With the rapid development of e-commerce, brick-and-mortar stores around the world are fighting a difficult battle. Luckily, secret weapons are out there and one of them is email. People often consider email a tool for online sales, nonetheless, an email lifecycle campaign is proven to be effective in attracting foot traffic.
An email lifecycle campaign is composed of a series of emails. Emails are sent out during different stages of the customer journey, allowing brands to foster a continuous conversation with its customers. Now, how exactly should brands design their email lifecycle campaigns to attract visitors to their stores?
1. Make the most of your welcome email
Start your email lifecycle campaign by ensuring that your customer’s contact information is valid.
Start your email lifecycle campaign by ensuring that your customer’s contact information is valid. You can verify it by sending out a welcome email. If the mail bounced back, trigger a text message saying ‘hey, seems that the email address you gave us was incorrect, could you reply us with the correct one?’ This multichannel approach can be easily automated through marketing automation solutions.
2. Create incentives that boost foot traffic
After someone completes an online customer survey, send them a digital coupon as a reward.
Give your members a reason to come to your store. One of the easiest ways to entice customer action is with a coupon. Try sending a birthday email, and include coupons as gifts. Unlike a promotion code, these coupons should only be redeemed in store. Cordially invite your customer to come to the store and enjoy their birthday.
Another way to send out a digital coupon is via customer survey. After someone completes an online customer survey, send them a digital coupon as a reward. By doing so, you are not only motivating members to take the survey, but also attracting them to visit your store.
3. Create a relationship with your customers
If a customer purchased products that need regular maintenance, send them reminders via email.
If a customer purchased products that need regular maintenance (household devices, jewelry, etc.), send them reminders via email. In this email, invite customers to come to your store to have the product checked; also including some tips for product maintenance. By sending maintenance reminders, you are able to bond with your members and motivate them to visit your shop.
4. Build a community by hosting events
Organize in store events and send out event invitations to your members via email.
It is important for brick-and-mortar stores to not only sell but also create a community for its customers. Organize in store events and send out event invitations to your members via email. If the event is open to everyone, you can include a link for priority seat in the email for members. By delivering the sense of exclusivity, you will be able to attract more foot traffic.
In conclusion, it is all about defining the customer’s need in different stages of their lifecycle, and then offering them a reason to go to your store!
Zhe (Haley) Gong, International Marketing Executive at Webpower, discovered her passion for digital marketing and online communication when she studied at the Johns Hopkins University. Now, Haley together with her team in Shanghai strives to provide marketing automation solutions to international companies wishing to reach and engage their audiences in China. Connect with her on LinkedIn. Learn more about guest blogging on MediaLeaders.