Ebook-Email-and-Content

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Email + Content:

Creating Rich Shopping Experiences

With online shopping at an all-time high, consumers expect a convenient user experience that goes beyond product grids and

category pages on the website. They crave rich customer journeys that inspire and delight. And they want this level of engagement

from the very start of their journey to the final purchase – and beyond. Nowhere is this more evident than in the impressive results

ecommerce marketers have seen with the combination of email marketing and rich landing page content.

When email and content are designed in tandem, they complement each other throughout the customer experience to create a

seamless and impactful journey from inbox to landing page. Email becomes a major revenue generator, and shoppers are inspired

to buy. In this ebook, we’ll examine why email marketing matters to retailers and how digital marketers can match strategic email

campaigns with rich digital experiences to boost metrics across the board.

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Email is here to stay

In the United States, more than 90% of adults use email¹. We

send approximately 74 trillion emails every year, and people

sent and received approximately 269 billion emails per day in

2017. There are now an estimated 3.7 billion email users online

and these metrics will only increase. A strong email marketing

strategy is critical for success, and brands that don’t adapt are

leaving revenue on the table.

Email is an effective marketing tool for several reasons.

Thanks to recent developments in technology, companies can

personalize the consumer journey in real-time, delivering

relevant content in the moment based on past behavior and

predicted future needs. Accenture reported that 56% of

consumers are more likely to shop at a retailer that recognizes

them by name, and 65% are more likely to shop with retailers

who know their purchase history.

Consumers expect messages to be personalized – especially if

they’ve shared data with a retailer or brand. If this data is not used or is used erroneously, retailers risk unsubscribes. Ultimately,

personalization creates loyalty; consumers expect to feel known and cared for throughout each email campaign. Brands can

deliver this through segmentation and personalized campaigns like welcome series, product recommendations, cart recovery and

post-purchase emails.

Brands must listen to shoppers and offer a relevant, personalized experience from the beginning of the customer journey to the end

– those that do gain an impactful advantage.

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Content that converts

Once you have reached the right audience through highly

strategic email marketing campaigns, and once your

customer has taken the next step and clicked a link, how do you

effectively deliver them to your website to guide them down

the customer journey? And how do you make their transition

to buyer seamless and genuinely enjoyable to make your

email campaigns revenue generators? Your subscribers have

taken a leap of faith by clicking your email link – they need to be

rewarded with an engaging and relevant shopping experience.

The solution lies in rich, shoppable landing page content.

This variety of content includes quizzes, buying guides,

embedded videos, digital lookbooks, and more. These digital

experiences stand out from the standard product grid because

they inspire customers while providing the instant shoppability

buyers expect.

Today’s online consumer is no longer satisfied with the

typical shopping experience; they want more than static images

and product category pages. They expect retailers to deliver

content that inspires, delights, engages, and educates. Brands

that make rich content creation a priority set themselves up

to succeed, and those that complement their email marketing

efforts with rich content will be industry leaders.

We will examine three common types of email marketing

campaigns and how to empower them with rich content that

will inspire and convert.

+ + Targeted Email With Segmentation

+ + Post-Purchase Email

+ + Cart Recovery Email

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+ + Targeted Email With Segmentation

Segmentation has been proven to increase loyalty: It makes

customers feel valued by your brand for taking the time to

send them communications that are more likely to interest

them. Retailers use segmentation to deliver targeted

communications that are relevant for individual consumers.

Retailers can segment contact lists by anything from interests

to demographics to subscriber behavior.

Just as digital marketers use customer data to craft targeted

emails, they can take it a step further by sending shoppers to

targeted content landing pages. To complement this more

personalized approach, we recommend a highly targeted

buying guide that has been expertly compiled to suit

shoppers’ individual needs. Shoppers will not only feel satisfied

with their email communication, but with the continuation of the

customer journey as well.

A great example of a curated experience is francesca’s “Back to Campus” buying guide. With rich visuals and integrated

quickviews for instant shoppability, it is a one-stop shopping destination. Because this collection has been specifically curated to target

college-bound women, it would perfectly complement an email campaign segmenting the contact database by age and

gender. Consumers are delivered relevant content that is personally useful to them, and they will be more likely to remember the

francesca’s brand when shopping in the future.

