Increasing sales is the main task of marketing. Can email be a secret? successful sales in the Internet? Of course. This is evidenced by the statistical research portal Statista: at the beginning of 2015, 20% of consumers in the US made their purchases online under the impression of an email newsletter. Also, users made an order by phone or made a purchase in the store after they read the newsletter:
How to get into this percentage with your email campaign and set up a selling email marketing mechanism? Read our article.
be guided the following rules when creating a sales email newsletter:
Let's see how these three rules apply at the stages of creating a sales letter.
For example, a marketer. This will attract the attention of subscribers and thereby increase the number of discoveries.
At the same time, indicate in the footer all your contacts: number mobile phone employee, Skype login, email, you can add links to social networks, etc.
In order for the content to be sent to be relevant, you need to divide subscribers into groups according to their gender, geographic location, interests, etc.
To send promotional offers, for example, you can offer the user to choose the promotions and discounts from which brands he wants to receive.
Around 205 billion emails are sent every day. This means that 2,400,000 emails are sent every second. There are 74 trillion emails per year. What can you do to increase your email open rate? Pay attention to the subject of the letter. The Open Rate of the email newsletter depends on how bright and catchy it will be. Make sure that the title is not misleading, but accurately conveys the essence of your email offer and inspires a purchase. If you promise a discount, keep your word.
Here are some ideas for selling email subject lines:
What is better NOT to do in order not to turn a sales letter into a complete failure:
Again, you need to understand that your theme is at risk of being displayed incorrectly in some email services. For example, in outlook, the heart symbol is not displayed at all. So the subject line of a Carter's sale email looks like this:
4. We write a selling text
The fact that the main thing in sales is the relationship with the buyer, says Jack Mitchell, author of the book "Hug Your Customers". “Hugs” refers to a sincere desire to make your customer happy. This also applies to email sales. It is necessary to provide the subscriber with all the conditions so that he feels that he is the only one, it is important that his user experience is good. Content must convey this attitude. What will help with this?
1. Personalization
There is a prejudice that addressing by name puts subscribers on guard. But still, statistics confirm the opposite: 80% of subscribers want to make purchases from brands that send personalized emails.
2. The tone of the letter should be credible.
Everything you write should not cause rejection and laughter. "People don't buy from clowns!" - Leo Burnett once said about sales methods. It is important that the text is small but intriguing.
3. Use the well-known AIDA and QUEST sales text formulas:
AIDA: Attention, Interest, Desire, Action
According to this formula, the task of the test is primarily to attract attention, bright and large headlines and first sentences will help in this. Next, we kindle the desire of the subscriber to purchase a product or order a service. Slogans, your advantages, as well as interesting descriptions what you are selling. This chain is concluded by an action that follows the previous three components. Add a call to action button to make it clear to the subscriber what they need to do next.
QUEST: Understand (Understand), Educate (We train), Stimulate (We stimulate), Transition (We encourage action)
These components of the formula describe the tasks of the text in the email:
In the letter in the example below, the principle of writing text according to the QUEST formula is followed.
Finally, share your thoughts! If you have something to say - say it! Don't be afraid to share your opinions, tips or examples from personal experience with subscribers. This will pleasantly surprise them and inspire a sense of confidence.
5. Pay attention to details (images)
What will help make your email offer unique? After all, it’s not enough just to make a bright call-to-action button or talk about your benefits. The answer is simple: images good quality. Create a sense of presence with bright, detailed photos of your product. It is the details that will help to make a competitive and unique email offer. When you look at such photos, there is a desire to touch, see live, perhaps try on and, of course, buy.
In the screenshot below, in their email, Burberry pays attention to all the details of the trench coat: buttons on the two sides, stitching on the waistband, water-repellent fabric, shoulder straps.
6. Calls to action
Your letter has a specific purpose, which means there should be a clear call to action. For example, "Order", "Leave a review", "Use a discount", "Go to the site".
8. Adapt email for all devices
Users are increasingly shopping online. According to Data Insight, orders from mobile devices accounts for about 15% of all purchases of Russians. Therefore, it is very important to make all letters adaptive and use as little text as possible in emails, since not everyone is comfortable reading huge canvases with a large number of characters from a smartphone.
