We recently visited with one of our retail customers; their multi-channel approach includes paper, brick and email. They email quite frequently and are very motivated by their open rate… because this is one of the three ways they generate revenue.
The first way is through Memberships – The retailer allows members exclusive concierge and pricing privileges to discounts, members can purchase products before others and are allowed to shop while the store is not busy.
The general sale of Merchandise is the second way, the basic commerce aspect – more product/ services generate more revenue, this is often driven by the email campaigns.
Finally they generate revenue through Email Sponsorships, their campaigns feature certain products and the cost of that campaign is covered by the vendor whose item has the hero spot. The open rate, click and conversion information is shared with the sponsor – along with the opportunity to sponsor a future campaign.
Your marketing strategy may be different, but you can apply their approach to your campaigns, create an email club with your top responders. Give these recipients the privilege of receiving your email campaigns first, offer special events or offers… make them special. Email us if you need a whitepaper to help get you started.
