Social media is on everyone’s lips. But for marketing people and shop owners, the good old e-mails and the so-sent newsletter are still the (almost secretive) stars. They leave social networks far behind when it comes to marketing goals such as attention, promotion, conversion rate, sales, customer loyalty and more. In some areas, they even achieve many times better values than Facebook and others. What shop owners can do even more to make this star even better, reveals this post.
Email marketing covers more than newsletters
E-mail marketing can do much more than advertising and selling, although they have very good results and are, of course, the main field of e-mail marketing. Service offers (application tips, expert recommendations) and editorial services (press reviews, specialist articles and lectures) generally meet with great interest and contribute to customer loyalty. But also surveys and market research are possible.
So-called transaction mails, for example those after orders, bookings or reservations, enjoy a high degree of attention. Thus, such mails for numerous offers, such as cross- and upselling, almost to. The reactivation of passive customers or the elicitation of reasons for termination is also possible through e-mails.
Sales increase with newsletters
Practice proves it: newsletters have a significant impact on the additional sales and contribute to customer loyalty. They generate up to 30% monthly sales in some industries. E-mails also continue to generate significant numbers of new social media channels, such as Twitter and Facebook, sometimes even many times over.
In addition, this advertising is available virtually free of charge. Well done, they can ultimately be regarded as a new form of a customer magazine. But do not just sell and advertise, but talk to your active customers every month with news, service information, brief instructions and industry news.
Do not forget to offer exclusive benefits to your newsletter recipients. This will give you a low churn rate and high customer satisfaction.
Testing is the alpha and omega of newsletters too
In order to achieve the best results with newsletters, it is advisable to put them through their paces and try out as many different forms and offers as possible: different subject lines, different services and their value and impact on orders, ratio of images to texts, various types of offers ( Special prices, discounts, samples) or different shipping days and shipping times. Ideally, you have a test group of acquaintances or very good customers from whom you can get quick, but also critical feedback.
Choose interesting hangers
A good opportunity for interesting content in newsletters offer so-called lead topics. These can be seasonal priorities, current topics, fairs to the shop industry, new trends and developments or other industry highlights. In such newsletters can then integrate well product themes and links.
Tip: Subscribe to the notification service fromGoogle Alertsto product or industry keywords and you will be informed about news automatically and quickly. Even better than Google Alerts does not work but the free service Alert.io.
Do not neglect smartphones and tablets
Meanwhile, the majority of emails are opened on mobile devices. Responsive design is therefore gaining in importance for e-mails and the associated functionalities. This allows you to increase click-through rates regardless of device types and types.
When designing e-mails, care should be taken to use large, easy-to-read fonts and fonts against the background of small smartphone displays. Call-to-action items such as order buttons should also be placed in a clearly visible position and large enough for the reader or orderer to open them easily with the touch of a finger.
Maintain customer relationships with services
Newsletters enable the development and maintenance of customer relationships beyond sales. Therefore, inform about service improvements, new services and positive feedback from customers.
There is also the opportunity for dialogue: Ask questions, offer raffles and competitions, portraits of customers of the month, ask for reviews, comments on blog posts or participation in a customer forum and more.
E-mail offers as a customer loyalty tool
Customer loyalty is of the utmost importance and importance, especially on the Internet and at webshops. E-mail newsletters are ideal for this because they simply ensure that you will not be forgotten by your customers.
There are many nice ways to do so: thank you for your loyalty, surprise them with specific offers of benefits, provide useful information and advice on the topic, offer new products with exclusive discounts or bargains for newsletter subscribers, inform about trade fairs and events and much more.
Exclusive services for newsletter subscribers are especially recommended as they keep the churn rate low. Regularity and information value are the most important thing. And sometimes also send out newsletters that do without any sales. So you increase your credibility.
Ideas for address generation for newsletters
Address acquisition is a difficult topic if you do not want to be guilty of spamming. Some options in brief: Exploit existing potentials of your customer base. Also competitions are a way. Generally, you should use every customer contact point. Your website is the most important place anyway.
But also use blog comments or work together with cooperation partners. This way you can make an address swap if the target groups, needs and the conditions under which you received the addresses allow this.
The most effective are address acquisition actions during the ordering process, online registrations or webinars, as well as offline activities (events such as trade shows or customer presentations, registration form, etc.) and co-registration programs.
Address acquisition via Twitter
Even social media can be used as a pool for the address acquisition by pointing to the newsletter information on Twitter, Facebook, Xing and other networks. Even with Twitter it is possible to generate additional prospects. References in your newsletter to your tweets with the most interesting information value possible. Ask your newsletter readers to share this information via Twitter. If the information is considered relevant, it will hopefully be disseminated through the twitter accounts of newsletter readers. So your message – assuming interest and information value – draw wide circles.
Important newsletter key figures
With direct marketing comparable to newsletters, you always work with important key figures to be able to control, compare and monitor success and goals. In addition, one can decide in tests so reliable for the best variant.
Key figures for newsletter are:
- Opening rate (how many newsletter recipients open the newsletter).
- Click rate (how many click the offers).
- Termination rate (how many subscribers cancel the newsletter on a percentage basis?
- Bounce rate (non-delivery rate, how many newsletters did not reach the recipient). This can have three reasons: a full inbox (soft bounce), an invalid e-mail address (hard bounce) or blocked bounces that can be triggered by spam firewalls or spam filters in e-mail clients).
Increasing unsubscribe rates from newsletter subscriptions are always to be understood as alarm signals and show the need for action (less advertising, more variety, more tips and benefits, better targeting, new or more interesting products, less high frequency and more).
Interlinking newsletters with social media
Social divisibility and presence also provide newsletters for greater reach and visibility in search engines. In addition, you get the opportunity to new subscribers and recommendations of your newsletter with social interaction. Ask your newsletter subscribers to share it on Facebook and other social media and networks. This also signals relevance and shows commitment in the social media world. Sharing or liking whole newsletters is to be avoided. Readers should be able to recommend specific sections, such as sections or product offerings.
Above all, the sharing of attractive offers such as coupons, price advantages, competitions, new products of well-known brands and more effect. In the newsletter with the well-known logos on all social networks in which you are present and call interesting offers and concrete benefit foundations to visit them. Likewise, newsletter offers should also be subscribable on all social media channels and refer to the archive if need be.
Important: If you choose to use social channels, then you must also show presence there and interact with your visitors. A social media channel is by no means like a dead letterbox.
Post picture: Johannes Plenio on Pixabay
(The post first appeared in June 2014 and has been kept up to date since then, with the last update in April 2019.)