend our own email service. We’re biased, but we think it’s one of the best tools available, with tons of features, like a drag-and-drop email builder, tons of email templates, lead generation tools, reporting, and marketing automation, all at a super affordable price. If you’re only sending 250 or fewer emails a month, you can try us out for free, and for just $13 a month, you can upgrade and send an unlimited number of emails each month!

MailerLite

MailerLite is especially good for tight budgets and small email lists — it’s free for under 1,000 subscribers, and the next tier up is $15 a month for up to 2,500 contacts. Their features are more limited than some of the more powerful tools on the market, but they’re easy to use, and they’ll get you where you need to go.

We hope this simple guide helped to shed some light on bulk email senders so you can better determine which may fit your needs more appropriately. Good luck and happy sending!

Seen at: Benchmarkemail.com

EMAIL MARKETING

Best Email Marketing Software for eCommerce that Supercharges Their Sales

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Email marketing is still one of the best ways to reach an exceptional number of customers at a time. So, investing in the right email marketing solutions for your eCommerce business could be the best way to nurture your audience. Our guide will lead you through while choosing the best email marketing software for eCommerce!

Despite the importance of social media seems to have overtaken digital marketing, email marketing continues to deliver strong ROI and value for retailers, online store owners and marketers. According to the survey conducted by Data & Marketing Association, the average ROI for email marketing is 122%, which is more than four times higher than other marketing formats including social media.

What are Email Marketing Services?

As email marketing covers a vast world of techniques and strategies, it is fair that brands can feel a bit confused in choosing the right email marketing platform. 

Simply, email marketing services help send emails to the sheer number of subscribers in order to inform them about new products, discounts, and other services. These emails can be newsletters or transactional emails. Business owners get help from email marketing software to inform everyone in their contact list, drive sales and build a highly engaged community.

With the recent developments made in technology, email marketing software has been leveled up to a stage that segmentation and customization are at the forefront of email campaigns. In modern email marketing, AI-powered solutions while increasing revenue, on the other hand, significantly reducing costs.

Benefits of Using Email Marketing Software

Email marketing stands on the three key points: conversions, brand awareness and customer loyalty

Businesses using email marketing services will be able to more easily expand their audience and increase their sales, as research shows that by 2023 the number of emails sent and received per day could reach 347 billion.

The key benefits that make an email marketing tool vital for eCommerce businesses;

  • Creates automated email,
  • Generates multiple email templates,
  • Builds targeted profiles based on age, location or past purchases,
  • Reduces marketing costs,
  • Better interacts with customers,
  • Makes sharable content.

Choosing the Right Email Marketing Tool for Your Store

Almost every store owners encounter difficulties when choosing the best email marketing platform for eCommerce. Although some businesses need specific features, the key features include;

  • The built-in monitor to check email deliverability,
  • Automated email journey to nurture campaigns,
  • Personalized email creation easily with drag and drop builder,
  • Detailed email marketing campaign end report,
  • Seamless integration with current tech stack,
  • Easily accessible 24/7 customer support.
See also  Get Your Business Blooming with These Spring Email Ideas

After identifying these key features, the next step is to check out the pricing range. Luckily almost every email marketing tool offers different types of pricing plans to all needs. Additionally, free trials are also provided to experience the tool before fully investing in it. 

If we are all clear on what we expect from email marketing services and how they will add value to your eCommerce business, there is only one step left: finding your best fit!

Top 5 Email Marketing Software for eCommerce

We have bunched up the best email marketing service for eCommerce to help you pick the solution that best meets your needs. Here are our best picks for you:

  • Infobip
  • HubSpot 
  • Plezi
  • BigMailer.io 
  • Constant Contact

Let’s dive into each email marketing software in particular to lead more sales for your eCommerce business!

Infobip

One of the powerful email marketing solutions Infobip is mostly known as a customer communications platform. As email marketing is also a part of this communication, Infobip offers particular solutions in this field as well. 

Regardless of which eCommerce platform you use, eCommerce businesses effortlessly integrate Infobip into their omnichannel strategy. The email marketing tool offers a comprehensive dashboard in order to create and manage email campaigns. By benefiting from the personalization feature, users can create sophisticated and contextualized emails that deliver value to their customers.

Source: Infobip

Infobip helps store owners create highly personalized and well-automated email journeys that drive conversions. With the email validation feature, they can make sure that subscribers’ email addresses are valid or not. It helps get emails delivered to the right inboxes.

More importantly, the success of an email marketing campaign can only be measured if the metrics are analyzed and reported well. Luckily, Infobip provides an in-depth analysis to check how marketing campaigns are going on several platforms.

