They will not only look at your letters, but even read them to the end and go to the site.
Working on an effective email campaign starts with the basic steps:
- choose a reliable postal service ;
- collect a sufficient number of addresses of potential and existing customers and segment the audience;
- write catchy text;
- adapt content for reading on mobile screens.
But sometimes this is not enough: competitors make similar mailings, and you cannot surprise subscribers with something new and interesting. In this article, you’ll find these tips to help you figure out what to write to your clients and understand how to make your sales email stand out and be commercially successful.
1. Create an exclusive club
Let your subscribers feel like they’ve been chosen. Encourage them to sign up for your best customer mailing list. You can designate regular customers, customers with a certain check amount, or owners of a certain product as the best ones.
Offer membership in an exclusive club to subscribers in personal letters. At the same time, make sure that they do not look like “Nigerian letters” . Ask the client to confirm membership in the club.
Include great offers, discount coupons, new product pre-order offers, etc. in your email to club members. This will make your club membership desirable for your other customers through word of mouth.
H&M has a special loyalty program: when buying a certain amount during the year, customers receive Plus status and, as one of the benefits, a mailing list with personal offers:
2. Show that you care about subscribers
Your audience receives dozens of email a day. Subscribers are unlikely to pay attention to every offer to download something for free, buy something at a discount, or earn millions without effort. Advertising noise does its job – people develop deafness to marketing messages.
Another thing is if you manage to show care for the client in a letter. How to do it? Here are some ideas:
- Inform that the special offer will expire in a day (or other time).
- Explain why it is important to use your product.
- Offer valuable information.
Tinkoff tells how to prepare for a trip: from checking finances to collecting a first aid kit. For those who are going on a trip, it will certainly be useful and pleasant.
“Mango” tells what’s new in the application after the redesign, so that users do not get scared and do not get lost:
Pay attention to the title of such a letter. It should let the subscribers know that you have written something of value.
3. Ask for feedback
The secret to this tip’s effectiveness is personalization. You should personally approach the client and ask them to explain their choice, provide feedback, or help you conduct your research.
Mango offers to take a survey so that the company can better understand customers and offer personalized services based on this:
You can go further: invite customers to leave reviews on purchased goods, or simply write you an offer or claim – for this, leave a return address.
4. Use Social Proof
These include reviews, research results, cases, awards, ratings.
“MYTH” asks you to pay attention to a series of books that is not yet very promoted. And then he shows the opinions about these books – a simple reader and critics:
Social proof works: the audience is pecking, although there are still few real reviews of Russian-speaking users about the book. The book will probably sell well now.
5. Personalize emails
E-mail was created primarily for correspondence between people. Keep this in mind when writing sales letters. Personalization increases the overall effectiveness of the newsletter and makes users see it as a letter from a friend.
- Write on behalf of a real person, not a brand.
- Contact the user personally.
- Take care of the relevance of messages for a particular person!