Email is still the longest standing medium of communication in this digital era. Believe it or not, email has turned 40! yet it is still the single most important means to reach out to your fans and users, to turn them into loyal customers.
Here’s a chart on a consumer’s purchasing funnel:
image via o2ointeractive
The consumer’s purchasing funnel represent the stages of a decision making process that a consumer takes before making a purchase. In the first stage, a consumer would have to be AWARE of your product, brand or service. This where ‘awareness’ marketing is done via both offline and online channels. Offline being print, television, newspaper and online such as having a website or through social media channels. The second stage is the ‘consideration’ stage where a potential customer would see reviews, ratings, and promotions on your product. The ‘consideration’ stage is a critical stage to convert ‘browsers’ into ‘customers’. This is where email comes in handy to influence the purchasing decision of a browser.
Here are 5 tips to keep in mind when drafting your email:
1. Put yourself in the customer’s mind
Online shoppers tend to know what they already want, or what they need. Chances are they are already looking at a few different shops, to either compare price, quality, or service. For buyers who care about quality, let him or her know where your product is made from and made of. Advice on ‘maintenance-method’ will add value and promise to your product and brand. Instead of placing the same image you have on your website, images that possess emotional value will more likely to convert browsers into fans.
2. How to give away promotions without the hard-sell
For price sensitive buyers, add an additional discount such as a weekend promotion, or a first-time purchase coupon. Think about whether your product or service would do well as a group-buy. For example, if you’re running a yoga studio, letting your reader know that his or her friend would get a discount if they decide to come as a group would be a good incentive. ‘Refer-a-friend campaign’ is also an effective way to influence a purchasing decision.
Here’s a good example by a yoga studio called HOM Yoga –
3. Have a personal tone, segment your audience
The notion that “it pays to know who you’re talking to” holds true for email. If you have an audience segmentation capabilities set-up, use it. Email providers such as MailChimp has the tool to find out what your fans interest are on Facebook. Segmentation can come in a form of gender, age, interest-preference, and location. Personalisation will pay off in the long run. Knowing whether your audience is a busy, time-constrained working professional or a stay-home mom running a home-based online business, will help you in communicating to your audience, in a more personalized way.
4. A call-to-action button that influences
Having a compelling ‘call-to-action’ button is every bit important as the message itself. From “buy-now” to “shop-now” or “make-a-purchase” to “add-to-my-cart”, be sure to test out a variety of messages that would drive that foot-fall to your website. Some retailers have opted for “browse-here” as opposed to “buy-now” as it reduces the risk of a hard-sell. Tie-ing in your CTA message to a promotion onsite will also aid in the decision process, for example “unlock discount code here >”.
5. Time of the day, festive seasons, weather and birthdays..
Now that you have done a bit of research on who you will be sending your emails to, and you have determine the type of content for your reader. think about the context in which your email will be sent. Whether there’s an upcoming festive season to celebrate with, summer or autumn collection to anticipate for an early-bird discount, or down to which day is your email going to be sent, Monday VS Friday makes a world of a difference. Time of the day at which your email is sent will also affect the open rate, reading duration, and click-through-rate. Some retailers are even sending emails at midnight to catch the late-night shoppers on weekends. Test it out, find out if it works for your products. Some people simply prefer shopping at night 🙂
image created at Canva.com
Keep in mind that email is not just another channel for you to “show your products”, that’s what your website is for. Email is like having a direct phone-line to your customer, treat it as a privileged that you have this relation, and have fun in your offerings. Have these email marketing tips in mind, and your fans will appreciate it.