When it comes to email marketing, there are several myths out there that can really restrict or obstruct you from using the communication channel for marketing. We thought we would debunk those myths straight away and give you the real lowdown on what you need to know.
So here are the top seven myths and the truth behind them.
1. Consumers Are Overloaded With Emails From Trusted Brands
In reality this is far from the truth. Once you’ve removed the spam emails and messages from friends, families and co-workers, most people receive very few emails. Research has shown that 60% of consumers receive 6 or less emails per day from trusted brands, while 40% receive 3 or less per day. Bearing in mind that 78% of consumers prefer to receive news of offers via email, this isn’t such a high number.
Therefore, you shouldn’t be worried about starting email marketing. If your audiences trust you then they will want to receive your messages.
2. Purchases Happen Immediately
This is again completely wrong. Email marketing has a very high ROI and is the best for digital marketing. However, not all sales are immediate. While 85% of all emails are opened within 48 hours of the email being sent, only 21% of the purchases are made within this time. Instead, 32% of consumers make a purchase two weeks after the email was sent.
This does mean that you have to be patient to see the results of email marketing campaigns. Don’t instantly think it is going to be a flop just because no-one has bitten yet. Instead wait two or three weeks to assess the true impact.
3. Shorter Subject Lines Work Better
There are many who believe that the shorter the subject line, the better the response will be. This isn’t always true. While there is evidence to suggest that shorter subject lines, those with less than 60 characters increase open rates, there is also evidence to demonstrate that subject lines over 70 characters increase the click through rate.
So consider what is more important to each campaign. Is it that people read it or that they click through to make a purchase? Then use that goal to determine how long the subject line should be.
4. Personalisation Has No Effect
There is a lot of information out there to support that personalisation has a massive impact on the reaction of the audience. Just by mail merging the name into the subject line and within the content you make the reader think the message is personal to them.
At the same time, you can segregate your email marketing campaigns so that only the most relevant people receive the content. This can prevent subscribers from leaving your list because you’ve sent them something they don’t need.
5. List Maintenance Is Just About Clearing Bad Data
There are people who become inactive on your list. But not everyone who is inactive is going to be uninterested in your services for a long time. Approximately 20% of your openers may not have opened another message in the past six months. Also, some software doesn’t pick up a read if the recipient doesn’t download any images in your email. Therefore, list maintenance needs to include re-engagement campaigns as well as removing the ‘dead wood’.
6. There Is A Solid Best Time For Email Marketing
This is complete rubbish. There are times that are best for sending out content to your list, but it is clearly dependent on your list and the audience. In fact, there might be two best times to send emails to your list if you have two very specific demographics that you market to. An example of this would be job boards who have to market to employers and job searchers. Both groups are likely to have different prime times for sending emails.
Determine when the best time is for your business through solid A/B testing.
7. The More Emails You Send, The Higher The Subscriber Rate
There is no evidence to suggest that the more emails you send, the higher the unsubscribe rate will be. In fact, the opposite has been found. When you send more than four emails a month you can expect that there will be double the number of opens. Therefore, you have been given double the chance to sell your products and create more revenue.
There are many email marketing myths. Don’t believe them all. Instead do your research and find the true statistics, see the benefits of email marketing and find what works with your audience. Then you can see the true power of email marketing and what it can do for your business.
What other email marketing myths have you heard? Do you believe them?
Let us know in the comments below.
Email marketing is one of the most important activities that your business, whether big or small, should be doing this year. It consistently has the highest return of any digital marketing channel and can be a real force to re-engage old prospects and customers to make consistent purchases with your business.
They are also easy to implement and monitor, meaning you can concentrate more on what matters to your business, the production.
Your email marketing campaigns will rely on several elements. However, one of them that will matter above all else is the writing of your email. If you don’t have good email copy, no one will pay attention to the offer you are presenting and your email remains just another message in a junk folder.
So how do you write compelling marketing emails? Here are our top five tips:
1. Actionable Copy
This is important within the copy of the email as well as the subject line. You want to give instructions to your email list to tell them what you want them to do after reading the email. For instance, words like ‘download’, ‘take’, ‘reserve’, ‘buy’, etc. are pretty good actionable words.