9. Create email series
Not all subscribers read every email. If a subscriber receives three, four or five emails, they will read one of them for sure and go to the site to make purchases.
Automation in this case is a great helper, as you can set up a schedule for sending all emails in a series in advance.
The example below shows an online clothing store that sends a series of emails to its subscribers about spring sales:
The first letter is a bright start with the mention of the brands SK-house, Miss Sixty in the subject line, while the second is a reminder of the promotion. To interest, additional brand names are used in the email header.
Instead of a conclusion
There is a marketing concept of "4 P's" regarding successful sales. Sales efficiency will be high if the conditions for the four components are harmoniously observed: product (product), place (place), price (price), promotion (promotion).
Email marketing is an integral part of promotion. We hope that our tips will help you increase initial and repeat sales. But also do not forget to constantly develop and improve the conditions for the other components of the 4P concept.
Sending email is enough effective method interaction with potential audience. It remains an indispensable tool for Internet marketing even with the active spread of social networks. But how do you send out emails?
Statements that a good budget will be required at least for the purchase of a database of email addresses and payment for services that allow you to automate the process are partly true. But even the longest journey starts with one step. At first, the answer to the question of how to make a mass mailing by email is simple - do it yourself. But when the tool begins to bear fruit in the form of an increase in conversion - the ratio of the number of customers who completed the target action (subscribed to the newsletter, bought a product, called, registered) to users who visited the site or read the letter - you can think about automating the work.
How to make an email newsletter yourself? Before you start creating a mailing list and directly send letters, you should study not only technical points, but also to determine target audience, interests and needs of subscribers. Only knowing your client “in person”, you can successfully sell the product more than once. So, the first step is to at least superficially familiarize yourself with the basic provisions of successful Internet marketing.
So, the technical knowledge of how to make an email newsletter is not enough for the success of using the tool in Internet marketing. The distribution must be well-structured. You can’t persistently offer a potential client to buy something in every letter, as this will make the message chain look like spam. Such mailings are blocked by automatic services and added to the black list.
There are three most common ways to turn an ordinary subscriber into a satisfied customer.
Educational (cognitive) content - information in the form of text, images, videos, infographics, and so on. Letters with such a strategy should be useful and informative. An online clothing store, for example, can teach girls how to create their own individual style.
Sales directly. Direct sales are recognized as the most inefficient method building audience loyalty. These emails are more likely to end up in spam. At the same time, the conversion part should complement the previous strategies with educational and entertaining content.
Preparatory stage: you should determine the target audience and its needs, think over a content plan and sales strategy, collect a database of email addresses.
Technical points: you need to create a letter template, develop materials for mailing (write texts, find or make pictures, videos), set up sending letters.
9:00-10:00 - suitable for any topic;
15:00-17:00 is a good time to send promotional messages (from Monday to Thursday);
17:00-19:00 - it is best to do a mailing list advertising entertainment events;
19:00-22:00 - the most active time for shopping in online stores;
Tuesday, Wednesday and Thursday - better days for mailing any subject.
Conversion Tracking: Be sure to keep an eye on the statistics and take action if the conversion is not enough.
How to send out emails to unknown subscribers? Starting to create a mailing list, you should determine who the potential customer is. The main task is to succinctly describe the characteristics of a person in a living language. Next, it is important to understand where you can find the target audience, this will be required to collect the email database. If you need to sell a product that is in seasonal demand (winter tires, swimwear, sleds, sunscreen), you should actively remind yourself of yourself during the period of traditional sales activation.
How to make an email newsletter for those who feel like fish in water in Internet marketing? An option for advanced users: start promoting the product competently so that by the time the client needs to purchase it, the person would already be aware of where to purchase a particular product. For example, stretch ceilings are sold. The design is installed at the end of the repair, so you can start promoting the product at the stage of repair planning and its further implementation.
Required:
You should also develop a chain of letters. They can either be interconnected or be separate “tiles” of information.
How to make a mailing list based on email? First of all, decide on this database of email addresses. For a successful mailing, only a high-quality email database is needed. Each user must express their consent to receive emails. It is better to abandon shadow methods: buying an email database, collecting addresses by fraudulent means, and other not quite fair ways get a potential client.
