20 Email Marketing Tips To Convert Online Sales To Profits
eMail marketing is the hottest topic in online business these days whether you sell information products or real merchandise.
- For one, it is the “it” channel of the year based on the most popular topics at events in the ecommerce industry.
- For two, it is one of the top revenue sources for most online retailers, as they break even and make actual profit during the holidays season. It does not matter what you sell to consumers, the Black Friday madness and gift shopping spree will make the magic happen as predictably, as Pavlov’s triggered conditioning experiments.
- For three, it can turn your loyal purchases into multi purchasers, if you know how to work it.
So, what are the fundamentals to execute against for the success of your online store?
Follow these 20 email marketing fundamentals to get your holiday campaigns up to speed. You can increase your YOY email revenue up to 44%, your black Friday email performance numbers up to 95% and your gifts uplift to 136%. That is what happened for the two top online retailers who swore about those results at IRCE 2013 event.
1. Segment your list.
2. Make sure your emails are mobile friendly.
3. Make sure your emails are sharable via email, social and links.
4. Give a bonus.
5. Give a gift as a reward to buy today.
Similar to the bonus, yet even “smoother-operator-idea” is to give away an accessory product that makes total sense for this specific purchase you know your audience is interested in (they browsed and browsed, but did not buy). It serves like a perfect nudge.
6. Use a catchy title.
Attention is expensive and comes easy in the first 2 seconds, so if you blur out something boring, you are throwing money away, like that guy in the commercial with raining dollars. Add something controversial, be bold and you will be rewarded. Or use the reverse psychology to get what you want.
7. Bring some humor.
Humor in any business correspondence is like fine wine – rare and tastes so good, you keep sipping it in and engaging into the experience. When was the last time you read something funny and on point? Humor only makes your email campaigns more poignant and memorable.
8. Keep in simple.
Despite the holidays hussle & bussle, and your ambitions to sell it all, do not forget the fact that we humans respond better to simple suggestions, one a time is best. So, have one specific product in mind that grabs that attention vs. the whole basket of stuff that wears it out.
9. Use one lifestyle image.
One way to achieve simplicity is to use one lifestyle image. Results are dramatically higher with one story where your merchandise is a hero at a time.
10. Use real text vs. images.
People like to copy the info and links. So, use normal text and stop embedding it into the complex images. Too much photoshop is only waste your time not clever merchandising that also becomes a customer pain in a sharing experience.
11. Put your disclaimers at the footer.
When you promote something via email, it goes without saying that there are some conditions for the deal. Yet, if you put them upfront, it turns your courting game flat, especially during the holidays season when people believe they can buy pretty much anything at a huge discount. Why burst their bubble early on?
12. Have a very clear call to action.
Closing the sale always involves pro-activeness from the merchant of telling exactly what needs to be done. People better respond when they know what they are expected to do. So, tell them.
13. Send your emails later in the day.
Everybody will be sending tons of emails from early dawn during the holiday season, which creates tons of competition. Meanwhile, people get bored and shopping distracted later at work, so play with later times to grab that spot.
14. Add a reason to refer friends.
Be creative in your email campaigns and design offers that are hard to not pass on to friends, coworkers and all the neighborhood. See how you can acquire more eyeballs and wallets per email by controlling what you can – you offer vs. expensive reach.
15. Make your offer irresistible.
Which almost becomes a standalone point to make it to the riches during the holiday season shopping spree. How can you craft it in such a way that I lose my all? Turn your Robin Thicke voice and speak in such to your prospects. You know they want it, you know they are good girls (boys..), but your promo sounds so fantastic.
16. Use dynamic merchandising or predict next purchase.
It sounds fancy, but what it means in ecommerce, is to use some rules of your shoppers’ product usage experience and past data to create email campaigns that are timely. You know that the sneakers get worn out in 6 months and your customer bought that specific style last time. Suggest them mildly that the time has come to buy new shoes.
17. Make it special and experiential.
Email marketing is not just an email. It is a whole new experience that hopefully extends to the specific landing page and buying options. Make sure that every step your customer sees is fluid, consistent and makes sense. Spice it up with campaign custom copy and images.
18. Scale it up by repurposing what works.
Segmenting is great, but might come at a cost with custom images and scripts. Why not flip the image only and leave the rest intact? See if you can scale up the best targeted campaigns by changing one key element of the campaign – the header image and get 10 emails for the price of 1.
19. Personalize as much as you can.
If you are lucky to have personalized data that can easily be templated by customer id, by all means use it. We are yet to arrive at the times when shopping is truly personal. Invest into integrating your data from various system into your email marketing machine.
20. Keep score through the real KPIs vs. once-in-awhile analysis.
To really learn from your experience, do spend time in setting up and automating your tracking metrics for all campaigns. You will have the comprehensive view on what is happening. You will likely discover what you might not know today and more importantly, uncover trends within the context.