Jess Chan is the Founder & CEO of Longplay, an email marketing agency that helps e-commerce brands generate more revenue from email. The company provides full-service from strategy to execution to help brands nurture, retain, and convert customers. Longplay works with businesses that are looking to create a legacy, build lasting brands, and impact real lives.
Email marketing helps companies to target customers with commercial messages through email. The goal of email marketing is thus to drive sales, increase customer or brand loyalty, and improve communication between the customer and the company. Among some of the companies that Jess has worked with include Dr. Squatch, Just Thrive, Ojai Energetics and Wanderer Bracelets have seen improvement in the overall revenue, with a significant percentage coming from email marketing. Jess shares some insights on how to increase your revenue through email marketing below.
1. Monetizing Your Email List
Email marketing can generate over 30% of your ecommerce revenue. It is the single most potent and essential channel to reach your audience. You can use email to promote your brand by building your email list. Most brands, however, make an email list but only send campaigns during promotions and new product launches. What you did not know is that with an email strategy, you can turn your email list into an automated revenue-generating channel. You can achieve this goal through 5 quick steps
- Segment your subscribers.
- Personalize your messages.
- Connect your emails to customized landing pages.
- Split test your emails.
- Analyze your results.
2. Build Trust & Educate Customers
People buy from people they trust. Once you have expanded the list of leads and customers, it is essential to build trust with the customers so that they can become repeat buyers and brand ambassadors. Email marketing provides a perfect avenue to provide educational information to customers, prices, discounts, product features, and honest testimonials from happy customers. Sending customized emails with, for instance, product recommendations, discount offers, or notices of when you have new products in stock would help build a relationship with your customers.
3. Promotional Campaigns
Email marketing can launch campaigns that help to drive some quick sales. For instance, welcome emails with exclusive offers to encourage new customers to purchase products or services can result in growth in revenue. A first-time discount or free shipping for new clients would be an excellent example that companies can use to push conversion rates. Emails that contain a call-to-action encourage clients to commit to a particular course. Whether it is referring new clients to the company’s products/services, or signing up for discount offer alerts, emails with call-to-action points build customer engagements, which would lead to growth in conversion rates.
Sales campaigns can be targeted to a particular cluster of clients and result in a quick revenue drive. For instance, email campaigns about a new product in stock can drive sales among repeat customers. Similarly, campaigns can be launched during seasonal events to promote particular sales targets or products on various occasions such as Christmas time, Valentines’ Day, or even Halloween.
4. Customer Segmentation
Companies need to analyze their customer buying behavior to be able to perform client segmentation. Ultimately, the objective of client segmentation is to optimize your email marketing campaigns. Whether it is providing the proper information to the right clients at the right time, or it is rewarding your loyal customers, through client segmentation, companies can drive their sales promotions more effectively. A good example would be segmenting people who have just been introduced to your brand versus repeat customers. Doing this will help you to tailor your message better and ensure that you are sending the right message to the right customers. Additionally, tailoring messages, such as those related to sales campaigns based on past customers behavior, can result in increased order value.
5. Follow Up Through Special Offer Emails
For most e-commerce brands, following up on clients who signaled intentions to buy your products in the past can be a great way to win them back. To convert these leads, companies can tailor special offers emails to such a clientele base to motivate them to buy their products/ services. One time buys can be motivated to buy through targeted emails that provide them with new products, offers or recommendations. Welcome email for new leads might lure customers to your brand. All in all, it is about sending the right message to the right customers to connect and engage and build a positive relationship.
Given the successes evidenced by some of the companies that Jess Chan has been working with, there is no doubt that email marketing is a handy tool in growing revenue. To make the best out of this marketing tool, companies need to effectively track and test their email performance results, so that they can continually boost their return on investment.