A company that sells tableware sends its customers regular newsletters: a monthly digest, abandoned cart reminders, personalized promo codes, and special holiday offers. Even if the customer doesn't open the email, they'll still have contact with your brand—they'll see the brand name and the subject of the message.
But if the letter touches on the client's current pain, he will definitely be interested, and if on the future, he may remember the letter later. For example, if the letter says: "The perfect wedding gift is a set of premium tableware that looks beautiful on the sideboard and is not embarrassing to serve to guests," then, when preparing for the wedding, the client is very likely to remember this company.
At the same time, another company that also sells dishes will be quickly forgotten, as it stops sending out emails after one or two letters. When a client does not receive emails from you, he stops thinking about the product after a few days, or even seconds. Losing a client means losing a potential source of income.
The main goal of email newsletters is customer retention. Many consider them to be an ineffective tool with low conversion rates, assuming that they are used by those who do not fully understand how to work with this channel. But in fact, competent newsletters can increase the flow of customers and thereby sales.
In addition to retaining customers, you can actively sell products and services through email newsletters . Newsletters of this format are called sales newsletters. Sales through newsletters should be thoughtful and personalized - taking into account the pain of customers. I will tell you further how to create effective sales newsletters.
TOP 5 tips on how to make newsletters interesting and selling
Tip 1: Use mailing services
Mailing services are necessary to automate and simplify the process of sending letters, allow you to segment your audience, personalize messages, track the effectiveness of campaigns and increase their conversion, and ensure compliance with anti-spam policies and legislation.
Such services have ready-made designer templates and email settings, which reduce the likelihood of getting into spam. These can be ESP or CDP platforms. What is it, what is the difference and which is better to choose - I told in this article.
The most convenient and simple way to make mailings is to use specialized mailing services. What are their advantages?
Automation of mailings
Audience segmentation
Visual analytics in the language of business
Personal support and help with settings
1. Create emails without writing code
If you don't want to bother with creating a design from scratch, especially writing HTML code, you can use ready-made templates. They will make the work much easier, because everything has already been done, you just need to change the text, add your own pictures and the design is adapted to you =)
2. Automation of mailings
Mailing services have ready-made maldives business email list scripts for launching a chain of mailings that are sent automatically when a condition occurs. These are trigger or transactional mailings.
enKod has ready-made scripts for:
a welcome chain of mailings, during which the client gets to know the brand;
reactivation, which brings back customers who haven’t opened your mailings for a long time;
abandoned mechanics that remind the client about the product he looked at and wanted to buy =)
Script templates in enKod
3. Analysis of the effectiveness of letters
Visual analytics in business language is another advantage of mailing services. Built-in functionality offers a large number of metrics by which you can evaluate how effective your mailings are.
4. Personal support
Help with setting up an account and warming up a domain, as well as prompt answers to all questions - all this is included in the personal support of mailing services.
enKod provides personal support at no extra charge - it is included in the tariff. We have a hugging support =)
Tip 2: Write your email in a way that makes the user want to open it
A letter is not only the content, but also the topic, in which you need to briefly, and most importantly, clearly convey what you want to tell the client. A sales letter is usually built according to this scheme:
Scheme for creating a sales letter
You can also use emoticons or special characters in the subject line, which will make people open your newsletter more often. Don't forget that the first few words of the email - the preheader - are displayed next to the subject line, even if the user hasn't opened it. So make them catchy, use different techniques, for example, a limited offer only for a selected user. Using layout, you can make the preheader empty, although not all mailers support this.
Send letters not in the middle of the working day, but when the client has time to read them. It is best to separate them for different clients, so that one receives a letter at 10 am, and another at 10 pm. The content of the letter can also be changed for different clients: for some, a letter with congratulations, and for others, a reminder about an abandoned cart.
To separate letters and content in general, audience segmentation is needed – division into groups depending on the frequency and recency of purchases, as well as other parameters. Segmentation will allow you to select the right audience for relevant content, attract attention with targeted mailings and ensure a high level of customer loyalty.
Try to alternate sales letters with useful ones so that the user does not lose interest. For example, if you send out mailings 3 times a week, you can send them according to this grid:
Content Grid for Newsletters
Tip 3. Prepare the design and layout
Dry text will hardly attract anyone, you must admit. Therefore, it is necessary to think over the design of the letter and make it no less interesting than the purchase offer itself. Packaging greatly influences perception and decision-making.
Use corporate colors and brand logo, this will help you be remembered by creating associations. It is best to use ready-made templates with adaptation for yourself - you will find them in our CDP platform enKod.
