Industry Solutions: Online & Offline Retail

As a retail marketer you may already know that it costs at least five times as much to attract a new customer as it does to keep an existing customer. While you have to spend more time and money to get new customers, using cost-effective methods to retain and maximize the value of your existing customers can significantly boost both your revenues and profits.

In the US alone, 88% of adult Internet users have personal e-mail accounts¹ and 55% of consumers receive permission-based e-mail from retailers.² As consumers are becoming more comfortable with e-mail marketing, more are likely to not only view a direct marketing e-mail, but also make purchases in response to e-mails. In fact, a recent study by the Direct Marketing Association shows that close to 50% of consumers would like e-mail to replace all other types of marketing.³

Why email marketing?

A recent study indicates that 73% of consumers have made a purchase as a result of receiving an e-mail and 59% have redeemed an online coupon offline. By implementing permission-based (or opt-in) e-mail campaigns such as newsletters, special offers and coupons, retailers can keep costs down while effectively attracting new customers and enhancing the value of their existing customer base.

An email marketing campaign with Excerpo® Mail is guaranteed to deliver immediate, measurable results. Unlike direct mail (and most traditional forms of advertising) you'll not only know exactly how many emails were sent but also how many were opened, how many recipients clicked on the email and how many sales resulted. Best of all, 90% of all results occur within three days. Reports help you track and measure your success and improve your results over time.

Email Marketing Success Strategies

• Boost customer loyalty
  "Some companies can boost profits by 100% by retaining just 5% of their customers" ( Harvard Business Review). Through frequent communications with your existing customer base, your business can gain top-of-mind awareness, grow your brand and build a loyal customer base.
  
  
• Promote liquidation events and closeouts
  Before you sell off your excess inventory for pennies on the dollar to a liquidator, why not promote your products to your existing customer base? With Excerpo® Mail, you can quickly build an electronic "closeouts circular" using the built-in editor and quickly broadcast your email to thousands, even tens of thousands of recipients for a small fraction of the cost of a direct mail piece.
  
  
• Customers love digital coupons!
  According to a survey conducted by the Dieringer Research Group, Inc., 39 million U.S. adults downloaded and redeemed a digital coupon in 2003. WIth Excerpo® Mail, you can quickly and easily create professional-looking digital coupons to drive foot traffic to your store or visits to your Web site. Best of all, you'll know exactly how many people received your coupon via email, how many people clicked on it and how many people used it.
  
  
• Customer loyalty programs
  Reward your frequent customers with "discount days", special savings opportunities and other rewards programs which are not available to the general public.