Jordan Elkind says, “Email marketing remains a vital channel in driving e-commerce orders, representing 16% of orders as of June 2015, up a percentage point from a year ago, according to Custora’s E-Commerce Pulse, a publicly-available online dashboard tracking e-commerce statistics and trends (disclosure: Custora is my employer).

Customers increasingly expect retailers’ email messages to be personalized, relevant and engaging. Promotions and discounts are clearly a powerful way to connect with new and existing subscribers, driving revenue growth. However, e-commerce marketers need to make sure they are optimizing promotional email to balance subscriber engagement and profit margins.

Here is a rundown of five strategies e-commerce marketers can implement to optimize their promotional emails.

1. Segment Your Customers

Again and again, segmentation comes up as a key to personalizing emails. There are many dimensions upon which marketers segment, but an important first question to ask yourself is, “What am I trying to accomplish?”“.

5 Tips For Retailers To Up Their Email Promotions Strategies

Marketing Land

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