There are ways that you can tell the audience what to do without relying on verbs, which can provide you with extra room and seem less pushy. For instance, TicketMaster will send emails like “Don’t Miss Bruce Springsteen and the E Street Band”. This doesn’t use a verb, but it indicates what actions you need (i.e. book tickets).
2. Write Content That Can Be Skimmed
Most people don’t really read their emails, just like blog posts. They skim read them looking for the really important pieces of information. You probably only have about five seconds to impress your reader and get them to understand what you want. Therefore, you need to write short and simple emails.
All your key points need to be bolded and bulleted so your audience can immediately see what is important. Next, you need to add a couple of call-to-actions so even if they miss the first, the second or third will attract their attention.
3. Talk About Benefits Rather Than Features
Small business owners and inexperienced sellers are often adept at talking about features and what’s included in a deal but these aren’t very convincing to prospects. Your audience doesn’t care that your product has the most powerful technology in the industry or can process commands in 1/600th of a second. For many that will have no meaning to them.
Instead you need to advertise the benefits to the customer of your product. Talk about how it can save them time, money or improve their life, social standing, etc. This is far more convincing.
4. Provide Proof
Email readers are often cynical of most emails they receive. Many of them will immediately assume that your email is spam or just selling them something, and this isn’t what they want in their inbox, despite email being the consumer’s most preferred marketing channel.
To avoid this cynicism you need to establish credibility and this can be done via proof. Show that you understand the consumer by using their language and buzzwords. To add to this, back up any claims with facts and numbers.
There is nothing better in marketing than to provide a personal experience. People who see generic messages will often assume that the message has been sent to thousands of people with little relevance to them. However, by personalising the message, your reader will feel special; like they are the one who was chosen for your specific message.
There are many different ways to create personalised messages:
- Include personalised information (name, business name, website information, etc.) within the subject line and content.
- Segment your list for readers.
- Send content at the right time for their location.
Email marketing is a great channel to sell your products and services. You can enhance your emails and get better returns if you write great copy. Consider the tips above to ensure that your emails are more engaging and convert more readers.
What are your writing tips? How do you convert readers into customers?
Let us know in the comments.
Email marketing isn’t the only digital marketing channel that you should pursue. There are numerous different channels that can help sell your products and services and the effectiveness of these channels can be increased if they are combined.
One of the most effective marketing channels to combine with your email marketing campaigns is blogging. This marketing platform has a reputation to generate a lot of interest in your brand. Some of the most important statistics for blogging include:
- Brands that prioritise blogging as a marketing channel are 13 times more likely to see a positive return on their investment.
- Brands that blog generate 67% more quality leads.
- The cost of blogging is limited to your time.
- Companies who blog receive nearly double the amount of links back to their website.
- Blogs are the fifth most trusted source of information online. (Source Hubspot)
With email marketing being one of the best ways to sell, combining the two can be a way to generate leads, instil trust between you and audiences and eventually sell to them.
How To Combine Your Blog To Your Email
One of the most effective ways to combine the two marketing channels is to use the blog to attract your customers with your blog posts (via search engines or social media) and then use a strong call to action in order to sign them up to your email list.
This is one of the most effective ways to grow your email marketing list – once they are on your list there is very little for your blog to do unless you reverse the process as well.
There are two options for this strategy. The first is to create content via your email marketing campaigns that you can then direct to content via your blog. For instance, creating a message about the top five tips that your readers can do to save money at home and then linking it to a longer version on your blog.
This option has the added benefit of you then being able to see what content is interesting your email marketing list. Then you can segregate your list better, sending them more relevant information and moving them faster down your sales funnel.
The second strategy is to create content on your blog as usual and just inform your email audience that you have created new blog content at the end of email marketing messages. This can be effective if you have a good writer and a strong blog message. You can also benefit from knowing what information your email marketing audience is interested in by what stories they are clicking through to.
The problem with this is that because the email marketing message is not optimised to your content, you could see a lower number of people click through. It can also detract from your general email marketing message and campaign. Therefore, your results are likely to be poorer.
What Is The Best Strategy For Combination?
