FreshDirect Mobile Email Marketing

FreshDirect is a New York online grocery grocer who is a successful food retailer with a strong customer tracking system. I believe that a lot of attention to foreign trade e-commerce friends have heard of. The image below is the homepage of this website.

Http://column.iresearch.cn/UploadFiles/2012-3/36394004.gif

What I want to talk about here is not how it got rich, but how it can be used to promote its mobile products via email, and promote applications including iphone, ipad and Android.

e-mail Marketing is a very common way to promote, now, more and more customers through mobile devices to view the mail, FreshDirect changed the focus of marketing, the introduction of its business applications.

As an online retailer, one of FreshDirect's main goals is to bring convenience to customers during the shopping process, and email is a good way to do this, FreshDirect can use email and web analytics to determine how many customers are using their mobile services.

In FreshDirect Mail, the words "FreshDirect is mobile" are prominently placed at the top of the message. Android and iphone apps are lined up in emails. The Android version of the app is displayed with a picture.

In addition, there is a click-and-download feature in the mail, allowing consumers to automatically enter Apple's App store or Google's Android harsh, which is also available on the site. The next point is FreshDirect's action call for ipad apps. At the bottom of the message is a link to FreshDirect's social media, blogs, and Web sites.

The following figure is freshdirect a message snapshot.

Http://column.iresearch.cn/UploadFiles/2012-3/36741612.gif

E-mail is a very effective way to measure consumer's mobile habits. Smartphone users are reading emails more and more frequently, and FreshDirect has been tested over and over again to find more customers responding to messages via mobile devices. Gradually, mobile mail marketing has become the main strategy of FreshDirect, the target user is very clear, is the use of mobile devices users.

FreshDirect is not the first online retailer to use e-mail to test mobile users, and real estate company Citi Habitats has previously promoted its mobile products through email campaigns.

Mobile devices can give users instant gratification, so it's time to set up quick action calls for these fast-moving groups and then see if their response is higher than the PC community.

However, it is important to note that before testing, to the mobile user's regional distribution and consumption habits have a certain understanding, that is, the first to do user research. Take the Sihai Shangzhou, we are in different areas of marketing are different, each market in the pioneering before, whether it is a standard website or mobile site, will do some consumer research, not too troublesome at the beginning, this can for the future of foreign trade marketing road to reduce a lot of unnecessary losses.