Welcoming in-store shoppers to your online marketing program – 3 ways to email-collection best practices to get it done right
According to a recent Yesmail survey report, a third of retailers indicate that cross-channel integration is among their top 3 priorities for 2016. Yet almost half of retailers do not collect email addresses in-store, arguably the lowest hanging fruit for marketers.
Why the lowest-hanging? That’s because since past purchasers are more likely to engage than non-purchases, it’s much easier to maintain a customer relationship than to foster a new one. In the digital age we live in, the survey finding is surprising, if not alarming; those who do not adapt to the new standards, will be left behind.
Take the music industry for example. If you haven’t heard of Muscle Shoals, it was a world renowned recording studio that eventually saw its demise due to its unwillingness to adopt technological advances that soon became the norm in sound recording. This small studio in southern Alabama started out with no fancy gadgets or engineering geniuses and quickly grew to attract musical greats like Aretha Franklin and the Rolling Stone. Hits were created thanks to the unique mix of creativity and energy in the studio.
However, when Muscle Shoals wouldn’t convert from analog to digital recording they started losing out on new records and eventually became yesterday’s news. Their inability to adapt to digital editing, recording, and sound techniques rendered them defenseless against the growing competition.
Segway to email marketing…