Imagine Facebook and Instagram disappeared overnight. What would happen to your business?
Well, Facebook and Instagram sometimes do go down. They are just websites afterall.
And they are also becoming pay-to-play platforms. Currently, we can be very clever with our advertising and still generate very high ROI via social media, however we don’t have a crystal ball and can’t tell you that Zuck is not going to increase advertising prices. Same goes with Google.
You own your email list and email converts.
According to recent research by the Direct Marketing Association:
- The ROI of email is 3,800% (according to the Direct Marketing Association).
- 72% of people would rather receive promotional material via email than social media.
- 38% of people say receiving special offers is the top reason they subscribe to an email list.
This data is from an analysis of over $1 billion in sales on the Shopify platform over Black Friday / Cyber Monday when 64% of sales were on smartphones, a 10% increase from the previous year.
What does this all mean?
We are going to start emailing more, OK?
And we are going to stop using the word “newsletter”. Instead, we are going to think of our email as us popping into our customers’ inbox with a bunch of flowers or a box of chocolates.
Send it with love and it will be received with love.
We want you to focus on two types of email.
The first is automated email sequences. These are emails triggered by actions people have taken. These include abandon-cart emails, post-purchase sequences, special occasion emails, welcome email and anything else that can be triggered by a date or action.
Here are some examples of automated emails:
Life is busy and people are time poor, this means we get distracted from shopping easily. Abandon cart emails are a great reminder that they wanted something from your store but don’t have to be your boring Shopify template email.
Be creative, add your brand personality and remind them of special offers like free shipping.
It’s cheaper to encourage repeat purchase from your existing customers than it is to get new customers. Sometimes even customer who love us forget about us 🙁 Sleeping customers can be awoken by an email. Tell them you miss them and encourage them to come back with an incentive.
Everyone loves to be wished happy birthday! You can simply just email to say Happy Birthday like Nasty Gal or you can go a step further an offer a gift. I prefer a dollar amount here rather than percentage as it feels like more of a gift than a discount does.
There’s nothing worse than the “thank you are now subscribed” email. What a wasted opportunity! When someone subscribes to your list make them feel appreciated and introduce your personality. If you offered an incentive to join their list, this is the time to provide it.
The second type of email we focus on are broadcasts. We like to think of these as bouquets of flowers you deliver to people based on your current campaigns, your annual calendar and your content schedule.
Here are some examples of email broadcasts:
These can be used for special occasions, sales or to educate your audience (about why they need your product) while adding value to their lives.
Make sure you test and measure the results of your email marketing. And above all choose a provider that has great support, security, features and deliverability. Join us in our free Facebook Group for a free video training on how to choose an email platform.