I’m at the Shop.org 2015 Digital Summit today. As part of today's Digital Retail Boot Camp, Kartik Subramanian, director of product management, mobile commerce, at Walgreens, and I delivered a presentation on mobile commerce and mobile marketing fundamentals, along with some mobile holiday tips.
In another session, entitled “Innovation in Acquisition: Big Data and Real-Time Targeting at the Top of the Funnel,” a retailer speaker gave an engaging presentation on e-mail marketing. The speaker was Michael Dell’Arciprete, director of e-commerce and digital marketing at 80-store chain retailer It’s Sugar, which sells all kinds of candy, some of it quite large.
Dell’Arciprete stressed the importance of gathering e-mails in-store at the point of sale, and training associates to do it right. It’s Sugar has been making a concerted effort to gather store customers’ e-mails, promising in exchange for the e-mail address a thank you e-mail with a 15% discount off the next purchase. Dell’Arciprete reports a powerful 40% open rate on the thank you e-mails, showing that a little incentive can go a long way.
“If you do 20% off you’re doing too much, if you do 10% off nobody cares,” he said.
Dell’Arciprete explained that reporting on e-mail campaigns, especially to store associates, is very important. Reports on the number of e-mail captures per store, the number of offer redemptions per store, and the number of invalid e-mail addresses per store can spur store associates and help a retailer hone its e-mail marketing efforts. He added that on some days It’s Sugar can capture upward of 4,000 fresh e-mail addresses, and that typically, 25% of customers give their e-mail addresses.
On the subject of e-mails, Dell’Arciprete advised attendees to always make sure e-mails are mobile-friendly using responsive design. He added that e-mail messaging should be timely and include social sharing capabilities. Further, e-mails must be relevant: “The days of spraying and praying are ending,” he said.
If you missed these sessons, visit the GPShopper Booth #1416 to discuss holiday planning for mobile marketers or your general mobile app strategy. You can also schedule a meeting with one of our mobile retail experts below.