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EMAIL MARKETING

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

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There’s gold at the end of the rainbow when it comes to your email marketing — you just need to make sure you’re on the right track towards finding it.

Email has one of the most impressive ROIs of all marketing endeavors at $38 earned for every $1 spent. That alone should be a huge incentive to get it right. However, there are many less tangible benefits that are equally worth your pursuit — including increased brand awareness and recognition, higher conversion rates, and a more satisfied, more engaged audience.

Of course, these benefits don’t happen overnight, nor are they a guarantee. To make email marketing work for you and reach that elusive pot of gold, you need to strategize. Set your sights on specific tactics and outcomes that can take your emails to the next level and help you get more bang for your buck when combined with other best practices.

In this guide, we’re focusing on one of the metrics that play a huge role in the overall success of your email marketing: your click-through rate. We’ll be covering why it’s so important, along with simple things you can do to create your own luck and get more clicks that matter.

What is an Email Click-Through Rate?

Your click-through rate (CTR) refers to the ratio of people who click on a link in your email versus the number of people who saw it.

For example, let’s say you send out 10,000 emails and get 2,000 leads to a click on one of your email’s links. Your click-through rate would be 20 percent, using the CTR formula of the number of clicks divided by the number of opens multiplied by 100.

Notable here is that the dividing factor is the number of impressions, not the number of opens, with every delivered email counting as an impression. If you send out 10,000 emails and only 9,500 make it to an inbox (meaning they don’t bounce or get sent to spam), then you would divide by 9,500, not 10,000.

How Does CTR Compare to Other Email Metrics?

Click-through rate should be studied in conjunction with other email metrics to get a complete picture of the efficiency of your campaign. Click-through rate and open rate are considered to be the top email metrics, but neither should be fully relied on for email success.

Open rate looks at the number of recipients who open your emails. This metric is useful but not as compelling if those same recipients don’t convert or click on your links. Also, with Apple’s iOS15 update, open rate is ultimately inaccurate, depending on how many of your subscribers are Apple users and have opted into the new privacy features.

See also  How to Create a Company Email Newsletter in 10 Simple Steps

Click-to-open rate combines the insight from open rate and CTR to provide a more concrete measurement of success. It combines open rate and click-through rate by taking the percentage of recipients who open your emails and click your links.

Why Your Email CTR Matters

Your click-through rate clues you in on a few key insights that you can’t gain from looking at your deliverability and open rates alone. These include:

  • How engaged your audience is
  • How interested your audience is in the content you’re sharing
  • How audience interest changes over time

If you’re looking at your CTRs and aren’t impressed by the numbers, you’re not alone. The average click-through rate is quite low, with an industry-wide CTR of just 2.6%. The industry with the highest click-through rates — government and politics — clocked in at just 6 percent. Retail came in at the lowest, with a CTR of 1.10 percent. Yikes.

What makes this metric so elusive is exactly what makes it so essential to your overall email marketing success. Getting into an inbox and getting an open are big steps, but it’s your click-through rates that really bridge the gap between subscriber and lead or customer. CTRs tell you who’s interested in what you’re selling, and even more notably, who’s most likely to buy.

What’s a Good CTR?

Click-through rates vary by industry, and if you search the web, you’ll find a ton of different answers regarding what the average email CTR rate is and what a good CTR rate is. From our experience and research, we’d say that an average click-through rate is around 2.5 – 2.6%, making anything above that pretty darn good.

The Various CTRs

Yes, there are “categories” of CTRs to keep in mind. Knowing more about what they are will help you determine what you’re measuring.

  • TCTR or total click-through rate – Measures the total number of clicks the links in your email receives. If your TCTR is high, that means the recipients of your email opened and clicked on the link in your email multiple times. We don’t recommend relying on this for success, as you can’t differentiate between which clicks are from the same person on multiple devices (or if links are just being clicked on repeatedly).
  • UCTR or unique click-through rate – Measures how many unique clicks each link gets in an email. If a recipient opens the same email on two different devices, it will only be counted once, which helps avoid the confusion that comes with TCTR. In a nutshell, unique click-through rate tracks how many links are clicked by each unique subscriber.
See also  How to Include User-Generated Content in Your Emails

5 Ways to Increase Your Email Click-Through Rate

Now let’s get to the good stuff: the specific things that you can do to boost your click-through rate and, by default, your email performance.

