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Keeping Britain's Independent Retail Alive

17 Jul 2019

As indepedent businesses are increasingly affected by political factors and a lack of government support, the UK retail industry is becoming a crisis situation with hundreds of independent... Read more…

Search For Britain's Best Small Shop of 2019 Gets Underway

4 Jul 2019

The annual search to find Britain’s Best Small Shop, a competition managed by the Independent Retailers Confederation (IRC), begins today with a focus on consumer engagement and how... Read more…

Rising costs halt plans for walking and cycling crossing

25 Jun 2019

The plans for a new Thames walking and cycling crossing from Canary Wharf to Rotherhithe in London have been halted due to the rising costs
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Get involved in Local Bike Shop Day

24 Jun 2019

Local Bike Shop Day celebrates independent bike shops all around the UK
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Huge increase in e-bike sales expected

12 Jun 2019

The e-bike market is forecasted to grow further across the UK competing with the car for short distances.
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How retailers are responding to online growth

12 Jun 2019

The growth of the online market space within retail is having a wider effect on the high street.
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Effective email marketing campaigns

12 Jun 2019

Newsletters are an incredibly popular means to engaging with consumers but on any given day our inboxes are flooded with a plethora of automated email newsletters, so how do you stand out?
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Report on violence in your store

12 Jun 2019

The Association of Convenience Stores (ACS) and the Home Office have been campaigning to raise awareness of violence and abuse towards retailers to encourage action and change.
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Love to Ride & The ACT

5 Jun 2019

Getting more people on bikes and using their local bike shops is a shared goal of Love to Ride and the ACT so we are doing it together.
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A guide to building a landing page

30 May 2019

15 key things to check when building a landing page 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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