
Retail Strategy
The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.
EMAIL MARKETING
By our News Team | 2022
Emphasising exclusivity and scarcity, using a handwriting font, and building alliteration into the copy help to create effective mailers.
A dominant channel for communicating retail messaging is through email marketing, which continues to evolve as businesses experiment with different tactics and approaches to make their emails more interactive.
Everlytic, a leading digital messaging platform, recently partnered with behavioural communications firm BreadCrumbs Linguistics to analyse the top 50 mailers sent by retailers through the Everlytic platform in 2021.
Photo by Torsten Dettlaff on Pexels
The data was collected from 2.4-billion bulk emails that retail clients sent during the year, with ranking done according to key engagement metrics – including open rates and click-through rates.
The report focuses on the linguistic elements that correlate with mailer-engagement success by using Behavioural Linguistics, a science that looks at how language influences action. In direct-mailer marketing, the action wanted by marketers is for recipients to: (1.) open the mailer and (2.) engage with the communication by clicking at least one link in the mailer.
Among the key findings:
“Behavioural nudges have emerged as one of the best ways to improve sales while still maintaining an end user’s freedom of choice,” the researchers noted. “Communications that are framed with behavioural insights in mind benefit from the close link between language, behaviour, and decision-making.”
The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.
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