Why location-based emails are important for your brand

As so many consumers use mobile to make purchasing decisions on-the-go, the power of location-based email marketing is greater than ever

Location-based email marketing allows incentives to be delivered at the right time and right place. For example, by creating consumer loyalty reward programs promoted via email, it presents the opportunity to cross-promote other products and services based on where the subscriber is geographically located. It is a powerful medium because it gives marketers the opportunity to engage customers in real-time and deliver value when they're most receptive.

Starbucks is a company that uses customer loyalty programs promoted through email to its advantage. While the coffee house doesn't send location-specific emails, Brent Rosengren, chief client officer at Atlanta agency BrightWave, believes it still creates a sense of personal connection through its email messages. Many consumers perceive Starbucks, the largest coffee company on the planet, as their neighborhood cafe because they're so attached to their regularly visited location. For that reason, people see their emails, which include personalized offers specifically customized with the individual's name and interpret them as being for specific locations. Read more...

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