Don’t Filter Your Marketing Strategy Emails

A comprehensive retail marketing program should include a healthy messaging component.

Email has been around long enough that some observers call it a “legacy” technology. While the notion of email verification may bring back memories of dial-up modems and online message boards, it remains a widely used form of digital communication with real value as a retail marketing tool.

Here are three retailers who are always happy to see customer responses to their promotional emails in their inboxes.

Michaels brings back inactive emails

The Michaels Companies Inc. successfully reactivates customer email addresses for marketing purposes. During the 2021 holiday season, it was initially discovered that all 4.8 million customer email addresses were at risk of becoming inactive as customers did not open an email from the retailer within nine to 12 months.

To re-engage these email subscribers, Michael’s leveraged 3radical audience engagement solutions to implement a holiday-themed survey and “advent calendar” that included a combination of events unique features, purchase incentives and a progressive data capture mechanism.

In addition to wanting to re-engage inactive email users, Michaels wanted to learn more about his customers’ hobbies, why they shopped with the retailer, and what type of communication they preferred. Thus, customers received two emails a day for seven days promoting the advent calendar, as well as an invitation to complete a survey and subsequently receive rewards.

Michaels was able to reactivate more than 80,000 customer emails and provide survey-responsive customers with more targeted offers.

Farfetch optimizes email language
London-based luxury online fashion retailer Farfetch optimizes brand language he uses in his digital marketing campaigns. JTo improve customer engagement, Farfetch uses the Phrasee Engage solution, which creates on-brand optimized content for use in email, push and SMS outreach campaigns.

Initially, the company piloted Phrasee Engage to optimize subject lines for mailing campaigns targeted at a select group of customers or subscribers, such as promotional messages to promote the purchase of a specific item.

After seeing the positive results of Phrasee Engage, Farfetch began piloting Phrasee React, which leverages real-time brand language optimization to create personalized short content for trigger and lifecycle campaigns by email, push and SMS.

Trigger and lifecycle campaigns are communications sent automatically based on a subscriber’s particular action or behavior. These can include welcoming messages to a customer after registration or after purchase. These campaigns included its welcome emails, abandoned cart, browsing, and wishlist.

L’Occitane creates “the fear of missing something”

Global beauty and skincare retailer L’Occitane boosted digital Black Friday sales by embedding customer survey data into targeted emails. L’Occitane, which has previously sent out highly personalized marketing emails, decided that for Black Friday 2021, it would lead to “fear of missing out” (FOMO) by instilling a sense of urgency to purchase promoted products.

To build buzz and encourage Black Friday shopping, the retailer displayed the number of shoppers who purchased a trending item that week, so email recipients were tempted to do the same. Using the Movable Ink behavioral tracking pixel, L’Occitane automatically displayed the most trending products with the most accurate number of purchases made at the time of dispatch.

The company has also leveraged Movable Ink’s progressive polling functionality to seamlessly collect third-party-free data generated when a customer clicks on their preferred product type in the email, giving them helped to capture this purchase intention.

L’Occitane then used this chosen preference for future promotional emails to target relevant messages and discounts that help drive purchases. For example, if the customer clicked on the “Fragrance” option in the initial progressive survey email, they were retargeted with a discount banner in the follow-up mailing that highlighted a 20% discount, including including perfumes.

William L. Hart