Digital marketing has brought a myriad of techniques to increase the sale of products and services, and one of them is email marketing.
Yet many business owners don’t know how to use it, or aren’t using this powerful tool correctly, and hence fail to see the results of their strategies.
To stop this happening to your company, we’ve prepared this article to show you:
- # How to attract subscribers to your list
- # How to send emails efficiently, reaching each target audience
- # How to reactivate inactive clients
- # How to apply the strategies to increase your sales
- # Analyse statistics to improve campaigns
- # How to use a system to help with your client management
Interested? Check out the tips below:
1. Attract subscribers to your list and turn them into leads
The first step in working with email marketing is to attract subscribers to your list.
I say this, because one of the most common mistakes made by companies starting to develop email marketing strategies is to buy email lists. This can have a negative impact, as the recipient of the message has no idea how they got his email address.
Use some tactics to create your own email lists, such as:
- # Include pop-up windows on your website with a discount voucher or promise of a newsletter, for example, for which the user must provide their email address.
- # Offer free virtual bait on your website, such as e-books, free webinars or other items of interest for your target audience.
- # Run prize draws, requesting the user’s email address in exchange for participation.
2. Segment your clients
To create a good email marketing strategy, it’s important to use segmentation.
For example, your audience is made up of businessmen and people looking for work as employees. In this case, different strategies should be applied for each audience. To achieve good results from email marketing, it’s important to send content that is of interest to each target audience
3. Your company can reactivate inactive clients
The big advantage of having a system that stores your client data, is that you can plan email marketing strategies for making new sales.
If the client has already bought a product or service from your company in the past, you already have a big advantage: the client already knows your product.
Apart from that, you don’t need to take the previous steps to obtain the email address or segmentation, as you already have this information.
You can therefore create a strategy to show that you still care about your client, and send an email with news and updates about the product they have already bought.
The ex-client is a potential buyer, so invest in email marketing to ensure that they will become an active client once again.
4. Apply strategies when sending emails and increase sales
Now that your company has segmented email lists and has managed to reactivate inactive clients, the time has come to use email marketing strategies to increase your sales.
4.1. Welcome and special occasion emails
Upon registration, you can automatically send a welcome email to your new lead and offer a discount or service that can be used immediately.
In addition, your company can create campaigns for Valentine’s Day, Christmas, Mother’s Day and send personalised products for these special occasions.
4.2. Offer discounts for product abandoned in the shopping basket
You’ve probably placed a product of interest in your shopping basket, but for some reason didn’t complete the sale, right?
One possible strategy to encourage the client to finalise the purchase, is to send an email offering a discount on a product that is still in the shopping basket.
4.3. Send emails with new products or blog updates
For example, if you have a course on productivity, send an update with an article on this subject and offer your course at the end of the email.
Sending new products is also a way of keeping clients up-to-date, and could awaken the interest of buying new products.
Another example is to send emails with new products or blog updates, such as new articles or online courses.
But remember that the email should always have an objective at the end.
5. Analyse your statistics
It’s not enough just to send emails to your clients. It’s essential to analyse statistics to assess your campaigns’ engagement levels.
You can do this by checking the following data:
- # Email open rate: The client is immediately deleting your emails because they don’t have attractive subject lines
- # Analyse ROI, and if your investment is yielding a better than expected ROI, you should ideally increase investment in this strategy, as it is one of the cheaper and most profitable methods, if used correctly.
- # As well as analysing the email opening rate, also check the percentage of people that read your email all the way through. They may open it if the title is interesting, but if the content is poor, they will delete it before they’ve finished reading.
- # Place a call to action on the email and check how many people did what you encouraged them to.
6. Create attractive emails
Certain techniques should be used when creating emails, to make them more of a pleasure to read.
For example, use short paragraphs in your email, highlight keywords in bold, use only 2, or a maximum of 3 friendly CTAs throughout the text and use HTML templates with good text and image distribution.
Using these techniques to ensure that the reader doesn’t get bored and reads until the end, is essential.
7. Establish how frequently your emails will be sent
It is also important to send emails frequently.
This is especially important when somebody has asked to subscribe to a newsletter, as you must maintain a certain frequency of communication between your company and its clients.
For example, every Friday at 15:00h, send weekly news and updates from your blog, new products, and some form of special promotion to your clients.
Maintaining this frequency is important, so that your client remembers your brand, and so that you can drive more sales, as you will be promoting your products and services to your clients in the process.
8. Use management systems to control client subscriptions
In reading this article you’ve probably realised the importance of efficient client management, right?
That’s why it’s a good idea to get an integrated management system, not only control client subscriptions, but also understand how the client behaves by analysing the products they have purchased.
In addition to managing client registration, this kind of system can also offer:
- # Stock control
- # Sales control
- # Quotation control
- # Financial control
- # Profiles with differentiated access
- # Online access
Queries or suggestions? Share below in the comments box!