The COVID-19 crisis is driving a shift in email strategy, according to list provider eTargetMedia.
Retailers are targeting customers who usually shop only in-store and emphasizing the convenience of online shopping and the benefits of being an email subscriber.
Big sales have been seen online in the technology, athletic and loungewear, exercise equipment, beauty, home goods, furniture and decor categories, the firm says.
It adds that digital marketers have been adapting their email strategies to feature personalized messaging, tailored content and exclusive, limited-time offers.
To achieve this, firms are integrating in-store customer data into their email marketing campaigns.
“Every brand wants to drive business forward during these difficult times,” states Harris Kreichman, managing partner of eTargetMedia.
Kreichman adds: “Email marketing is the most effective tool to meet the massive shift in shopper behavior. Putting your brand in front of your customers is even more essential now and email marketing offers the ultimate tool to reach them.”
eTarget Media offers email and postal lists.