According to eMarketer, a 2017 Marketing Channel Report shows that retail marketers plan to increase their investment in email this year to increase sales, improve customer engagement and customer acquisition. For online retail in particular, email continues to be a key strategy in the marketing mix.
In this episode we talk to Val Chisca, Senior Manager, Customer Revenue at Rue La La about their overall email program and the role email plays during the holiday season. Email marketing is a core strategy for the online retailer as it serves as the key driver of revenue through engagement and site traffic. It is also integral to the lifecycle of a member, from the moment they sign up and onboard, to becoming an active buyer.
Rue La La focuses on long-lasting relationships with their consumers and utilizes email as one of their main channels to reach their highly engaged members. Of course email pushes their daily function of introducing new products, brands and deals, however, every single interaction is an opportunity to inspire and provide joy to members and thereby maintain the brand’s voice. It’s also a chance to deepen personalization efforts to drive loyalty.