Your email marketing skills are likely to draw 59% of your customers into purchasing more from your site. Email marketing is the rapidly rising sales strategy that is one of the easiest ways to reach the customers. You might not notice a sales banner on the road, but you will notice it when it is in your inbox, right?
But even if you deliver an advertisement right into their inbox, it is highly unlikely that anyone will open it for a product they have never been interested in. You just need the proper segmentation and relevant promotions to boost your click-through rates.
But there is more to email marketing than just segmentation. It is a way of building a loyal customer base, who feels like they are a part of your site and not just potential target buyers.
Here are 17 ways, we can use email marketing to boost our sales:
- Automate Your Emails
It is probably impossible to remember how to segment your emails for all your subscribers. You are likely to generalize the emails and lose potential buyers. However, email automation is our saving grace with which it is easy to promote separate products to every buyer, based on their tastes.
Email automation also makes it easier for you to send timely welcome and birthday emails. You can’t obviously manually send birthday emails to all the people who buy from your site, right?
- Making it Mobile-friendly
Sending a complicated message that can’t be accessed fully via smartphones but through computers only will probably be your biggest mistake. Some of the people who buy from you most probably do not have any access to a computer. Those that do obviously do not sit in from of their computers all day.
However, everyone does carry their mobiles with them all the time. In fact, 40% emails are accessed by people through their mobiles. So why not make your emails a bit more versatile?
- Email Segmentation
Email segmentation is the one strategy that pops up everywhere you look up email marketing. That is because you cannot embark on email marketing without segmenting your emails. It is not only the most effective way to ensure a click-through but also reduces the strain on your resources.
You only need to send emails relevant to the geography, gender, age and of course, interests of your buyers. There is no point is emailing a customer who has only bought essential oils from your site, about a refrigerator.
- Develop a proper Strategy
Email marketing is hardly a process of sending emails regarding a bunch of products that you would like to sell. Apart from the first email, you need several follow-up emails to ensure that the customer prefers to buy from you over others.
Emails have to be sent in a timely manner in their sequence of relevance. For example, it is only after you have sold the product, that you can send high-content emails based on that product. You can even offer timely re-purchases in consumable goods.
- Personalized Emails
Even though email personalization sounds a lot like segmentation, it has a broader spectrum. Email personalization includes everything from sending birthday greetings to your buyers to using their first name in the emails.
Personalized emails develop a better communication. Few people are interested in reading through emails that have evidently been sent through a computerized source. But if you make it sound friendly and warm, it might just catch their attention.
- Be Persistent
If you are in the process of securing a potential buyer into a loyal one, one email won’t just work. Even when you advertise your product, be repetitive without flooding their inbox. If they don’t open the first one, they are likely to open another email promoting the same product.
You can even send several follow-up emails with the same content. This will help you to maintain your presence in the inbox of your subscribers.
- Emails for Promoting New Products for Customers
While this is contradictory to the segmentation of emails, it is worth a try, at least once. You might try to get customers who buy frequently from your site to get interested in products thatthey haven’t bought before.
If you have an ongoing sale on a particular item, you can send the emails out to your entire contact list. For example, if you have an offer on electronic goods, it is likely that many new buyers might be interested. However, this is more applicable to popular products than rare ones.
- Offer Recompense in Case of a Mistake
While running an e-commerce site, it is inevitable that you will make a few mistakes on the way. However, while it might seem a small deal to you, it can potentially sour the experience of new customers. You don’t want them to unsubscribe with a bad experience, do you?
Therefore, it is very important to apologize for your mistakes, whether they be ones regarding delivery or technical site issues. To convince the customers to trust your integrity, you can sweeten the deal with a new offer on products of their choice as well.
- Be a Fresh Burst of Air
A little bit of clean humor will never harm anyone. It will rather work to your advantage. If you focus only on selling the item, your customers will get bored and avoid your emails.
However, what if there is a way to make your emails irresistible? This is possible when your customers actually look forward to the content you send,through your emails. It might be a funny meme or a pun on the products, but it could increase your click-through rates.
- Tailor Your Language
If you send an email with similar articulation to how you would advertise skaters to teenagers to an older generation, they will brush it off as irrelevant. For older people, with perhaps, an interest in the classics, you can afford to use a more posh language than for the kids.
Your target audience should relate to you. This is the primary condition for segmentation. But don’t overdo this on either aspect. Whatever language you use, make sure that it is easy to comprehend by everyone irrespective of their command over English.
- Don’t Give Up That Fast
There might be several responses that could feel as if you are losing the customer. Cart abandonment is a good example. If a customer has been ignoring your site and emails for too long, that might be another sign that they are not interested anymore.
However, don’t get disheartened and always give it a last try. You can send cart abandonment emails for those you have left products behind in their cart. Or you could send these ‘You’re Missed’ emails to the latter category of people along with a sales offer.
- Follow-up Your Sales
Many buyers happen to come across your site, make their purchase and forget the site itself. However, don’t let it go that quickly. Once you have the email of the customer, you can keep sending them relevant messages.
This includes re-purchase emails. However, this follow-up will ensure that they will come back to your site once they want to buy that item again. You can send them periodic emails about new products from the same brand as well.
- Respect their Opinion
There is a lot of value in post-purchase emails. Buyers have to be reminded about their purchase as well as asked for their opinion. The best way to do this is to send ‘request review’ emails about the product.
You can send these feedback emails in a variety of fashions. It could be a simple yes/no email. Or, you can form a survey about their experience with the product.
- Redress their Grievances
This is a strategy that goes beyond asking for their reviews or sending apology offers. The customer might be inclined to trust you for their purchases, but neglecting their problems will cause you to lose them.
The point of review emails is to ask for their experience with the product. However, it doesn’t end there. If there is negative review regarding any faulty parts or a late delivery, you have to redress the issue.
You can fasten their next delivery or send a replacement for the product to compensate.
- Convincing Buyers of Your Expertise
There is a reason e-commerce sites launch newsletters on their niche. High-content emails are also a version of this strategy. You can recommend theproduct to your buyers but you have to explain to them why you are recommending the item.
Customers will trust you more if they feel as if you have actual knowledge on what you are selling. They will respond more to your email offers rather than choosing the occasional product they want from your site.
- Inform Them about Price Reductions
Some customers might have product choices that they feel unable to afford. You could lose a lot of potential buyers this way. However, if there is a drop in the prices, the buyer will appreciate being informed about it.
Keep a track of their site behavior for this growth hack. They may also have wishlisted the product, hoping for a price drop. So you can check their carts and wishlists as well.
- Be Welcoming and Grateful
Correspondence requires you to be polite to your buyers. Other than the usual emails that you send, it wouldn’t hurt to send Welcome emails when they first subscribe. This breaks the ice for future communication.
Thanking them after every purchase is also a good gesture. Moreover, Holiday greetings are a great opportunity for introducing new offers and sending promotional emails.
The Bottom Line
Email marketing is one side of the entire marketing strategy. You have to back it up with sufficient online presence. Many of your buyers will try to look you up on social media sites.
This is away for them to research your experience as an e-commerce site. Everyone likes having background data on online sites they are entrusting their work to. So, you can make yourself more available in this way along with other methods that encompass email marketing.