Using Your Data to Improve Marketing

AsktheExpertsQ: How can I use my point-of-sale system data to enhance my email marketing?

John Fell: Point-of-sale (POS) systems record sales and customer data with each transaction. Many specialty stores hire consultants who turn the sales data into information to generate sales plans and Open-To-Buys. Combining the sales data with the customer data may also provide marketing opportunities for specialty retailers.

For example, simply importing the date of each customer’s last purchase to your email marketing platform can generate targeted emails to the right customers at the right time in their buying cycle to maximize buying potential. These emails can be personalized to come from the actual salesperson or tailor who handled the transaction.

Triggered emails automatically generated by POS data could include:

  1. Welcome Emails to new members of the email list.
  2. Rewards certificates proportional to how much a customer spent over a period of time.
  3. Thank You emails with or without a survey to recent purchasers.
  4. Timely offers to customers who are due to return based on customer buying cycles.
  5. Re-engagement offers to customers who haven’t been in for a long time.

Implementing this strategy is easy: You simply export the information from your POS and import it into your email marketing platform. It can also be automatically transferred if your data can be accessed on the internet.

Note that many entry level email platforms lack the tools to automate marketing. However, trading up to a more robust solution is not expensive and the return of generating the right might message to your customers at optimum time in their buying cycle can generate a return many times its cost.

Click here for a detailed case study on our blog.

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avatar About John and Jake Fell

About John and Jake Fell

John Fell spent 25 years as a high-end apparel retailer and three as a retail consultant before founding eMarketing Logic (E-Mail Logic) in 2002. With his hands-on experience in retail, his knowledge of digital marketing and his passion for the menswear business, John has helped over 100 small retailers and vendors successfully transition from traditional marketing to new media.

Jake Fell is the Director of Business Development at eMarketing Logic and oversees their production team. He takes pride in working alongside dozens of the nation’s top menswear retailers, learning their opportunities and helping them achieve tremendous ROI and a modern online presence. Jake assists retailers in evolving their image and value proposition to be more appealing to younger customers. He understands independent retailers wear numerous hats and strives to simplify the marketing process for clients and make their lives easier.

eMarketing Logic, founded as E-Mail Logic in January 2002, has been helping the specialty apparel industry transition from expensive, ineffective, and outdated forms of marketing to cutting-edge, cost-effective solutions.

eMarketing Logic’s winning team blends modern, multi-channel marketing platforms with cutting edge technical skills, top-notch creativity, and experienced marketing savvy.

Ask John or Jake about marketing

John Fell
847-681-8502 x 101

Jake Fell
847-681-8502 x 105

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