People buy when they feel that they have good reasons to do so. So, you need a strong value proposition (=great reasons for buying what you sell). If you don’t have it, you can’t be able to give people good reasons for buying. If you don’t know what—specifically—would make people see value in your offer, how could your email marketing (or any marketing) be effective?
For example, you may analyse the journeys on your website and identify that people who visit a page is more likely to purchase than those who do not visit that page. With behavioural data pointing towards the potential for this page, it would be worth testing whether offering a bespoke content message or discount offer to users when they arrive at that page drives conversions. It could be that your customers have left items in their baskets and not completed their purchase, like this example here from Nordstrom:
You split your email subscriber list into “cold” vs. “warm” leads so you can compare similar groups of customers in this test. You prepare two versions of your email—one with the normal subject line, and one with a much shorter, punchier subject line. You send half of your cold leads the normal subject line and half of your cold leads get the new, exciting subject line. You also send half of your warm leads the normal subject line, and the other half get the new subject line.
This article is by far one of the most interesting and fun articles that I have read in a long time. I say fun because the points mentioned here are simple and easy to read. They are not long passages that speak a lot and tends to lose focus. On the contrary the points mentioned here were in short crisp sentences that did not bore me but made my read a pleasurable one. Thanks!
If you're doing something right, and it's making an impact, your competitors will pick up on it. If your competitors start changing their own strategies and tactics, and if it seems like they might be doing this in response to your campaign, it's worth looking into. Identify your main competitors and analyse how their own email messaging has changed (if at all) during your campaign.
To make sure you're only sending emails to the people who want to read them, clean up your email list so that it excludes recipients who haven't opened a certain amount of emails in the campaign's recent history. This makes sure your emails' open and clickthrough rates reflect only your most interested readers, allowing you to collect more effective data on what is and isn't working in each email you send.
That isn’t to say that sales-y promotions couldn’t ever create results—as marketing “gurus” have proved. The results just aren’t as good as they could be. Take the biggest gurus’ results—the ones they boast about—and calculate their conversion rates. Often their marketing is comparatively ineffective. They just have massive volume, so the sales numbers are impressive.
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I wish I’d known that email marketing isn’t about the channel or the sending technology, it’s about the individuals receiving the email. It’s about making the email offer/content as relevant and valuable to them as possible. It’s about leading with marketing and letting the technology bring it to life, not the other way around. Kath Pay (Founder of Holistic Email Marketing)
But if people don’t believe those reasons, they don’t buy either. As long as you seem like a friend who’s trying to help them, people are likely to believe that you’re sincere and that buying from you is a good decision. That’s one of the main reasons email marketing can work so well; it’s relatively easy to come off as a friend. Especially the other two email marketing strategies are good for making people see your good intentions. That said, if your offers don’t make people think you’re genuinely trying to help them, something is wrong.
For example, a young company experiences growth and considers purchasing an employee health insurance plan but knows little about options. A health insurance company offers an online quiz with questions such as what state the company resides and what employee health benefits laws apply based on the number of employees, what to look for in health insurance offerings, etc.