Email Marketing in the Retail sector, the importance of the opt-in
When it comes to email marketing in retailIn addition, a large part of the investment is devoted to driving traffic to digital channels where the brand is present (website, landing pages, Facebook, Twitter, etc.). For this investment to yield positive returns, the following must be achieved turn the visit into a lead (registered user) whose subsequent "cultivation" will crystallise in a first sale and subsequent repeat sales.
The first interaction with the brand that takes place is the process of registration (opt-in)The user leaves their contact details and other personal information (socio-demographic data or preferences), in exchange for the brand communicating relevant information via email (promotions and special offers, news related to the brand, events, order status, etc.).
It is very important to do a proper treatment in this initial phase when we do email marketing in retail. On the one hand, you must working on and promoting user interest in the brandThe user's experience of this first interaction will, to a large extent, condition the assessment they make of the levels of service they can expect from the brand in the future. The experience that the user obtains in this first interaction will condition, to a large extent, the assessment that he/she makes of the levels of service that he/she can expect from the brand in the future. In this context, it is important to consider the existence of the double opt-in and of a Welcome Email.
A particular case is where there are "sister" brands. There are techniques to promote registration to brands belonging to the same group or organisation among our users, without having to violate the user's permission to a single brand.
In this example we see how GAP uses a universal opt-in email page where the user can select which brands to opt-in to.
For those of you who would like to go deeper into these issues, we suggest reading the study "Analysis of online registration processes in retail". This is a benchmark in which a comparative analysis is made of the online subscription processes of Desigual, Mango and Zara, and in which some of the most important online subscription processes are presented. best practices by American Eagle or LlBean among others.
