As a marketing tool, email seems a bit old in the face of the rise of social media. (I wrote an article some time ago: Will social media kill email?) But email is still one of the most effective marketing methods in terms of connecting with customers and promoting sales. Most people check their inbox every day, even if it's just to glance at the headers. Groupon, the originator of group buying websites, made a lot of money by relying on their long email list. Here, we talk about how to write an email that can bring sales to your company:
① Provide an interesting topic
People need enough stimulation to arouse interest, just like customers registering on a website. Without enough interest, the only result is closure or deletion. Therefore, in the email title or summary (QQ email prompts will be there), be sure to explain to the point what benefits your email has for me. Is it a special discount or industry insider information? Make sure the subject of the email is relevant to the business you do. People only care about whether there is an iPhone 4 to draw, and they don't care about your company's operating conditions.
②You can send frequently – but not too frequently
No one wants to be called a spammer. But if you communicate too little with customers, customers may forget about you, which is not conducive to secondary purchases. I've seen companies not contact customers for the first 10 months of the year, but then in November and December, they start sending emails every day. (Probably related to performance sprint)
For most companies, sending once or twice a month makes the most sense. This rule is used to great effect by The Girl & the Fig (a California company that operates three restaurants and a business catering company). The company launches a monthly email subscription service that contains recipes and related information. The service helped the company get hundreds of orders for its recipes and resulted in at least 150 downloads of its iPhone app every day.
③Choose a clean design
Be sure to have enough white space so that viewers can easily notice every element of your email. Another design tip: If your email is made up of too many images, people will first notice the white space next to it, not the body of your email. I have seen some emails that put an "unsubscribe" button at the top, and the effect is obvious.
Proper email design is concise text combined with appropriate images.
④Follow what you like
To tap into a potential customer’s interest, you need to know more than just their email address. First you need to do an interest survey. Be careful not to have too many questions in the questionnaire, otherwise users will be unlikely to complete it for you. The best thing is to send them a survey email a few days after registering on the website, asking about their occupation and interests. I personally recommend conducting a survey like this once a year to get the latest user information.
If your users may have different interests and hobbies, then you should group users into groups and send relevant email information in a targeted manner. Some companies go one better and use customer data, such as recently viewed or purchased items, to target marketing on a case-by-case basis. For example, if a customer orders a trip to a certain place, they will send a comprehensive report on the destination city including car rental, hotel and other services. The recently emerged Gaopeng Group Buying Network uses this method. It will send different group buying information according to the subscriber's region.
⑤Encourage dialogue
In addition to surveys, it is also important to communicate with users regularly. One way to do this is to include some quick surveys in your email. Susan Danziger's company does a good job in this regard. In addition to the subject content, the company also sends users some e-books. Every December, the company asks users about their reading plans for the new year and links to a company forum where readers can post their requests. Sometimes some classic games are also given away.
⑥Attention-grabbing title
Without a compelling subject line, users won't open your email. Choose a specific, concise phrase that highlights the most critical message of the email. Maybe users prefer to open an email like this: 35% discount on Spring Festival styles.
⑦Don’t advertise too much
While the ultimate goal of emailing is to drive sales, be careful of your emails becoming harassment. The best email messages are ones that are useful to your readers. For example, a seller of accessories could offer a seasonal style guide; an enterprise software company could send out tips for improving office productivity.
A good source of inspiration are questions that customers often ask their sales or customer service representatives. A successful email campaign can be conducted in a question-and-answer format, inviting conversations that make it easier for users to learn more about your product. Some users like to buy things and get discounts, but they need to be careful not to set too many discount information in one email at the same time. Too much will not be conducive to successful purchases by users. In order to obtain the best marketing effect, it is best to highlight your promotional information in an eye-catching position at the top of the email so that users can click in as soon as possible.
⑧ Cooperate with blogs and social media
If you already publish your information on your blog or social media, there is no need to show it all in the email. Email is a great way to drive traffic to your blog or social media. Simply posting a summary of your message in an email and linking to a blog or social media post with the full content is enough. Some companies also provide follow buttons and share buttons in their emails so that users can collect or share the information on their social media.
⑨Continue to adjust
Open rates and number of link clicks are the main metrics used to determine the effectiveness of email marketing. After establishing a baseline, many companies will conduct A/B testing and list the differences in the effects of each email sent out to choose the best version. IDES sends newsletters about engineering plastics to its 340,000 users every month. In November, the company tested two versions of the email, with half of its users receiving a click button made of an image and the others a text link. Text links received 33% of clicks. Thanks to their testing, they discovered that many users were disabling images in their emails. Their marketing manager said, “Testing teaches us to keep things simple.”
Original source: Dikgo | http://www.dikgo.com/ (Please keep the source for reprinting, thank you very much)
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