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Why the Future of Email Marketing is Hyperlocal

Think about how many times you checked your email in the past twenty-four hours. How many times were you on your computer? How many times were you scrolling through your inbox on your phone?

If you’re like most people, you’re probably accessing the majority of your emails on mobile devices. In our most recent US Consumer Device Preference Report, we found that more than two-thirds of emails are now being opened on mobile devices.

While we’ve previously talked a lot about why it’s important to build responsive emails, it’s important to think beyond building an email that looks good on a small screen.

Mobile email marketing isn’t just about responsive technology; it’s about consumer behavior. Marketers know that they need to create more relevant messages and one of the best ways to start is to make emails that are hyperlocal.

As the mobile inbox becomes the predominant way that consumers experience email, marketers have to ensure that emails can react to changing locations. By geo-targeting your email campaigns, you can make them much more relevant – and help drive traffic to retail stores.

Defying the Digital Myth

It’s easy to think that the brick-and-mortar experience is dying off, but research shows this isn’t true. One recent survey found that 65% of consumers still want the traditional retail experience. And, to help with that, email marketers should test out campaigns that drive consumers to retail stores, instead of websites.

That’s why geo-targeting in email can have such a big impact on campaign results. An email for a sale at a shoe store is much more effective if there’s a dynamic map included that shows the location of the nearest store. The same goes for rewards/loyalty programs, reservations, and appointments.

Mobile is more of a state-of-being than a channel. If you’re sending out a major deal, someone who’s at the office and checks their phone should see a different map than someone who’s at home. That same email should show different locations once the subscriber goes to a new location or returns home.

By continually updating the email content in real-time, marketers can create hyperlocal sales that will see higher click-through rates and engagement, and ultimately higher retail sales.

The truth is that most consumers, when given the option, will still try to find a store and try out the items before buying. When marketers give them that option, customers will be more loyal to the brand and have a much more memorable experience that just pointing and clicking.

Want to learn more about how brands can use geo-targeting to drive in-store traffic? Download our case study to see how Allen Edmonds used geo-targeting and the amazing results they saw.