Developing a connection with your customer is an easy recipe for success. However, with all this talk about brand loyalty dying out, what’s an entrepreneur to do? In a world dominated by social media, it’s easy to overlook the basics, including point of sale email capture.
According to Salesforce, over 90% of consumers use email daily, including 78% of millennials, while only 70% of businesses leverage email as a marketing tool. This gets a little dicey though, when only 39% of marketing emails sent are personalized toward the customer receiving them, and that customers delete 80% of non-targeted promotional emails they receive. Speaking in terms of ROI, every $1 spent on email marketing provides $32 in annual revenues, according to DMA.
These numbers say it all: Email capturing still works. However, there are still a few email capture best practices to know before you dive in.
Defining Your Purpose
Before you start flooding your customers’ inboxes with emails, it’s important to go back to the essentials. Most email marketing starts off with a clearly defined purpose. This purpose can be along the lines of a promotion, a business update, or even a nurture campaign. When a customer gives over personal info like an email, they’re saying that they trust you not to misuse it. It’s important to be transparent about why you want to contact them.
Establishing a purpose is just the first step. With this done, you can determine what information you need from the customer for your email campaign to achieve your sales goals. This will also require looking into whether or not your point of sale can store and export important information. Naturally, point of sale email capture works best when it plays nice with other applications. If your POS can’t handle that, you may want to consider an upgrade.
Toeing the Line Between Gathering Data and Customer Comfort
Determining what data is and isn’t useful is a bit like walking a tightrope. Depending on your industry, it can be a bit like walking a tightrope over a pool of water while juggling. Ask too little from your customers and you’re not going to have a successful campaign. Ask too much and you risk overstepping personal boundaries. Once you’ve laid the groundwork for your email campaign, you can start to hammer down what data points are worth pursuing. Then you can determine how to use that data.
In many cases, just a full name and email address will suffice. Demographic data points can be particularly tricky, but can easily be handled by offering birthday rewards, monthly prize or product drawings, or even cashback incentives. Phone numbers are often more difficult to come by as well. If you have a policy of calling when a product is ready, throwing customer appreciation days or sending out special text-only promotions, you stand a better shot of snagging a customer’s digits.
The important takeaway from this is to allow your clients the ability to provide as much data as possible without appearing intrusive or prying while keeping the user experience basic and simple to understand. You always want to provide visible opt-out options, or opt-in options if applicable. The information you gather from a point of sale email capture needs to be completely useful as well. If it isn’t, you may want to rethink your overall goals.
Other Point of Sale Email Capture Best Practices
Email lists often conjure up images of non-stop spam which is as attractive to a customer as a chain email sent over to you by your well-meaning grandmother. Any well-executed email captures are based on a foundation of a small set of tried and true best practices. In addition to the best practices introduced above, there are a couple more that you need to follow.
- Offer digital receipts. While we touched on various incentives earlier in this piece, another is the digital receipt. The ability to receive a digital receipt and present it for returns or exchanges can be the incentive they need to sign up for marketing emails. However, in many cases, that opt-in needs to be clear and transparent as a digital receipt isn’t justification enough to capture an email address.
- Ensure security. Storing email capture data is a given, but where you store it will determine the level of point of sale security you need. Keeping it on a thumb drive next to your coffee mug on your desk is not a viable option in this security-driven climate. Rather, this is a great place to use innovative cloud technologies that many of today’s POS solutions offer. This may include both data-at-rest and data-in-motion encryption.
Following best practices in how you handle your point of sale email capture activities is important in further developing trust between you and the customer. Using a modern POS makes following these practices that much easier.
Utilizing Modern Technology for Point of Sale Email Capture
The modern POS technology that is at your fingertips makes the available options for marketing your business almost limitless. Whether you’re interested in email capture, loyalty programs, or setting up a gift card system for your business, talech can help.
Need expert advice about how your POS system should evolve to meet your dynamic marketing needs? That’s what talech is here to help you accomplish. We offer a wide range of hardware and software options to choose from, and we take the time to address all of your questions and needs to deliver a solution. Contact us today to sign up for a demo and to learn more about how talech can be your expert POS partner.
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