3 Things You Need To Know BEFORE Sending Emails To Your Email Subscribers
If you want to nurture the relationship with your existing clients, email marketing is BY FAR the best marketing channel you can use to do it.
Research showed that 61% of consumers prefer to be contacted by brands through email…
And that’s not a surprise if you think about how many ads and irrelevant content we come across every day when we open our FB or IG app.
Yet…
One of the biggest mistakes eCommerce brands make is to send emails WITHOUT a real strategy in place.
So today I want to show you 3 key components you must consider BEFORE emailing your subscribers.
Are you ready?
#1 Segmentation
Segmentation: is the process of identifying and grouping your clients or prospects to provide relevant information by knowing:
Their interests
Their preferences
Buyers’ purchasing behavior (e.g. if they already bought in the past, if they spent X amount of money…)
Engagement ratio
Demographics
And so on…
Why is segmentation So Important?
According to research conducted by Mailchimp, segmented campaigns get 14.37% more opens and 64.78% more clicks than non-segmented campaigns.
That’s pretty impressive, right?
Here are some basic segments you should have:
1. People who ALREADY bought Vs Leads:
If someone has already bought a particular product or service from you…
It will be inappropriate to send that same promotion to him or her again.
But if it's a lead (subscriber who never bought from you) you need to nurture the relationship and send some value-driven emails – so they can build trust, connect with your brand, and eventually buy from you.
2. Most engaged vs somewhat engaged vs least engaged:
If someone is not engaging with your emails, why do you need to keep sending emails?
They probably don’t want to hear from you anymore.
So you can just send a re-engagement flow to let them remind you who you are (and give them an incentive).
If they don’t take any action, kick them out of the list.
On the other hand, the most engaged subscribers are the ones who want to hear from you.
Some of them already bought it. Some didn’t do it (yet). And some will just read your emails, but never buy them.
As you can imagine, these subscribers need to be treated differently.
3. Amount They Spent:
You can segment your list based on their spending habits or power…
So you will limit how frequently you are giving discounts because such a group might have enough to afford your product or service.
Also, this type of segmentation can help you increase the AOV (average order value) of your subscribers and increase their purchasing frequency (with the right email strategies)
4. Demographic Area:
If you know the age, gender, company position, and income levels of your audience…
You will know their interests and needs and be able to provide it for them...and you win.
5. Geographical Area:
This works very well with some specific brands who like to promote the products in a specific city or state (in the U.S.)
If you know places where your audience came from…
You can easily send them Time-based emails, special promotions, and a lot more.
Makes sense so far?
Good, so let's move on to the next point...
#2: Offer
"Make your offer so great that only a lunatic refuses them" Claud Hopkins
Are you offering a strong money-back guarantee?
Do you offer delivery within 2 days?
Do you use scarcity to let your customers know how many products are left in your store?
Do you price your products using a specific pricing strategy?
And what about BOGO offers?
These are some of the questions you should ask yourself before sending an offer-based email.
Example of a good offer…
You Have 60 Days To Return Our Product if You Are Not 100% Satisfied…
Get into the best shape yourself in 60 days or you get a 110% money-back -- no questions asked!
#3: Copy
Alright, it’s time to talk about copy…
Here are a couple of things you should pay attention to when you send an email:
#1 Subject Line:
If you have a bad headline, no one will open your email.
And if no one opens your emails, you don’t make sales.
Easy as that.
So when you write a subject line, you need to:
Keep it relevant
Make them curious
Make it benefit-driven (if possible)
Let it stand out (e.g. use emojis or weird words)
Solve their problems.
#2 Body Copy:
That’s the most interesting one.
The two lines are the most important ones.
If you’re sending a value-driven email, focus on the main benefits (I like to focus on the BIG result + 3 main benefits)...and eliminate the pain.
Tip: Pay attention to the design of your emails because it can affect the deliverability and push the emails to the Promo or Spam folder.
Last, the CTA has to be ONE: Clear, simple, and straight to the point.
#3 Email structures:
Don’t overcomplicate things.
Follow these basic concepts:
Make them curious. Keep them engaged. Use short sentences. And have a clear CTA(s)
To sum it up:
Before sending an email to your subscribers, make sure to:
Know exactly what segment(s) you want to send the email
Have a compelling offer for your product with strong benefits (e.g. free shipping, 100% money-back guarantee…) and/or bonuses (BOGO, buy this and get one X product for free…)
Use good copy that persuades the reader to take action (aka. touch their emotions)
That’s pretty much it :)
If you need help segmenting your email list effectively and increasing the monthly revenue from emails, send me an email at: ugo@corbulostarmedia.com
Ugo Balestrazzi