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Use a combo of email marketing reports, email campaign data, and email
surveys to boost your business sales.
Many email marketers focus on getting customers
to open their emails via enticing subject lines, discounts and other low-lying
fruit. But the most successful email marketing campaigns bring in the bucks
by courting customer opinion, showcasing the most popular products, and
making it ultra easy for email recipients to make a purchase.
When used correctly, your permission-based
email marketing solution and its back-end reporting tools work as a powerful
vehicle for both driving and measuring online sales. Here’s a four
step plan to maximize your return through a customer-centric email marketing
campaign.
Step 1: Send out
a "Best Of" email survey to gage customer opinion
Craft a “Best Of” email survey that asks your customers what
their opinions are on your products or services. Which ones do they like
the best? Which ones truly make the grade? Give your customers an incentive
or reward for answering your questions, such as a coupon code or nice discount
on a future purchase.
Step 2: Gather your email data and narrow down
your results
Some email marketing services
not only allow you to create your own email marketing survey, but they
quantify the results for you. Gather your answers and narrow down the products
you want to showcase. Once you have your list of featured products, decide
how you’re going to release the results. We suggest no more than
six items per email. If you have too many to squeeze into one email, announce
your winners over two or three campaigns.
Step 3: Design a dynamic email that showcases
your winners
Now it’s time to create a visually stunning email layout that truly
shows off the products your customers like the best. If possible, include
a picture of every product, as well as a price and a short summary. Link
each picture back to a landing page on your site where customers can buy
the product you’re promoting. Kick things up a notch by offering
a discount the winning products, enticing recipients into opening their
wallets.
Step 4: Send your email marketing campaign and
measure your results
Once everything is in place, send your HTML campaign with a dynamic subject
line. For instance, use a phrase like “Customer favorites: The products
you can’t live without” or something along those lines. Use
up to 50 characters (including) spaces to woo each customer into opening
your email, and then use your reporting tools to see which customers opened
which links and made a purchase. If you had just one runaway hit, you’ll
already have moved enough inventory to make your entire campaign worthwhile.
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