As with all marketing, the best strategy for email and blogging combination is to plan ahead. Be sure that you are at least one week, if not longer ahead of your publishing schedule and you will always be able to create a powerful online marketing campaign that uses both blogging and email marketing.
In addition, by planning ahead you can create anticipation and excitement with your audiences, especially around new products and services.
Blogging and email marketing are two elements of the digital marketing sales process that can and should be combined for more powerful marketing campaigns. Whether you have it that blogging generates leads for your email system, you use blogs to discover what is interesting your email readers at present or you use a combination of both – there are numerous benefits of combining the two channels to make your business a greater success.
Do you combine email and blogging? What is your strategy?
Let us know in the comments below.
- Write and publish a blog post.
- Create an email marketing campaign to promote that blog post.
- Segment your list based on those results.
Email marketing success is all about getting your emails opened, read and clicked. For a truly successful email campaign, all three of these things need to be done by the audience as different parts of your email contribute to the success of your email marketing campaigns and how your audience interacts with your emails.
Changing the design and the parameters of your email marketing campaigns can help you achieve better results. Knowing what to change can be difficult, especially if you don’t A/B test your email marketing campaigns.
Here are five of the best tips for writing emails that will get opened, read and clicked.
Personalisation comes in two forms: personalisation of the message and of the sender. By including the receivers name within the copy and subject line you are making the email more personal to the subscriber. Many reports have shown that doing this can increase the open rate of email marketing campaigns and by-pass spam filters.
At the same time, by having the sender of your email messages as you, instead of your company or you at your company, can also increase open rates. Likewise it helps to bypass spam filters.
The common assertion is that the best location for the call to action is at the bottom of your email. However, very few people actually read the entire email – especially if you send long emails. Yet by having the call to action close to the top; either underneath the title or on the side of the email near the top, you will see more click throughs.
This is probably because people expect there to be more relevant information on your website and want to get there quickly. If they can’t see the call to action immediately, they are simply going to abandon the email.
There is a lot of research suggesting the best times for email marketing. However, this figure is really variable for different industries. Therefore, experiment with the timing of your marketing emails with A/B testing.
Remember it isn’t always about one element of the reader process (i.e. the click through rate) – consider the customer purchasing value and lifetime value in addition to the number of click throughs you get. You don’t want your emails to just be the excuse people use to skip some work.
Another good tip is to make sure that you are sending your emails at the right time for your audience. If you have an international audience, delay the sending of your emails until they are at the right time for the receiver’s location.
4. Less Words And Images
Even though you think that branding might look cool, sometimes the best emails are those that don’t use many images and are limited on the content. The idea is to get them to your website and sell from there. By using less wording on your page and having less for them to look at on your email, you are giving them less reason to abandon your email.
5. Send Relevant Information
If you have a wide range of services or products, it is unlikely that your subscribers are going to be interested in everything. Sending content and offers they’ve got no interest in is going to do you no good. Therefore, limit the emails you send to subscribers so that they are completely relevant to the receiver. Consider monitoring their behaviour on previous campaigns, website journeys and interactions with your sales teams and social media accounts. By focusing on understanding the audience better, you can send more targeted emails.
Your email campaigns rely on the interactions the emails have with your audience. By adjusting your email design to better suit the needs of your email’s recipients you can ensure that more of them will interact with emails by opening and reading them before clicking through to your website.
How do you improve open, read and click through rates? How are you going to improve these statistics in the future?
Let us know in the comments below.
Maintenance of your email marketing list is vitally important. If you don’t manage your list properly you can suffer from low responses to your campaigns and higher costs as subscribers become less active on your list.
At the same time you might be missing out on potential sales by not moving subscribers to the right list and selling to them in different ways.
Email marketing maintenance, if done properly, won’t take your marketing team long, especially if you follow these simple rules.
For your convenience, here is our quick checklist and process on how you can better manage your subscriber list and achieve greater results from your email marketing.
1. Check For Those Who Haven’t Opened Your Emails
Those who haven’t opened your emails for a while are going to be either inactive (i.e. their email address has been abandoned) or have lost interest in your messages. Both of these happen from time to time and therefore each month you need to check for non-opens. Look for those that haven’t opened your messages for about 6-12 months and mark them up.
