12 Ways You Can Sell More Through Email Marketing

Written by
Isabel Edwards

Are you putting all the time and effort into your email marketing, but getting nothing back? If you’re running an ecommerce business, email marketing can make a big impact on your sales, and it doesn’t require a huge budget or degree in marketing. Here are 12 simple ways that you can improve your conversions...

1. Segment your email list

Have you ever received an email that you felt like just wasn’t meant for you? Or about something you’re really not interested in?

It happens to us all, probably on a daily basis when we scroll through all the emails we’re not going to open.

For the email marketer it’s a waste of time and money, and brings the user one step closer to hitting the dreaded ‘unsubscribe’ button.

Segmenting your email list will allow you to deliver more tailored content. Sending users the kind of content they actually want to see will keep them engaged and more likely to buy. Here’s how you can segment your audience:

2. Feature a product of the month

Featuring a ‘product of the month’ allows you to sell without being too sales-y. Put a new product in the spotlight each month and tell your subscribers what is so great about it.

Is it a best seller? A new release? A product from an exclusive collection?

Whatever the reason is, clearly outline why it’s the must-have product of the month and make it straightforward for users to buy.

3. Give early access to new collections

Everyone likes to feel special and giving your subscribers access to a collection before anyone else is a simple way to do that.

If you are launching a new collection or product line, giving shoppers early access (even if it’s just by a few hours) has multiple benefits for your email marketing:

4. Keep emails short and engaging

Email marketing is very different from blog writing. Typically, people aren’t looking for lengthy pieces of content when scanning their inbox.

Emails should be short, sharp and engaging. Stick to the key information and avoid any unnecessary text. Make your emails more engaging by including images, videos or attention-grabbing graphics.

If your goal is to sell through your email marketing then focus on the product, its benefits and a way for users to purchase.

5. Personalise emails

When collecting email addresses, always ask for the name of the user. Why? Because 71% of consumers say a personalised experience would influence their decision to open and read brand emails. Also, Marketers report a 760% increase in email revenue from personalised campaigns.

If you receive an email that is personally addressed to you, you’re far more likely to open it over a generic email that could have been sent to anyone.

Personalising emails is simple to do with most email marketing software and will make a huge difference to the performance of your emails.

6. Don’t underestimate the importance of a subject line

With all the time and effort going into the actual email, it can be all too easy to rush the subject line before hitting send.

But the subject lines are so important! What’s the use in having a high converting email if your subject line is so boring that no one opens it to even see the email?

Here are some simple ways to write a clickable subject line:

7. Promote a clear call to action

Every email you send should have a purpose. Selling a product, getting views on a blog post, getting downloads on an eBook, whatever it is, decide what you want this email to do.

Once you’ve decided the action that you want users to take, make this clear in your CTAs (call to actions).

This could be a button that says ‘Buy Now’ or ‘Shop New In’. It should be crystal clear for users to find this call to action, as that is the main purpose of the email.

When writing a call to action, it should be short, concise and to the point. You can play around with design, colour, font and sizing to make it stand out.

8. Sell the benefits and not the features

Ever heard the phrase ‘sell the sizzle and not the sausage’? Sell the exciting benefits of the product to the customer, rather than reeling off a list of features and specifications.

Let’s say you’re selling coffee, the headline of your email might be ‘Our new Peruvian blend, roasted in small batches’. So? Who cares? Why does it matter if it’s roasted in small batches? The everyday consumer probably won’t understand or put too much thought into why this is beneficial for them.

‘Small batch Peruvian beans for even roasting and rich flavour’. Ah, small batch allows for greater care and an even roast creating a better flavour, that sounds amazing! 

If you find yourself in auto pilot when writing emails and you're simply listing off the features of your products, stop and think about how those features would be beneficial to your customers. That’s what is going to sell your products.

9. Monitor your click through and open rates

Whilst you’re making all these improvements and working towards selling more through your email marketing, it’s important to monitor your open rates and click through rates. This will tell you what’s working and what isn’t.

It’s also useful to take a look through your previous email marketing to see what performed well and what didn’t. It can be difficult to know exactly what went wrong with low rates, but if you see trends across particular emails that have done well, you know to keep sending out this type of content.

10. Schedule at the right time

It’s not an exact science, and it will come with experience, but learning when to schedule your emails will make a difference in how much you sell through email marketing. 

The best time for open rates could be 7am so your email is top of their inbox when they wake up, or perhaps 12pm when they’re on a lunch break.

A bad time to send emails could be a Friday or Saturday night, typically when most people aren’t checking their inbox. 

Testing different times and monitoring the open rates is a good way to find the optimum day and times for scheduling.

11. Use A/B testing

Unsure about which design or copy to go with? Send both. A/B testing is such a useful way to experiment with your marketing and most email automation platforms have this functionality.

Send one version of the email to half of your audience, send version two to the other half and see which performs better.

Version one might get more opens, but version two might get more click-throughs. In this case, you can take the subject line from the first one, the content from the second and create a new optimised, high converting email.

12. Offer value to your audience

If your emails aren’t performing as well as you hoped and you just can’t figure out why, ask yourself if you’re providing value to your audience.

Is your content sell, sell, sell? Nobody wants to be bombarded with marketing collateral. When users subscribe to email lists, it’s usually because they think they will receive value from it. If they find that your emails are consistently a hardcore selling pitch, they’ll go straight for the unsubscribe button.

Provide your audience with some information or content that they’d be genuinely interested in. For example, if you’re selling coffee, you could send an email with flavour profiles from the world’s top coffee producing countries, or a tasting wheel that helps them detect the flavour in various blends.

Proving value will engage your audience and have a positive impact on your sales.

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