MULTICHANNEL BASICS
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without requiring a customer to have made a purchase (remember that previous purchase behaviour doesn’t necessarily indicate a future habit)
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Send useful emails It’s a no brainer but if you are going to retain the subscribers on your email database, you need to send useful emails that result in sales.
Fitness brand, MuscleSquad is a great example of how ‘back in stock’ notifications can grow a database. MuscleSquad began using ‘back in stock’ notifications in December 2020, and their email list has grown from 2,000 (August 2020) to 15,000 (March 2020). This works because high intent subscribers who are poised to purchase are added to the database. The list can be segmented based on what product they are interested in and how quickly they move to purchase so they can be hit with targeted emails that are relevant to what stage they are at in their journey. It’s a win-win for customers and for the brand.
Optimise your opt-ins Are you capturing emails from customers when they check out? By optimising your opt-ins and pre- ticking the box, you could grow your
email list by 40 per cent, just like Sophie Allport did. Many businesses are missing a trick by not using soft opt-in. This area often feels like it lacks clarity in relation to the regulations, but making it easier for people to opt-in to your email marketing is a sure fire way to grow your email list, whilst still complying with ICO regulations for PECR/GDPR.
The guidelines state that you must not send emails to individuals they have specifically consented to receive emails from you; or ‘they are an existing customer who bought (or negotiated to buy) a similar product or service from you in the past, and you gave them a simple way to opt out both when you first collected their details and in every message you have sent’. Providing that businesses are clear about their intention to send email marketing communications and the opt-out is clear – ie: please untick this box if you wish to not receive communications - soft opt-in is a very straightforward way to grow a high quality database with customers who are likely to engage with your product or service again.
Remember, Pre-ticked boxes are only banned for the legal basis of consent, not soft opt in, which is the PECR equivalent of Legitimate Interest. For soft opt in, both ticked boxes and unticked boxes are valid and legal. However, to tick to opt out of something, seems completely counter intuitive. It's safer to have a pre ticked box for soft opt in, as it's more obvious what someone needs to do and what the result might be.
eMail is here to stay, but so many brands are missing a trick by not doing these essential activities to help grow and retain customers within their email database. Without a high quality database, revenue opportunities are being missed and growth is only ever going to be short term.
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