What Makes for an Effective Decorative Plumbing and Hardware Showroom Email?

Fifty percent of US consumers cite email as their preferred method of contact from brands, according to Gartner L2’s Digital IQ Index.  What makes for an effective email from a brick-and-mortar retailer?  It certainly isn't a discount coupon offer.  According to the survey, open rates for discount offers declined from 20 percent in 2017 to 18 percent in 2018.   

What does work are informative emails.  Consumers want information that makes their customer journey easier and their buying decisions more informed.  Another effective strategy is to send VIP-related emails - they have the highest open rate, averaging 25 percent across all price points.  A British retailer sent a VIP email touting a sample sale at their store, which achieved a 60 percent open rate.  The retailer sent the same email to different percentages of its email list.  The content of the emails were exactly the same, the only difference was the subject line.  The email that received the highest open rate was the one that touted VIP status - the less effective email had a subject promoting further reductions.  The lesson for decorative plumbing and hardware showrooms is focus your marketing efforts on information and education.  Offer guidance for budgeting for a new bath, selecting different products, working with a professional showroom, and preparing and living through a renovation, among other topics.