Why Does Email Matter?

Many people have been foretelling the death of email for years, but it’s not going anywhere and only continues to grow in importance. As agencies it is your job to convince your clients that every email they send is incremental revenue.

For example: assume that for every 100 emails you send you earn $5 of additional revenue. Only $5 you say? Well now let’s get into some larger numbers, if you send 1,000 emails a day you are now making an extra $50/day from your business. If you double your customer base in 6 months and start sending 2,000 emails a day, now you’re making an extra $100/day just from your emails.

Create an Email Marketing Plan for your Clients

Most companies don’t have an email marketing plan. If you can work with your clients to create a comprehensive email strategy this is a tremendous opportunity for them to gain an edge over their competitors. To get started you need to help them document their current email work flow and begin thinking of additional emails they can create and automate. The following list are examples of emails you can build for your clients:

  • Lead Capture Emails (for Prospects)
  • Lead Capture Welcome Series Emails
  • Order Confirmation and Shipping Emails
  • Abandoned Cart Emails
  • Win Back Emails
  • Promotional Emails
  • Segmentation Emails

Lead Capture Emails (for Prospects)

Before a customer makes a purchase on a site they are officially a lead (or prospect). You want to be able to market to these prospects and a great way to do that is to capture their email address. The best way to do that is to create something of value that your clients can give away for free. Here are some examples of things they can give away in exchange for an email address:

  • eBook
  • Real Book
  • Free Trial
  • How to Guide

You can create a section on your client’s home page to advertise their offer or you can use a popup lead capture form. Once you have captured your prospect’s email address you can then start further developing the relationship with them through a series of welcome emails.

Lead Capture Welcome Series Emails

What is a welcome series of emails? It is typically 2-6 emails that you send out a lead once they have given you their email address in exchange for something free. Another name for a series of emails is a drip campaign. There are many 3rd party tools that you can use to manage your welcome series of emails and we recommend Mandrill (it is a Mailchimp product).

Your welcome series of emails is a great way to connect with customers by educating and informing them about the products you offer. Think about all the informative content your clients already have:

  • Help Documentation
  • Explainer Videos
  • Facebook Discussions
  • How to Guides

It is this information that you can re-purpose and use to create a welcome series of emails that connects your your client’s customers to their products.

Order Confirmation and Shipping Emails

Order confirmation emails are the one email that you can almost guarantee will be opened. The percentage of opens on this type of email is anywhere from 40-70%, which is astronomically high when you compare that to the other categories of emails. You want to make sure you convey the details of the order, but you also have the ability to market other products (in a subtle way). Here are ideas to help you jazz up your client’s order confirmation emails:

  • Are there tangential products that would go well with the product just ordered? If so consider adding those to the order confirmation email.
  • Is there a customer service angle you can present that would help your customer use the new product they just ordered?
  • Take an opportunity to include educational content, how about an explainer video on the best way to use your products?
  • Can you offer to reach out and get feedback from your customer? Maybe include a link to a survey that discusses the purchase process so you can get feedback.

Abandoned Cart Emails

Abandoned carts are an epidemic in eCommerce. You’ve heard this before and probably not given it too much thought, but take a look at the statistics. The average documented online shopping cart abandonment is 69.23%, which is truly a staggering number. If you could win back even 20% of those abandoned carts for your client and convert them into customers you are talking about a 12%+ bump in monthly sales. Why are your client’s customers leaving the checkout path without paying?

  • Shown unexpected costs
  • The customer wasn’t serious about purchasing
  • Found a better deal on another site
  • Overall price was too expensive
  • Determined that they didn’t need the product

These are 5 of the top reasons for abandoned carts, but there are many more. If you client doesn’t have an abandoned cart email enabled, it’s high time you set one up!

Win Back Emails

When do customers become non customers? For example if you sold something 2 weeks ago that person is a customer. What about the products you sold 18 months ago, would you still consider those people customers? At some point your customers will go without making another purchase and you need to win them back. Creating win back emails for customers that haven’t purchased from your clients is a great way to increase revenue. Looking for ideas on how to reconnect with these dormant customers? Take a look at this post that highlights some great re-engagement emails. Like almost all of these types of emails, win back emails can be automated and sent out after certain conditions are met. If someone bought something and 6 months pass that would be a great time to send out a win back email and you could do the same thing after 12 and 18 months.

Segmentation Emails

It’s time to start segmenting your client’s email lists so they can appropriately tailor their content to buyer groups. What are some of the ways you can segments email lists? Here are some examples:

  • Geography
  • Age
  • Gender
  • Industry
  • Previous Purchases
  • Purchase Frequency
  • Customers who have Rated your Products
  • Customers who refer your Products to Friends
  • Event Attendance

Remember email management can be automated so once you set them up they can be used multiple times in the future.

How Can You Get Started?

If you have never created an email marketing strategy for your clients email me and I can walk you through how to get started. If you need professional writers to help you craft these emails, I’m here for recommendations.