Did you know that securing existing customer loyalty is 7 times cheaper than acquiring new customers? (Source: myfeedback). Capitalise on the winter sale: target customers with personalised offers! For even better conversions, discover our 3 straightforward strategies for optimising newsletters and client-base segmentation.
- Adopt a streamlined, visually compelling newsletter structure that highlights your sale items and popular products
- Send out a newsletter-release calendar 3 days prior to your sales' launch, guaranteed to tantalise customers and get them to come back to your e-store
- Segment your database to target customers with effective messages and relevant product selections
Adopt a newsletter structure that triggers purchases
91% of consumers check their emails at least once a day on their smartphones (Source:Emailmonday). Optimise your message to ensure you get the most out of the traffic generated thanks to your newsletters.
1 - Craft a newsletter subject-line that will attract users' attention
- Precise, personalised subject lines draw users in. Highlight distinguishing features and add “sales” to the title to make sure users understand a bargain is involved. Avoid non-specific titles, such as “Sales! Get 50% off NOW!”. Include the recipient's first name. A focused, powerful approach will have an immediate impact on your emailing and sales performance.
- Use a recognisable sender's name to improve your open rate. Optimise your open rate by making sure you are being identified as the sender. Users should be able to recognise you and you should have already sent them emails under that name.
2 - Adopt a new newsletter structure to trigger a stronger purchase intent
- Create a purchase-conducive environment by customising email headers. As well as drawing attention to your brand by highlighting your logo, you should be including additional information: you may, for example, include “free delivery”. Reassure them by suggesting they may return products free of charge. Taken in conjunction, these pluses will reinforce users' trust and help you overcome obstacles to purchase.
- Streamline content, make it easy to read with a good email structure. Bear in mind reading patterns when highlighting important matters. Consider that when navigating a webpage, users' eye follow a “Z” pattern; place your call-to-action messages accordingly. Consider enhancing your click rate by including more call-to-action buttons during the sales. Showcase categories (ex. Women's sales / Men's sales) or a selection of popular items. The idea is straightforward and efficient: adopt an email structure that is conducive to making a purchase.
- Personalise the footer of your newsletter and include reassuring elements. Include sales' conditions, postal address, contact information, customer service options, a FAQ link and a reminder regarding payment and delivery methods. Don't forget to include a link allowing users to unsubscribe from your newsletters should they wish to do so.
Use newsletters to boost conversions: announce exclusive deals 3 days prior your sales launch
- 3 days before launch: send “private sales” emails to your loyal customers. Reward those who follow you all year round by offering them early access to exclusive offers. Subscribers love these initiatives: not only will your customer relationships improve, but you will also sell more during this short period than at other time of the year.
- On the eve of the launch: get users ready by sending your first email the day before the launch. Inform loyal customers that they can prepare their sales basket and receive their deliveries before everyone else. Promote engagement by allowing customers to influence your offer. A few days prior to your launch, ask them which items they would like to see on sale.
- Launch day: trigger turnover spikes within hours by dispatching two different types of “sales special” emails
- Schedule your emailing campaign for early in the day and receive your first orders immediately. Promote conversions using straightforward, uncluttered emails bearing one message: “Don't forget to confirm your order”. Include a clear call to action: “Confirm my order”.
- Announce your first discounts and enjoy fantastic first-day results. 81% of online shoppers who receive emails based on previous shopping habits are more likely to make a purchase after receiving a targeted email (Source: Campaign Monitor). Craft your messages carefully! Aim for short emails and integrate an animated gif in order to show several sale items in one location. Increase your delivery rate by steering clear of the “all image” approach. Keep to a 60 (image) / 40 (text) ratio when creating your messages. Study what sold in previous months to select the most appropriate products to feature in your “sales” newsletters. Trigger visits to your site by promoting your best-selling products.
- A few days post launch: encourage repeat purchases by issuing regular invitations to check out your site
- Send follow-up emails promoting an extra 10% off your sales' catalogue. Include information about future deals in your emails. Let subscribers know about upcoming discounts. Once again, aim to surprise your customers by announcing discounts on products that have not yet featured in your sale, or that were only slightly discounted. Build customer expectation by creating a sales' calendar with the dates on which your best-selling products will go on sale. Broadcast the calendar via mail and social media: day X = product X = discount X.
- Capitalise on the sales period to promote your new collection. Have you ever gone sales' shopping only to go home with an item from the new collection? Make the most of having an audience with heightened interest in completing purchases: include a special section that showcases your new products.
Enhance your click rate by segmenting your database and offering personalised sales newsletters
- Create standout sales messages by segmenting your database according to several criteria. Add a 'sales' flavour to design and message. Use Mailjet (already integrated into your e-Commerce site) to target customers who have already purchased brand “X” with discounted items from the same brand.
- Use RFM segmentation to create consumer groups. With Oxatis, customer segmentation is a piece of cake. Customers are automatically sorted according to 3 criteria: recency, frequency and order amount. Adapt your messages and catalogue promotion to each user group. Impress them with your knowledge of their needs by including reductions on products they are likely to find interesting in your newsletters.
- Convert all users by reactivating abandoned carts. Sell more by customising automated email reminders, a default feature installed on your Oxatissite. Include subject lines such as “don't forget to complete your order” or “can we help you with your order?”. If a recipient fails to respond, send one last personalised email reminder that invites the recipient to enjoy a unique complementary service, such as free delivery on his pending order should it be completed before midnight.
Once your sales newsletters have been drafted and carefully scheduled, ensure you breeze through the last step of the sales funnel by optimising your landing pages. Make the newsletter strategy work in your favour: where a discounted product or product category is promoted in a newsletter, it automatically leads to a visit to the relevant landing pages. Finally, recall all the advice our experts have shared in the course of the past year and put it into practice to experience enhanced profits this winter!
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