But how do you find your potential clients? You can make a one-page site (stub) with an offer to subscribe to the newsletter, offer the user useful content for a subscription (a small e-book on the topic, an interesting checklist or video manual), collect addresses directly from the feed into in social networks, offer a discount for subscribing to the newsletter, use social proof (for example, reviews about the informativeness of the newsletter).
You will also need an html template for the letter. You can make an email newsletter template “from scratch”, i.e. write the html code yourself, or use ready-made solutions. In any case, you need to learn the basics of html. You can draw inspiration from great examples of letters.
What else you need to consider when creating a template:
take care of how the letter will look in the mobile version of the mail service;
use responsive design — adapt letters, including for widescreen monitors;
pay attention to typography - do not choose a pretentious font, as well as too small or very large;
Highlight a call to action - it can be a button "Order", "Register" and so on, but the main thing is that the call to action should attract attention;
do not complicate - the text should be concise, but informative, there is no need to oversaturate emails with images or videos.
How to make your own email newsletter? It is worth taking care of automation and turning to email mailing services. Such tools can be both free and paid. Flat fee services tend to provide more options. At the service of the webmaster here are complete statistics, and differentiation of the base by any sign (gender, age, etc.), and other useful things. But it’s better to start with free tools: they are easier and will help a beginner to get used to the difficult task of Internet marketing.
Free (more precisely, conditionally free) services include the following tools:
SendPulse. You can send 3000 letters per month for free, the maximum number of subscribers is 200. The service provides a large number of ready-made templates for letters.
Smart Responder. No more than a thousand addresses and 50 thousand letters, 10 MB of disk space is also provided.
UniSender. Up to 1500 messages per month and no more than 100 subscribers.
Cogasystem. Up to a hundred addresses in the database and up to 500 letters per month.
mailchimp. The English-language service allows you to send up to 12 thousand letters per month to no more than 2 thousand subscribers.
MadMimi. Unlimited number of letters, no more than 100 addresses. Service in English.
Some services are more functional, but all of them contain the minimum necessary set of tools for conducting email newsletters.
Email newsletter is a tool that allows you not only to deliver letters to subscribers, but also to find out what is interesting to your readers and what is not. And they also earn with the help of mailing, sometimes more than from the site.
However, today we will talk about how to make your own email newsletter on your favorite site. Don't be afraid, waiting for you step-by-step instruction for Dummies. Which will allow you to learn all the subtleties of this craft.
The first question that arises for many is why use the Email mailing service and is it possible to get by with just your computer? - The answer is of course not!
3 Reasons to Use Email Marketing Services
1. The presence of an editor to create beautiful writing. This means you don't have to dig into code to create compelling emails.
2. Modern Yandex mail, Gmail, Mail and Rambler use the DKIM signature and valid SPF authorization (some are registered in DMARC). That is, sending letters through your server does not guarantee that at least someone will see the letter (it may end up in Spam).
3. The last plus is the provision of statistics: how many letters have reached, how many have been read and other factors, depending on the service.
An important factor is how many subscribers you will have 50-2,000 or 2,500-5,000 and how often you are going to send letters once a month or several times a week.
This I mean that if you have few subscribers and rarely will be mailing lists, then you can organize a free mailing list. However, if you think big, you will have to pay for services anyway.
Not so long ago, I talked about which are worth a try to increase conversions.
However, I repeat here that it is best to use where all the most modern features and it will be free for up to 100 subscribers.
- allows you to create a free email newsletter, up to 2,500 subscribers. I think this is one of the best services which can be recommended.
Of course, you can use the regular mail registered to you, but it will not look pretty. If [email protected], recommends reading the article or watching promotions on the site.
Therefore, be sure to create mail like [email protected] yourdomain.ru . This causes more trust among readers, such letters are less likely to end up in spam and give a certain slice of the brand for the site.
How to make mail for the site?
The first way: if you have sprinthost, timeweb, beget or any other good hosting, then you just need to go to the hosting control panel and create a mail. The process takes 3 minutes.
Last and extremely important step, because with the help of the subscription form, people will agree to receive your letters. Your goal is to create the most nice shape that draws attention.