2. Check For Bounces
Anyone who hard bounces should be automatically removed from your email marketing list. If someone is soft bouncing, it is an indication that their inbox is full. An account that is soft bouncing continuously is probably not active and so should be removed.
3. Send Re-engagement Emails
Anyone who has not opened their emails for awhile should be sent one last campaign to try to re-engage them.
4. Delete Those Who Don’t Respond To Re-engagement Campaigns
If someone does not interact with your re-engagement campaign within a month, then you should immediately remove them from your email marketing list.
5. Check Those Who Have Been Clicking Through
Have you looked at those who have been clicking through on your campaigns lately? Have they been making orders or otherwise engaging with your brand? If not then you need to reach out to them. Sometimes you can enhance the success of your email marketing campaigns by picking up the phone and speaking to the contact.
Tell them that you’ve noticed they’ve been looking at certain products and ask them if they have any questions. Then consider talking to them about their concerns and see how you can resolve them.
6. Move Contacts Between Subscription Lists
You probably have numerous subscription lists based on what the customer is looking at. For instance, if you are a book seller, you will have lists for those that like different genres. Sometimes you might notice that contacts change their buying habits and therefore, require a different set of emails to successfully promote to them.
Switching subscription segregations can help you improve results and provide more accurately what the customer is looking for.
7. Connect Staff, Social Media And Email List
Your staff and social media can tell you a lot about what customers are looking for. If you notice that your customers are talking about a different range of products more on social media, moving them to that marketing list might be a good idea.
Likewise, if staff are noticing more calls for information on different products, swapping lists would be a good idea.
8. Have You Scheduled In The Next Update?
How often you perform maintenance depends on a number of different factors. If you send out daily emails, try sitting down every two weeks to perform these checks. If you send emails once a month, sit down every six months.
Your email marketing list needs regular maintenance to make it more effective. By completing the above process on a regular basis you can refine the success of your campaigns, save money and earn more revenue. Just remember to do this regularly before your list becomes too unhealthy.
When was the last time you performed maintenance on your email marketing list? What were the direct results from that maintenance?
Let us know in the comments below.
The design of your email can have a massive impact on its success. Other elements are important to ensure that you comply with national and international digital communication laws. Yet so many email newsletters don’t have all the design aspects they should. Use this quick checklist to ensure that all your email marketing copy is up to scratch.
Legal Requirement Check List
1. The Unsubscribe Button
Every piece of email communication you send out to subscribers needs to have an option for the receiver to say they wish to stop receiving messages. This is a legal requirement in numerous nations including the US, UK and Australia.
The button doesn’t have to be huge, it can be a single line attached to the bottom of your email. But it must be there.
2. Business Address
Your email must contain a physical address from which the receiver can send mail. This provides evidence of your legitimacy and complies with several international digital communication laws.
3. Conditions Of Offers
If you are sending a special offer to customers, you must clearly state what the terms and conditions are within the email. This again could be included at the bottom of your email away from the main promotional copy. However, be sure to highlight where your terms and conditions are.
4. Your Organisation’s Name
This is very important. People like to know who they are speaking to, so as a minimum, your organisation’s name should be included somewhere in the post.
5. Why They Are Receiving The Email?
Some laws require you to include a reference as to why they received the email. To make sure you are covered place this clearly at the top of the email. You never know, perhaps the receiver forgot signing up to your email marketing list.
Best Practice Design Checklist
1. An Image
An image paints a thousand words and the best performing emails always include an image. The image can be placed anywhere in the copy of the email; however, the best locations are the top or side of the text. Ensure that each image has an associated URL which the receiver can use to visit your website (a blog post or landing page).
2. A Call To Action Button
While text links are okay, the button is the best way to attract the attention of your audience and encourage them to click through to your offer page. The colour of your button, the type of font and the text itself can all be changed to increase the click through rate of your email campaigns.
Positioning of your call to action can also have an impact on the email’s success. So experiment and adjust the location of the button in A/B testing campaigns.
