Become a master of email marketing and make your content as effective as possible
If you think email marketing is dead, think again. In fact, 77% of marketers have seen an increase in engagement over the last 12 months alone, making this channel still one of the most impactful ways to reach out to potential purchasers.
If you do it right, you can use email marketing as a powerful tool to nurture your subscribers in a way that moves them down your sales funnel, from onlookers of the brand to loyal customers.
Here are three things to utilise when email marketing to make sure your content is as effective as possible.
Automation is Your Best Friend
Automation is the process of setting up emails to send out automatically when a subscriber hits a pre-specified trigger point. For example, abandon cart automations are sent when a customer has gotten all the way to the checkout page with an item in their basket, but then decided not to complete their purchase.
Although it might seem like a big task, the more time you spend on automating your email marketing content at first, the more your future self will thank you. By setting up multiple automated email journeys, your customers will be continuously contacted without you having to lift a finger.
Examples of automated email journeys:
Welcome/thank you for subscribing
First purchase anniversary
Customer birthdays
Abandoned browse
Abandoned cart
Post-purchase
Treat Your Subscribers Like Individuals
One way to show your customers that they’re valued members of your community is to treat them that way, from sending them products that match their buying habits to changing your tone depending on how long they’ve been a customer.
A super quick win is to add your customer’s name to the subject line of your email. This makes it appear like you’re speaking to them directly to them rather than the masses, therefore creating a more personal connection between you and a potential buyer.
Most email marketing platforms make it really simple for you to do this. For example, Brevo (previously Sendinblue) allows you to easily click to add personalisation to your email. For Mailchimp, type @FIRST_NAME@ where you want the information to appear.
Segment Your Audience
Splitting your audience into segments based on their demographics, buying habits and preferences will benefit both you and your customer.
By sending subscribers personal content you are increasing the likelihood of a sale, and your customers are receiving products and information that is most relevant to them so they don’t feel like they’re receiving spam.
Here are some ways you can segment your audience and why it’s beneficial to your business:
Location - if you’re hosting an event or opening a pop-up store, contact those in the closest proximity.
Gender - send them clothing they’ve previously specified an interest in.
Years active - reward your longest-running customers with early access to sales and seasonal discounts.
Inactive - if subscribers haven’t shown an interest in a while, encourage them to give you another chance.
Purchases - ask them for a review, inform them of your returns policy or cross-sell other, similar products.
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