Sending an email to your customers means that they have already expressed interest in your brand. Interest is the key here since when you are dealing with traditional advertising there is typically little or no interest. On top of that, it is hard to manage how often people see your advertisements. Luckily, email fixes that problem. You can send emails to a specific person at a chosen time and set a schedule.
Emails give you a direct line of contact with your customers, but it’s important to understand how to make them work for you. In this blog, we’ll show you how to work smarter not harder when it comes to email marketing campaigns.
Email Marketing 101: The Types of Email
There are three basic types of emails, all with a specific use.
Transactional
- Order confirmations, receipts, shipping notifications
- Customer is looking for information
Promotional
- Based on a specific deal or promotion
- Providing customer with the information they weren’t looking for
Lifecycle
- Triggered by specific actions or timing
- Personal communication
The types of emails are simple enough, and understanding how to use them will allow you to tailor your message and see great results.
Tailoring Emails Will Boost Success Rates
Transactional email messages revolve around providing customers with the specific information they are looking for. Be sure to provide them with what they need in a way that is easy to understand. For instance, a shipping confirmation should have all of the pertinent information such as shipping date, arrival date, and tracking information with a link to the shipping company. Transactional emails have an average open rate of 47.1% compared to non-transactional emails, which have an open rate of 21.6%, making them a great place to include product cross-sells. If the customer bought pants, the inclusion of shoes or tops could be a good suggested product to include. These suggestions should also be one click away from the email so your customer does not become overwhelmed, confused, or lose interest.
When to Send Out Emails
Promotional emails act similarly to newsletters. They let customers know about current sales or event. These should convey a sense of urgency, such as “one day only”, to encourage customers to act quickly. This can make them feel like they could miss the event and push for a more immediate sale.
Lifecycle emails should be personal and include the customers’ name since you are talking directly to them. What event is the email promoting? You want to use a customers’ purchase history to your advantage, and try to get them to make a similar purchase with your email. If you know that the customer buys shoes every 3 months, then the email should suggest shoes based on the styles that were purchased in the past. Birthday emails are another popular lifecycle email. They are great for adding a personal touch to the email, and they can strengthen your relationship with the customer. Be sure to include a discount or other promotion of value as if you are giving them a birthday present.
Effective Emails Lead to Reviews
After an appropriate amount of time, send your customers an email asking for a review on the products they have purchased. Research shows that 7 out of 10 will leave a review if asked. These reviews will help your business grow. Reviews on platforms like Google My Business from real customers go make a huge impact on someone’s decision to make a purchase.
The more positive reviews you have on you local listing, the better.
Starting Your First Email Campaign With Premiere Creative
Email marketing can be a very effective way to grow your business. You want to make sure your emails are customized and properly conveying your message. The digital experts at Premiere Creative can help you with all of your customization needs. Our email campaign specialists will set up a sending schedule too, to ensure you are sending your emails frequently without worrying. To take your email marketing to the next level, give us a call at (973) 346-8100 and launch an email campaign today!
