6 Elements of Successful Ecommerce and Retail Marketing Materials

As a retailer, or ecommerce entrepreneur it’s impossible to overstate the importance of your marketing materials. Crafting commerce and retail marketing materials that increase sales is hard work. And it can be highly discouraging to see those marketing materials fail. But with the right characteristics, you’ll be sending out marketing materials that convinces people to give you a chance in no time. Here are some tips to remember that can help your future ecommerce or retail marketing materials generate more sales.

Eye-Catching Design

Readers decide within the matter of seconds whether they’ll save your mailers for a later date. The secret to getting your audience to save your retail marketing materials is to make them memorable. With the right creative team, the possibilities when it comes to designing a masterpiece of a mailer are endless. And if you don’t have a design team, or the capabilities to create appealing marketing materials yourself, GrowMail can help!

Our award-winning creative team has experience creating artwork for a variety of different businesses. So don’t finalize the design for your next campaign unless you’re confident that the artwork your team created will make a great first impression. If you aren’t, get in touch with the creative team at GrowMail today so we can begin designing your retail marketing materials for you!

Tie-Ins to Your Digital Marketing Presence

For most ecommerce and retail brands, digital marketing is a high priority. Considering how much hard work that goes into constructing your digital marketing strategy, it’d be a huge mistake not to integrate it with the rest of your marketing materials. If you’re active on social media, encourage recipients to follow you on Instagram or Facebook in your mailers. 

Another way you can integrate your digital marketing presence into the rest of your marketing materials is by including user generated content you collect online in your offline materials. Are your social media photo albums filled with images of happy shoppers in your stores or using your products? If so, include them in your direct mail to help skeptics envision themselves using your product or service. The same thing goes for high ratings and reviews that you get on search engines like Google.

Targeted, Personalized Messaging

Making your marketing materials stand out is one of the biggest obstacles you’ll face. But personalizing your retail marketing materials is essential for helping your efforts stand out. Some resources you can use to make your marketing more personal include:

 

• Targeted Direct Mail: There are multiple ways that Targeted Direct Mail can help differentiate your brand. Not only does Targeted Direct Mail allow you to choose the segments that are most important to you. You can also leverage information like first names or previous products ordered to differentiate your mail from the generic materials your competitors send out.

 

 

• Saturation Mail: A saturated mail campaign combines the personalization of Targeted Direct Mail campaigns with the reach of EDDM campaigns. This provides you with the ability to send personalized direct mail to a specific area of your choice with personalized messaging.

 

If you’re skeptical regarding the importance of personalization, think about this: what greeting do you think has more of an impact on unfamiliar recipients? “To, current resident” or “Dear, John”. If you’re searching for ways to make your ecommerce or retail marketing materials stand out from competitors, look no further than personalization.

Tracking and Campaign Measurement

Another mistake many people make when it comes to crafting effective marketing materials is failing to prioritize tracking. After all, how can you measure the success of your campaign without proper tracking tools for tracking. Here are a few methods you can use:

 

• Phone Numbers: Tracking the success of your marketing materials with a phone number is just as simple as it sounds. All it takes is a specialized tracking phone number, instead of your ordinary number. Once your campaign ends, you can easily find out how effective it was by seeing how many people called the specialized number and bought from you.

 

• Unique Landing Page: A unique landing page is also highly effective for tracking the success of your campaign. That’s especially the case if you can think of a witty theme for the url, like “/JohnSmithBirthdayDiscount”. Once your campaign ends, you can easily gauge the success of your campaign by easily reviewing how many conversions your landing page earned.

 

• QR Code: if you walk into any restaurant nowadays, you’re likely to come across a QR code. But they serve more purpose than just. You can also attach QR codes onto your ecommerce or retail marketing materials to drive recipients to take a specific action. Then, once your campaign ends you can find out if it was successful or not by seeing how many QR code scans you received.

Include a Clear, Compelling Call to Action (CTA) in Your Ecommerce & Retail Marketing Materials

Even if your retail marketing materials feature artwork that resembles that of Andy Warhol, it won’t matter if it doesn’t contain a call-to-action. Without an appropriate call to action, people reading your marketing materials may be confused on what to do with it. And the last thing you want your campaigns to result in is confusion. Fortunately, crafting a call-to-action that delivers results is easier than you think. Play pretend for a moment. 

Imagine receiving retail marketing materials from multiple brands in your mailbox one day. You review them, seeing one mailer with the words “call now” featured along with a few stock images. Then, you see another that says, “Take advantage of this limited time discount today!” Which mailer do you think delivered the better results: the first or the second one? Since most people are typically captivated by offers, it’s a safe assumption that the latter one won out – so don’t underestimate the power of a strong CTA.

Make Sure Your Ecommerce & Retail Marketing Materials Offer A Seamless Method for Allowing Recipients to Buy 

Even if your CTA and design are perfect, your retail marketing materials won’t have the effect you’re hoping for if you don’t provide a seamless buying process. You’d be surprised at how often brands send out marketing materials that don’t have any details regarding next steps. After all, you can’t expect people to buy unless you provide them with the specifics – when, where, and how (or how much). 

People aren’t mind readers. But on the other hand, providing all those details within a limited amount of space is nearly impossible. Fortunately, QR codes can be used for more than just tracking. Including them is also a great way to take the conversation from your marketing material onto the internet where they can directly make a purchase. Ultimately, there are numerous ways you can use your retail marketing materials to create a seamless shopping experience for your audience. You just have to get creative.

Design and Send Winning Ecommerce or Retail Marketing Materials Today With GrowMail!

Crafting more effective retail marketing materials doesn’t have to be costly or frustrating. By allowing us to take the wheel, you can focus on your day-to-day responsibilities while we provide you with the retail marketing materials you need. The friendly and knowledgeable marketing specialists at GrowMail are eager to help you create marketing materials that deliver the results you depend on for success. To begin working on your next campaign, download a free postcard template today.