Email Marketing can be extremely effective in increasing sales. Best of all, email marketing is quick, simple and results in leading ROI.
I often hear people say that an email campaign takes them hours to create and send. If this is your experience then you are likely making your communication too complex; a study by the Harvard Business Review found that simple marketing had higher conversion rates than complex campaigns.
What consumers want from marketers is, simply, simplicity. Harvard Business Review
Assuming that you are sending simple email marketing, here are three tips to get more sales from your email marketing.
Target your email marketing
Sending content to people that will be interested in that content is called segmentation. For example there is a good chance that people that have purchased women’s apparel in the past will be more interested in receiving information about women’s rather than men’s footwear. We know from research that email marketing segmentation leads to higher open and click rates.
Sending out an email campaign once per year won’t lead to increased sales. Sending a campaign monthly for example will keep your contacts engaged and will keep your brand ‘top of mind‘. The exact frequency of sending really depends on what you sell and your customer demographics.
Send relevant communication
This sounds obvious but make sure that you are sending information to your contacts that is useful to them. The best way of making sure that the content is relevant to your recipients is to ask yourself what problem your communication addresses.
I recently had a person from a school on one of my MaiChimp classes. She showed me a typical email campaign that they sent and it included lots of general news and bits and pieces from the principal. The open and click rates of the ‘newsletter’ were terrible. After the training the school employee concentrated on sending information that addressed specific issues parents wanted answered such as when the canteen was open and the dates and times of upcoming events. The increase in open and click rates was remarkable.
Just a few simple changes to your email marketing, such as those described above, can have a significant impact in increasing sales from your email marketing.