These days marketing is a lot like the Royal Rumble.
The Royal Rumble, for those of you who are unfamiliar with it (maybe you were focusing on other things than trying to impress a high school boyfriend), is a pay-per-view wrestling event that sees up to 30 wrestlers in the ring at one time.
Little by little wrestlers get eliminated from the match by getting thrown over the top rope by an opponent and the last person standing reigns supreme as the Royal Rumble Champion.
When it comes to marketing the email reigns supreme as the undisputed champion.
Email marketing is a low-cost marketing avenue that has a return on investment of 3200%.
Oh, and did we mention that everybody has it? You have an email, your best friend has an email, even your Grandma has an email.
There are 3.9 billion active email users today. That’s more than Facebook, Youtube and Instagram. Half of the global population has and, more importantly, uses email.
That means if you’re going to market your company, then you need to use email too.
Ok, great. We’ve convinced you to utilize your email list and to begin email marketing at once.
But your email list can be a lot like that fancy new digital SLR you got for Christmas: You have it but now you have no idea how you use it.
What Should I Be Sending?
This is where ‘Email Segmenting’ comes in super handy and helps with that first step! Segmentation is used to personalize the emails you send to your customers based on their activity on your website.
Here are a few ways Email Segmentation can help you decide what emails to send to your audience:
- Did they just subscribe to your blog or website? Time for a Welcome Email.
- Are you launching a new product? A Product Announcement Email would be wise.
- Were they a Forgetful Freddie and left a product abandoned in their online cart? Maybe sending an Abandoned Cart Email will nudge them over the line.
You might be wondering why you can’t just send out a generic email, once a month. (PS. If you are among the once a month gang, good job for getting started. It’s only up from here.)
This is exactly why:
- You have an audience of individuals each with unique wants and needs
- Each email type has a specific function and goal.
- Your existing customers want to know what’s new and more importantly, they want to feel appreciated.
Here are the most important email types you can start sending today (Not all at once, although we love your eagerness):
- Abandoned Cart
- Review Request
- Content Curation
- New Product Announcement
- Special Offer
When we think of the word “Newsletter” we think of those flimsy sheets of paper (folded accordion-style obviously) we got sent home from school filled with the sports team’s scores and dates for upcoming PTA meetings.
You know, useless information.
However, while a newsletter may seem like an old-fashioned means of communication, when it comes to email marketing sending a Newsletter to your customers is a must.
In a study about how people like to get company updates, 90% of those surveyed said the Newsletter was their preferred choice of communication compared to just 10% who chose social media.
Sending out a monthly newsletter is a great way to:
- Tell your audience about important company news
- Build a relationship with existing customers and introduce your brand to new ones
- Introduce a new or upcoming product
It’s an easy way to stay in touch with your audience and an even better way to stay “top of mind.”
Because, even though someone may receive your newsletter and not need anything from you now, who’s to say they won’t need something from you in the future?
An often overlooked email type is the ‘Welcome Email’. It’s the email you send to new subscribers that says, “Hello! Nice to meet you! We live just around the corner and want to welcome you to the neighbourhood!”.
But here’s what we know about the mighty Welcome Email:
- Subscribers who receive welcome emails show 33% more engagement with the brand.
- It sets the tone of your email relationship with your subscriber.
- Sending a Welcome Email to a new subscriber as soon they click subscribe provides them with information that might lead them to making a purchase sooner rather than later
Think of it this way.
When a person subscribes to your email list it means they are interested in what you have to say. People don't give out their digits to just anyone, they have to really like you. So simply saying a polite, “Hello! We are so glad you are here” by setting up an auto-response Welcome Email is a no-brainer that often results in 2x the click-through rate.
And since Canadians are the champions of being polite we think you can manage a little Canadian hospitality, eh?
A great Welcome Email helps you:
- Make an excellent first impression
- Give a clear understanding of what you provide
- Connect with a potential customer and understand what they’re into
- Give appreciation for signing up
Abandoned Cart Emails
Who amongst us hasn’t gone window shopping online only to back out and leave your selected items in your online shopping cart when asked for your credit card details?
Turns out that a lot of us have done that because the universal cart abandonment rate is 69%.
But no matter how shocking (or not) that abandoned cart statistic may be there is hope in the form of an Abandoned Cart Email.
According to a Moosend article:
- More than 40% of Cart Abandonment Emails are opened
- Out of the opened emails, 21% of them received click-throughs
- 50% of users who clicked through purchased
This means that one abandoned cart email could convert 10% of the customers it gets sent to.
Needless to say, setting up an automated Abandoned Cart Email is well worth your time.
Here are a few ways you can do it right:
- Offer free shipping to anybody who completes their transaction in the next hour
- Send out a discount code to entice them to come back
- Include a strong call to action on the check out page
- Offer a money back guarantee to anybody who isn’t fully satisfied with your product or service
Giving people reasons to complete the purchase is a very useful tool to combat cart abandonment
We all love to be celebrated, even if it’s just a little bit. And when companies celebrate you the right way it can make you feel special.
Milestone emails are great for:
- Reminding your customers of the value you provide
- Encouraging them to continue to use your product or service
- Creating a community-like atmosphere around your brand
As a hot tip, make sure you’re being ultra specific with what you’re celebrating as a vague Milestone Email will confuse the reader and will find its way to the trash.
A great example of a milestone email is Uber sending annual emails to their drivers on the day they picked up their first customer, also including the day they received their first complement and how many rides they’ve had since they started driving.
These kinds of greetings and little “we appreciate your business” communications with your audience may seem like insignificant gestures but they can go a long way to making your customers feel seen and appreciated.
Review Request Emails
It’s not always easy to ask for feedback. The truth can be scary because sometimes the truth hurts.
