Email marketing can be used to great effect in a number of different ways. At its core, email marketing gives companies a way to stay connected to their customers. It is a tool that can be used to increase sales, improve customer service, and grow brand awareness. Many big-name companies have the resources to perfect their email marketing campaigns. But even small businesses can make big strides using email marketing.
Nike is one example of a large company that sets a great example of how to effectively utilize email marketing. While not every company needs to do everything that Nike does, there is a lot we can learn from their email marketing. Here’s a look at some of the biggest keys to Nike’s email marketing success.
Nike’s Email Marketing Services
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Brand Reinforcement
One thing Nike has going for it, which can’t be copied, is brand recognition. Everyone knows the iconic Nike Swoosh logo and their “Just do it” slogan. Nike uses its iconic status to great effect in its email marketing strategy. Subscribed users see Nike products and imagery prominently displayed in every message. Nike’s brand is highly visible without being overbearing. It conjures thoughts and feelings about what Nike stands for (sports, fitness, and active lifestyles) without needing to work too hard.
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Proactive Messages for Email Marketing
Beyond the messages themselves, Nike also uses message delivery as one of their go-to email marketing tools. New members receive a welcome email immediately upon subscribing to the Nike newsletter. They also receive a follow-up message to join NikePlus, the brand’s multi-faceted membership rewards program.
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Sales-Forward Approach
Nike’s promotional emails are filled with links to their online store for a number of different products and categories. This is an approach that could be overbearing for some brands if done without careful consideration. But for a major corporation like Nike, immersing the user in a store-like experience when they open their email is a good thing. This approach turns every email into a potential sale.
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Abandoned Cart Emails
The abandoned cart email is one that any company with an online store can utilize. Abandoned cart emails are a great opportunity to finish sales, as the customer has already shown interest in the product in the past. Nike even adds a “Free Shipping” notice for Nike Plus members in their abandoned cart emails. Small incentives like this can be a great way to finalize sales with an abandoned cart email.
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Email Frequency
One of the biggest questions about email marketing services is how often companies should message their subscribers. Some send messages every other day, and others send weekly or monthly messages. Too many messages will annoy customers and lead to them unsubscribing. Too few messages will fail to capitalize on engagement opportunities. Nike’s email list operates on a bi-weekly rhythm, sending new messages about once every two weeks.
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Personalized Recommendations
Personalized recommendations are among the most effective email marketing tools. This requires a bit of an advanced interface to make recommendations to customers based on their past purchases. But personalization can be one of the most consistent ways to turn shoppers into repeat customers.
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Promotional Emails
Another thing that Nike does a great job with is sending promotional emails for new products and deals. This is also a tactic that small businesses can use as part of their email marketing strategy. Alerting customers to new opportunities is a great way to maintain activity, stay connected, and generate sales. Promotional emails require very few resources and are composed and delivered very quickly.
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Back-in-Stock Messages
Another type of message that’s crucial to marketing is the back-in-stock message. Nike, and other brands, will send these messages to customers who had previously attempted to purchase an out-of-stock item. Back-in-stock emails have a high conversion rate because the item already piqued the customer’s interest. This is another email marketing tool that should be added to any online store.
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Customer Feedback
Of course, the best way to improve your service is through customer feedback. Nike sends a very simple customer service feedback email to users after any customer service interaction. Basically, their emails are very straightforward and easy to respond to, using a simple 1-10 rating scale for customer satisfaction. Email is often the most direct way to solicit customer feedback. You might even consider adding promotional offerings to incentive customer responses to your emails.
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Post-Purchase Emails
The final step in any online purchase should be the post-purchase email(s). These emails should include, most basically, shipping information and progress updates on the order. Nike also features personalized recommendations for additional products as part of their post-purchase emails. Post-purchase emails are also another opportunity to seek user feedback.
Start Using Email Marketing Tools Today
No matter the size of your business, email marketing tools are one of the most effective strategies for growing your brand. Whether you’re an international corporation like Nike, or a small business just starting out, email marketing should be a priority. So to discover more ways you can grow your business online, contact Web Content Development today.