Such forms are created in any email marketing service and are easily copied to the site. Since I use UniSender, I will also insert a lesson on creating a subscription form from this service.
but this way has a minus, namely, limited form design and loading of extra scripts on the site, which is not very good. Therefore, for webmasters, I offer another way out.
You can create your own subscription form, and then connect UniSender to a new beautiful form. To do this, you will have to copy a few inputs and you will be done!
After choosing an email service for mailings and installing a form on the site, most likely the recruitment of subscribers will be slow and I want to immediately protect you from stupid decisions.
Mistake #1— The first thing that comes to mind for many webmasters is where can I find subscribers? And after searching the Internet, they start downloading email databases or adding their acquaintances to the mailing list.
This leads to the fact that people, without giving consent, receive letters from some site, which will eventually lead to this site being blacklisted. And in the future, all letters will go to the Spam folder, and not to the target audience.
Mistake #2- after watching great cases on email marketing, where they sell for 100,000 rubles using mail, some run and shove affiliate links right into the mail to sell the services or goods of others.
Sometimes it really works, but the main purpose of the newsletter should be exploratory in nature and make the subscriber go to your site, where everything is described in detail (will give 3-5 times better results!)
Mistake #3- there are people who just start a newsletter, whatever it is, and offer subscribers to read the latest articles or see the latest products, unfortunately this is ineffective (I would say that this leads to getting into the Spam folder).
You have 40 title characters, where the first 3-5 words should carry the key idea and arouse curiosity. Therefore, try to create interesting headlines, they play a key role in email marketing.
The first erroneous thought that occurs in the head of an inexperienced entrepreneur who decides to develop a business on the Web. It seems like a working site with information posted on it is enough. It may seem to you that you will be able to communicate, get the opportunity through the site to tell the audience whatever you want, but this is not so. Let's figure it out.
Let's say 100 people visit your site. You greeted them with your face. They looked around, read something (if you have a blog, for example), made a purchase (if you have an online store) and left. Everything. If they want, they will “contact” you - they will visit the site again. If not, then you've lost your audience because your visitors are still strangers to you. You can't contact them, they can. The same pager. Now imagine that these 100 people left you their email addresses.
Email is a direct analogue of a telephone number, a contact through which YOU can contact your visitors. True two-way communication, like a phone. It remains only to get an email.
A fundamental problem that marketing gurus struggled to solve. To answer the question, you need to take the place of the site visitor. They just don't give out email addresses. Compulsion? Will not work. Deception? Even worse.
The only one effective way get an email - make the person want to give it to you.
The motives for sending an email address listed above should be shown to visitors in a simple and visual way. Put static and pop-up subscription blocks on the site. No tricky long texts. Clearly, clearly, clearly, understandably. The effect will not keep you waiting, and soon you will have an impressive database of contacts.
Having email addresses allows you to speak to your audience through a mailing list. You need to use this opportunity correctly, because inept work with subscribers will not only not help, but also harm you.
So you're talking to an audience. Address is speech. Speech should be beautiful and elegant, which means that your letters must attract with every element.
If the subject of the letter did not interest the recipient, then he will not get to the content. The theme should not repeat the past, but should arouse curiosity with the originality of the message.
Say which sender's name causes less doubt: [email protected]? Your company name is your name and should be in the sender's address. He must be recognized. That is why marketers focus on brand awareness.
And in the mobile era, when people view your content on smaller smartphone screens, size requirements have become even tighter. No more than 50 characters per title is a strict rule. Ideally key phrases, appeals and abstracts should fit in 28–39 characters.
Too much uppercase won't help you engage the reader. Rather, on the contrary. It is necessary to take into account the specifics of perception. Caps can be perceived as a scream. Nobody likes to be yelled at.
Personalization in circulation is the strongest tool for increasing the loyalty and interest of the recipient of the letter. It seems as if the letter did not come from a soulless robot, but from a friend who knows your name. What attention! It's close, incredibly close. Offer personalization is an even more advanced tool that works based on the visitor's history of actions.