You can speak with one of their specialists to get the best potential pricing for your eCommerce business.

HubSpot

HubSpot offers various solutions and strategies to grow your eCommerce business through email marketing. Store owners, retailers or marketers can create and design personalized email campaigns without any coding need. As HubSpot provides a diversified amount of services in particular Marketing and Sales, it makes it possible to optimize and improve email marketing campaigns better. For example, the CRM feature helps customer data you are using is valid.

hubspot-email-marketing-solution-for-ecommerce
Source: HubSpot

One of the best email marketing services for eCommerce HubSpot also offers a wide range of goal-based email templates. Users can customize the templates, CTAs and branding with a drag and drop editor easily.

See also  The Quickest Guide to Designing Marketing Automation Campaigns

Since personalized emails get more opens and click-throughs, HubSpot’s email marketing tool allows users to change relevant subject lines, links, attachments and CTAs.

Another point that is worth mentioning about HubSpot’s offerings is A/B testing. This feature will give insights on which subject lines get the most opens or which content drives engagement and sales most.

Good news! HubSpot’s email marketing software is free. For additional functionalities, the price increases.

Plezi

Plezi is a powerful marketing automation solution that helps store owners create fully automated and intelligent email marketing campaigns. They can also build smart campaigns that automatically personalise and segment their audience.

If you are beginning your digital journey and looking for the best email marketing software for eCommerce, Plezi could be a great start. The email marketing tool offers customizable email templates that can be easily edited via the drag and drop builder. 

plezi-email-marketing-solution-for-ecommerce
Source: Plezi

Plezi shines out in analyzing each action of customers. Detecting the buying journey of prospects helps better understand their needs. The comprehensive reports Plezi provides make it easier to gain insight into all of the multi-channel interactions. Email deliverability, open rates, clicks and conversion rates are some of the metrics that reports cover. 

Plezi offers different pricing plans that vary between £299 to £499 per month based on the number of your contacts.

BigMailer.io

BigMailer is a cloud-based email marketing tool that allows users to create and send emails in bulk, auto/drip or transactional. It also provides an extensive contact list that includes a sheer number of subscribers to manage them more effectively in a single dashboard.

bigmailer-email-marketing-solution-for-ecommerce
Source: BigMailer

BigMailer’s built-in brand management platform supports all types of email marketing campaigns and white-label options. Users can use the custom email templates as well as create new ones depending on their desires using the drag and drop editor.

If you are an Amazon reseller, BigMailer provides specific solutions only for you. Without connecting your Amazon SES account, you can import your contacts or use its email collection forms. From checking bounces, complaints and unsubscribers to email engagement tracking and reporting, BigMailer meets all your needs.

See also  Why No One Is Opening Your Emails

BigMailer offers four different pricing plans that charge based on the number of your contacts. Reach out to them to get more information.

Constant Contact

The last mention goes to Constant Contact which is one of the best email marketing software for eCommerce. By using Constant Contact, marketers can create effective email marketing campaigns that meet their business goals. 

Whether running physical stores or digital shops like Shopify stores, email marketing will remain vital. Constant Contact helps users at each stage of their email marketing journey. Creating and designing emails, customizing, segmenting customers, analyzing and reporting email marketing campaign metrics are just some of the benefits the email marketing software offers. 

constant-contact-email-marketing-solution-for-ecommerce
Source: Constant Contact

Constant Contact allows marketers to target new audiences and generate brand awareness by conducting substantial email marketing campaigns. Especially, social media ads, landing pages and website sign-up forms are great ways to seek new customers. Social media ads, particularly Facebook ads is one of the most effective lead generation channels as it targets extremely narrow audiences.

Last but not least, Constant Contact integrates numerous eCommerce platforms to grow your online store better.

Constant Contact provides two different pricing plans that vary between $20 to $45 per month based on the number of contacts.

Wrapping Up: Which is the Best Email Marketing Platform for eCommerce Business Owners?

Every business is unique. So, it will not be fair to point out only one email marketing platform that suits each marketer’s needs. 

We have discussed above the tools that we believe could be the best solution for eCommerce store owners for easing their jobs. Depending on your business core needs and of course budget, you will be the one who has the final say. 

If you are still undecided about which email marketing service best suits your needs, there are more solutions here to unleash the power of your eCommerce business!



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EMAIL MARKETING

10 Things You Need to Stop Doing in Your Marketing Emails

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10 Things You Need to Stop Doing in Your Marketing Emails


Did you know that roughly 45% of emails sent are considered spam?

Yes, that number sounds bad.

