Recent studies revealed today indicate that customers are increasingly receptive to email marketing techniques, but are you targeting the correct groups?
A recent study by marketing firm Alchemy Worx shows that consumers are highly responsive to email marketing, estimating that for every extra monthly email sent to a pool of 5 million customers, retailers can make an additional £1.8 million. Better still, the Direct Marketing Association has found that customers have become more receptive to email marketing, especially when the email contains information about coupons or special offers.
To maximise this marketing opportunity you need to be able to identify your best customers
To maximise this marketing opportunity, however, you need to be able to identify your best customers. Not just in terms of what they buy, but what they actually keep. Your normal and high-value customers, who make up almost half of your customer base, keep the majority of their purchases and may welcome a chance to stock up on their favourite brands, especially if they know they’re being rewarded for their loyalty. Other shoppers, specifically the over-buyers who buy large baskets with the intent of returning the majority of items, may simply use special offers as an excuse to place enormous orders- which then turn into a big pile of costly returns for you to deal with.
Being able to distinguish types of customers and exclude expensive, over-buying shoppers from certain campaigns allows you to maximise profitability
Being able to distinguish these types of customers from each other and excluding those expensive, over-buying customers from certain email campaigns allows you to maximise profitability. Plus letting your high-value shoppers know you reward their loyalty by offering special perks means a better shopping experience for them. Finally, the receptiveness of customers to email interactions means customer service has the opportunity to contact these over-buyers to help direct them towards less costly options, such as exchanges or personal shopping services to help them find the products they want.
Posted by Shaylon
