Email 2011: Location, Location, Location

It has been a pinnacle year for location-based technologies, and their emergence has allowed marketers to reach audiences in a more direct and personal manner. Email marketing in particular has benefited from these advances. As we move forward into 2011, it is important for all merchants to understand the power of location-based tools.

Geotargeted ecommerce tracking tools allow retailers to interpret exactly what traffic is coming from which designated market area based on the user’s IP address. Using these types of tools, retailers can tailor content, advertisements, and emails based on Web traffic and marketing success in specific regions. Thus emails can be targeted based not only on which products are most popular in that region but also on the time that most people in that area tend to purchase.

For example, if you sell Major League Baseball fan gear for multiple teams you now have the ability to see what products are most popular where, what time consumers in certain locations are most likely to purchase them, and what drove them to the site in the first place. With these tools, you may see that in Boston, David Ortiz jerseys are most popular and that consumers tend to purchase right after a game