1. BUILD A HYPER-FOCUSED LIST
Regardless of the design and content in the email itself, the effectiveness of an email campaign depends on the list of recipients. Acquisition strategies for brands, especially e-commerce companies, should center around a lead magnet to draw in the right customer.
How do you build this focused list?
You can drive people through paid and organic strategies! If you are wanting to build this list fast then the best way to get people to your site is through social media marketing, search engine marketing, a free contest or viral offer that you are managing. To read a case study on how creative can help you attract users to your list visit this blog post.
2. ATTRACT WITH A LEAD MAGNET YOUR CUSTOMER WOULD ACTUALLY WANT: ADD POP UP RIGHT AWAY SO YOU GRAB THEIR ATTENTION
Once you drive users to your website you need a conversion magnet or a lead magnet that will not only help your advertising efforts but it will help you convert leads once they get to the site. The best offers are usually monetary or free shipping promises etc. Below are two examples of companies that don’t waste any time with this offer.
Summersalt is a new swimwear brand that is maximizing their website traffic by converting people through their phone number. SMS marketing aligns with email marketing and is a lucrative way to gain subscribers FAST.
With JumpSport they have a dedicated landing page that lets people know they will receive $25 Off if they subscribe. This is a really nice monetary value to someone who has the intent to purchase a trampoline! Their acquisition cost for an email subscriber can range from $1.00-$10.00 depending on the platform they are coming from. The average ROI from these paid for subscribers? Over 800%!
Neil Patel’s website adds an irresistible game! With a Spin to Win widget you can have people guessing on what they will receive if they give you their email. The anticipation is what makes people convert at sometimes double the rate.
3. ADD SENSE OR URGENCY OR TIME CONSTRAINT ON SITE TO CONVERT EMAIL LIST FASTER
If you take a look at the top, you will notice the hot pink bar has a timer countdown on it. This lets people know that the sales are only going to last so long. This sense of urgency can help push people to convert faster. This is a great strategy to keep them on the site and encourage them to skip the consideration!
To produce the best results, emails should contain a strong visual and a targeted message. Additionally, layering in a sense of urgency by using promotions that expire within a day or week can help drive immediate traffic to the restaurant.
4. ADD CONTENT RETARGETING OR SHOPPING CART ABANDONMENT
eCommerce store customers who add products to their carts and drop out before they complete the checkout process is astounding with an average of 69% of online carts being abandoned by users.
A critical strategy is to make sure you have retargeting set up in your email system. Shopping cart abandonment statistics are crazy! More than 40% of cart abandonment emails are opened at over 50% of those opened emails convert into a purchase!
That is serious revenue recovered from just adding in a few simple processes on your email platform. Here is an awesome infographic that illustrates how this works.
5. NURTURE THROUGH AUTOMATIONS AND DRIVE SALES THROUGH ONE OFF EMAILERS
Another tactic to help build a strong list is to set up email automation, or an automatic workflow of emails that trigger a send whenever a user subscribes. Setting up email automation will result in automatic touch points and is an efficient way for brands to reach their target market.
For The Dapper Doughnut, this process begins when a user clicks on a digital ad and is directed to the website to subscribe to the email newsletter. Once the information is entered into the system, an automatic thank-you email is sent with a free doughnut code. At this point, the cadence of automated emails can be set according to the brand’s strategy for engaging with its audience.
Brands should begin capturing email subscribers long before a sale is run or a grand opening is to occur. The Dapper Doughnut often runs contests and giveaways ahead of the event to reach its target number of subscribers. In addition to email reminders of the event, brands can use retargeting efforts to reach their audience across all channels, resulting in a greater turnout for the event or sale.
When there is no grand opening or event to drive traffic, variety in messaging and promotions is the key to bringing customers back. Even the initial acquisition strategy email should be updated frequently. One-off emails or messages that are not part of a broader campaign, are a great way to promote products or offer a special discount to customers. When customers receive messages that are always new and fresh, this gives them a reason to make a return visit.
Email automations provide brands with the ability to build a hyper focused following from the very beginning. When utilized correctly, automations can help build a personal connection with their target audiences and drive customer traffic long after the grand opening.
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