Regular communication with subscribers requires imagination. How to remind the buyer about yourself, but not be intrusive? Any letter should be appropriate, remind your client it needs a reason. And the more significant it is, the higher the likelihood that the client will go to the site and make a purchase. Afraid to experiment and take risks? Don’t worry, how to remind experts have already checked the reaction of users for you. We share selected positive experiences of using various information reasons for mailings.
The Main Thing About Email Newsletters
Research has shown that a well-executed email campaign aruba email list 38244 contact leads the highest ROI compared to other channels — about 122%. Online retailers cite the campaign goals as increasing sales revenue (59%) and the number of potential customers (49%).
However, every year the number of online stores using this method of communication with customers is growing, which means that someone’s letters will either remain unread or will not be redirected to the site. The ability to stand out from the crowd is becoming key. However, you can stand out in different ways: not every original letter will be met with approval. The news item you choose for the mailing may be suitable, remind your client but there may be problems with the content of the message. Therefore, email campaigns of online stores using the mass mailing service from Retail Rocket are often accompanied by A/B testing. We advise you not to neglect this tool.
Frequency of reminding the client about yourself
Emails are not just reminders, how to remind but a way to maintain a dialogue with the client. The frequency depends on your business and how much the person needs you at the moment. Let’s look at a few scenarios.
- Weekly . If you have something going on all the time: new products, discounts, events — write more often. It is important not to impose, but to help. Imagine that each of your letters is a useful hint, and not a cry of “Buy now!”. Example: you have an online store. Once a week you can share a selection of new products, advice on choosing, or promotions. But keep in mind: each letter should convey something valuable, otherwise it will immediately end up in the basket.
- Monthly . If you have a long decision-making cycle, such as in real estate or complex B2B services, write once a month. People need time to think, and too many emails can be annoying. In this case, it’s better to focus on the depth of the content: analysis, research, advice on choosing. One quality email a month is like a good friend who will always promptly tell you something important.
1. Calendar mailings
The easiest and most proven way to remind the buyer about yourself is calendar holidays. Many of them imply the purchase of a gift. Somewhere in the subconscious of the client there may be a desire to buy it at a convenient opportunity, and here you are. And you first congratulate the buyer, demonstrate closeness to him, and then offer him ideas for gifts.
“Today is a holiday for animals,” – these are the words with which the online store MirKorma greeted its customers in a mailing dedicated to Animal Protection Day. Then, customers were asked to congratulate their pet. The personalized product recommendations that followed were formed depending on what kind of animal each subscriber has. Thanks to a comprehensive email marketing strategy, of which this mailing was a part, the volume of sales via the email channel reached about 14% of orders and 15% of revenue.
2. World events
Another reliable way to remind the client about yourself is to use a link to world events and give the buyer a sense of involvement. Open the news feed and simply study what is currently on everyone’s lips. Positive news is best, of course, but with a certain degree of caution you can also refer to other news. I bet that right now, marketers are sitting somewhere and figuring out how to tie the topic of coronavirus to their newsletter.
Viral videos that get millions of views can also be considered global events. The ability to play with a fresh meme will not only distinguish you from other brands, remind your client but will also add virality to your content: surprised customers will share it with their friends.
As an example, we will cite a mailing made by the online store Ru-mi. In it, it shared the schedule of the upcoming matches of the Russian national football team, how to remind at the same time offering to watch them on a TV with high definition and good sound.
3. Works of popular culture
You can show that the seller is on the same wavelength with the buyer by referring to a new TV series, film, music hit, book or computer game. The main thing is to guess which work and in what quality is suitable for use.
Want to increase your Open Rate? Use verbatim or reworked quotes from popular works that haven’t gotten boring yet in your headlines.
The easiest way to use such information is for online fashion sellers. For example, the online store Tom Tailor noticed that they could offer customers clothes based on the new episode of the series “Star Trek”. And they made a mailing with a corresponding thematic selection.
4. Faces of the store
To strengthen the emotional connection with your subscribers and build long-term relationships, introduce them to the people behind the site in your newsletter. What are the store employees interested in? Which products from the store’s assortment do they use?
Let employees share their consumer experience and advice with customers in a letter. It is always nicer to receive a letter not from a soulless machine, but from a smiling manager.
This is the path taken by the New York store Food 52, how to remind more than just another online food store for its subscribers.
5. Humor
As the study designing effective campaigns , 50% of European and American consumers prefer humor in email marketing to any other topic. When the buyer is in a good mood, they are more likely to click through to the site and make a purchase.
Irony in a letter can be indicated already in the title, using a play on words. The body of the message can contain funny pictures, videos or text. However, it is important not to overdo it with humor: it must be recognized that not everyone understands it. In this case, you can play it safe and, like the Beardbrand store, write the next day that yesterday’s mailing was a joke.
6. Games
According to the study, 81% of marketers kcrj that interactive content attracts more attention than its static counterpart. Gamification has a high user retention rate and increases their loyalty. Customers respond to your offer both for the pleasure of the game process and for the result.
The simplest thing you can offer in a newsletter is a test on the knowledge of the properties of your products. The client will win in any case: either he will be flattered that he answered all the questions correctly, how to remind or he will expand his knowledge when he finds out the correct answers. The reward for winning can be a discount or some exclusive content. And do not forget to give the client the opportunity to share the test results on social networks.
A bold example of gamification is the newsletter from the online store of adult products “He and She”. In it, the online seller invited his subscribers to test their sexual horizons by guessing the purpose of some products from a photo.
7. Celebrities
Not every online store can afford to invite a star to promote their products. But if you want, you can do without extra expenses. Just take a closer look at celebrities in recent videos and photos and offer customers the same (or similar) products that they use.
“Buy jeans like Brad Pitt!” “Build muscle with the same machines as Cristiano Ronaldo!” “Order the dish Billie Eilish ate yesterday!” Headlines like these are sure to attract attention to your newsletter and increase your Open Rate. All you have to do in the email is offer the promised products.
