When it comes to digital flyers within the grocery industry, a more targeted approach yields better results for brands.
Walmart has steadily increased the number of digital flyer email sends by +229% since February 2020. Those campaigns went from making up 16% of Walmart’s total email sends to just under 50% in April and May. In the same time period, Walmart also increased its advertising spend on their digital flyer by +197%.
Between February and April, Walmart experienced a significant +103% increase in web traffic that it was able to sustain into May (+0.1%). In particular, web traffic from email experienced the largest growth during this period at +131%.
In mid-March 2020, Walmart also shifted content strategies within its digital flyer. Instead of sending generic weekly flyer emails that were cluttered with wide-ranging product offerings, they repackaged their flyer offerings by product type and sent emails with category-specific subject lines.
As a result, not only were they able to increase the average read rates from 18% to 23%, they also increased their email send volume from 47% to 87% of their subscriber list.
What Brands Should Be Thinking About
Less Is More: Many brands take the approach of bombarding consumers with as much content as possible which can be overwhelming. Consider using panelling and graphical elements to break up content sections to increase readability.
Embrace Best Practices: Make sure that you’re using compelling subject lines, that content sections match the subject line and overall theme of the flyer, and feature prominent calls to action that fit above the fold.
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