Reports says sports brands can make better use of email marketing
19/02/2020
The consultancy audited how ten “leading lifestyle footwear retailers” use data for customer-centric marketing. The findings, according to Digital Commerce 360, include that Nike is the best at email marketing volume, Converse is highly effective at personalising the web experience for shoppers, and Reebok’s loyalty program appeals to consumers because it’s easy for them to sign up.
Most footwear brands provide consistent messaging from the store to the web to their marketing, but delivery of those messages could still be improved upon, the report found.
Nike was said to have scored well in many categories, though it has room for improvement in the area of personalisation, thought to play a key part in email and web messaging. Nike does little more than acknowledge the shoppers name, the report said, while Converse both greeted shoppers by name and remembered their loyalty benefits. (Though Customer Portfolios recommended Converse improve the customer experience by remembering a shopper’s shoe size.)
The report also found that many brands send too many or too few emails per month (approximately ten emails per month is recommended). Nike was said to successfully only send emails with important product and sales information, while Ugg scored low for sending duplicate and numerous emails.
The report recommended companies send fewer promotional emails and more personalised emails — such as notes based on shopping behaviour or celebrating birthdays. Brands should also consider thinking about their email marketing differently, distinguishing, for example, between prospective buyers, repeat shoppers and long-time customers.
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