Webmasters and online retailers collect a lot of valuable information through their websites and leave many opportunities unused. Email marketing is an ideal tool to approach customers (automatically) and to direct them to (repeat) purchases. But of course not every e-mailing is the same. How do you achieve that desired result through your e-mailings?
Use that data!
When someone gives information, use it! It is always a shame to just store that data in your database in order not to look at it any more. In this article you will find most practical and proved marketing tips to get even better results from your e-mail marketing.
1. Welcome your customer
Your (potential) customers are most receptive and impressionable when they first sign up for your website, buy something or enter into a positive interaction. Don't miss that ideal time to contact your customer. It can be as simple as "Welcome to the ... fan club" or "Thank you for your purchase".
2. Split your mailing list into target groups
Every recipient in your mailing list is involved to a certain extent with your brand. Segment your distribution list in different target groups on the basis of their click, purchase or surfing behavior. You approach the target group with a low level of engagement differently from your loyal customers. You usually have to persuade this group until their first purchase. For example by offering a discount, extra service, no shipping costs or by returning the most popular products to your e-mails.
3. Tune your message to your customer
By approaching your customer at the right time with content (images, offers, other text) that match their interests or preferences, you strengthen the bond with your customer and increase your conversion.
4. Pay attention to your time of shipment
Timing is everything when it comes to e-mail marketing! Every product and every service has an ideal response time. Responding too quickly to a purchase can cause irritation (stalker behavior) and too late can mean a lost customer or sale. Find out what is the best time to send a follow-up email.
The best example of this is the abandoned shop cart e-mails. This is a very successful form of e-mail marketing. In fact, this means: following up customers by e-mail (if they have given permission for this) when they leave a shopping cart with a few products in your website. From American research has shown that the later you submit a follow-mail client after you left the cart, the lower the conversion rate. After one hour, that percentage is 11%, after 24 hours it has dropped to 6%.
5. Have you seen this already?
A thank you message or confirmation of purchase is the ideal time to stimulate a repeat purchase. Use the buying behavior of your customer that you already know, or the last purchased product and show products that are close to the interests of this customer. Or show him products that fit well with the product he has just purchased.
6. Help your customers get to know you better through e-mail marketing
Do something for those loyal visitors and readers. If you are convinced of your own products, people and services, you can also prove this to your potential customers. Create a personal relationship with your customers by inviting people to participate in certain events or fun activities.
7. Reactivate your inactive customers
When a customer is less involved with your brand, this does not necessarily mean that he no longer wants contact at all. Many customers remove your newsletters without mercy, because at that moment they do not have the budget for your offer. According to
Email Append LLC, a trusted email data solution specialist company, it is also possible that they will not be able to open your mail because you no longer notice the inbox. Inactive customers must be approached in a different way than active ones. Put them in a customized audience and make sure they receive targeted and special campaigns or offers.
8. Humor works!
Your customers can best be reached by being personal and human. Do not take yourself too seriously. Funny actions people like to share and they send your action through their network via social media for example. This way you create a viral effect from a one-to-one connection.
9. Use interactivity in your e-mail
Are you different from the rest? Make your newsletters striking and dynamic. For example, use content feeds within your e-mailings, which you adjust to the personal interests or preferences of the recipients. Or match your images to data such as age or previously purchased products.rnMake it look like you can click on it like that. It is extremely important to which page you go when you press an image.
10. Test more than just your subject line!
You may have heard this tip before, but this still belongs in this list at home. Research shows that only 16% of all e-mail marketers regularly test. And if you test, 66% only test the subject line with regularity and the time of shipment (44%). Furthermore, too little is being tested.rnSo do not just test that subject line. But also see which personalization, segmentation, call-to-actions, layout, action or offer works best. Do not only test your e-mailings. To get the optimal conversion from your web shop, we recommend that you also test your landing pages and web forms. Sometimes a small adjustment can make a world of difference!