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For online stores in particular and for email marketing in particular, it is the ideal way to connect with existing customers and followers -- those who have already bought from you or who are on your newsletter. Businesses spend a lot of effort and time trying to find new customers without realizing the best way to achieve revenue growth is in maximizing relationships with those you already have.
The bottom line is that email marketing is the best method to reach the biggest number of existing customers for the smallest cost. These are the best seven ways to maximize the effectiveness of your marketing emails:
1. Segment your list
If you're starting out think about breaking it down into four categories (some customers may fall into several categories):
- Customers who return.
- One-time buyers.
- Subscribers who haven't yet purchased.
- Lapsed customers who haven't bought anything recently.
For lapsed customers, defining "recently" can be differently for different businesses. If a customer buys each month dog food and then go three months with no purchase should be a target to contact. If you're selling shoes, you know most people don't buy new shoes every month. Find out how long too long since customers have bought something from your business.
2. Market to each email segment in a different way
Each customer segment you create provides different opportunities for marketing.
Return customers
They are the most faithful customers; let them know that they are loved! Focus on ways to provide an extra benefit so that they keep coming back repeatedly. Who knows? You might even get them to share your products with friends and family members.
Here are some ways to engage with repeat customers:
- Access exclusive to brand new products.
- Give them free gift cards when they spend a certain sum.
- Thank them for being a great customer!
- Request them to follow you and engage on social media. You can also provide additional benefits.
A first-time buyer
The goal is to motivate a second purchase. To do that, you must be consistent, which can look differently for every business. Dog food customers may appreciate advice on pet health throughout the week, but shoppers might consider a monthly email a bit much. Choose what you think makes sensible for your target audience, and be aware of your rate of unsubscribe. If they stop responding or uninterested, you might need modify your message or even send out fewer emails.
Subscribers who don't have made a purchase
Email list members who aren't yet purchasing something, think about what they'll find most useful. In some cases, it could be a discount that they are happy to receive or a coupon codes that make them want to purchase.
If you offer high-end goods, though, you may not be able to provide discounts. Instead, you should send useful non-sales material, such as answers to common questions, or solutions to issues your customers are likely to face.
Customers with expired credit cards
Most customers resign for one of several reasons:
- The couple was unhappy with the purchase.
- They don't need to purchase very often.
- Your products (or the business) aren't in the forefront of minds.
When you are selling to these clients, focus on delivering value and demonstrating the value of your product. Provide free shipping, limited-time deals as well as "we are sorry to have you" discounts to motivate them to return for a purchase. Additionally, send useful information such as tips and inside information suggestions for how to use your products, and helpful videos -- so when it's time to buy next time, you're the only brand they will think of.
3. Alter the length of your emails
The ideal length for a resume is 300 to 500 words, but it varies according to your field of work. Don't focus too much on word count, though. Instead, focus on delivering worth and compelling content with a motivating call-to-action.
Variate the length of your email by changing the goal. Certain emails must sell something. Other emails should thank customers, solve problems and provide motivation or encouragement and inform shoppers about updates to your online store.
4. Favor smart structure over too much design
Plenty of testing data indicates that plain texts-only emails perform better than emails featuring a large amount of design -- and by a large margin in some cases. So don't feel like your emails need to be designed with complex designs. It's not necessary.
Customers respond positively to text messages and valuable offers that meet the needs of their customers. Photos for certain products are critical. But overdesigning an email makes appear like marketing which is not really a legitimate communications.
For structure, utilize formats like bold, italics, or colored text. Subheadings are a good option. Use short paragraphs. Why?
Since it keeps the user moving and allows them to learn faster. A 300-word paragraph is far more difficult to read than a 600 word email divided into smaller parts.
5. Use call-to-action buttons and links
A call-to-action is a statement which tells customers what you would like them to do. Don't just put a call-to-action at the end. Include one early in the email and another toward the end. For longer emails, it is possible to include a couple of them at the midpoint.
Additionally, you can use the buttons and text to create hyperlinks. Combine it all. It's the idea of giving individuals more than one option to express their feelings.
Personalize your call-to-action. Don't just say things like "buy today" and "learn further." They're boring, overused, and under-personalized. Instead, you should use phrases that are first person like "Send my parcel!" and "Sign me up!"
The products engage the user and encourage the customer to take action on the things they're contemplating doing. You want them to be excited about the ways your product could improve their life, or help them feel better about themselves.
Make sure that the hue of each button is in contrast with the other colors of the email. It should be impossible to miss.
6. Manage your deliverability reputation
The previous methods are successful, but they don't be effective if the emails you send aren't delivered. To ensure this, you have to have a good "sender reputation." There are two simple things to maintain an excellent reputation among the companies that monitor deliverability.
The first thing to remember is not uploading individuals to your list of email addresses with their consent. It is among the most significant risks to consider when buying an email list. If the people who are on the list have complaints about your company, it will harm your reputation and ensure that your messages do not go to the spam folder.
Second, give the option of unsubscribing from every email you receive and provide contact information. Most reputable email marketing platforms have this requirement. If someone opts out, don't go back later and add them back on the list! If they mark your email as spam, it hurts your sender reputation.
7. Learn to become a subject matter specialist
If nobody opens your email no matter what's on the inside. Spend some time studying the subject line.
The subject line you choose to use should be relevant, use personalization, and motivate customers to click. For more information, Jilt offers a great advice to writing irresistible eCommerce subject lines.
Once you know a bit more about creating good subject lines, then it's time to start practicing. However, you shouldn't stress excessively about open rates. Open rates matter, but sales are more important. Would you rather have an email with a 30% open rate - that's excellent -- but just two sales or an email that has a 15% open rate with only ten sales?
Ideally of course, you want both: a high open rate and a message that is converted.