An effective way to make money email marketing
Today’s economic realities have created big challenges for retailers. Experts optimistically estimate that overall sales will fall by 9-12% this year. It will take analytical skills and savvy to stay in business. Smart email marketing can be a life-saving straw that will take your sales of products and services to the next level.
Customer intelligence
You need to find out what makes your shop profitable, i.e. which customers visit your store more often. This is invaluable information for catching up with departing customers. Implement the idea through repeat marketing. On websites where the potential customer may have left, advertisements are waiting to motivate them to come back and make a purchase. Given the dwindling revenues of online retailers, small companies do not have the funds to implement the idea.
A low-cost way to bring a customer back is through postal mailings. It has advantages:
- cheapness;
- targeting the consumer;
- wide coverage of the target audience;
- The ability to accommodate the required information.
Remarketing is recognised as the optimal tool for communicating with consumers. It is thousands of times cheaper than other forms of advertising, but there is one condition. You must know the e-mail addresses of the target audience, otherwise the method will become a cannon-fire. The number of contacts increases profits. Therefore, the question of how to know the e-mail address of the visitors to the online shop comes to the fore.
It’s simple: offer the customer to fill in their own information in a special web resource form. In return, you can offer bonuses:
- gift
- free service;
- discount on first purchase;
- free expert advice;
- a coupon for a symbolic amount of money.
These methods are costly, but they will more than pay for themselves with increased sales. Activate a “double opt-in point” on your website, where after a few hits, the visitor is invited to receive notifications of new arrivals, promotions and discounts. This is likely to interest him, and he will then opt-in on his own.
Features of remarketing
You will interact with three types of customers through your email platform: new, loyal and passive. For each type of customer an original form of email is developed. For example:
- newcomers are interested in information about discounts, promotions, welcome bonuses, personal offers;
- regular customers should get information about accumulated points and the possibility to spend them;
- passive customers should receive restorative newsletters with gift coupons or purchase incentives.
Marketers have developed a few rules for composing e-mail newsletters. The subject line should be short but informative. The name and surname of the recipient must be included in the mailing. Numbers are important to buyers, so use large print to indicate discounts or benefits on a purchase. Statistically, the number of openings increases if the word “gift” is in the title, but decreases sharply when the term “free” is present. Positive effect on direct transitions thank you phrases: “thank you”, “thank you for your attention”, “nice to work with you.
Thus, a professional mailing list can help to pull the retailer out of the crisis. The method has proven itself in difficult times when there is no extra money for marketing.