Do you remember the last time you purchased something because of an email that you received? For me, it was three weeks ago. Even though I like to think I know all the tricks of email marketing, I still continue to fall for it… A LOT. Even to this day, email marketing is one of the most effective ways to convert leads into loyal customers. So what are some of the top emails that actually convert? Well let’s take a deep dive from the beginning to the end of the sales funnel!The Welcome Email
The welcome email is a common staple in most companies’ email lists. Even though it may seem a little pointless, the welcome email is intended to do a couple important things for new customers. First of all, it reminds the customer that they joined your list. Second of all, the welcome email can describe your brand’s purpose, values, and mission statement. Third of all it allows you to offer a limited-time “thank you” coupon. When you combine these three key ingredients together, you craft the perfect introduction to your future fans.
The Happy Birthday Email
I don’t know about you, but I personally love the month of November because I receive so many little birthday goodies in my inbox! Even though certain events such as birthdays and anniversaries are easily tracked in automated email marketing tools and CRMs, sending those little reminders gives your customers a warm and fuzzy feeling. It’s like you actually care about their birthday and want to reward them for being who they are! Life event-based emails help those one time customers become loyal patrons in a short period of time.
The Promotional Email
Now this one is pretty self-explanatory. I mean who doesn’t love a good deal?! I almost always click on an email where the number amount is announced in the subject line. I know that’s the oldest trick in the book, but it works EVERY TIME. Even if it’s something as silly as, “Free shipping for the next 24 hours!”, there’s an 80% chance I’ll open the email just to see how much I can save. There are so many of us out there trying to save a buck or two wherever we can, so you better believe we’ll actually pull the trigger when we can save some serious dough! Emails such as these have actually led to me buying more than I normally would just to get access to some savings. Do I know I’m being fooled? Yes. Do I now have a new outfit for 60% off. You betcha.
The Abandoned Cart Email
One time when I was up late on a week night gorging myself on junk food and watching a stand up comedian on TV, I saw an exercise infomercial that I swore was going to change my life. I should be embarrassed to admit to this stereotypical experience, but I promise I have a point here. I quickly grabbed my laptop and added the dvd bundle/nutrition guide to my online cart. Halfway through entering my shipping information, I realized how hasty and irrational my actions were and decided to exit out of the site and find some fitness motivation elsewhere (like through my gym membership that I was already paying for). The very next day, I get the “Whoops! It looks like you forgot something in your cart!” email. Yes it was a little bit on the creepy side, but those tedious little emails can make any end consumer second guess their original doubts! I had to thoroughly re-convince myself that I did NOT NEED those tapes for $29.99 while supplies lasted. You can easily set up abandon cart emails through an automated email marketing platform such as MailChimp (which is my favorite one to use by the way)!
The “You May Also Like…” Email
I actually really enjoy these emails as both a marketer and an online shopper! These emails use your previous purchases to aggregate a list of similar items that you may also want to consider purchasing. Instead of being in your face like, “Buy this yellow shirt now!”, these emails convey a message that says, “Remember that cute little white dress you bought last month that you absolutely ADORE? Well this floral top is kind of like it and we think you’d love it too!” Even though this is all digitally automated, it still feels like that company cares about what you might like. This also cuts out a lot of guesswork and unnecessary online browsing for those of us who live extremely busy lives.
As I’ve mentioned time and time again, email marketing is an extremely powerful tool! If you run a business where you sell products or services, you should consider looking into a platform such as MailChimp to get started with email marketing automation! Hope this helps and please feel free to comment any questions below!
Infographic of the Week:
Question of the Week:
Which brand sends you the best emails?