You need a killer strategy for your email marketing campaign. Many mediocre marketing emails do not even get opened because your readers’ expectations have changed. To make full use of this platform, you also need to ensure that you do not fall into the trap of getting into the Promotions Tab.
If you struggle to make sales through your email marketing campaign, you are not alone. Here are email marketing best practices that will maximise your click-through and conversion rate. So let’s dive in.
Send a Welcome Email
Sending a welcome email is important. Often it determines if your subscriber decides to immediately unsubscribe. Here is what you need to have in your welcome email:
- Explain clearly what your business is about
- Build instant rapport with a personal touch
- It is good practice to impress your new subscriber with a good deal or gift
Make the welcome email so valuable that your reader feels like he struck the lottery with your business.
Understand Your Subscribers’ Needs
Meeting your subscribers’ expectations are crucial to keep them on your mailing list. Meeting their emotional needs lets them know that you empathise and care for them.
|Emotional Need||How to Meet Them|
|Self-Expression||Make each email a good talking point and conversation starter. Give them something to share with their peers.
E.g. Give them a promo code that only they have and only they can share.
E.g. Give them the most current news and bite-sized insights that they can talk about.
Help your subscribers be helpful, and help them be smart.
|Belonging||Create a sense of community by using your face and your name in your emails.
If possible, feature the names and faces of satisfied subscribers who are willing to contribute testimonials and helpful articles.
|Control||Give your subscribers the option to decide the frequency of your email newsletter. You can learn more about this in How To Reduce Unsubscribers.|
|Growth||Upgrade your subscribers by giving them insights into your products.
Be the expert and give bite-sized commentary about your industry trends that they can chew on.
|Recognition||Personalise your email. Greet your subscribers by name and mention their names once in the first sentence of each paragraph.
Quote their names when answering questions or featuring testimonials. They will feel appreciated.
|Care||Remember your subscribers’ special days just like how you remember your anniversary. (Did you?) Send birthday deals, Christmas gift cards and suggestions for New Year Resolutions.
Send emails just to ask for feedback and answer previous questions.
Take the effort to give a timely and empathetic response.
Test Your Emails
Which subject line works? What content sticks? How frequent should you email your subscribers? There is no fixed answer. It varies from business to business. Do A/B testing to find out what works for you. And PLEASE… ensure that your emails work well on mobile.
Write Focused Emails
Keep your emails short. Use minimal pictures, 1 or 2 at max. Plain text emails with a lot of white space reduces distractions. Your subscribers will also appreciate that you do not overwhelm them with so many “BUY” buttons. Just 1 Call-To-Action button will do. Overdoing that will just create a lot of hate.
Blast Off With A Landing Page
Your Call-To-Action button should lead directly to a landing page that has nothing else but the product you are selling. You can learn more about the features of great landing pages in this article:______________.
Invent A Sale Day
There is nothing wrong with offering deals during the Super Bowl, Black Friday or China’s Singles’ Day. But these days are so crowded and small businesses just don’t stand a chance to gain publicity on such mega events. So create your own and let your subscribers anticipate it every year. Using a consistent date helps your subscribers spontaneously mark their calendar.
Push Abandoned Carts (For E-Commerce Businesses)
Often during online window shopping, your reader will add items to their carts only to consider them later. After that, they may hesitate and decide that they are unsure about committing to the purchase. Rather than just letting them walk away, push the cart into their inbox so that they can reconsider your products.
Make Purchasing A Habit
If your subscriber purchased a perishable product like dog food or scented candles, send a follow up email to re-purchase the product. To make the deal more juicy, offer a bulk discount that drives volume sales.
If your product is non-perishable like clothes and bikes, promote accessories like matching necklaces and tactical tail lights. This helps you to upsell and anticipate your subscriber’s needs. In the case of bikes, promote tyre replacements to anticipate wear-and-tear.
Offer limited time deals and one-off promotions that are available only through email subscription. Having a subscribers’ promo code adds to the exclusivity of the sale and shows appreciation to your readers.
Repeat Successful Emails
After sending emails consistently, you need to check on the success rate of each email and decide which format and content works. If you find a particular email drives insane sales volume, do not hesitate to repeat the email.
ThunderQuote is the most comprehensive business services portal in Singapore, Australia and ASEAN , where hundreds of thousands of dollars of procurement contracts are sourced every month by major companies like Singapore Press Holdings, National Trade Union Congress and more.