In 2014 consumers discovered ‘mobiquity’ (the leading location based mobile marketing network).
Indeed, using both in store and online research, watching TV or using tablets, consumers do not hesitate to mix channels in their decision process.
Numerous key data coming from European studies testifies this new reality.
“The email to store” is an emerging trend: nearly 20% of Internet users have purchased in the store after receiving a commercial email (source: study SNCD EMA 2013).
The ROPO (Research Online, Purchase Offline), or knowing more about a product using the web prior to purchase in physical stores, is a practice commonly adopted: 28% of consumers use their smartphone in store during their shopping. Among these users, 16.7% are looking for a voucher and 27% compare prices (source: The Consumer Report 2014 RetailWeek).
The explosion of sharing emails on social networks: sharing messages considered interesting on social networks has doubled in a year (from 9.7% to 18.4%) and increased by 6 points since 2012 (33% use email transfer) (source: study SNCD EMA 2013).
About 77% of Internet users say they were influenced by comments or user reviews to make their purchase. Internet users are turning to Facebook even more this year; 35% of them have already interacted with a brand or a store; there were 31% in 2012 (source: 9th barometer on purchasing behavior of Internet FEVAD / Médiamétrie 2013).
Increased use of mobile devices to access emails: 63% of consumers consult or send emails using their smartphone (source: Ipsos MediaCT “Tech Tracker” 2013). Checking emails is the favourite activity on digital tablets (67% use or send emails via their tablet). Adapting your emailing campaign in Responsive Design is vital in today’s market.
Experience sharing, purchases, price comparison … if each channel plays a role in the consumer buying process, email marketing remains the favorite channel for 77% of Internet users (source: eMarketer 2014). As such, email marketing needs to support new consumer uses.
What are the key points to include in your e-marketing in 2014?
Responsive Design
– Simplify the structure of your emails (HTML code) to suit all reading device types.
– Do not forget the landing pages of your links in order to fully optimize the user experience of your target.
Customisation
– Offer surprising and varied content: promotions, contests.
– Automate a certain number of your relationship programs such as welcome and birthday messages, from the data collected.
– Intelligently personalise your emails’ content from declarative and behavioral data.
– Adapt marketing pressure according to your targets, based on their individual behavior.
Sharing and Omni channel
– Take advantage between email and your other communication channels (social networks, stores, website…) incorporating vouchers, products to remove in-store and discount based on membership in your social network to increase your audience and your ROI.
