3 reasons retailers fall short in email and social media marketing

3 reasons retailers fall short in email and social media marketing

Reason one: They’re constantly trying to sell their customer, rather than to help and engage them. Email marketing and social media marketing are two critical marketing tools for communicating to your customer. My advice: Stop trying to sell your customer in the subject line. What we see from most brands is usually along the lines of: “One Day Sale” “Your Favorite Items 25 -60% off” “Tuesday Specials” Stop it! Email and social media are a way to connect with your customers. As we discussed the five reasons in the body of the email, we linked to various products and showed various products to solve the problem. If your branding is to inspire people, then your posts and emails should be inspirational, not discounts. I read an article the other day about how a Fortune 100 consumer products company was abandoning their social media advertising strategy because it wasn’t working. I use it to show what not to do with social media. Email and social media are engagement builders for your customer.

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Reason one: They’re constantly trying to sell their customer, rather than to help and engage them.

Email marketing and social media marketing are two critical marketing tools for communicating to your customer. Many look at these as separate disciplines, but at ClicBlox Digital we view them as the same.

When we post items on our social channels, we are looking for engagement. We want to see what our followers react to, comment on and share.

These small interactions on social media give us an indicator of what will get a customer to open an email. These will help us build the important Subject Line.

My advice: Stop trying to sell your customer in the subject line.

The subject line is the most important part of the email. It is what the customer uses to decide to open your email.

What we see from most brands is usually along the lines of:

“One Day Sale”

“Your Favorite Items 25 -60% off”

“Tuesday Specials”

Stop it! Stop selling for a minute because you are just turning off your customers!

Email and social media are a way to connect with your customers. It is a way to engage with them. To tell them about your brand and what you stand for. Consumers want to be educated on why they should by from you.

Customers respond to the benefits of using your products.

I have been in the skin care business for many years. When we send out emails our subject line is generally around education.

“The 5 Reasons We…

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