Open and click rates far below average for email campaigns from e-tailers,according to Twinkle (article only available in Dutch). The latest Dutch email benchmark from DDMA clearly shows the open rates for emails from web stores are just over 45% lower than the total average.
Even if emails from e-tailers are opened, the click through rate remains too low. This seems to indicate online retailers struggle to excite and engage their customers.
At the time of writing, there are already more stores online than on the high street and the competition continues to grow. There is work to be done in marketing for online retailers, but how do you know if your strategy will work? One of the more interesting trends is that several big online retailers have opened the doors of actual stores.
Does this mean a return to brick-and-mortar?
Not quite, in Q1 of 2016, Dutch consumers spent a whopping five billion Euro online, and online product sales increased by 22%. (Source: Thuiswinkel.org in Dutch only)
Online marketing for web stores: how not to do it
In the old days, sales staff had to wait for the customer to enter the store. Nowadays it’s easy to reach him online by placing a banner with an offer on a website he visits. As soon as a sale is made, the customer is asked to write a review for the item or the store. Many e-tailers are using online marketing, but is the way they do it really effective?
Common mistakes to avoid:
When you start a club, make sure you know your members’ first name (if you don’t, use the last name instead). A salutation like ‘Dear P’, makes you look lazy and indifferent.
‘Selected for you’: if you are not sure if your customer is male or female, don’t put two different gender-specific items (like a beard trimmer and a hair removal system) in the same email.
Take care where you place your online ads: don’t put your banner on a site that logs complaints about your product or service.
Always make absolutely sure the link in your Google ad works.
Digital marketing requires planning
Identify your prospects and clients and try to find out what they are looking for. Offer them relevant content, based on the information you have gathered.
Cookies collect valuable data about visitors to your web shop, even if you do not know their name or email address yet. Use this information to build a relationship with your new (prospective) customer.
You can show relevant content even to new customers. Use search history to make a personalised offer. Not just with a banner, but by customising the page for the individual visitor.
Research from the aforementioned DDMA Dutch National email Benchmark shows that dynamic content and personalised subject lines markedly increase open and click ratios.
An omnichannel approach is crucial: don’t make the mistake of using different channels like e-mail, online advertising and social media in a disconnected way. You need to engage with your customer in the same tone of voice everywhere.
Marketing automation makes it easier to integrate different channels and use your customer profile to the best advantage. There are different solutions like Pardot, Hubspot, Salesforce Marketing Cloud and Emarsys, depending on the size and needs of your business.
Before you choose a platform, make sure you identify your business goals. This way, you won’t run the risk of investing in something that has too many, or not enough, options.
For more information, contact Pim van den Boogaard at CloseContact by mail firstname.lastname@example.org or phone +31 20 480 20 20