Email marketing can be used as a standalone sales funnel or as part of a complex work with other e-commerce tools. Internet marketing agency ADINDEX helps clients with email strategies to increase sales, and build relationships with subscribers and customers. In this article, using real cases as an example, we will tell you how to increase income by 2 or more times using email newsletters.
When there is no strategy
If you do not currently have a clear strategy for developing your business through an email channel, we will use the results of one of our clients to show how effective this channel can be.
Case Alp: shop for hiking and camping equipment
Alp travel store is not our regular email marketing customer.
Task: show that this sales channel is profitable using the Black Friday email example.
What was done
2 days before Black Friday, we sent a sale reminder email with items that are already discounted and will be discounted. Alp only runs a sale for 1 day, and this is a great way to play on the psychology of the buyer - we want to have what we don't have, and value what we have less.
On the day of the action itself, we made a promo mailing listing products with discounts.
Results:
- income from the email channel grew 4 times (by 282.23%) compared to last year;
Results from email channel for Alp client
- November newsletter revenue was 3% of total email revenue for 2021 (11 months);
- Newsletter revenue for November accounted for 1% of the company's total monthly revenue.
If you already have a strategy
If you're using email marketing to increase repeat sales, increase conversions, or other goals, increasing your email marketing revenue is an important goal. In the example, we will consider what steps need to be taken into an account to implement this task.
Case Aromateque: online store of the official distributor of niche and elite cosmetics, perfumery
In 2020, Black Friday email revenue accounted for 6% of total email marketing revenue for the year. The Adindex team was faced with the task of increasing sales for Black Friday 2021. We changed the design and promotion strategy. As a result, the revenue from the email channel grew 3 times compared to last year and 6 times compared to October 2021.
Task: double your email marketing revenue.
What was done
We set up deep segmentation when collecting email addresses of potential customers and customers who placed an order. Segmentation is the division of the audience according to similar criteria. This helped to send emails to contacts that match their interests, increase customer loyalty and stir up interest in the store.
We segmented the audience at the stage of collecting email addresses by characteristics:
- brand interest - a customer who once bought a product of a brand, and may be interested in subsequent purchases. Therefore, we set up an offer for the attracted target audience.
- We set up segmentation based on the geographical location of the client - the city of residence/purchase. Aromateque concept stores are located in 5 cities of Ukraine: Kharkiv, Kyiv, Dnipro, Lvov, Odessa. It is relevant to use such subscriber bases in SMS mailings as an additional channel for promoting the store.
How to set up an email series for a marketing event
We have set up a series of emails for Black Friday. The first letter is 2 weeks before the sale. The last one is on sale day.
- Step 1. 2 weeks before Black Friday, we sent the first email to our entire customer base. It was a great starting point to activate subscribers and start the sale.
First email in the Black Friday series
- Step 2. The next email was sent a week later. The concept of each letter was extremely simple - a banner and a set of products. The main point is to show a discount and a key button with a call to action. Each subject of the letter is dedicated to a holiday or event.
- Step 3. The day before Black Friday, we sent a promotional email to a narrowly targeted audience - interested and customers of the Sisley brand, in which we showed the scale of the promotions and time constraints.
- Step 4. Black Friday mailing list. The newsletter was designed in the general Aromateque style, which was also used on the site.
The last letter in the series: “Black Friday with AROMATEQUE ????”
Results:
- income from the email channel grew 3 times (by 184.28%) compared to last year;
Aromateque client email results compared to last year
- Newsletter revenue for November was 5% of total email marketing revenue for the year (11 months);
- Newsletter revenue for November amounted to 72% of the company's total revenue for the month;
- revenue from the email channel grew 6 times (by 514.10%) compared to the previous month.
Aromateque client email results compared to last month
Case Bagsetc: network of multi-brand stores of women's and men's accessories
Black Friday is a traditional sale season that is used in any business. Let's show another example of effective communication with a client through an email newsletter from another niche. The Bagsetc store assortment includes bags, shoes, small haberdashery made of genuine leather and other products.
Task: increase your email marketing revenue by at least 2x.
What was done
- Step 1. Promotional mailing with a new collection of shoes for women and men.
- Step 2. 4 days before Black Friday, we sent a newsletter with promotions for black bags - they showed the importance of this attribute in the wardrobe and big discounts.
A black bag is a universal attribute of every customer's wardrobe, as well as a gift for any occasion. Therefore, the mailing was carried out to the entire subscriber base. Bagsetc has a diverse range in this category from luxury brands.
- Step 3. The day before Black Friday, we made a mailing list with an emphasis on discounts and buttons with an appeal and links leading to product categories.
Results:
- income from the email channel increased by 5 times (by 59.29%) compared to the previous month;
Results from email marketing channel for Bagsetc client
- Newsletter revenue for November was 37% of total email marketing revenue for 2021 (11 months);
- Newsletter revenue for November amounted to 3% of the company's total monthly revenue.
Conclusions
In order for email marketing to be effective, it is necessary to build competent communication with the client. This will help:
- Thoughtful strategy. In the example of Black Friday - "preparatory work" with subscribers and customers even before the sale. It will increase the chances of opening several letters or a whole series. The strategy should be chosen based on your goals and the nuances of your business. In the case studies, we have shown that a special approach can be found in any niche.
- Audience segmentation will allow to delivery of more relevant content.
- Attractive offer and call to action. Do not forget to indicate the value of the offer and add the CTA.
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Inefficient |
Efficient |
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Collect addresses in a single database or separate them according to a single attribute.
Send random emails about new products and promotions. |
Deep segmentation of the audience according to different criteria.
Build step-by-step communication with the audience. |