In Episode 60 of eCommerce Uncensored Kevin and Jason give you an outline of key components that they see in every successful email marketing campaign. Use this outline to determine where you can improve how you are tackling emailing your customers.
#1 Health of your email list.
This is a case where quality is more important than quantity. It doesn’t really matter how many thousands of email addresses you have, if those customers aren’t engaged with your products or if those email addresses aren’t even valid, the quantity of email addresses doesn’t matter.
Some questions to ask yourself:
- Where did your list come from? How valid is it?
- Are the people on your list engaged with your brand? Are they interested?
- Have they purchased from you before, because that’s a much easier sell?
- Are they expecting to see an email from you? If not you need to warm them up and get them used to seeing your emails.
Don’t be afraid to whittle down your list. If you are emailing the right customers you will reach more engaged people, have higher open rates and see better sales.
#2 Have multiple, complementary products to offer to customers.
It’s important to have products that can coexist. Meaning, if they buy one thing, they’re going to want this other one to go with it. That makes for an easy upsell and an excuse to reach out to your customers again. Keep the product types consistent – someone who bought makeup from you isn’t going to want to see a discount offer for a football next. Also consider how quickly your product is consumed. You don’t want to fatigue your list by sending the same product/offer repeatedly while the customers haven’t used up your product yet.
#3 Make sure your offer is attractive.
Sure, offering a discount code cuts into your bottom line, but your goal is to gain a sale and customer. That’s not going to happen if the customer perceives your offer as weak. Present an offer that will entice the customer and get them to pull out their credit cards. Even if they don’t use the offer at the time it is presented, if the offer is attractive enough they will be more willing to remain on your list and be engaged for the next offer they see down the line.
Compare your business and email marketing campaign with these components. How do they measure up? Where can you improve?
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