You might be doing some of these already since there’s a significant overlap between the tactics that improve your CTR and the tactics at the foundation of basic email hygiene. But the more, the merrier, so look through to see if there are any gaps in your email marketing strategy that could inadvertently be harming your CTR.

1. Make Your Emails Mobile Friendly

There’s a strong connection between the device that your subscribers are using and how often they click through, especially when you consider that 70% of your subscribers will automatically delete an email that isn’t optimized for their device.

In the U.S., mobile internet traffic is gaining speed on desktop, accounting for 40.61% of all traffic in the first quarter of 2019. If your emails look great on a computer but don’t translate into a mobile format, you’re taking a huge risk — and likely losing out on a ton of potential clicks in the process.

A responsive email design on mobile can increase your click-through rate by 15%, from a 2.7% average CTR to a 3.3%. Not too shabby for such a simple fix.

2. Rethink Your Layout

A simple email redesign can have a serious impact, and that includes increasing your CTR.

Making conscious email design choices that point your audience in the direction of your most valuable links isn’t sneaky — it’s smart thinking. Put the focus on your content and your CTA, and take it off heavy blocks of text and non-essential images.

If you aren’t sure about a certain layout, test two different kinds to see which yields higher results.

3. Test, Test, and Test Again

A/B testing is your friend when it comes to email conversion rates, particularly your CTR. So why are so few brands doing it?

More than 65% of brands rarely or never A/B test their automated emails. But set-it-and-forget-it complacency isn’t where great emails come from. You want to regularly test out features that impact your key conversions to see what tracks best with your audience and what’s failing to grab their attention.

Go into your A/B testing endeavor with a clear idea of what you’re trying to find out. In terms of your click-through rates, that’s going to be things like link placement and size, the time and day you send your emails, and how you position your copy around the link to encourage clicks.

See also  11 Proven PPC strategies for your ecommerce site

Will a blue button garner more clicks than a yellow one? Will including an image with your CTA increase your rates? Will you get a higher CTR if you send on Thursdays instead of Wednesdays? A/B testing can answer these questions — and take the guesswork out of what features need to be a mainstay of your campaigns.

4. Include Just One CTA

More than 90% of subscribers who read your headline copy also read your CTA copy. And while it’s tempting to want to cast a wide net with your CTAs, it pays to keep eyes on the prize.

Content clicks are crucial, but your CTA is where the gold is. By narrowing it down to just one — and making it stand out as much as possible — you help ensure that the click-throughs you do get are of the highest value. It plays off of one of the biggest marketing design truisms, which is that when it comes to choice, less actually is more.

Once again, A/B testing is important. In addition to playing around with colors, fonts, and formats, thoroughly test your CTA placement so that you really make it count.

5. Target Your Content

Segmenting your audience so that you send the right content to the right people can boost your conversion rates by more than 203%.

Your audience is busy, and they’re usually rushing through their emails. To snag their attention, everything from your subject line to your body copy needs to be optimized to their preferences, interests, and where they are in the sales funnel. The more personal you can get, the more likely you are to capture their interest — and turn that interest into a click.

If it sounds like a lot of back-end work to ensure you send out targeted content, you’re in luck. Email marketing automation can do a ton of the heavy lifting of personalization and contact list segmentation for you. All you have to do is make sure you’ve accurately defined your audience groups in the first place. In fact, email marketing automation can help you with A/B testing and quicker reformatting — all of which are integral to acing your CTR game.

Any click-through rate boost you can get is worth striving for. Follow the advice above to start gaining more clicks, more leads, and more happy customers.

First 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  Facebook Adds Option to Send Marketing Emails via Pages App

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  Key Insights: 2021 Strategic pearls on email and content marketing

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  How to Create a Company Email Newsletter in 10 Simple Steps

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  How to Put Together Interesting Abandoned Cart Emails (and Examples)

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  Key Insights: 2021 Strategic pearls on email and content marketing

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  Apple’s New Hide My Email Feature: What it is and How it’s Changing Email Marketing

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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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  20 Lead Magnet Ideas to Rapidly Grow Your Email List [Infographic]

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. 

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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. 

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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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