Personalisation of your email marketing is one way to grab the attention of your audience. By adding the name of your recipients, their business name or website, you can really improve your open rate.
If you looked at your email, would you know whether or not it is from your brand? Everything from the colour to the inclusion of a logo is required to ensure that people know who wrote and sent the email. If you’ve built up trust with your clients, this can help you gain more opens and better click through rates.
Creating high quality and legal email newsletters can be achieved through the effective implementation of different elements. By using the checklist above, you will increase the chance of email marketing success and not break any laws.
Are your emails legal? Do they meet best practices?
Show us your emails and let us know in the comments below.
Email marketing is one of the best online sellers. In 2013 and 2014, it was the third highest contributor to online sales, only direct visitors to a website and organic searching performed better. For many businesses, email marketing is a way to generate income by selling their products / services. Yet this isn’t the only way to generate an income from the tool. You could try passive income.
This article will describe how email marketing can be used to create a passive income.
What Is Passive Income?
The definition of passive income is relatively simple. It is defined as the regular income that requires little effort to maintain. It is often closely related to unearned income.
A further definition of passive income is given by the American Internal Revenue Service that states passive income is generated by one of two sources: either it is rental activity or “trade or business activities in which you do not materially participate.” Therefore, being an affiliate of another business is a way to generate passive income.
What Is An Affiliate Program?
An affiliate program is where one person, the ‘affiliate marketer’ actively advertises a product / service of another business. When the customer is ready to make the purchase, the product owner takes over and the marketer receives a commission. There are numerous programs available, including those on Amazon and webspace hosts.
Signing up as an affiliate partner is easy. Amazon allows you to do so in just a few clicks and their commission scheme allows you to collect on any purchases made by the referral (the person visiting from your website) within a certain amount of time, regardless if it is the product you advertised.
Why Is Passive Income So Good?
There are many reasons why passive income is such a great revenue stream. For starters, it allows you to sell products without the need of stock, warehousing, packaging or delivery costs. The only cost you have the generation of content. Secondly, you can sell your own products right next to the affiliate products, giving you great access to plenty of value.
Those who earn their living as affiliate marketers are often seeing high profits for the year and many claim to have the great lifestyle.
However, that doesn’t mean that it’s` easy. You still need to gain the traffic and trust of an audience and build an email list. Many affiliate marketers clearly state that an email marketing list is the most useful tool they have and their best selling tool.
But once you’ve developed that list, how can you use it to develop a strong passive income? What are the main types of content you can send?
The number one reason why people sign up to email marketing lists is because they want to know about the latest offers and deals from a brand. So by ensuring you are working closely with your affiliate partner, you can offer your list the best deals first and watch as they proceed to the website.
Sometimes customers want to know what they will get when making a purchase. Reviewing products, books, movies and music is one of the largest affiliate marketing industries because so many people use the internet to find out this information.
3. How-to Guides
You don’t have to actively promote a product to collect passive income. You could mention them in passing. For instance, you write a how to build a website guide and include a link there to several hosting platforms, these hosting platforms could have affiliate programs where you can collect a commission from them.
Affiliate marketers often don’t have one site. Usually they are members of several programs and own more than one site to widen their opportunities and their revenue. Having more than one site offers you significant opportunities to sell and widens the audiences that you can appeal to. With the cost of website hosting and design at its lowest rates for years, you could easily be earning a lot of passive income in no time.
Do you earn a passive income? What are your best tips?
Let us know in the comments below.
- Sign up to an affiliate program.
- Promote their products through reviews and how to guides.
- Create a passive income revenue stream.
When you have an online business it is important to generate an email marketing list. According to numerous research projects, they are one of the best online sellers. The reason for this is that emails can be personalised to the reader, rather than generic social media, blog, video or podcast content that is created for the general audience.
One of the ways that you can customise your email marketing newsletter is by inserting the name of the recipient into your email. Doing this for the subject line and at the top of the email when addressing the recipient has been proven to increase open rates, avoid spam filters and increase conversions.
However, this isn’t the only way to increase these metrics. There is another, more successful customisation that will help your business achieve more from its email marketing campaigns: sending relevant content that the customer wants. The problem that many businesses face is how do they learn what information new signups want to receive?
