Shoes & Email Marketing: Life’s True Essentials



I love a good pair of shoes. The amount of heels in my closet is borderline obscene, especially since I’m already pushing 5’9” and my boyfriend shares my height (meaning, I haven’t worn a sparkly pair of heels in a solid year — yikes). Luckily for me, I also have an array of ballet flats and flip flops to level the playing field.

Heel height aside, I’d do anything for a new pair of shoes. I partially blame DSW for emailing me coupons every month, thus furthering my spending habit. But, I could honestly admit that if it weren’t for those coupons (both physical and virtual), I probably wouldn’t have the closet I do today. And that would be a travesty.

You see, DSW gets me. They get that my insatiable desire for attractive footwear is fueled by the amount of coupons they send. They also understand that tantalizing email campaigns displaying the latest shoe trends are what lure me to their storefront.

Businesses like DSW can’t afford to live without email campaigns (just like I can’t afford to live without shoes). And if you’re a small business owner, you can’t avoid fabulous email marketing, either.

Connect With Your Peeps

It’s no secret that shoe lovers are a special breed of people — the same could be said for your potential clientele. As a small business owner, you know what you’re good at and how awesome your products are. Don’t make a fashion faux pas and miss out on connecting with your peeps by foregoing email marketing.

Stay in touch with your customers. We expect you to tell us when a sale is right around the corner or when a new product is making its debut. We want to be connected to your success — and a quick email here and there with insights or savings is all it takes. In fact, the experts over at Inc. Magazine say that staying connected goes beyond just providing your customers with coupons: “28 percent of U.S. online shoppers subscribe to store or product emails in order to stay informed.”

"Email marketing enables you to reach customers on a broad scale without the hassle (and the cost) of traditional marketing."

Make the Most of Your Money

I get it — you have a budget to be mindful of. If I were to blow all of my money on a pair of Louis Vuitton belted high boots (they ring in just under $1,900) my boyfriend would straight divorce me (and we’re not even engaged — that’s how mad he’d be). The good news is, email marketing is one of the most cost-effective marketing strategies around. You can start advertising your business for less than the cost of a discount store tennis shoe.

Email marketing enables you to reach customers on a broad scale without the hassle (and the cost) of traditional marketing. It’s one of the most effective customer acquisition tactics for multiple reasons:

  1. 1

    Cost — Bargain shopping at its finest. Emails cost pennies on the dollar in comparison to commercials, billboards or any other form of traditional marketing.

  2. 2

    Audience — This is a big one most owners overlook. With email marketing, you get to target your specific customers instead of blanket advertising to unknown viewers. This makes your marketing more (cost) effective.

  3. 3

    Coupons — Need I say more? Coupons drive both in-store and online sales. Sending a quick email campaign with a 10-percent discount will bring in more profits than your coupon will lose.


Add Your Own Personal Flair

Email campaigns are a great way to show off your personal style. Get creative! If your text is engaging, then your customers will truly feel like they’re part of the experience. This is your chance to customize your campaign so it falls in line with your overall business identity.

If you have an exceptional database that captures adequate customer information, you can take email personalization to new heights. You can open your campaign with the customer’s name and follow it with a unique message that draws them in. Whenever you can factor your audience into the content of your marketing, you’re looking at a surefire win.

Convinced you need some email marketing in your life? That’s great. If you’re not sure where to start, you can check out these stress-free tips to get your gears going. Strap on your favorite pair of shoes and get steppin’!