Maybe your marketing emails aren’t spam, they can be treated as one by your recipient.

Note: This post was originally published in June 2015, and updated in November 2021 to include new tips and data.

For some people, email marketing is the best way to go, but others commit huge mistakes in their marketing emails and think that it doesn’t work.

So before you leave email marketing behind, why don’t you analyze your marketing emails first? Maybe there are things you can improve that you haven’t seen yet that’s why your efforts are failing miserably.

So, without further ado, here are the top 10 things you should stop doing in your marketing emails to increase open rates and conversions.

1. Generic subject lines

Serious question. How many emails do you receive every day? Maybe too much that you can’t read every single one of them.

According to TechJury, the average office worker receives around 120 emails per day.

What are the odds that your email will be one of the few opened? Or even just noticed?

Too low if your subject line is not as brilliant as Buzzfeed’s email subject lines.

Buzzfeed Marketing Emails Subject Line

Subject lines are one of the most crucial parts of an email, that’s why you have to be very careful when creating one.
Good thing there are ways you can follow to make sure that your emails will go directly to your recipients inbox – meaning higher chances of being opened!

  1. Avoid spammy words like “free,” “limited time,” “buy,” and using all caps, such as “REMINDER,” and “CLICK.”
  2. Be clear. Being witty or super creative with the subject line is fine, but be sure that you’re not compromising clarity. Be clear with your message and intention, and avoid disappointing your recipients by putting up a subject line that will not be further explained in the content.
  3. Be concise. Subject lines that work have 50 characters or fewer. Concise subject lines are recommended if you want it to be fully displayed in the email pane – especially for mobile devices.

A good subject line is not too generic that it doesn’t really speak with your recipients, rather, it should urge them to do something or show that they will benefit from reading your email.

Tip: A/B test your subject lines

A/B testing is when you change certain parts of your email, whether it be the subject line or body copy, to see how the changes impact your results.

By A/B testing, you get to see what works with your audience and what doesn’t. For example, if your subject lines with puns get consistently higher open rates, then moving forward you know it’s better to have punny subject lines.

See also  A Beginner’s Guide to Effective Email Templates

2. Images that don’t display properly

We’ve all experienced receiving marketing emails with broken images.

I know… that’s frustrating.

Although you can’t always blame yourself or your email marketers for instances like this, because not all recipients can receive visual elements – some can only receive in plain text.

What you can do instead is to limit the usage of images, and make sure that you have proper alt text for all your images to keep your readers away from being clueless on what your images are all about.

Buzzfeed Marketing Emails ALT Text

3. Usage of “noreply” emails

 

Lomography No-reply marketing emails

Generic addresses, especially ‘no-reply’ ones prevent your readers from engaging with your business. And we don’t want that.

We want to receive emails with email addresses that we can reply to – where we can ask questions or give feedback.

‘No-reply’ email addresses have also been proven to decrease open rates, and increase unsubscribe and complaint rates.

If you’re not yet convinced that you should give up using ‘no-reply’ email, perhaps this guideline will finally persuade you.

The CAN-SPAM Act: A Compliance Guide for Business

According to the first item in the CAN-SPAM Act, “Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.”

4. Generic salutations

Personalization is a very important part of email creation. We give value and attention to emails that we know is made especially for us. And how do we know it’s for us?

When it’s addressed to us – when names are mentioned.

So stop that “To whom it may concern,” “Dear Sir,” or worse, “{INSERTFIRSTNAME}” salutation and start using actual names.

“…years and years of sifting through emails has conditioned people to discard anything that doesn’t come from a recognizable friend or family member and/or doesn’t open with a personalized greeting. Any message that doesn’t refer to the recipient by name is getting discarded—period—never to be pondered again. You have to be on a first-name basis with your recipient. That’ll get you in the door, so to speak, and leave the recipient open to reading your message.” -Dan Forootan (How Important Is Personalization To Your Email Marketing Campaign?)

If you’re using an email marketing software, check if you’re typing the correct personalization shortcodes. You wouldn’t want your subscriber to end up with a “Dear    ,” or again, {INSERTFIRSTNAME}.

5. Misleading content in marketing emails

You promised something good in your subject line. Now you make sure that the content justifies it.

I’ve been subscribed to HubSpot for quite sometime now, and they never fail to keep their promises. When they say that a free guide or eBook is included, expect that a download link is included in that email – and expect that it’s really free.

See also  The science behind email open rates (and how to get more people to read your emails)

HubSpot Email Content

Just like the subject, avoid using spam trigger words like “prize,” “free,” “bonus,” “buy,” and “order.” Instead, use persuasive words like “because,” “you,” and “imagine.”

