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Email Marketing 101: Personalized Communication to Increase Revenue and Customer Retention

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Email Marketing eBook

Email Marketing: Crucial to your Digital Strategy

The primary goal of email marketing is to engage your customer base through targeted email communication by providing them with valuable and relevant content they are interested in. Email marketing should encourage subscribers to take action, such as making a purchase, leaving an online review or sharing the content with others.

Retailers can increase sales significantly by sending the right message, at the right time, to the right customer.

Email marketing is also the most cost effective form of digital marketing, plus it’s instantly trackable. Retailers can easily send mass emails to all of their customers using platform such as Mailchimp, or they can take this a step further and start automating emails and personalizing them, based on triggers in their Celerant point of sale and eCommerce software.

Benefits of Email Marketing

Retailers always have something to communicate or advertise to shoppers and their local community. Email marketing helps not only sell more products, but can help you connect with your customers and build your brand.

All you need is your customers’ emails and an email marketing tool
Communicate to your customers, without restrictions, unlike pay-per-click
Keep your customers engaged and increase brand loyalty
Increase sales with minimal marketing budget and instant tracking
Get as creative as you can and experiment with what works best

Personalizing Emails: Manual vs. Automated

Manual Process: A great first step at sending personalized emails can be as simple as sending out a birthday email each month, since you know your customers and hopefully are already collecting their birthday month. Typically, in order to facilitate this, you need to export data from your retail software.
Maybe sort it in Excel, import it into your email platform, segment from there, and more. Then you need to do this same frustrating process each month, and for only that one set of birthday emails.

That is a lot of effort!

Automated Process: By integrating your email marketing platform with your point of sale and eCommerce software, you can simply set all of this to be automated. No more manual effort and manipulation. The entire system is connected- so you can easily set your rules, build your segments, and set up automated emails to happen automatically, based on triggers in the software.

Think how many more emails you can send with this minimal effort!

Top 8 Automated Emails for Retailers

The most popular automated email workflow tends to be abandoned cart emails. When customers leave items in their online shopping cart, you can set a rule to automatically email them to come back and complete their purchase. Once you create the initial email design with dynamic product areas, and set your rules, these emails will go out automatically to your customers each time they leave items in the cart!

Abandoned Cart
Special Promotions
Birthday / Anniversary
It’s Been A While
Exclusive Deals
Upsell Products
Online Reviews
Membership Rewards

Take the Next Step Towards Email Success

At Celerant, we offer our own email marketing platform, which is already integrated with our point of sale and eCommerce. By using one system, with one technology partner, all of this becomes possible. You can easily segment your customers, create automated workflows and send personalized emails based on your customers’ past purchases and preferences.

We even offer this as a full-service, if you don’t have a marketing team member to handle this. We can create your emails, build your workflows, and send out your emails on your behalf, while reporting back all of your key metrics

Schedule a consultation with our team to learn more about how personalized, targeted emails can help you increase the success of your emails by 6x.

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