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Small Business Strategy Inquiry 2025 - ACT and Bira call for members to share their voice

20 Jun 2025

The House of Commons Business and Trade Committee has asked the ACT, and its parent company Bira, to help them reach out to small business retailers across the country, for their quick input on... Read more…

Beyond the discount: Restoring integrity to the cycle supply chain

18 Jun 2025

The Association of Cycle Traders believes the time has come for greater accountability throughout our supply chain, writes ACT Director Jonathan Harrison in an article published for BikeBiz.
Read more…

Bira welcomes Wales' business rates proposals but calls for key improvements

11 Jun 2025

Bira has welcomed the Welsh Government's consultation on business rate reforms for retail shops, whilst calling for significant improvements to ensure the proposals truly support high street... Read more…

New awards launch to champion Britain's independent high street heroes

9 Jun 2025

Retailers on Britain's high streets are being encouraged to put themselves forward for the first-ever Love Your High Street Awards, designed to celebrate the small businesses that bring... Read more…

"Tectonic shift" in employment law threatens independent retailer viability, warns Bira podcast

6 Jun 2025

Independent retailers are facing a "generational" transformation of employment law that could fundamentally change how small businesses operate, according to the final episode of Bira's first... Read more…

Retailers hope warm weather and bank holidays will boost high street sales

16 May 2025

ACT parent company Bira has said that members are hopeful the warm weather, Easter weekend and upcoming bank holidays will provide a much-needed boost to high street sales.
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Economic growth surges to 0.7%, but "April reality check" looms for high street retailers

15 May 2025

UK economy delivers strongest quarterly performance in a year despite forecasts of business downturn.
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Communities come together for Local Bike Shop Day 2025 celebrations

13 May 2025

Local Bike Shop Day 2025 brought a wave of... Read more…

ACT parent company Bira welcomes Bank of England's latest interest rate cut

8 May 2025

ACT parent company Bira has welcomed the Bank of England's decision to reduce interest rates from 4.5% to 4.25%, calling it a "much-needed boost" for the retail sector, including for cycling... Read more…

ACT parent company Bira responds to Beales' "Rachel Reeves Closing Down Sale" as iconic store makes final protest

8 May 2025

ACT parent company Bira has responded to the news that the 144-year-old Beales department store is staging a "Rachel Reeves Closing Down Sale" in its final weeks of trading, with giant yellow... Read more…

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Email marketing best practice for retailers

Posted on in Business News, Cycles News

email marketing Email marketing is a key component of any successful marketing strategy and is one of the key ways to attract, inform and retain customers.

Email marketing is not rocket science but there are a few helpful tips and tricks that can push your email marketing over the edge.

As a general rule of thumb, an email marketing campaign should be 80% informational and 20% promotional.

Email marketing is a consumer journey that starts well before the actual email, it starts at the signup page. Expectations about the frequency of emails should be set to your subscribers when they sign up.

Once a customer has signed up setting up an automated welcome email is always a good way to get engagement with the customer and draw them to your website all through a personalised welcome email.

Depending on the information customers need to provide when signing up for your emails, you can look to create and schedule birthday emails for all your customers to make them feel special and unique.

Email marketing today is full of creative templates that can be used to get your message across. Event emails are always a great place to start, you can get creative with colours and fonts and draw your customers in.

Many retailers will send out weekly, fortnightly or monthly newsletters to keep customers informed. According to Constant Contact, just one of the many online marketing companies, a newsletter should have no more than 3 topics covered.

Although 3 topics sound like nothing, providing a smaller amount of tailored information is more likely to capture a customer's attention and retain it.

With any email marketing, the subject line should be 4 to 7 words and personalised with words such as you and your. 4 to 7 words does sound like nothing and that is because it is, but if you think about how so many of your customers will be reading these emails on their phone the subject line needs to short enough to capture their attention.

In retail, you might find that you are getting the same sort of questions day in and day out, if this happens a great way to engage with customers is to create email marketing content surrounding these frequently asked questions.

There are two formulas you can use when creating email marketing content

You should be answering these three questions within your email if you are trying to sell something.

  1. What are you offering?
  2. How will it help the reader?
  3. What should the reader do next?

If you are trying to inform readers you should answer these three questions,

  1. What are you trying to accomplish?
  2. Why should the reader care?
  3. How can the reader get involved?

These are two simple three question formulas that will help to make your email campaigns more effective and bring you the results you want.

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