You can use HubSpot’s The Ultimate List of Email Spam Trigger Words to know what to avoid.

6. No call-to-action

Unless you’re doing a personal email and just want to say hi, you need a call-to-action.

The very reason why you’re marketing through email is because you want to sell something, or perhaps you want your readers to benefit from you. The point is you either want to give, or you need something – usually both.

Make your intentions clear by putting call-to-action. And guide your audience on what to do – until the very last step.

“Be clear and direct with your users, telling them exactly what you’d like them to do.”Conversion Rate Experts

KISSmetrics has always been generous with giving steps and options. Just take this example below:

KISSmetrics Call-to-Action

Including a short explanation or bullets of your product’s features with call-to-action button is also a good way to convert.

Evernote Call-to-Action

7. Multiple marketing emails with the same content

Weeks ago, I committed a mistake that nobody should ever follow.

I published a post in SEO Hacker, and later on decided to modify the headline and slugs. There’s nothing wrong with that – you can always change your title and slugs if you feel that it’s necessary to do so. However, when your published post is automatically being sent to thousands of subscribers, then you have to be careful.

I use an email marketing software called AWeber, and every time we publish an article, it automatically sends an update to our subscribers like this:

SEO Hacker Email Marketing

Once it’s sent, and you modified the slugs of your post, it will generate a new email – regardless if it’s the same post or not. That’s what I did, and that’s the dangerous part.

Just by modifying the slugs, I have sent two emails (in the same day) containing two different titles but the same content and is directed to the same article.

SEO Hacker Email Marketing Mistake

Not a very nice move!

It can confuse your readers, or they may not give importance to your emails at all, because really, who wants to be bombarded with multiple emails with the same content?

8. No option to unsubscribe from marketing emails

Admit it, even if you have compelling content, there will always be people who won’t like (or will stop liking) receiving marketing emails. That’s why you need to give them the option to unsubscribe – and make it visible.

A while back, Gmail started displaying the unsubscribe links at the top of messages.

Unsubscribe Google Feature

But you should still include an ‘unsubscribe’ button. For example, my Leadership Stack Podcast emails have this option at the footer.

See also  Turn Your Emails to Gold: How to Increase Your Email CTR

Unsubscribe button

9. Not segmenting the customers for marketing emails

Another major mistake that you may be committing is forgetting to segment your customers. Customer segmentation is the process of grouping customers based on various factors such as age, gender, industry, and others.

It’s important to ensure your customers are segmented properly so that the emails they get are personalized. For example, some of my customers work in marketing, some work in SEO, and others are entrepreneurs. If the emails they get don’t fit their demographic, they would just unsubscribe because I’m not adding value to their life.

Besides, receiving the kind of content everyone else receives doesn’t feel good. As a customer, you want to be spoken to. Segmenting customers helps with that.

10. Having generic content

I already touched on it a little earlier: Having generic content doesn’t do anyone any favors. Your customers don’t want to receive the same content as everyone else. They want you to speak to them.

Let’s say you’re asking for a donation, and you’re just asking the same amount from everyone. What if a third of the people you sent that email to are living paycheck-to-paycheck, the other third are living comfortably, and the final third are rich? Expecting all of them to give $50 will be unreasonable, and your email will show them that you don’t care about their situation.

You can avoid that by personalizing your email using dynamic content, where certain parts of your email are filled in by the data your customers provide you. This makes the email – you guessed it – personal for the customer. According to Keela, “When compared to non-personalized email campaigns, personalized emails yield 29% higher unique open rates and 41% unique click rates.”

Key takeaway

Sometimes we get so excited, we want to jump right in and just do things for marketing’s sake, leaving no chance for proper planning and execution.

But, that’s not how it should be – even in email marketing.

Once in a while, you need to do an audit of your email marketing. Ask yourself, “How is it working for me?” and “What are the things I need to improve?” Then you can try different styles, different approaches, perhaps different tones, but never ever commit these 10 email marketing sins. Unless you want to end up in the spam folder of your recipients.

And of course, if you want to be absolutely sure that these 10 deadly sins won’t be committed, we have an email marketing service you can check out.

Happy email marketing, and let me know what you think!



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EMAIL MARKETING

What is Phygital, and How Does it Apply to Email Marketing?

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what-is-phygital,-and-how-does-it-apply-to-email-marketing?

Have you ever imagined a hybrid of physical and online worlds where buyers can shop both in-person and online? It sounds like a peripheral concept, right? Well, brands like Amazon, Nike, Magik Book, and Pokemon Go have made the blended environment a reality. 