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+ + Post-Purchase Email

The relationship shouldn’t end after a purchase: Post-purchase

emails are a strategic way to encourage engagement and

customer retention. These emails can be a simple “thank you”

email, but the best examples of post-purchase emails are the

ones that go above and beyond. They use the information at

hand to create rich communications that continue the customer

journey beyond the final purchase.

To stand out from the crowd, we suggest an inspirational

content landing page. A digital experience that inspires the

customer around the product they just purchased is a perfect

way to keep the shopper engaged with your brand, despite

having already made a purchase.

Johnny Was’ “How to Tie a Scarf” experience demonstrates the

power of this type of campaign. Through rich imagery, sliding

carousels and step-by-step guides, shoppers will learn how to

style the scarf they just bought. There is no pressure to make

another purchase, as the value provided in this experience

is not monetary but instead highly relevant information. By

following up with a post-purchase email that includes

inspirational content, shoppers will come to trust your brand as

a source of information as well as quality products. And they’ll

be encouraged to shop again.

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+ + Cart Recovery Email

Cart abandonment is a challenge for every retailer. According

to Statista, the most common cause of cart abandonment is

unexpected costs². The follow-up series is therefore critical;

It must make a compelling offer that will outweigh customers’

pricing concerns. First comes the obligatory reminder email,

linking directly to the cart to encourage shoppers to complete

the customer journey. But for most buyers, this is not enough.

This is where content comes into play.

We recommend a second email linking to a curated

collection of similar products with varying price points to

provide the shopper with other purchase options, such as what

Annie Selke created with its 33 Main experience. For instance, if

data shows a customer left a pillow in their cart, directing them

to this rich and inspirational experience is the perfect follow-up.

With complementary bedding products, the wealth of options

will provide endless shopping opportunities to encourage the

buy.

Cart recovery emails are now expected, so take the

opportunity to surprise shoppers with rich content that’s

shoppable and inspirational.

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Conclusion

When digital marketers create relevant and highly strategic

email campaigns, the landing pages that they drive to must

be just as impactful – and vice versa. Shoppers expect every

moment of their customer journey to be engaging and every

brand interaction to be inspiring. When this elevated experience

is delivered, consumers take notice. Strategic emails that link

to rich content create a one-two digital marketing punch that

drives revenue and engagement, ultimately inspiring long-term

loyalty among shoppers.

For more information, visit www.zmags.com and

www.bronto.com

1. Is Email Marketing Dead? Here’s What the Statistics Show. Retrieved on December 5, 2017

from https://optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show/.

2. Primary reason for digital shoppers in the United States to abandon their carts in 2016 and

2017. Retrieved on December 6, 2017 from https://www.statista.com/statistics/379508/primary-reason-for-digital-shoppers-to-abandon-carts/

Zmags helps ecommerce marketers create and publish rich digital experiences

through a user-friendly interface that requires no IT involvement. Using

Creatorby Zmags, brands can create fresh, shoppable content that drives

product discovery and inspires consumers to purchase. Creator integrates

with all leading ecommerce and content management platforms enabling

marketers to optimize their website content. Leading brands like Ethan Allen,

Harvey Nichols, New York& Company, Vivienne Westwood, All Things

BBQ, and Godiva use Creator by Zmags to deliver interactive and entertaining

shopping experiences with rich contentlike buying guides, quizzes, lookbooks,

video, and more. To learn more, visit www.zmags.com.

Oracle + Bronto arms high-growth retailers with sophisticated marketing

automation to maximize revenue opportunities. The Bronto Marketing Platform

powers personalized multichannel content that generates the higher

engagement needed for retail success. Keenly focused on the commerce

marketer, Bronto continues its longstanding tradition as a leading email

marketing provider to the global Internet Retailer Top 1000 and boasts a

client roster of leading brands, including Rebecca Minkoff, Timex, Lucky

Brand, Theory, Brooks, Ashley Homestore and Christopher & Banks. For

more information, visit www.bronto.com.

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