Email Marketing For Online Retail: The Necessary Next Step

Companies operating in the retails space are generally of two kinds – the big players, who enjoy most of the success owing to their brand equity, and small players, who constantly struggle to make ends meet, since their competition is so phenomenal. However, email marketing for online retail strategies have the power of creating a third, hybrid kind – businesses that do not operate on a scale as huge as the biggies, but still make exceptional profit and grow by leaps and bounds. There are quite a few reasons to understand this phenomenon, and why it is driving such fantastic results.

First of all, conventional marketing media does not work until and unless there is a huge amount of investment. Till now, small scale players used to advertise on a very small level since they couldn’t afford to buy prominent spaces in newspapers or create and broadcast TV commercials. The consumers, however, ideally respond in the best manner only to this kind of ‘in your face’ advertising. Also, since many search engines now filter their results on the basis of the user’s location, there is a significantly high chance of driving traffic to an offline store from the online version, i.e., email marketing for online retail.

Also, if a retailer decides to initiate email marketing activities for its operations, there is a phenomenal boost in its brand equity, since it can maintain relations with its existing and prospective customers by maintaining a database of the email addresses to which a newsletter can be sent. This kind of targeted promotion is not possible in case of conventional advertising, which is essentially a mass marketing initiative, and this is another area where email marketing for online retail scores over the traditional approach. Long story short, it’s best to go for innovative marketing that is also affordable, than run the risk of advertising sparingly and not getting the desired ROI.