Retail is evolving, but one thing remains constant: the power of connection. And one of the best tools to build and maintain customer relationships? Email marketing. If your emails aren’t getting the attention they deserve, it’s not because email is outdated, it’s because your strategy needs a refresh.

In this episode of the Richer Retailer podcast, Cathy and her guest Nick McHenry from OneShop diving into trending email marketing strategies to fix your emails, increase open rates, and drive more sales. Plus, we’ll explore how AI can enhance personalization without losing that all-important human touch. Listen in here:

Or watch the video here:

Why Email Marketing Still Works

Despite what you may have heard, email marketing remains one of the most powerful tools for retailers. Here’s why:
1. Direct Access to Customers: Unlike social media algorithms, emails land directly in your customers’ inboxes.
2.  Higher Conversion Rates: Studies show email marketing outperforms social media in generating sales.
3. Personalization Possibilities: AI-powered email personalization boosts engagement and drives repeat purchases.

The key? Making sure your emails stand out in an overcrowded inbox.

3 Strategies to Get More Eyes on Your Emails

1. Master the Art of Subject Lines

Your subject line is your email’s first impression. If it’s not compelling, your email won’t get opened. Try these trending tactics:

• Create Curiosity: “You’re missing out on something amazing…”
• Use Personalization: “Hey [First Name], we picked something just for you!”
• Add Urgency: “Last chance! Your VIP discount expires tonight”

2. Use Storytelling to Connect

Customers don’t want another promotional email, they want a story that resonates. Instead of “New arrivals in stock!” try:

• Paint a Picture: “Imagine stepping into spring with our freshest styles…”
• Make It Relatable: “Ever struggle to find the perfect gift? We’ve got you covered!”
• Behind-the-Scenes: “Here’s how we chose our newest collection just for you.”

3. Test Your Send Frequency

Many retailers fear emailing too often, but sending too few emails is just as risky. If your customers forget about you, they won’t buy from you.

• Test Different Frequencies: Try sending emails twice a week instead of once and monitor engagement.
• Use a Content Mix: Balance promotional emails with value-driven ones like styling tips or gift guides.
• Segment Your List: Send different emails to VIP customers, new subscribers, and lapsed buyers.

The Role of AI in Email Marketing

AI isn’t here to replace your brand’s voice, it’s here to enhance it. AI-powered tools can:

• Personalize Subject Lines & Content based on past purchases.
• Optimize Send Times to increase open rates.
• Automate Follow-Ups to recover abandoned carts and boost conversions.

But remember, technology should complement, not replace, human connection. Keep your brand’s unique voice at the heart of your emails.

Your Millie Moment: Quick Wins for Better Emails

• Audit Your Last 5 Emails: Look at open and click-through rates, what’s working? What’s not?
• Try a New Subject Line Format: Test curiosity, urgency, or personalization this week.
• Increase Your Email Frequency: If you only send once a month, try biweekly and track results.
• Incorporate More Storytelling: Make one of your next emails a story instead of a sales pitch.
• Explore AI Tools: Test an AI-powered email subject line generator for better engagement.
• Leverage Email Automation: Set up an automated email campaign for onboarding new customers.

Resources to Help You Take Action

⏩ Check out 5 Ways to Grow Your Email List for how to turn subscribers into loyal customers!

⏩ Connect with Nick: Check out his LinkedIn and website for expert insights on retail marketing

Your customers want to hear from you. The more you refine your email marketing, the more engagement (and sales!) you’ll see.