34 October 2015
|
beautystorebusiness.com
Savvy Email Marketing
Think you know all about email marketing? Here are a number of
top tips on boosting your sales by building your brand.
by Phillip M. Perry
WITH ALL THE BALLYHOO LATELY ABOUT THE SALES
power of social media, it might be tempting to view email
marketing as old technology that should be put on the back
burner and forgotten. But that would be a mistake. Designed
correctly, an email campaign is a terrific sales booster that can
magnify the effects of social media.
"Email can drive perceptions about your brand that translate
into social sharing. It can also drive customer loyalty, repeat
purchases and referrals," says John Arnold, vice president
of marketing at Denver-based FullContact (fullcontact.com)
and author of Email Marketing for Dummies. Successful email
marketing means more than just sending a few messages and
hoping customers respond. "Effective email marketing is part
of a larger communication strategy that has the goal of building
long-term relationships," says Arnold. Doing it right takes careful
planning. "You need to figure out what you want people to
remember about your store brand at every stage of the customer
lifecycle," he adds. In other words, how do you want the public
to view your store? As the most reliable source for high-end
merchandise? As the price leader? Or as some variation of
the above, along with a reputation for expertise in a certain
department? Firm up that strategy, then drive it home with
emails that stand head and shoulders above the crowd. Here
are a number of tips for doing just that.
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