Shoe Clinic is one of New Zealand’s leaders in sports footwear and apparel retailing, but what is less well known is that they are also leaders in the field of email marketing.
Read the following excerpt from my book ‘The NZ Small Business Superhero’s Marketing Handbook’ for a c ase study of Shoe Clinic’s email marketing strategies…
Shoe Clinic’s email database numbers over 100,000, and there is a constant stream of email communication with various segments of the database. These emails fall into four main categories:
- Rewards programme emails.
- Brand promotions.
- Email newsletters.
- Informational emails.
All members of the Advantage Club, Shoe Clinic’s rewards programme, receive regular emails updating their points balance after each purchase, and sending out their rewards vouchers every time the customer’s spend reaches another $500. These emails also contain timely information regarding current promotions and news from the member’s local store.
Shoe Clinic runs promotional campaigns for all its major shoe brands at various times throughout the year. The main form of advertising for these promotions is an email to the database with details of the offer with the purpose of driving traffic into Shoe Clinic stores across the country.
Email newsletters are about providing relevant, interesting content for the database, rather than directly selling product.
The content you create for your email newsletter can also be added to your website, and distributed as articles to other websites – getting the word out about your business and creating valuable links back to your site, to help improve your search engine rankings.
When you need to get a message out to your database, a brief email with the key information is the ideal communication medium.
To read more, you can purchase my book ‘The NZ Small Business Superhero’s Internet Marketing Handbook’ by clicking here.