Learning The Motivation
It’s all about learning the motivation of your business’ latest prospects for signing-up. By tapping into their motivation not only will you gain further insight into what they are interested in, but also see at what stage of the purchasing path they are at. The more urgent their need, the more likely they are going to want to speak to your sales team or receive that highly promotional email.
To gauge their motivation, you first need to understand that there are two types of marketing motivation: need and want. A customer might want to have something, but that doesn’t mean they can have it. For instance, they might want to go on holiday to a five star hotel but they can only afford a budget equivalent.
In contrast, a need is an urgent motivation where customers have to get something otherwise it causes problems. For instance, a customer might need a locksmith to repair the lock on their door.
Motivation can often be determined by the pages of your website a customer is looking at. If they are viewing your product information pages only, then it is more likely a want motivation as there is no urgency in their actions. Alternatively, if they are looking at prices and delivery charges, etc – then there is likely a need for motivation.
Learning What They Need Or Want
Both need and want customers can be marketed to. The need customers are just those that are further down the sales funnel and require less effort to convert. However, even with a need prospect you should find out what they want. This can’t always be determined by where they’ve been on your site. Either you have too many visitors / not the right software to marry up signup details with visitor activities or you don’t have specific pages and they were looking at all your products.
So what you should do is find a way to generate more prospect knowledge. One way of doing this is to use topic specific downloadable content. By offering many different ebooks or whitepapers that range in topics on all your products, you can determine what the prospect would like by what they’ve downloaded. For instance, if they’ve downloaded the window installation document, you can be sure that they’re interested in new windows.
Research by HubSpot has found that the more downloadable content you have the greater your lead generation is. The results also seem to be exponential, so generating lots of this form of content is almost invaluable.
With this information, you can then create email marketing content that can target their specific interests. This helps reengage your audience and attract more of them to click through to your website and make a purchase.
Knowing why someone has signed up to your mailing list includes finding out why they have signed up, what they want to know more about and how urgent the demand is. Then you can produce tailored content for them and can decide how quickly you should move towards the sale before a competitor beats you to it.
How do you determine what the customer wants? Do you segregate your email marketing lists?
Let us know in the comments.
- Create at least 5 downloadable ebooks to capture email addresses.
- Segregate your email marketing list based on urgency of product need and desire.
The holiday season is fast approaching with days like Halloween, Thanksgiving, Black Friday, Cyber Monday, Hanukkah, Christmas and New Year just around the corner. These times are great for growing awareness of your brand and making your customers and leads feel special.
Yet many business to business operations don’t tend to include the seasonal cheer within their marketing campaigns. Some feel that the seasonal spirit is not aligned to the business to business sales process – yet this could not be further from the truth.
Those reading emails that relate to business services are just as much human as the next consumer. They have feelings and they want to develop strong connections to their potential suppliers and partners. This means that they are just as likely to read and respond to festive emails as any other business.
In fact, an email that has specific ties to what is currently going on is more likely to grab the attention of your audience than a generic email that ignores it. This is especially true if you are sending content to a company who is a B2C company and looking for suppliers and partners to make their festive promotions more exciting.
Even if businesses don’t work directly with consumers but are another B2B company, you are still likely to get a response. Many businesses have festive parties and plan special events for the holiday season. When people are in this mood, they are more likely to respond to content that is geared to their celebrations. For instance, if you send a Christmas card via email, you might get a similar one back. This demonstrates interest in your brand and opens up a dialogue between you and a lead.
This is a key consideration for your B2B business. People buy from people, the more dialogue you have with a company, the better the chance you have of selling to them through your personality.
Top Tips For A Successful B2B Holiday Season Email
So what are the best tips for your B2B holiday season email campaigns? How can you implement a strategy that will drive conversation between you and your potential customers? Here are our top tips:
1. Time Them Perfectly – This all depends on your message. If you are thinking about giving people advice about how to manage their business during the holiday period, you’ll want to send this in advance of the holidays. If you want to send a seasonal greetings message – then it has to be sent on the day.