You can not consider email in isolation from the overall business process. The letter is the first stage in the chain, and therefore must fulfill a strictly defined goal. For example, a transition to your website, store, a specific page. The content of the letter must lead the recipient to this through a clearly formulated call-to-action (call to action). Typically, this is an element that stands out in the body of the email, like a button, and the text acts as a catalyst for attractiveness for clicking on it.
Have you decided to make several versions of the letter, because you are not sure which one will be the most effective? No need to doubt. Using right tool, you can send all versions of the letter, distributing them so that, for example, 33% of recipients see the first option, 33% - the second and 34% - the third, and then evaluate the effectiveness of each option.
And in the context of an email campaign, “on time” means best time in terms of response activity of recipients. There is no perfect moment when all the people in the world suddenly want to read emails and click on links. Everything is very individual, and finding the best days and hours will help simple practice and monitoring subsequent activity.
Thanks to these not too cunning tricks you will turn the email newsletter into an effective communication channel through which a loyal audience interested in your offer will come to your site.
However, there is a problem, and you already understand it well. How, for example, to personalize hundreds and thousands of letters? How beautiful to write a letter? The same goes for A/B tests and analytics in general. In the end, not every entrepreneur ALREADY owns his own website, and therefore the first task for him is to find a simple and inexpensive way to get a high-quality beautiful “digital office” for his business.
With the advent of website builders, the life of small businesses and entrepreneurs has become much easier. No need to contact programmers and designers. You don't need a sysadmin to maintain the server. It is enough to choose one that does not require specific skills for customization, and independently modify it to fit your needs.
It remains only to add an email application to the site. A minute to install, a couple of clicks to create a beautiful letter, a convenient choice of recipients, and your newsletter is ready to be sent.
Estimate in your mind and choose the best Option is not difficult. Let's get together... Sending out the first option, i.e. mailing program from a computer, after a fairly short period of time, your IP will be calculated and added to the spam database. To fix this problem, you need to start using a proxy server. There are a lot of them on the net, and you can find them simply by searching by entering the phrase "free proxy server", only the IPs of free proxies have long been added to the spam database, because you are not the first to come to such a decision. Use paid? Their cost is about $10/month. The IP of which, also after a longer period of time, will be added to the spam database thanks to your mailing list. On average, you will have to change proxies 2 times a month. Those. $20 or 580 rubles, provided that the text of your letter is not in spam databases. And again, to put it mildly, these are problems and time.
Sending from hosting, monetary investments are the same as in the paragraph above. Only you risk the IP address of the entire hosting and the possibility of being blocked. The principle remains the same - either buy a proxy or a dedicated IP - which is the same, not for long. Or buy, in addition to the domain, bulletproof hosting for mailing - but they cost a lot of money, we won’t even consider it.
The last option is to send from web services where there are no problems associated with spam databases, IP changes, etc. The cost of services varies, but in the average version, mass notification of customers will cost 500 rubles. per month. On such services, all issues with spam databases have long been resolved, almost always there is a discount program and multifunctional sending.
Having cast aside bias and looked objectively, it is not difficult to choose the best way mass mailing of e-mail letters to postal addresses. Having understood the above, let's plunge into the tact and conscientiousness of notifying subscribers.
Internet ethics- it's pretty broad concept. Applying it to the operation mass mailings- it is rather tact, responsibility, respect and conscientiousness. Naturally, if you don't follow the etiquette, your mailing service will not live long... There will be a lot of negative reviews and complaints, which will lead to loss of income, a ban, or even worse, blocking your account.
With this question, everything is transparent, the subscriber asked, you listened to him with a kind word, politely answered and fulfilled his wishes. In case of refusal, objectively explaining the whole situation of the impossibility of fulfilling his requests.
For example, they asked you to unsubscribe an e-mail address from your mailing list. In no case do not wait for a negative connotation to appear in the subscriber's requests. Just unsubscribe at the first contact and answer him with an answer about the end of the subscription. For such conscientiousness, they will not only say thank you, some of them, on occasion, will speak positively about your service on the network.
Of the tips, we will show the most obvious ones, for non-compliance with which you can quickly get banned.
If you ignore the requests, then subscribers will find a way not only to spoil the reputation of your business, but also completely ban it. AND email newsletter become the instrument of destruction.
