How do retailers utilize 'email marketing'?

Retailers utilize email marketing primarily as a strategic tool to engage with customers through promotions and product announcements. This approach allows businesses to communicate directly with their audience, providing them with information about sales, new product launches, seasonal promotions, and valuable content that can enhance their shopping experience.

By focusing on promotions and product announcements, retailers can drive traffic to their stores or online platforms, encourage repeat purchases, and build brand awareness. Email marketing offers a personalized approach, allowing retailers to segment their audience based on preferences, behaviors, and purchasing history, making the messages more relevant and effective.

In contrast, relying solely on email for transactional messages or customer complaints is limiting its potential. Transactional messages typically include order confirmations or shipping notifications, which play a different role in customer communication. Likewise, while handling customer complaints via email is important, it does not harness the full power of email marketing aimed at growth and customer engagement. Additionally, streamlining the checkout process is typically associated with website optimization rather than email marketing, which focuses on communication and relationship-building efforts.