Many retailers understand that email marketing is a valuable way to stay in touch with their customers, drive traffic to their sites and increase sales. Most also know that mobile is the future for ecommerce and are developing mobile sites.
Sainsbury’s has realised that combining the two makes its marketing emails more effective. After analysing data from previous email campaigns the grocer found that 28% of newsletter recipients were viewing the emails on mobile devices.
The retailer is relaunching its email format using ‘responsive design’. Responsive design means the content resizes based on the shape and dimensions of the smartphone; only one design is needed yet it will work across any number of devices.
Sainsbury’s emails millions of customers every two weeks.
It has developed personalised newsletters with content that includes store promotions and social media offers. The grocer worked with marketing agency TMW to develop the design.