Turning Online Engagement into Offline Purchases
Email marketing is a powerful tool for influencing purchasing decisions, and surprisingly, it plays a key role in driving offline sales. Studies show that 59% of email users have made an offline purchase after receiving an email promotion. This demonstrates the significant impact that well-crafted email campaigns can have on consumer behaviour, even in a predominantly digital landscape.
But why does email marketing lead to offline purchases? Often, customers discover a product online but require it immediately and cannot wait for delivery. In other cases, they prefer to experience a product in person before making a decision, especially for high-ticket or complex items like fitness equipment, furniture, or electronics. By leveraging email marketing, businesses can bridge the gap between online engagement and in-store sales, providing a seamless omnichannel experience for their customers.
How to Use Email Marketing to Drive Offline Sales
If you operate a physical retail location, service-based business, or showroom, email marketing can be instrumental in increasing foot traffic. Here’s how you can use it effectively:
1. Personalised Promotions & Discounts
Offering exclusive in-store discounts or limited-time promotions via email can incentivise customers to visit your physical store. Personalised deals based on past purchasing behaviour can further enhance engagement.
2. Click-to-Brick Strategies
Use your email campaigns to highlight in-store-only products, experiences, or services. A compelling message such as “Come in today for a live demonstration” or “Exclusive in-store collection available” can encourage visits.
3. Event Invitations
Hosting in-store events, workshops, or product launches? Email marketing is an effective way to spread the word and generate interest. Special guest appearances, product sampling, or early access shopping experiences can attract customers who otherwise may not have visited.
4. Geo-Targeted Offers
For businesses with multiple locations, geo-targeted emails that highlight deals at the nearest store location can be an effective strategy. Including a map and store hours makes it even easier for customers to take action.
5. Reserve & Collect (Click and Collect) Promotions
Many customers enjoy the convenience of online browsing but prefer to collect their purchases in-store. Promoting a ‘reserve and collect’ or ‘click and collect’ service through email can drive them to your physical location, where they may make additional purchases.
6. Loyalty Programmes & Rewards
Encourage customers to visit your store by offering loyalty points or exclusive perks that can only be redeemed in person. An email reminder about unredeemed rewards can be a powerful motivator.
7. Social Proof & Testimonials
Showcasing customer reviews, case studies, or testimonials in your email campaigns can instil confidence and prompt recipients to visit your store. People trust peer recommendations, and seeing positive feedback about an in-store experience may encourage others to visit.
Case Study
Driving Strategic Offline Sales
A few years ago, I worked with a Dutch retail client that wanted to increase footfall to its network of physical stores, despite strong online engagement. The challenge was clear: how do we translate digital interest into real-world purchases?
Our first step was to build a robust local digital strategy that leveraged the strengths of both email marketing and Google Local ads. We started by auditing their online presence, ensuring consistency across platforms, particularly Google Business Profiles, which were updated with accurate location data, store hours, imagery and customer reviews.
From there, we launched a geo-targeted email campaign promoting in-store-only offers and exclusive product ranges. Each email was tailored to the recipient’s nearest location, using dynamic content and embedded maps. Messaging focused on tangible value, such as same-day collection and personalised advice from in-store experts. We also promoted a weekend-only event that included live product demonstrations and exclusive loyalty rewards.
Simultaneously, we ran a series of Google Local ad campaigns, targeting high-intent search queries like “nearby fitness equipment store” or “best mattresses in Amsterdam.” These ads highlighted immediate availability and in-store services, encouraging users to visit rather than order online.
The impact was clear. In-store visits rose by 28% over six weeks, with a 19% increase in average basket size, attributed in part to impulse buys and informed upselling by store staff.
This project proved how a well-coordinated online strategy, anchored by smart local ads and targeted email, can significantly enhance offline retail performance.
Maximise Your Marketing Impact
For businesses looking to optimise their email marketing efforts to drive offline sales, Jack Marketing Solutions™ (JMS™) can help. We specialise in crafting data-driven campaigns that convert online engagement into real-world revenue. Whether you need assistance with campaign strategy, content creation, or customer segmentation, our team can provide the expertise to drive results.
If you’re ready to increase foot traffic and grow your offline sales through email marketing, contact JMS™ today to explore customised strategies tailored to your business needs.
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