Email Marketing Tips to Increase Sales

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Email Marketing Tips to Increase Sales

If you want to build a sustainable, scalable, and competitive eCommerce business today, you must be willing and able to invest in email marketing. A well-executed email strategy can help you boost brand and product awareness, qualify and prioritize leads, and increase traffic to your store. Moreover, it can also drive repeat sales and build a stronger, more profitable eCommerce business over time.

This article will explore specific email marketing tips to increase your sales. Remember to follow each step to get great email campaign results.

Define a Target Audience

Defining a target audience means separating groups of people based on their buying patterns, demographics, profile data, and so on. Once you’ve defined your target audience, you can segment them much easier.

Instead of sending generic emails, segmentation allows you to add a touch of personalization to your emails. This helps you build a relationship with those subscribers, which, in turn, can help you increase your sales.

Some common fields to segment your customers’ email list by,

Location – location segmentation is a common strategy when a target audience has different preferences based on location.

Demographics – Demographics explain who your buyer is. This may include gender, age, education, employment, income level, etc.

Psychographics – Psychographics explains why your customer buys and what your user prefers. This includes behavioral patterns, opinions about your brand, lifestyles, and hobbies.

Keep Your Messages Short and Concise

Most people are bombarded with emails every day. Thus, keep your messages short and concise to make it easy for your subscribers to scan them if they need to. Remember, you are essentially trying to reach out to people who do not have much time on hand.

Emails filled with many topics, ideas, and news that would need at least 10 minutes of uninterrupted reading do not get the results an email marketer might want.

Your ultimate goal here is to be concise and straightforward so that your email directs the recipient into a buying action. It should be engaging and fun to read. However, it should take a few moments to grasp and act in the first place.

Consider Timing/Frequency

The timing in which you send your campaigns is one of the most critical elements to focus on in any effective email marketing strategy. You may be working from New York, but many of your target demographic may be in a different time zone. Hence, time your campaign based on the time zones that your recipients live in.

The goal here is that they receive your messages at a convenient and appropriate time. Considering three core time slots is a good place to start if you want to maximize user engagement with your emails but are unsure when to send them. The first is when users commute or arrive at work in the morning. The second one is during the early afternoon, on their lunch break, and in the evening when they are home.

Aside from the timing of your email, the frequency at which you disseminate your messages also plays a significant role in performance. Sending messages too often can harm the effectiveness of your email marketing strategy. Therefore, choose the frequency based on your customer’s purchase patterns. If customers typically make repeat purchases every six months, do not inundate them with targeted email advertising right after they purchase.

You should not be sending a new email daily—that is how you will get a surge in unsubscribes. The optimal frequency may vary for different industries. For some, sending an email once a month may be just enough.

Personalize Your Emails

After segmenting the emails by groups and picking the optimal frequency, it is time to consider personalizing your emails for better results. If you individualize each message, you show your subscribers that you are paying attention to who they are and what they care about the most.

You need to create engaging content that relates to their needs. This can include sending out personalized images and videos, including names or recent purchases within your email content, sending out product-focused content that only relates to specific email lists, and getting creative with your storytelling content.

Personalizing emails in a step-by-step process based on relevance will make your messages more effective since the content relates to what initially caused them to interact with your brand.

Have a Convincing Subject Line

The subject line is merely a couple of words that can decide the future of your emails. It plays a crucial role in getting people to open your email, delete it, or, even worse, report it as spam. Like the content title, your email subject line must grab the recipients’ attention and convince them to open it.

People open your emails if they feel they will benefit, if they are worried about missing out, or if you present compelling evidence about why they should. Do not use too many words to make an impression. Even less of your subject line shows on mobile screens, so putting the most important parts at the start is wise.

Present a Value With Each Email

What identifies a successful email marketing campaign is its ability to leave customers with value. Something that keeps your business on their mind, whether that is educational information about your industry, promotional offers, or holiday discounts. Otherwise, it will end up in the spam or trash folder.

Include Attractive Visuals

Visual content marketing can be defined as the use of multimedia to bolster the impact of your content marketing. This can be in the form of:

    • Videos
    • Images
    • GIFs
    • Infographics
    • Cinemographs

Visual content in your marketing is essential since it helps make your content more engaging. The more impactful your content is, the easier it is for you to turn readers into customers. Visual content has a much higher chance of sticking to your audiences’ minds for longer.

As tempting as using any eye-catching image is, you should limit your visual content to images that help portray your brand. Use content that:

Follows your brand guideline

Employs your color scheme

Tells your brand story

When implementing a visual content strategy, don’t forget that each visual element must complement the content it goes with. Moreover, for a better result, it needs to enhance it. Otherwise, it will just be a distraction.

Optimize Each Message for Mobile Users

Email design has been a hot topic in recent years, mostly thanks to the rise of smartphones. More people than ever are checking email on their mobile devices. This is why email marketing has become one of the most substantial mobile marketing channels.

Since many email marketing campaigns end up on mobile devices, they must be mobile-friendly for added efficiency. The problem is that you do not have much space to draw in your readers. Hence, keep your subject lines concise and compelling, making readers want to know more.

Here is how:

Use numbers, symbols, or emojis.

Leverage the power of personalization.

Use creativity.

Most email marketing providers can offer you options to optimize your campaigns for mobile users. Besides that, a simple test on one mobile device can identify the possible pitfalls of your campaign.

Update Your Email Database Regularly

An engaged email list is a profitable one. When subscribers open, click, and share your emails, they are more aware of your product and more likely to buy from you. Subscribers who are not interested are not worth keeping around. Therefore, don’t hesitate to remove some contacts from time to time.

If your list is two years old, scrap it and start new. Two years is long, and there is no way to know if subscribers are still interested in your emails.

If your list is old and not used consistently, you need to refresh it. Remove the contacts that joined your email list last year and didn’t convert. Run those names through a validation program like Kickbox to eliminate emails that are no longer used. Now, send the group an email and see how it goes.

If subscribers are inactive, try to win them back. Define your ideal customer and try to address each of your emails for them.

Armed with these effective and practical email marketing tips, you are in a better position to design and run successful email marketing campaigns. Remember, email marketing is not a game of chance. You must implement certain systems and structures to see a good ROI (Return on investment).


Author Bio

Artyom Matevosyan is a content writer for SendSMS.Global, specialized in digital marketing.

Having majored in English and communications, Artyom is passionate about writing. His writing is always backed up by thorough research above anything else—facts first, narratives second.

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