10 tips: how to skyrocket product sales via email marketing
As you continue to build your email list, you’re increasing your reach and expanding on valuable proprietary data that no other business has except you. Your email database is the result of your hard work, continual dedication to spreading your word and the reflection of the value your customers see in what you provide. These are people who were interested enough in what you had to offer that they committed to signing up to receive more information from you. Don’t disappoint them and don’t take advantage of the trust they’ve put in you. Put these 10 ecommerce email marketing tips into play, and you’ll be sure to see a boost in your product sales.
1. Give customers incentive to review their email purchases
It’s been shown by multiple studies that products with more positive reviews have a far higher conversion rate than those without reviews. People will generally trust the word of a real customer over the word of the company trying to sell the product. That’s mainly because the customer doesn’t really have much, if anything, to gain from someone else buying the product.
Of course, a business is going to say only positive things about what they’re offering, but when a real person outside of the business says those things, others will listen. Now the challenge is getting those real customers to leave reviews of your product. The best way to do this is through incentivizing them to reply because it gives them some sort of reward for their feedback. Setting up an email workflow to automatically send out a few days after your customer has received the product is ideal, because they’ve had enough time to use it and should still be excited enough about it to want to write their review.
2. Optimize your messages with A/B testing
Regardless of what the content of your message is, if it’s not being opened and read by recipients, it’s essentially useless. It’s a good idea to conduct A/B testing to determine the effectiveness of your subject lines, as well as your content to see what is generating the best responses in terms of engagement and conversion. It’s not practical to test each and every message you send out, but testing the most important and impactful ones is something that should be done. Ensure that all of your emails are properly written, by referencing the resources or seeking out the editing help – because if your emails are filled with mistakes, that can dramatically skew the results you see.
3. Automated cart abandonment emails can improve conversions
If someone has gone through all of the motions of searching for and adding a product to their cart, they obviously have at least some interest in making a purchase. Cart abandonment can still happen for a variety of reasons, regardless of the interest they have in your product. But converting those abandonments into sales is where effective email marketing can work its magic. Setting up a workflow to trigger an email message when a cart is abandoned is a great way to follow up with that person, determine why they didn’t finalize their sale and perhaps have an opportunity to close the sale right there. When you’re trying to convince someone to finalize their abandoned cart purchase, you want the message you send out to be engaging and get noticed.
4. Rewarding loyalty
When it comes to eCommerce, there’s a relationship that exists wherein a small group of loyal customers typically account for a large portion of the website’s revenue. This is known as the 80/20 rule, where 80% of the revenue is generated by 20% of the customers. Rewarding these customers for their continued loyalty is vitally important, because they encompass such a large proportion of the overall business. Put together an email message that properly encompasses the appreciation you have for your most loyal customers.
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5. Reengage those customers who have gone dormant
For whatever reason, sometimes customers will go dormant and will disappear off of your purchasing radar for some time. Whether it’s because life happened and they just got busy, they just plain forgot about you or they decided to try out the competition, you’ll want to send them a message letting them know that you did appreciate their business and you’d love to have them back. Set a timeline for when you want a reactivation email message to be triggered, so those customers who have been dormant for that length of time will receive it. But always keep your messages short and to the point or you may permanently lose their interest. Easy Word Count can help you keep track of the word tally you’re using.
6. Prepare for upcoming events and holidays
Don’t wait until the last minute to prepare your message for special holidays and other occasions. There’s a lot of retail potential in each and every holiday, so you’ve got to take your time and create the most effective and impactful messages. And, not only that, but you’ve got to send them out with plenty of time for your readers to react, purchase and receive their items before the holiday arrives. Building your emails ahead of time and scheduling on a 12-month calendar can help you plan ahead and prevent you from rushing things out. Proofread your messages and then proofread again before hitting the send button.
7. Free store credits are a welcome surprise
While it may seem counterproductive to give money away while you’re trying to boost sales, in this case it may very well work in your favor. Surprise customers with a free store credit in a small amount that they’ll have available for a short period of time, such as a 24-hour window. The added incentive for customers is that they know what they’re missing out on if they don’t take action, unlike a percentage discount, where the savings are unknown until they’re ready to checkout.
For first time customers, this may be just the incentive they need to give your product a try. And returning customers who were happy with their previous purchase will jump at the opportunity to get a store credit.
8. Transactional emails can be multi-purpose
Even though the primary purpose of transactional emails is to inform the customer about their current order, it doesn’t mean they can’t have more than one purpose. They don’t have to act as hard sales pushes, but they may be used as an opportunity to upsell other products or engage the customer in surveys or other activities, such as joining a social media following. If you want to provide your customers with outside information or resources related to their purchase that they may be interested in, use Cite It In or Academadvisor to create proper references for those sources.
9. Recognizing birthdays, anniversaries and other occasions
For the most part, people love being acknowledged on their birthdays. Actually, CheetahMail did a study that showed personalized birthday mailings generated nearly 5 times the transactions than regular mailings did. Rates for Anniversary mailings were even higher than that.
10. Broaden your horizons beyond the inbox
Social media advertising continues to grow each year, so for that reason it’s likely that email marketing will start to make its way into the world of social media. Coordinating your efforts between email marketing and social media ads can dramatically increase your product sales and your overall reach.
Your email database is a powerful tool, so you need to use it wisely and effectively. Implementing these 10 tips will help you make the most of your database and increase your product sales.
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