In this article we are going to teach you how to get maximum results through email marketingone of the most effective channels for online stores, especially in times of high consumption such as Hot Sale, Cyber Monday, Mother’s Day and Christmas.
At any time of the year, it is crucial to think about what actions can generate the highest return on investment. Special dates are highlights to do it.
Shall we start with the tips?
Customize the shipment
One of the biggest advantages you have when contacting you by email is the personalization that you can achieve in a matter of minutes.
It is important that your brand is clearly associated with your corporate image, aesthetics and colors of your logo. This is something you can achieve without being an expert designer, or hiring one.
It is very easy to use the platform editors They allow you to incorporate customizable text, images, buttons and headers to create a visual impact with any theme.
If you’re not quite creative at the moment, no problem! you can take the free templates specially designed for each occasion and so you will have a starting point. Then you can adapt them to your goals, preferences and style of your business.
Email marketing gives you the possibility to segment your database, for example, based on the country of residence of your subscribers. Thus, you will be able to replicate your campaign for each geographic segment and gradually make small content changes that build empathy between them and your brand. The same applies to each category of products.
Remember: the emotional bond is what oils the purchase process, and this is obtained from the hand of personalization.
Schedule and achieve better results with Automation
We often read about how important it is schedule the in a digital strategy and of course! Doing it is very easy thanks to technology and it brings us many benefits!
The first thing you have to know is that if you define a delivery date for each campaign, you are already very close to creating a completely automated flow. What’s this about?
Matías Balderrama, commercial planner of an important online fashion business, explained in his presentation taking into account different business variables, such as logistics and the data that a company has.
Being clear about the shipments that you are going to make allows you to organize the time very well in the hands of the Email Automation.
With this functionality you can program your shipments very easily with specific dates, time intervals between each of them and even start a chain of mails that are delivered according to the interaction of each subscriber.
Always keep this in mind: don’t wait for special dates! and a better brand image being present at all times.
Arouse interest through email marketing
Marketing is about satisfy needs and generate desiresand it is important that your brand is the solution for your customers.
For necessities, in seasonal times people usually find themselves in a situation of meeting social expectations as they have to find the gifts for their friends and family, or even for themselves!
If you add this situation to the context of the increase in electronic purchases, you can already imagine a consumer totally interested in resolving their concerns without taking time away from their celebrations, their vacation planning and their interest in removing the stress or tensions accumulated from day to day. day.
What is the wish then? Satisfy their need through your products: that it be a fast delivery, that it adapts to your times and everything that gives the client security in choosing you and not any other competitor.
Now that you know you can personalize your email messages, the road is somewhat paved for you. First you have to analyze what you can offer so that your business becomes a problem solver.
Here are some tips:
– Offer gift wrapping. If your brand has great recognition, or your products stand out for their brandingyou can offer it in its colors, although never rule out the option of offering the classic combination of green and red for , for example.
– Propose alternatives of your products aligned with the different times of the year. This only in the case that you can adapt the style to the theme. You don’t need to make a big modification, a simple detail nodding to each era can add up a lot.
– Give incentives that reinforce the purchase decisionsuch as discounts. Make them in advance and in a planned way so that they vary over time and have a greater sales potential. The closer the date, the greater the urgency of the consumer. So, think of variants like “last minute discount” or “immediate shipping” to convince them.
– I turned a purchase into more than one gift. Imagine that on such a special date, one person receives one of your products while another receives a gift card that your business offered for free with the purchase. Having this look helps your brand reach the hearts of more people.
These tips are essential for your brand to be the protagonist. And the best news is that they all have something in common: you can communicate them clearly through email marketing.
As you already know, in the editor you will be able to modify the content of your email piece to communicate all the attributes that are valuable to your target buyer.
Do not forget! First, make a list of consumer needs according to each time of year. Then formulate a valuable proposal based on them. Next, take advantage of the mailing platforms to turn it into a series of personalized, friendly and automated messages to get the timing perfect.
Take advantage of seasonality to increase your database
At this point you are surely writing down some tip or detail to polish for your strategy, awakening a new idea or remembering one that you have surely thought of in recent months. But, did you stop to think about who you are going to send your emails to?
If the answer is yes, we recommend you keep reading to learn how to get even more recipients for your campaigns. But first, let’s review in case the answer is no.
One of the principles of email marketing is send communications only to those who have given you their consent. This is based on a legal principle and that it would be of little use to send emails to someone who never asked to receive them, or who has no interest in your business.
Although this seems like a very high barrier, don’t worry! Mailing platforms have been able to adapt to changes so that you can easily capture your target audience.
To do this, you can create subscription forms without the need for programming or design knowledge. You can place it on your blog, website or Instagram profile so that anyone can subscribe to your mailing list.
The best news is that the form is synced with a list so that you have all the data in your mailing tool.
This information will help you segment campaigns and send them. It all depends on the data you request: name, surname, age, gender, country, etc. The possibilities to segment are unlimited, it is up to you to choose what you are going to find out through the form.
Now that you know the technique, how to take advantage of each seasonal period to enhance it and thus achieve more records?
First, you have to let your followers know that this time has come to your business, and thereby give all the possible reasons for them to complete the data in the form. For example:
- Cyber Monday is coming up on (your brand)! Find out about our news first.
- Discover the CyberMonday prices that we have prepared for you. I access by registering.
- This Valentine’s Day we have a special gift for you.
- Our Christmas secrets are in our newsletter. Subscribe!
As you can see, consumer expectations are high in relation to finding offers and news from brands. They want to discover them to make the most of them and access good buying opportunities.
Then you can start organize situations that require a record. For example, a Christmas event, a downloadable resource, a pack of thematic images. All this at no cost, but with the requirement to complete the subscription form.
In this way you will attract subscribers who are truly attentive to your communications and satisfied because you are fulfilling their expectations that they demand at the time.
The key to email marketing: metrics
Email marketing considerably increases the profitability of your online store if you keep these tips in mind.
Beyond the results being translated into a sales success, the business world is characterized by analyze and know the performance of each strategy to implement improvements, and this is an excellent opportunity to do so.
A great advantage is that the mailing platforms offer real-time monitoring of the performance of each campaign.
What information can you know? The number of openings of your mailings, where subscribers clicked, the number of bounces (undelivered emails), removals, geographic location and even from which device and web browser they open them.
All of these data are important to make decisions both in you and in your businessand as a background for future campaigns that you carry out on seasonal dates.
A marketing action can be excellent but never perfect. Therefore, it is important that take advantage of all the available tools so that you obtain greater and greater resultsor you can identify what your strengths and weaknesses are.
Best of hits! We hope that, with these tips, you will prepare yourself to break it and achieve many more sales.
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