Email marketing
Posted: Mon Feb 17, 2025 8:13 am
This is one of the channels through which communications can be sent to the different users of the shopping centre's database. As we mentioned in the previous section, for proper management of email marketing campaigns it is vital to have refined and updated contact lists, because if not, the opening rate will be negatively affected.
A maxim that must be respected in order not to generate discomfort among the shopping center's customers is not to saturate them with constant communications . It is better to use this channel to publicize the most powerful events that are held during the year in the shopping center or other important campaigns, and leave for social networks the topics of interest that arise on a day-to-day basis or that are of lesser importance .
Regarding the content of the campaigns, it should be as clear and concise as possible, so that the user who opens the email immediately understands the information you want to convey. To do this, it is recommended that the body of the email be composed of a brief explanatory text, a striking image that describes the action to be communicated, and a link to canada phone number list the website so that the user can obtain more information if he or she wishes. Campaigns that only contain an image with hardly any text should not be sent, since many email managers block images, so if the email does not contain any complementary text, many users will see a practically empty email.
The subject of the message must be attractive enough for the user to decide to open the shopping centre's email among all the others they receive every day. The basic rules for it to be effective are to use clear and concise language, to meet the expectations of what the user will find when opening the email, and to use a close and personal style without exceeding 35 characters, seasoned with some emoticon. But the most important thing of all is that the subject has a hook to attract the user's attention.
Promotional actions that combine online and offline
One of the essential elements of shopping centre marketing plans is promotional actions, a type of commercial dynamic designed to encourage customers to spend or increase traffic, which offers a reward for participants in return. Although their effectiveness rate is usually high, users are beginning to show a certain level of saturation or boredom with this type of exclusively offline actions, demanding more innovation from shopping centres .
This concept of novelty can be oriented through the online environment, offering the client a differential value through the integration of the two environments in the same action . It is very good that they give you a direct gift for purchases over a certain amount of expenditure, but if in addition, for that monetary effort you have made, they give you the possibility of participating in an exclusive draw through the center's social networks, even better.
Although online-only actions should also be developed , such as promotions and raffles, it is advisable to occasionally reward users of the digital community who visit the shopping centre, to encourage this rapprochement between the online and offline worlds . For example, by giving direct prizes to all those who come to the shopping centre on a certain date and show that they are followers on social networks or that they have downloaded the corporate app.
In this way, only people who follow the shopping centre on social media or who have the app and who are in the centre at that time will be able to access this promotion, generating a positive feeling in the user who is rewarded for being up to date with the current events of the commercial space.
At Bannister Global we are more than convinced (because we have implemented it on multiple occasions) that digital marketing for shopping centers is essential to achieve the objectives established in the marketing plan , but always with a proper strategy marked by communication and marketing professionals.
A maxim that must be respected in order not to generate discomfort among the shopping center's customers is not to saturate them with constant communications . It is better to use this channel to publicize the most powerful events that are held during the year in the shopping center or other important campaigns, and leave for social networks the topics of interest that arise on a day-to-day basis or that are of lesser importance .
Regarding the content of the campaigns, it should be as clear and concise as possible, so that the user who opens the email immediately understands the information you want to convey. To do this, it is recommended that the body of the email be composed of a brief explanatory text, a striking image that describes the action to be communicated, and a link to canada phone number list the website so that the user can obtain more information if he or she wishes. Campaigns that only contain an image with hardly any text should not be sent, since many email managers block images, so if the email does not contain any complementary text, many users will see a practically empty email.
The subject of the message must be attractive enough for the user to decide to open the shopping centre's email among all the others they receive every day. The basic rules for it to be effective are to use clear and concise language, to meet the expectations of what the user will find when opening the email, and to use a close and personal style without exceeding 35 characters, seasoned with some emoticon. But the most important thing of all is that the subject has a hook to attract the user's attention.
Promotional actions that combine online and offline
One of the essential elements of shopping centre marketing plans is promotional actions, a type of commercial dynamic designed to encourage customers to spend or increase traffic, which offers a reward for participants in return. Although their effectiveness rate is usually high, users are beginning to show a certain level of saturation or boredom with this type of exclusively offline actions, demanding more innovation from shopping centres .
This concept of novelty can be oriented through the online environment, offering the client a differential value through the integration of the two environments in the same action . It is very good that they give you a direct gift for purchases over a certain amount of expenditure, but if in addition, for that monetary effort you have made, they give you the possibility of participating in an exclusive draw through the center's social networks, even better.
Although online-only actions should also be developed , such as promotions and raffles, it is advisable to occasionally reward users of the digital community who visit the shopping centre, to encourage this rapprochement between the online and offline worlds . For example, by giving direct prizes to all those who come to the shopping centre on a certain date and show that they are followers on social networks or that they have downloaded the corporate app.
In this way, only people who follow the shopping centre on social media or who have the app and who are in the centre at that time will be able to access this promotion, generating a positive feeling in the user who is rewarded for being up to date with the current events of the commercial space.
At Bannister Global we are more than convinced (because we have implemented it on multiple occasions) that digital marketing for shopping centers is essential to achieve the objectives established in the marketing plan , but always with a proper strategy marked by communication and marketing professionals.