Did you know that the engagement of email is higher as compared to any other forms of communication?
There’s no reason not to send emails to people as everyone expects them at some point anyway.
As per Vision6 Metrics report, the average open rate for all industries across Australia is around 34%. You could check your industry’s average open rate as compared to the overall industry open rates using Vision6 industry metrics calculator.
So, people will end up reading your emails.
But the real question is will they convert or become a customer?
But it’s a bit unreal to see that level of return on all email marketing efforts. Some emails work better than others to increase ROI, drive conversions and boost sales.
Here are some of my top 3 email strategies for boosting sales plus a bonus hack that gets results in any industry. I have covered as many examples as possible to give you visual ideas so you can re-create your own email campaigns.
1. The Q&A email
My first recommendation is sending Q&A emails to your customers.
Now before you jump the gun and say; Allan, we have a very resourceful website. Why do we need to send another email?
Don’t get me wrong!
You could have comprehensive training, support or FAQ section on your website but there’s one problem – people technically don’t spend as much time browsing your website as you think they do.
In most cases, if a customer has a problem they would either go to live chat, email you directly or use a search engine to get an answer on the go.
Here are some strategies to tackle Q&A emails:
Ask people to reply to an email with FAQ site questions and build an email like Canva.
Or use the ‘Ask and Answer approach’like Lauren McLeod from FlightFox.
The Q&A email strategy is not only great for building authenticity of your brand, it can also drive traffic to your site as well.
Insider tip: Build a list of the most common question asked by your customers or in your industry (if you are a new business).
This could be gathered from social media, customer support, live chats, forums or Quora.
This is one of the best ways to have a solid FAQ page on your website too.
I think you’ll agree with me that in the end, you are solving people’s problems about your brand which ultimately matters the most.
2. The Curated Content email.
Treat content curation as a super powerful weapon that can save you from the miseries of creating content and also look uber cool to your audience.
Everyone wants to be updated within their industries but have limited time and resources. Personalise your content to what your readers are looking for and bring immense value by curating those hot topics within your industry.
We recently did a curated blog post which had a monthly round-up of the best in GDPR marketing by brands which was loved by our audience.
Curated content increases your brand’s visibility, overall engagement and helps build relationships with your clients.
Best of all, it turns your brand into a thought leader. So, when push comes to shove they value your brand more over the others.
Let’s look at a few examples of curated content in emails:
My private insurance provider is HCF. I started enjoying their emails with blogs around health and wellness space.
Now, I love their brand for all the content they have curated that resonates with me as a customer. So much so that, I have also shared some of their blogs on my social media channels.
Influence & Co. – This content marketing and content strategy agency always has smart things to say. They don’t always curate, but when they do, they curate the best.
You get this idea.
Curated content is loved by everyone cause of the variety it brings to the table.
Insider Tip: Leverage ‘underground content’ that specifically brings value to your audience. Twitter is great for finding places (use #hashtags) that are publishing content that’s highly relevant to your audience.
Finally, don’t forget to give a shout out to the original creators of the content.
Link to the original source or profiles. They are most likely to share your content with their audience.
Post an excerpt with a link and don’t publish the original content in its entirety. It’s called ethical content curation.
You end up giving a great deal of value in terms of knowledge to your customers. The best part about this strategy is that it boosts sales without the sales pitch.
3. The Free offer Email
Most brands send discounts if you subscribe to their email or newsletter. These offer work best for both engagement and sales.
But, I’ll tell you what works even better than discounts.
People love freebies & giveaways!
It might not always be possible to offer something for free when you are trying to boost your revenue but check this out.
Studies have shown that free trials and offers could improve your sales by 75%.
You don’t always have to give a free trial or offer but when you do people tend to stay signed up even after the offer has run its course.
See how Nutrition Warehouse offers a lot of value for free for something in return.
In this case, it’s for ‘Winning Free Protein for a Year’ for helping fill a survey or giving them feedback. This again is a fantastic way to get in the heads of your customer and give them exactly what they need.
Let’s look at an example from Slides:
They offer a free pack of design resources instead of a free trial or product. The reason why it’s smart is because you don’t need to commit but still get the resource.
And, you can buy from them later if you like too.
Insider tip: Notice the share buttons at the bottom which is a great way to help people share it with their friends. You’ll be surprised how much the discounts offers are shared around with friends and family.
Bonus Hack: The re-engagement email
As promised, here’s the bonus hack!
Email marketing is something that can definitely boost your ROI and sales.
However, it’s not all fun and games when your subscribers start to drop off.
As the name suggests, the re-engagement email strategy is the best way to start a dialogue with those dormant customers.
According to Kissmetrics, on average 60% of an email list comprises customers who are unengaged.
Thankfully, segmenting your list will help you carve out the best strategy to re-engage with customers. This gets really powerful when categorized by the level of engagement like this:
- Least engaged
- Somewhat engaged
- Most engaged
This will give you clarity of the overall health of your email list and help you create better re-engagement strategies.
People generally love cute. If that’s something that your brand allows you to do without being overly salesy then it’s a great re-engagement strategy. BuzzFeed tops this:
Also, take a look at this example from Dropbox:
This short and sweet email does the job by hitting that emotional angle. And they work!
After a recent re-engagement campaign, Precision Marketing Group successfully re-engaged 12% of the contacts they targeted, and their overall CTR increased by 50%.
If you are selling anything online then I would highly recommend the abandoned cart email.
It’s like a little nudge to remind the customer about taking that final decision. Examples below:
Showcase the value in the offer again like Free Shipping
Everyone loves a bit of humour (depending on the tone of your brand). Be creative and think outside the square like Capser.
Finally, the ultimate weapon for re-engagement is incentivising them to return by offering a giveaway or a discount offer.
And this one!
Insider tip: Re-engage your list earlier than you think between 30, 60 or 90 days but no later than that. Use something like this to make your customers feel important.
Emails are a powerful tool to drive ROI and connect with your customers. It’s even more powerful when it’s done correctly.
By that, I mean going back to the drawing board and recognising the goals that you are trying to achieve.
The goals could be:
Getting more subscribers, conversions, re-marketing results or improving social media sales funnel,etc.
All of these emails can help boost sales depending on a specific situation, your audience and industry. You could even mix them up and A/B test the results.
Remember a sent email is always better than an unsent one.