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.
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