GraphicMail Rolls Out New Editor to Enable On/Off Shopping Experience for Increased Retail ROI

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Email marketing service provider GraphicMail is providing clients the ability to meld their online and offline sales campaigns by using email newsletters as a platform for On-Off shopping experiences.

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What makes On/Off very interesting is that new business practices, client involvement and marketing techniques are now highly present online. Since consumers are embracing these developments, the offline world has to adapt.

GraphicMail has recognized that On-Off shopping is one of the main drivers behind today’s emerging retail trends and is in the final stages of rolling out a new HTML newsletter editor that will make it easy for its clients to create On-Off experiences, especially for newcomers to email marketing.

This latest product development ties in with GraphicMail's greater drive to progressively make its user experience easier and easier, while keeping advanced features intact for more sophisticated users.

Via GraphicMail's bulk email and mobile marketing service any communications can be purposed as coupons, tickets or reward vouchers to bring the benefits of shopping online to offline consumers.

According to a recent article: "No matter what consumer-driven industry you’re in, the latest developments in retail and shopping need to be on your radar. After all, retail is about that very crucial moment that consumers actually purchase your goods and services in person. On-Off shopping is a trend emerging amongst the multitude of new mobile practices whereby the offline world is adjusting to and co-habiting with the increasingly present online world."

With the increasing global shift towards hand-held messaging, email newsletter optimization for mobile devices is becoming a standard practice. GraphicMail’s clients are able to use its advanced autoresponders to push email feedback to newsletter respondents, with exclusive content regarding special offers and discounts.

These emails can then be taken in-store to be redeemed and help convert online pedestrians into real world shoppers. This promotional method increases subscriber engagement while allowing marketers to further segment their mailing list by identifying core clients and the offerings that generate the most interest.

Most users read their email on mobile phones, which is what qualifies On=Off as a highly feasible marketing engine. According to Nov 2010 comScore data for US consumers, some 70 million mobile users accessed email through a mobile device, with 43.5 million doing so on a near-daily basis.

Mobile email will account for 10 to 30% of email opens, depending on your target audience, product and email type. eMailmonday - “Party safe mobile email stats” (2011)

An alternative to email newsletters is to create a mobile page and send a a link to it via SMS. The text message + link innovation is a great way for brands to get started in mobile marketing. It is cheaper and faster to build than a mobile app or entire mobile site, and consumer engagement can be measured instantly.

The distinction between ‘online’ and ‘offline’ is becoming increasingly meaningless. Smart retailers are realizing that shopping in the real world will never cease satisfying consumers’ inherent needs for human contact, instant gratification and the desire for shared experiences and social commerce.

On=Off for retailers allows consumers to keep enjoying the real world, charged with the information and special deals of the Internet:

  • 8 out of 10 consumers research purchases online. While 42% research online and then buy online, 51% research online and then buy in-store (Google & IPSOS OTX, September 2010).
  • Multi-channel consumers who receive information from more than one source prior to purchase, spend 82% more per transaction than a customer who only shops in store (Deloitte, December 2010).
  • Of the 40% of US consumers who own smartphones, 70% use their smartphones while shopping in-store (Google & IPSOS OTX, April 2011).
  • 74% of shoppers made a purchase as a result of using their smartphone. Of these 76% have purchased in-store, 59% online while only 35% have made a purchase via their mobile (Google & IPSOS OTX, April 2011).

“What makes On/Off very interesting is that new business practices, client involvement and marketing techniques are now highly present online. Since consumers are embracing these developments, the offline world has to adapt,” says Nicholas Eckert, GraphicMail CEO

Marketers are increasingly catering to consumers’ need for information by actually bringing the online experience to their in-store shoppers; with mobile services ranging from price comparisons and customer reviews to product suggestions and pairings. This increases sales and improves customer satisfaction by reassuring them that they are purchasing the best products at the cheapest price.


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Barbara Ulmi
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