Email Marketing on Steroids for Merchants
In this day and age, most small-medium merchants utilize email marketing to boost awareness with their customer base in an effort to increase sales and the profitability of their stores. There are many companies providing email marketing technology platforms at reasonable prices. Chances are, you are already using one of them for your current campaign efforts. There is also a good chance you are reading this article as a result of our email marketing efforts. If that's the case, you are living, breathing proof that the concept works.
So, how can a merchant take their existing email marketing campaign to the next level? Although there are several methods to create a perfect storm of email campaigns, one method that is often overlooked is to integrate the power of the data gathered by the POS system every day. This data can be used as the foundation for building extremely targeted and effective email communication.
If knowledge is power, then why not tap into what you already know about your customer's past when attempting to influence future behavior?
When the email marketing effort is integrated with the POS system, the message becomes much more targeted. Some examples to consider:
1. If a customer has purchased a particular product or family of products from a store in the past, they are more likely to respond to promotions pertaining to those products.
2. If a customer is recognized personally for the loyalty they have earned through the POS system, they are more likely to respond to email promotions.
3. If a customer's frequency (or infrequency) of visits is mentioned in an email promotion, the perception is that the merchant is truly concerned and interested in earning the customer's loyalty.
These are just three simple examples of the power of integrating the email marketing effort with the POS system. To learn other ways of increasing the ROI of the POS system, submit your contact information using the button below. We look forward to talking with you!