When the year begins, it is time to think about what actions can generate the greatest return on investment.
In this article, we are going to show you how to obtain the maximum results through email marketing, one 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.
One of the biggest advantages you have when it comes to contacting you by email is the personalization that you can achieve in a matter of minutes.
Something of utmost importance at this time is to ensure that your brand is clearly associated with your corporate image in terms of the aesthetics and colors of your logo, and this is a point that you can achieve without having to be an expert designer.
The editors of the mailing platforms are very simple and allow you to incorporate text, images, buttons, and customizable headers to create a visual impact with any theme.
If you are not entirely creative at the moment, there is no problem! You can take the free templates specially designed for each occasion and thus you will already have a starting point. Then you can adapt them to your goals, preferences, and style of your business.
Email marketing gives you the ability to segment your database, for example, based on the country of residence of your subscribers. In this way, you will be able to replicate your campaign for each geographic segment and gradually make small content modifications to them that create empathy between them and your brand. The same applies to each category of products.
Remember: the emotional bond is what lubricates 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 to schedule marketing actions in a digital strategy and of course! Doing so 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 fully automated flow. What’s this about?
Business planner for an important online fashion business explained in his presentation how to plan the sending of Christmas campaigns 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 with the help of Email Automation.
With this functionality, you can very easily schedule your shipments with specific dates, time intervals between each of them, and even start a chain of emails that are delivered according to the interaction of each subscriber.
Always keep this in mind: don’t wait for special dates! Achieve more sales potential and a better brand image by being present at all times.
Arouse interest taking into account consumer needs
Marketing is about satisfying needs and generating wants, and it is important that your brand is the solution for your customers.
For necessities, in seasonal times people are generally in a position to meet social expectations as they have to find 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 solving their concerns without taking time away from their celebrations, their vacation planning, and their interest in removing the stress or tensions accumulated by the day today.
What is the wish then? Satisfy their need through your products: that it be a fast delivery that adapts to their times and everything that gives the client security in choosing you and not any other competitor.
Now that you know that you can personalize your messages by email, the path is somewhat paved. First, you have to analyze what you can offer to make your business become a problem solver.
Here are some tips:
I offered gift wrap. If your brand has great recognition or your products stand out for their branding, you can offer it in their colors, although never rule out the option of offering the classic combination of green and red for times like Christmas, for example.
I propose alternatives to 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 winking to each era can add a lot.
It gives incentives that reinforce the purchase decision, such as discounts. Do them in advance and in a planned way so that they vary over time and have greater sales potential. The closer the date is, the greater the urgency of the consumer, so it has variants such as ” last-minute discount ” or ” immediate shipping ” to attract this type of customer.
– I turned a purchase into more than one gift. Imagine that when that special date arrives, 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 good 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.
Remember: make a list of consumer needs according to each time of year and formulate a valuable proposal based on it. Next, take advantage of the mailing platforms to pour it into a series of personalized, friendly, and automated messages to achieve the perfect timing.
Take advantage of seasonality to increase your database
At this point you are probably writing down a tip or detail to polish for your strategy, awakening a new idea or recalling one that you have surely thought about in recent months. But, did you stop to think to whom you are going to send your emails?
If the answer is yes, we recommend that you continue 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 to send communications only to those who gave 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 has no interest in your business.
Although this seems like a very high barrier, don’t worry! The mailing platforms have known how 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. With just a few simple steps you will be placing it in spaces such as your blog, website, or your Instagram profile so that any follower who wants to subscribe to your mailing list.
The best news is that the form is synchronized with a list so that you have all the data in your mailing tool, which you will be able to use to segment the campaigns and send them. It all depends on the data you request: name, surname, age, sex, country, etc. The possibilities for segmenting 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 can you take advantage of each season to enhance it and thus achieve more records?
First, you have to let your followers know that this time came to your business, and with it give all the possible reasons for them to complete the data in the form. For example:
– Cyber Monday is coming at (your brand)! Find out about our news first.
– I discovered the Cyber Monday prices that we have prepared for you. I agreed by registering.
– This Valentine’s Day we have a special gift for you.
– Our secrets of Christmas are in our newsletter. Subscribe!
As you can see, the expectation of the consumer is high in relation to finding offers and news from brands. They want to discover them to make the most of it and satisfy in the best way they need to give something to their friends and family.
You can then start organizing situations that require registration. For example, a Christmas event, a downloadable resource, a themed picture pack. All this at no cost, but with the requirement of completing the subscription form.
In this way, you will attract subscribers who are truly attentive to your communications and satisfied that you are meeting their expectations that are demanded at the time.
Don’t forget about metrics
Email marketing considerably increases the profitability of your online store if you take into account tips like the ones we saw throughout this article.
Beyond the results being translated into sales success, the business world is characterized by analyzing and knowing the performance of each strategy to implement improvements, and this is an excellent opportunity to do so.
A great advantage is that mailing platforms offer a real-time metric report to know the performance of each campaign.
What information can you know? The number of opens of your shipments, where subscribers clicked, the number of bounces (undelivered emails), removals, geographic location, and even from which device and web browser they open them.
All these data are important to make decisions both in your email marketing strategy and in your business, and as a background for future campaigns that you carry out on seasonal dates.
A marketing action can be excellent but never perfect, that is why it is important that you take advantage of all the available tools so that you obtain greater and greater results, or else you can identify what your strengths and weaknesses are.
I wish you the best of success and I hope that with these tips, you prepare to break it and achieve many more sales.