2. Don’t Always Promote Your Business’ Services – Just by the virtue of sending the email, you are growing awareness of your business. By stepping away from your business and creating a more relevant, personal message, you can generate more interest in your message with your audience and more chances to develop a relationship.
3. Give A Gift – What is the holiday season about? Giving! Therefore, give your subscribers a gift for the holidays. This can either be a free, exclusive ebook or a voucher to spend on your site / another retail site. This can often be better than sending a box of chocolates.
4. Remain Focussed – You should always remember that you have to stay focussed on the goal to drive business to your site. So always maintain links to your website and monitor the response.
Seasonal email marketing is not just about the Business to consumer market. B2B companies can also take advantage of this special time of year. Yet it requires taking a step back and understanding that this is an opportunity to communicate with your audience and get to know them personally.
What is your holiday email strategy? Do you send Christmas cards to your subscribers?
Let us know in the comments.
Black Friday is quickly approaching and businesses across the world have begun thinking about what offers they can give their customers. Black Friday is one of the biggest shopping days in the retail calendar and the revenue generated last year was up 15% compared to 2013.
One of the main drivers for sales on the day was email marketing. According to retailers, a fifth of all sales originated from emails sent by retailers. So how can you utilise your email lists to receive your share of the day’s sales?
1. Build Your Email Marketing List
The first thing you need to do is ensure that your email marketing list is as strong as possible. This means gaining as many new leads as you can. Offering small discounts for signing up to your email list or promising subscribers exclusive offers can help boost signup rates.
2. Maintain Your Email Marketing List
The next step is to trim down your email marketing list. Remove those contacts that haven’t opened an email for six months and those who haven’t clicked through to your website in about three months. These are people who aren’t interested in your marketing message and therefore, aren’t worth emailing. Considering that the number of contacts on your list can affect the fee you are paying, you can save money by removing the dead wood from your mailing list.
3. Plan Your Offers
It is not wise to plan Black Friday at the last minute. Instead, you should be concentrating on developing the offers in advance. This is so you can warm up your audience to Black Friday and start promoting the offers that will be available on the day. There are several elements to this. These include:
- Planning what deals will be available on the day and through to Cyber Monday.
- Planning how you are going to market these deals.
- Creating a series of emails to promote the day and the offers.
- Creating extra capacity on your website’s bandwidth (so you don’t go down during the day).
4. Start Segmenting Your Audience
This is the most critical aspect of your email marketing campaign for Black Friday. You are likely to have numerous deals available for your audience across the store. However, only a few of these will be applicable to each customer. Getting the right message to your audience will be important to generate the best results.
To do this you should segment the list completely. Look at what customers have taken an interest in. Include cart abandonment, what they’ve viewed, what they’ve clicked on before and previous purchases; then use these to segment your email marketing list. Each segment needs to be matched with a series of offers that will be available on the day.
5. Ensure Everything Is Mobile Friendly
Black Friday 2014, saw one statistic that should be carefully considered – mobile marketing. Many of the sales from emails were also from mobile devices. Trending over the last few years has seen m-commerce take off. Ensure your emails are mobile friendly to be ahead of your competitors.
6. Start Promoting The Day
The first few emails that need to go out don’t need to mention any specific details. They can be a simple message at the bottom of your current email copy informing customers that you will have promotions available on Black Friday.
7. Pump Up The Promotions
During the week (or two) before Black Friday you’ll want to start getting subscribers excited by detailing some of the offers that you will have available on the day. These messages should be sent out at least once every couple of days to really increase interest and get subscribers anxious about getting the deals. The more interest you can create, the quicker the sales will come in on Black Friday.
If you are able to get the segmentation and deals just right, you can then start to sell just after midnight and see a steady stream of revenue throughout the day.
Black Friday is one of the most important retail shopping days in the world. It offers customers a chance to grab a deal and you the chance to earn a lot of revenue. Email marketing is by far one of the best performers for the day. By preparing in advance, you can reap the rewards and gain substantial revenue from the day.
How are you preparing for Black Friday? Have you started preparations yet?
Let us know in the comments.
- Prepare your email marketing list.
- Create promotional content.
- Start promoting your Black Friday deals.