Emails sent to loyalty members had a 40% open rate versus a 19% open rate to non-loyalty members.
There are several benefits of successful email marketing. Email marketing takes less time and effort than traditional marketing, such as standard mailings. Email can also be real-time, as opposed to traditional marketing taking much longer. With email marketing, you have a better opportunity to personalize your marketing efforts. With traditional marketing, it is basically a one-size-fits-all approach. It is also easier to segment contacts with email marketing tools. There tends to be more frequent communication with email marketing because it takes less time. Most importantly, email marketing is testable and trackable.
Here are 5 tips for better email marketing for C-Stores:
1. Don't over-email. Also, don't under-email either.
Businesses that send more than 13 emails per month actually see reduced customer visits. Don't send more than one or two emails per week. However, it is important that you don't just drop off of the face of the Earth. You don't want your customers to receive an email and forget who you are and why they are receiving these emails. Your company may not be relevant to them anymore if you wait too long.
2. Provide great offers.
Email marketing campaigns that include a redeemable offer see open rates for more than 20% higher than open rates for non-promotional emails like newsletters. It is important to choose offers than your customers would actually be interested in redeeming.
3. Wow them with a great subject line
Subject lines should be action oriented, starting with an action verb such as shop or sign up. They should also be compelling. You only have a couple seconds to grab their attention. Stay away from words that point to spam. Email subjects including the words free, act now, offer, or credit will almost always get flagged by spam filters. Subject lines need to be consistent. They should match the content of the email, especially the first few sentences. Make sure you keep your email subject lines short. They should be under 45 characters in order to ensure that viewers can see the entire subject line. Read more about email subject lines in our recent blog.
4. Test your email.
This is possibly the most important step in creating an email marketing campaign. How many times have you received an email from a company and there is a grammatical error? Or the link doesn't work? There are so many things that can go wrong with an email that it is important to test the email in every way possible. Click on every link and reread every word. It is smart to test the email to someone else in your company as well. Two eyes are always better than one.
5. Write great content.
Great content should always solve your customers' problems and build trust between you. Send emails to potential and current customers with offers that will help to solve their main problems, helping them to build trust in your company. Trust can be built when a customer views your company as an expert in your industry. This can be when they decide they like your product or when they feel that you have established yourself as knowledgeable in your industry.
Are you attending NACS next week? We would love to see you in Vegas! Visit us at our booth: 1712. Learn more about loyalty marketing practices for C-Stores by downloading our free whitepaper below!