Recently, this blog post covered 3 reasons why you should use email marketing to grow your business (if you’re not already doing so).
Email marketing is the best way to engage with your existing customers, it’s cost-effective, and, it’s an evergreen technology — it’s actually over 50 years old, according to this article.
With this in mind, perhaps you’re motivated to collect email addresses to promote a loyalty program or send e-newsletters.
However, nearly everybody’s inbox gets inundated with emails.
In light of this, what can you do to ensure a robust ROI with your email marketing?
Follow these 3 rules for email marketing success….
#1: Make it personal
Personalization in email marketing increases the likelihood that your emails will be opened and clicked.
In fact, personalized emails improve click-through rates by an average rate of 14%. They also increase conversions by 10%, on average. [SOURCE]
What is personalization? Here’s an example at its most basic: using the customer’s first name in either the subject line or the body of the email (or both).
The dynamics of personalization, however, goes far beyond using the customer’s first name.
However, if your data isn’t yet robust, and all the info you have about your customer is their name and email address, it’s a decent start.
For example, you can send your list a coupon code with a personalized subject line:
Jennifer, here’s a 10% coupon code just for you.
Email marketing software solutions contain merge tags, which makes it easy for your campaigns to populate first names.
To generate more personalized data about your customers such as purchase history, gender, and birthday (send a personalized birthday email with a coupon), you can offer your list a discount code, in exchange for their taking the time to fill out an email questionnaire.
Another aspect of personalization is injecting your own personality into your emails.
Your customers will appreciate and engage more with your emails when they are written in the first person.
Let’s use a neighborhood wine merchant as an example….
Have a funny story to tell about your first experience harvesting grapes? Did your first batch taste rancid? Your customers will enjoy hearing about it as opposed to being bombarded with constant promotional emails.
#2: Segment your list
Eventually, you can send personalized emails based on purchase history.
Let’s use as an example again, a wine shop. And say, you, the proprietor, wants to run a special promotion on red blends….
Before sending a red blend promo to everyone on your list, first try sending to your customers that have already have purchased a red blend. (Your email marketing software will need to integrate with an ecommerce solution to make this happen.)
The subject line of your email can include the first name merge tag and the special promotion:
Hey Jennifer, here’s 15% off cases of our award-winning cab/merlot/shiraz blend that you love.
Granted, a special promotion might be appropriate for sending to your entire list.
However, the more you can segment your list, the better your conversions will be.
You can also reward your best customers by sending to a VIP segment.
#3: Automate your email marketing
In addition to sending regular promos or informational e-newsletter campaigns, you can increase conversions and customer engagement by setting up automated emails.
For example, when a customer signs up for your email list, they can receive an automatically-generated welcome series.
Using the wine merchant again as an example, the fine wine purveyor could set up a series of informational emails. And within this series could be an email, “Top 10 Things To Consider When Buying A Bottle of Wine.”
Other examples of automated email marketing includes a post-purchase thank you. In addition, you can also set up a trigger for a week or so after the purchase to find out if the customer enjoyed their purchase.
You can also send product recommendations based on their purchase history.
Although these tips for email marketing success are generally thought of as applying only to ecommerce stores, brick and mortar establishments that don’t sell anything online can also integrate these tactics.
Our fully-integrated point-of-sale (POS) solutions can help you drive sales and boost customer loyalty and engagement with email marketing.
Want to learn how to integrate email marketing with your point of sale system? Contact us today for a demonstration.