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.
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
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.
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
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
+ + 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.
+ + 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.
+ + 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
Cart recovery emails are now expected, so take the
opportunity to surprise shoppers with rich content that’s
shoppable and inspirational.
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
1. Is Email Marketing Dead? Here’s What the Statistics Show. Retrieved on December 5, 2017
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.