The first interaction with the brand that occurs is the registration process (opt-in) , through which the user leaves their contact details and other personal information (sociodemographic or preference data), in exchange chemical manufacturers email lists for the brand communicating, via email, relevant information (promotions and special offers, news related to the brand, events, order status, etc.)
It is very important to carry out an appropriate treatment in this initial phase when we do email marketing in retail. On the one hand, we must work on and promote the user's interest in the brand , in order to later take advantage of this moment and establish the bases of a positive link sustained over time. The experience that the user obtains in this first interaction will largely determine the assessment they make about the levels of service they can expect from the brand in the future. In this context, it is important to consider the existence of double opt-in and a Welcome Email .
A particular case is found when there are “sister” brands. There are techniques to promote the registration of brands belonging to the same group or organization among our users, without having to violate the user’s permission for a single brand.
In this example we see how GAP uses a universal email opt-in page where the user can select which brands to opt-in to.
retail email marketing
For those who want to delve deeper into these issues, we suggest reading the study “ Analysis of online registration processes in retail ”. This is a benchmark that makes a comparative analysis of the online subscription processes of Desigual, Mango and Zara, and which presents some best practices from American Eagle and LlBean, among others.
