5 Tips To Create The Most Interactive Retail Marketing Emails

How retail marketers can create more dynamic and engaging email content

Email marketing is here to stay, at least for the next decade or so. Statista reports that by 2023 there will be over 4.3 billion active email users globally. Retailers have been using emails as a powerful means to convince shoppers to return for bigger purchases and also to cross-sell based on their customers’ purchasing history. The scenario did not change pretty much when e-commerce started to dominate the retail world.  However, now the challenge that retailers face with their email marketing strategies is to develop interactive and engaging content that can drive conversions from the target audience. So how can you make your retail marketing emails more interactive and engaging?

Here are a few ideas that could help you out:

1. Focus on personalization

Personalization is one of the best ways to bring more engagement in any conversation, be it across any channel and email is no exception. Across the globe, surveys have shown that over 33% of all marketers believe that personalization is the most important capability to have in their customer outreach strategy. By tailoring your marketing email to suit the unique needs and preferences of each recipient, the chances of them trying to glance at your content and further initiate a positive response are high. Leading companies use technology such as big data analytics to gain insights for delivering personalized experiences via email marketing.

Related Reading: How to choose an email service provider for your small business?

2. Identify the right audience

While personalization is a great way to connect with customers or potential customers, it is just one side of a coin that will help you. The other is identifying the right audience for an interactive email campaign. Sales or marketing personnel who organize such email campaigns should be able to segregate and create separate lists of target email recipients for each copy based on information from their CRM system. The list may be classified based on several factors such as time zone, preferences, spending budget history, demographics, regional and personal specialty time periods and much more. The better the segregation, the easier it will be the task of content creators to build more personalized email content.

3. Intelligent Cross-Sell

Brands need to make it a point to follow up on customer purchases with cross-selling opportunities. For example, if a person books an air ticket, an email giving the option for them to choose their seat should be sent within a very short time span after the booking for gauging more interest. The email sent for seat selection can either be interactive and allow the user to select the seat from the email itself or it can simply provide a link to a landing page that has an interactive seat map for the user to view and choose accordingly. The key factor here is the near real-time email marketing that will do the trick and land more monetization opportunities for the business.

4. Mobile Friendly

Did you know that 49% of all emails are opened on a smartphone? Hence, irrespective of the content you stuff in an email, it is important to visualize how it will appear in a smartphone display before you shoot out the campaign to recipients. By limiting the scrolls a user has to make and giving them an action item in the first sight, you have more chances of getting them to interact with the email.  Fonts, buttons, and other interactive elements should be designed to be more responsive in smartphone screens and the entire email should be light in size to load completely. Delays would drive away users be it on smartphones or in desktop browsers.

5. Embedding Rich Media

One of the best ways to engage recipients is to include rich media. This could be a visually appealing image or a short video that can be played within the email interface or an interactive survey or poll. A catchy email subject line can bring in more views for the rich media content and if your media are intuitively planned and executed, it will incite more responses from your target audience. Several leading companies use email as their primary mode of gauging feedback from their customers and often publish their survey results or individual feedback (with consent) as a testimony for their offerings. This will improve their loyalty perception in the market and will ultimately lead to more organic sales revenue.

For retail marketers, interactive retail marketing emails will be one of their most critical assets to gain new customers and improve sales. This is one of the key reasons, why your business needs to have a powerful digital platform like INFINCE to handle key operations such as customer relationship and marketing. With intelligent marketing automation and CRM capabilities, INFINCE can empower retail marketers to win more customer hearts with interactive emails. Get in touch with us to know more.