Simply getting someone to subscribe to your email list is a big feat.
Unfortunately, your next challenge is even greater. It’s time to turn the subscriber into a loyal customer. Don’t worry, it’s not an impossible task.
The key is in applying a personal touch. Remember that the order of your priorities should be:
- Relationships first
- Content quality over quantity
- Providing value in return for subscribing
- Conversions as a result
Apply these seven tips to your email marketing campaign, and you are sure to earn the conversions you need.
1. Let Your Subscribers Get to Know the Personality of Your Brand
Once you have subscribers your primary goal should be to create a bond between these potential customers and your brand. You do this by revealing the heart and soul of your company, not by pushing your products and services. Try to do a few of the following things in your emails:
- Share stories from your employees and yourself about what makes you passionate about your industry.
- If you support any charitable efforts, don’t just let people know, let them know why.
- Curate content in your emails that reflects your company culture and brand identity.
2. Give Subscribers Access to New Products Before Anybody Else
While building relationships and sharing content that is relevant is most important, there is nothing wrong with enticing customers with exclusive access. In fact, exclusivity is one of the major points of any marketing campaign. Reward your subscribers with first dibs when it comes to purchasing items that you know will create hot demand.
3. Use Events and Trending Topics to Get Subscribers to Actually Read Your Emails
If you are active on Twitter, you may already be using the platform’s event targeting tool as a way to discover what content to share and which conversations to join. You do this because relevance leads to engagement.
This is even more true if you can legitimately tie your products or services into what is trending. This might be a solution to a current problem or as a way to enhance an experience. In fact, some brands are sending out marketing emails that are entirely built around a single, trending theme. Here are some possibilities to consider:
Back-to-School or other seasonal events.
- Upcoming Holidays
- Major Sporting Events at The National or Local Level
- Trending Entertainment News
- Festivals And Other Events in Your Area
- Wellness And Better Living
- Saving Time And Money
Of course, some things, like the final two topics are always trending.
4. Use Email to Remind Customers of Abandoned Shopping Carts
You could be losing a lot of money over shopping cart abandonment. Fortunately, you might be able to use email to bring some of those customers back to finish their purchases. Remember that customers abandon their shopping carts for a variety of reasons such as:
- They were shopping on mobile and wanted to complete the transaction on their desktop, but forgot to do so.
- The final price made them hesitate.
- Something about the checkout process confused them.
- They were distracted by another task.
By directing emails to customers who have left items in their shopping carts, you can offer to help them complete their purchases and recover what would have been lost sales. Here are a few things to try:
- Remind customers of any time or quantity limitations on the items in their cart.
- Offer to help them complete their purchase.
- Provide a discount for completing the purchase within a certain time frame.
- Offer to send more information about the products in their cart.
- Send a simple reminder and a follow-up for customers who have simply forgotten.
5. Use Great Visuals and Titles That Grab Attention
Nobody is going to read email content that is nothing but a wall of text. In fact, you may not want to include all of your email content within your emails. Instead, consider using great visuals along with an introductory paragraph, and a link to the rest of the content.
Of course, you’ll also want to write catchy headlines along with those visuals in order to really get attention. Doing these things will make your marketing emails scannable, mobile friendly, and will get people onto your website to read more content.
6. Encourage Subscribers to Explore Your Website
Don’t make the mistake of only linking to your landing pages and product pages in your emails. Get potential customers onto your website and exploring the content you have to offer there as well as in your emails. You’ll get more traffic onto your website by asking people to click on links to great content than you will by asking them to click on links in an attempt to push sales.
7. Ask Subscribers to Share Their Stories
One of the best ways to develop relationships with potential customers is to invite them to share their own stories. Ask your subscribers to share stories about your products and services, the unique ways in which they use them, or how they’re lives have been improved by using your products.
Even better, find an interest or lifestyle that is common among your readers and ask them to share stories that are relevant to that. For example, if you sell fitness apparel, you could ask readers to share stories of their proudest athletic accomplishments. Then, publish the best stories in your next email newsletter.
Use email to build connections with your customers and to get them excited about your brand. This, along with useful content will help turn subscribers into loyal customers, and maybe even brand ambassadors.
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