But, in our case, knowing where you stand with your audience is crucial.
Take a look at these eye opening statistics from an article about Customer Reviews:
- 90% of consumers used the internet to find a business in the last year, with 33% looking every day
- 82% of consumers read online reviews for businesses
- The average consumer reads 10 reviews before feeling able to trust a business
- The average consumer spends 13 minutes and 45 seconds reading reviews before making a decision
- 67% of consumers have now been asked to leave a review for a business - with 24% of these being offered a discount, gift or cash in return
What does any of this mean?
Online reviews have become a critical part of the consumer buying decision and a helpful tool for getting to know your audiences pain point, what they like and what they dislike.
This is what having online reviews can do for your business:
- Build a more trustworthy brand (76% of people trust online reviews as much as recommendations from family and friends)
- Learn about customers needs and wants
- Figure out where your product and service gaps are
You might be sitting there thinking, “But I don’t have any online reviews”.
You can easily encourage your existing audience to leave a review by offering up a discount or deal and when your customers come through with the review you better come through with the goods. Make it as easy for your customer as possible by adding apps to your site that can record a review directly from an email response.
Curated Content Emails
If you’ve ever tried your hand at a blog, video creation or even posting a funny meme to social media you know how hard it can be to post high quality and relevant content that your audience will engage with at a rate that will keep them coming back for more.
However, a Hubspot study found a direct correlation between the number of blog posts and inbound traffic to your website.
Meaning that even though content creation may take its toll, you can’t afford to ignore it.
Enter Curated Content.
Neil Patel puts it this way, “Content curation is, at its core, the presentation of relevant information, initially relying on the collection of other people’s high-quality content.”
Sounds easy, right?
To gather and share content properly here’s a general guideline:
- Figure out which topics to cover that meet customer specific needs.
- Categorize and organize the content you find.
- Decide how you can build on the value of that content
When you’re doing content curation right you can expect it to help build brand awareness and establish an online presence by becoming a prominent voice in that industry.
And who wouldn’t want to be a prominent voice?
New Product Announcement Email
I believe it was Shakespeare who said, “If you ain’t first, you’re last”.
Yes, that was definitely Shakespeare.
If you are about to release a new product the people who should know about it first are your loyal email subscribers because the probability of selling to an existing customer is 60-70% while the chances of selling to a new customer are only 5%-20%.
Why not tap into your existing customer base to boost sales on your new product?
And if you’re looking for the one thing to put in your New Product announcement email that will convert the answer is: Customer Testimonials.
Nobody likes being the only one or the first one to try something new.
Including a customer testimonial in your email will give your product or service instant credibility and give potential customers that little bit of social proof they need to buy from you.
Remember when you asked your parents if you could go to the movies and tried to convince them by saying, “But everyone’s going!” and they replied with “If everybody jumped off a bridge would you do it too?”
In the case of a new customer buying something from you, yes, you would jump as well.
Special Offer Email
The goal of the special offer email is simple: make sales.
You are trying to entice your customers by offering them an “exclusive” deal only available to them.
And by making your customer feel special and valued you’re hoping that will turn into sales.
A bonus of making your customers feel the “warm and fuzzies” is increasing buyer retention and brand loyalty because your customers will see the effort you're making to keep them happy.
A great special offer email includes:
- An obvious Call-To-Action (We're talking one gross looking red button that says ‘Buy Now’)
- A subject line in the email that customers can’t resist
- Optimization by doing things like sending your email from a person with a name instead of the name of the company, include an image of what you’re offering and include compelling preview text.
Go ahead and try sending your customers a sneaky deal but make sure they know it’s just between the two of you ;).
“Smooth as butter” is an expression used by plane spotters at airports to describe a smooth plane landing that you can't feel inside the cabin.
You can imagine yourself in this situation can’t you?
From the moment you showed up at the airport, the entire experience has been fantastic (I know this is a stretch but just stay with me).
You show up to the front desk and you get upgraded to business class. The flight attendants have been friendly and attentive, making sure your hand was always full of a glass of sparkling water and the inflight entertainment had all of your favourite movies.
By the time your plane touches the ground you’ve actually forgotten you were in a plane at all.
But when the pilot goes to land he comes in a bit fast and loose and inside the cabin the landing feels like a 6.0 Earthquake.
It would put a bit of a damper on your, what has been up to that point, 5 star experience.
Confirmation Emails exist to make sure the after transaction experience is smooth and easy by including helpful and useful information.
And if the after transaction experience is smooth you’re more likely to get a return customer.
When you send a Confirmation Email make sure you include:
- Payment Review
- How to get fast customer support (By phone or email)
- Confirmation of little details (address, phone number, etc)
- What to expect
A sobering reality for most businesses is that new visitors won’t come back to your store unless you do something that provides them with motivation to stay in touch with you.
If we haven’t yet convinced you to adopt email marketing then here’s a few more reasons why you should start today:
- Email allows you to build meaningful customer relationships that are easy to maintain and get stronger over time.
- When it comes to driving sales, email is impressive. A study from DMA found that for every $1 you spend on email marketing you can expect $32 in revenue.
- Third-party gatekeepers have no influence over email. More and more we’re hearing stories of how tweaks to algorithms for platforms like Facebook and Google are making it harder for you to get your message out.
If you’re looking to begin actually sending emails to that small, but growing, list of people who are opting-in to your email list it can seem daunting to figure out what the heck to actually send. Our best advice….just start!
The great thing about email is that it’s a low-risk channel where you can explore and experiment with what works for you. And you can easily change it up as you learn more about what is effective and what’s missing the mark.
So go ahead ...send an email to that person who left something in their online shopping cart or welcome that new subscriber who just signed up to your email list.
You won’t regret it.