Ecommerce vs Brick & Mortar: How They Differ When It Comes to Email Marketing

Strategies used by ecommerce companies often differ greatly from those employed by traditional brick-and-mortar stores. Let’s explore how ecommerce and brick-and-mortar businesses approach their email marketing strategies.

Target Audience Expectations

Ecommerce businesses typically cater to a tech-savvy audience that expects regular, timely updates about promotions, new product launches, and personalized recommendations straight to their inbox.

Conversely, brick-and-mortar stores engage a more diverse customer base, including those who value face-to-face interactions. Their email campaigns often center around localized content. For instance, they may highlight community events, special in-store promotions, or customer loyalty initiatives. A good example is a local bakery sending out emails to announce a seasonal baking class, which resonates well with their customer community.

Personalization Strategies

Personalization is critical to successful email marketing. Ecommerce companies leverage data from online behaviors to create targeted messages. For example, if a customer leaves items in their cart, the store can send reminders featuring those products along with similar suggestions.

In contrast, brick-and-mortar businesses generally rely on customer loyalty programs to gather data. They might send tailored offers based on past purchases, such as a discount on a customer’s favorite coffee blend at a café. While this strategy helps drive repeat visits, it may lack the immediate feedback and rapid personalization that online interactions can provide.

Frequency and Timing

The frequency and timing of emails play a crucial role in engagement. Ecommerce brands often send emails multiple times a week to keep their products top of mind, especially during busy shopping seasons.

Brick-and-mortar stores typically choose a less frequent email schedule to avoid overwhelming their customers. They often time their campaigns around major local events or sales, such as back-to-school promotions or holiday sales, making each email count. This strategic approach may mean sending only one or two impactful emails per month, but with a strong emphasis on the content's relevance.

Content Focus

Content is where the differences become even clearer. Ecommerce emails usually prioritize product promotion and exclusive online deals. They often feature eye-catching visuals and strong calls to action that drive online sales. For instance, a fashion retailer may send an email showcasing a new clothing line with an eye-catching image and a direct link to purchase.

On the other hand, brick-and-mortar stores focus on building relationships. They highlight their community roles by promoting local events, sharing shop news, and detailing in-store experiences. For instance, a boutique could send out an email inviting customers to an art showcase featuring local artists. This approach fosters a stronger connection and loyalty among their customers.

Measuring Success

Lastly, the metrics for success differ between ecommerce and brick-and-mortar businesses. Ecommerce companies can track precise metrics such as click-through rates, conversion rates, and revenue generated from specific campaigns, allowing for real-time optimization. For example, a successful email campaign might see a click-through rate of 25% and conversion rate of 5%.

In contrast, brick-and-mortar retailers often focus on foot traffic generated by email promotions or customer interactions during events. Key performance indicators may include responses to newsletters about local gatherings or store events. While these numbers can be harder to quantify, they are essential for evaluating a campaign’s effectiveness in engaging the community.

Summarizing Differences for Better Strategies

Ecommerce brands focus on data-driven, customizable communications to drive sales. Meanwhile, brick-and-mortar stores cultivate community ties and engaging location-specific content.