Hey there! Are you having a hard time increasing sales through your weekly email campaigns? Trust me, you’re not alone! Lots of businesses make the mistake of using their email campaigns solely as a sales tool, but the truth is, your emails should be all about building relationships with your clients by giving them value-driven content.
Lucky for you, I’m here to help!
Building Relationships, Not Just Sales
To be honest, many businesses make the mistake of using their emails as a direct selling tool, but that’s not how it should be! Instead, emails should be about building relationships with your clients by providing value-driven content. By doing this, you’ll establish trust with your clients, and they’ll be more likely to engage with your brand.
According to Campaign Monitor, businesses that send value-driven emails have a 50% higher open rate than those that send sales-focused emails. Plus, value-driven emails have a 100% higher click-through rate than sales-focused emails! I mean, these statistics are pretty mind-blowing!
Giving First, Selling Second
The secret to a successful email campaign that boosts your sales is all about giving first and selling second. That’s right – providing value-driven content to your subscribers will help establish trust and make them more likely to engage with your brand.
To give to your clients through your emails, start by understanding their needs and interests. Then, create content that’s tailored to their pain points and interests. By doing this, you’ll build a stronger relationship and increase the chances of them engaging with your brand.
Easy peasy, right? With practice it does become easier, I promise.
Stop Selling And Start Giving
Right, let’s talk now about crafting emails that your clients will love. Selling should not be the main focus of your emails. Instead, provide value-driven content that your clients will find useful. Here are some tips to help you create such emails:
- Keep your subject line short and sweet: make it attention-grabbing and concise so your clients know what to expect from the email.
- Provide valuable content: create informative and engaging content that is relevant to your clients’ interests and addresses their pain points. This will keep them coming back for more.
- Inject personality into your emails: be authentic and use humour to build a stronger relationship with your clients. It will also help your brand stand out from your competitors.
To create a successful email campaign, you need to make your email stand out from the crowd. But how can you do that? Well, here are two of my favourite value-adding email campaigns and they’re some of my favourites because they are so simple:
- The Hustle: This daily email newsletter provides its subscribers with curated news content in a witty and engaging way. By injecting personality into their emails, The Hustle has built a loyal following of over 1.5 million subscribers.
- Grammarly: Grammarly sends weekly emails that provide its subscribers with tips and tricks to improve their writing skills. This solves the clients’ pain points and Grammarly has consequently built a strong relationship with its subscribers.
Why Personality Matters: Humour & Authenticity
Let’s talk about why it’s important to inject some personality into your emails. Sure, providing value is crucial, but let’s be real, nobody wants to read a boring email.
Injecting some humour into your emails can help make them stand out in a sea of emails and make your subscribers laugh. But, a word of caution, make sure your humour is appropriate for your audience.
Another method is to showcase your authenticity. Be yourself and write in a conversational tone. This can help to build trust with your subscribers and make them feel like they’re connecting with a real person, not just a faceless, blah-blah company.
Crafting Emails That Convert
When it comes to email marketing, the ultimate goal is to drive sales and revenue, so let’s talk about how to craft emails that convert. First things first, your subject line is crucial – it’s the first thing your subscribers see, so it needs to be attention-grabbing, clear, and concise
Did you know that 5x more people read a headline than the actual article?
Crazy, right? So make sure your subject line is kapow!
Once you’ve got your subscribers to open your email, the content needs to be engaging and valuable. Provide a clear and compelling message that resonates with your audience and addresses their pain points. And don’t forget to inject some of that all-important personality to make your emails more enjoyable and relatable.
Last but not least, your email should have a clear call-to-action (CTA). Whether it’s directing subscribers to your website, encouraging them to make a purchase or booking a consultation, your CTA needs to stand out and be easy to follow.
Learn From The Best Email Campaigns
Now that you understand the key elements of an effective email marketing campaign, let me share some more of my favourite examples of great weekly email campaigns.
- One excellent example is from the skincare brand Glossier. Glossier’s weekly email, “The Top Shelf,” features interviews with beauty industry insiders and provides valuable skincare tips and advice. The email also showcases Glossier’s products in a subtle, non-salesy way, helping to drive sales for the brand.
- Another successful weekly email campaign comes from the meal delivery service Blue Apron. Blue Apron regularly sends out recipe suggestions, cooking tips, and even a playlist to listen to while cooking, all with the goal of helping their subscribers enjoy cooking and eating at home. By “giving”, they are helping make cooking an enjoyable experience enjoyable. They are linked to the enjoyment and their subscriber relationship goes beyond just selling.
Metrics & Strategies To Improve
Now that you’re cooking with gas, it’s time to taste-test your success. This means “tracking your campaigns”. Why? So that you can make improvements and stay ahead of the competition. Here are some key metrics to track:
- Open rate: This measures how many people are opening your emails. A low open rate can indicate a problem with your subject lines or email timing.
- Click-through rate: This measures how many people are clicking on links in your emails. A low click-through rate can indicate a problem with your email content or calls to action.
- Conversion rate: This measures how many people are taking the desired action, such as making a purchase or filling out a form, after clicking through from your email. A low conversion rate can indicate a problem with your landing page or offer.
Try testing different elements of your weekly email campaign, such as subject lines, content, and calls to action, to see what resonates best with your audience.
Yoh! Keep It Fresh
No, I don’t mean in that way – I am referring to keeping your content appetising and exciting. Mix things up and keep the content fresh. Here are some tips:
- Vary your content: Don’t be afraid to switch up the types of content you include in your emails, such as videos, infographics and quizzes.
- Incorporate seasonal themes: Keep your emails relevant by incorporating themes related to upcoming holidays or seasons.
- Ask for feedback: Encourage your subscribers to provide feedback on your emails and use their suggestions to make improvements.
- Personalise your emails: Use personalisation tools to include the subscriber’s name and other relevant details in the email.
And That’s It!
If your weekly email is all about selling, you might as well just attach a photo of a used car and call it a day. But if you focus on giving value to your clients and injecting some personality into your emails, you’ll have them eating out of the palm of your hand (or at least opening your emails). Happy emailing!