Your brand can be a front-runner, too, in implementing the phygital approach. But what exactly is phygital, and how does it apply to a memorable customer experience? Read on to learn the nitty-gritty details about this new and trendy marketing term. 

What is Phygital?

Let’s begin at the top. Phygital is a compound term that combines two words: Physical and digital. It’s a relatively new term that probably caught on in the marketing world during the COVID19 pandemic.

In the marketing realm, phygital refers to using technology to blend the physical and digital customer experiences. 

Over the last few years, companies have strived to deliver an omnichannel marketing experience that removes customers’ frustration, friction, and churn. A lot of that has been happening online, with brands seeking to provide a personalized experience on online channels that customers use. 

It’s easy to understand why. According to Google statistics, about 63% of shopping begins online. However, 52% of Americans aren’t ready to abandon their in-person shopping habits, with 31% indicating they will continue to shop in-store.  As a result, focusing on online channels only would mean sidelining those customers that still value in-store shopping. 

Phygital offers the best option to draw from the best of both worlds. It enables you to deliver a unique interactive experience for each user, whether they shop online or in person. 

See also  11 Proven PPC strategies for your ecommerce site

What is Phygital Marketing?

As the name suggests, phygital marketing is any marketing effort that seeks to merge physical and digital experiences. It entails using digital tools to enhance the customer experience in physical stores. 

A good example of phygital marketing is the Buy Online, Pick-Up In-Store (BOPIS) strategy. BOPIS combines online and in-store experiences to offer customers a more convenient way to shop. They can enjoy the convenience of buying goods online and pick them up in an hour from the brick-and-mortar store rather than wait three days or longer for an Amazon delivery. 

How Does it Apply to the Customer Experience?

The truth is, even though in-store shopping is losing the battle to online shopping, some of its aspects remain appealing to customers. With the emergence of concepts like BOPIS, Buy Online, Return In-Store (BORIS), and Reserve Online, Pick Up In-Store (ROPIS), phygital will only get more influential on customer experiences. 

Phygital is key to customization of the retail experience. It brings the benefits of omnichannel customer experience to the brick-and-mortar store. 

Brands like Nike and Amazon are aware of the growing influence and are now the front-runners in embedding phygital to their retail experience. Amazon Go is quintessential of how brands can apply phygital. 

The convenience stores give customers the customary brick-and-mortar feel. However, Amazon has used digitization to remove registration, cashiers, or store attendants. Instead, when you scan a QR code, the systems let you into the store. 

Here’s the most exciting thing. Usually, you would pick out an item and place it in a physical shopping cart — it’s still happening at Amazon Go. In addition, Amazon uses intricate systems that add an item to a virtual cart (such as the one you find online) each time you pick the item from the shelf. 

See also  Get Your Business Blooming with These Spring Email Ideas

Since there are no attendants, you pick the items you want and walk out. The Amazon Go app charges your linked bank account and sends you a digital receipt in minutes. No queues to eat up your time. 

Amazon has brought the convenience of online shopping to real-life — and it’s working magic. The only hint of in-store shopping is that you have to walk into the convenience store and pick out stuff from the shelf. Everything else is reminiscent of shopping online from the comfort of your couch. 

Going forward, more brands will jump that bandwagon in a bid to improve customer experience. 

How Can it Be Used in Email Marketing?

Let’s take Amazon Go, for example. When you pick out an item from the shelf, the trackers send signals to the system to automatically add that item to your virtual cart. The reverse happens when you return the item to the shelf. 

That alone can provide Amazon with plenty of data that can be used for email marketing. For example, if a customer repeatedly picks a product but returns it to the shelf before walking out of the store, it means the customer wants that particular product but is hesitant to buy for some reason. Perhaps it’s unexpected costs, which is one of the top reasons people abandon carts

Using email marketing, you could send that customer personalized discounts or cheaper alternatives for that product. That could persuade the customer to buy the product the next time they visit the convenience store. 

See also  The Quickest Guide to Designing Marketing Automation Campaigns

In other words, a phygital approach can provide access to customer insights that email marketers can leverage, resulting in smarter email campaigns and increased ROI. However, note that the technology is still in its inception stage, so more benefits for email marketers will emerge as it evolves. 

Make the Most Out of Phygital

Phygital could be the solution to the problems customers encounter when shopping online. For example, your customers might buy the idea of BOPIS because it saves them time and money. On your side, you’ll get more data that you can analyze to tweak your process to unlock more sales via email marketing.  

What are you waiting for? Implement a phygital strategy and arm yourself with a great email marketing software solution to make the most of the new retail experience. 

Seen at: Benchmarkemail.com

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