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—pretty much what you would have expected, right? But you might be surprised to see sales data that show the West Coast contingent of Red Sox fans are making significant purchase as well, leading you to market to them more specifically. Retailers and manufacturers using location-based tools don't have to guess what people in a certain location are interested in, because they already have that information.
Taking it a step further, we advise marketers to create location-specific landing pages linked to their emails. Merchants can take that location-based information and messaging to a unique landing page on the actual Website to further personalize a location-friendly user experience. While you may sell paraphernalia for multiple baseball teams, consumers clicking through to your offer for 30% off a David Ortiz jersey can be sent to a site that appeals to Red Sox fans specifically.
Consumers receive hundreds of emails from brands a day. Using location-based technology to reach consumers on a more personal level can help your messages stand out in a crowded inbox.
Sean Cook is CEO of ecommerce solutions provider ShopVisible.
Have predictions or suggestions regarding email marketing in the year ahead that you’d like to share? Email sherry.chiger@penton.com.
