The best way to secure sales through email marketing

If you are running an email marketing campaign, you may have found yourself struggling for sales at times. As with almost all businesses, there will be peaks and troughs so creating a campaign that will consistently be good is essential. Here are a few hints that may help you to secure as many sales as possible.

Understand the power of mobiles

More and more people are using their mobile phones to access their emails. Gone are the days when we had to wait until we got home to our PCs to be able to check our email. Now, it’s just a few touches of buttons to get online and into our inboxes. With this in mind, marketers should be working on a campaign that targets different customers at the right times of the day. A restaurant could do well by sending a voucher as part of a campaign that is received late morning. This may tempt people to head there upon receipt of the email; something that wasn’t necessarily possible before mobile phones were so heavily used for internet access.

Teach your customers something

Bombarding your subscribers with sales pitches can result in them becoming bored and unsubscribing from your mails. Instead, try educating them with some advice or a useful bit of content. If they feel like they are gaining something from you, rather than just being pushed into making a purchase, they are more likely to engage with your brand. Giving them some information about a particular product that may interest them could encourage them to buy it on the basis of this new knowledge.

Be choosy

While you may have a long line of subscribers, don’t automatically assume that you need to send all of them every email. Pick and choose the customers that will benefit from certain campaigns and send them information that is targeted to their interests. This method makes you more likely to keep the customers you have, as well as increase the chances of gaining more. Giving the customers what they want is one of the easiest ways to keep their trust and their custom.

Don’t get carried away

While it may be tempting to send as many emails as possible to keep your customers aware of your brand, bear in mind that sometimes less is more. Deciding how many emails to send each month needs to be based on the type of content you’re sending and also feedback from your customers. If they are not interested in getting weekly updates, tone it down to one or two a month. Ensure that every email you send has value and makes your customers look forward to the next one, not dread it. Pay attention to how often your emails are resulting in purchases by your customers. If each email is followed up with a purchase, you may be able to ramp up the regularity slightly. Similarly, if your customers are not paying attention to your emails and aren’t opening them, try scaling back slightly to keep their interest. It will be different for each campaign and each customer so monitor it closely.

About the author

Written by Graphic Mail (www.graphicmail.co.uk). We are a truly multinational company with offices in Cape Town, Miami and Geneva. Our speciality is providing self-service email, mobile SMS and social marketing.