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Dark Art of Store Emails

December 20, 2012
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The first one lands before the sun comes up: "Sale! Our buyers' favorite picks up to 50% off." An hour later, there's another: "4 deals inside and everything ships free!" By the time you get to work, even more: "Exactly What She Wants: Chic Shoes and Handbags on Sale Now!" In the avalanche of messages hitting inboxes this time of year, retailers' emails work extra hard to stand out, with painstakingly-crafted sales pitches that nudge you through a desired progression that starts with opening the email, reading it, clicking through to the website and, finally, the holy grail, making the purchase....

 

More Suggested Content:

Kim Finnerty, Ryan Partnership
5 Ways to Make Digital Shopping Tools Work for You
December 18, 2012 From ROI Report
The shift from analog to digitally influenced shopping at brick-and-mortar stores is the most important change in shopper behavior that marketers need to act on today. Ryan Partnership surveyed over 8,000 consumers this year to find out which digital tools they use, and which are really driving impulse purchases, increased spending and choice of retailer. Ryan's proprietary Impact Score uses that information to measure each tool's influence on shopping behavior. The results provide guidance on the best ways for retailers to use digital tools this holiday season. Here are five of those tips:
 
Larry Kavanagh, Kalio Commerce2
Tips to Drive Sales From Mobile Email Campaigns
December 12, 2012 From ROI Report
How do you execute a mobile-friendly email campaign in a way that actually improves sales? I've seen many "good ideas" produce unimpressive and even disastrous results. The best way to make sure you achieve your objective is to split test an email campaign that you've optimized for a smartphone against your standard creative.
 

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