Email marketing campaigns hold the potential for almost 4,000% return on interest, which amounts to $40 in revenue per $1 spent on marketing.
Are you seeing this type of return on your email marketing campaigns?
If not, you’re doing something wrong.
Most email marketing campaigns fail because they don’t have these three things.
If you want prospects to open your email list, you have to motivate them to do so. How do you motivate them? By promising value and then delivering.
Let’s say a mattress company has an email marketing campaign. Their goal is to sell 500 mattresses from the campaign. They have decided on three value points:
Education
Discounts
Contest
Each of these value points has one job, to get prospects to open the email. Since only 21.53% of emails are opened for small businesses, these value points are designed to hit this number and hopefully exceed expectation.
What is an educational value point?
This mattress company is going to think about their ideal customer and pinpoint their pain point. As a mattress company, their prospects are interested in improving their sleep. An educational value point could be, “These 5 Things Will Increase the Amount of REM Sleep You Get Per Night”, “People With This Nightly Routine Fall Asleep Faster”, or “Do These 3 Things Before Bed To Have A Better Night’s Sleep”.
Each of these value points is going to lead to an email that resembles a short article format and teaches people how to get better sleep. The email will also contain a call to action for readers to visit the website and go through a click funnel or other marketing strategy, motivating them to make the purchase. Another call to action option is to link to a discount code or a sign-up form for a contest.
How can you use discount codes to increase open rates?
Discount codes are going to be placed within an email and teased in the subject line. For example, “10% Off Of King Mattresses” or “15% Off Mattress and Bed Set”. The discount code is used to motivate users to open the email, but the email must motivate readers to click the call to action.
As mentioned above, a discount code call to action will take users through a click funnel that motivates them to use the discount code and make the purchase.
The value point the mattress company is offering is a 10% or 15% savings if the users opens the email.
What type of contests can motivate users to open emails?
Since you already have the user’s email address, you want to use the contest as a way to get users to click to the landing page or click funnel.
Just as with discount codes, the contest and prize will be listed in the subject of the email. For example, “Enter Our Contest and Win a FREE KING SIZE MATTRESS!”. Once a user clicks the email, they’ll be directed to enter the contest on the mattress businesses’ website. Again, the use of click funnels will attempt to motivate a user to make a purchase right then. As a marketer, you know this user is interested in a king size mattress.
Bonus tip:Pair your contest with a discount code placed on the landing page. For example, “Use CODE: BESTSLEEP for 25% off of your purchase of a king size mattress today.”
Each email sent in your campaign is created to give some type of value. The exchange between value and email open is where the conversion between somebody checking their email and a prospective customer showing clear signs of interest in the product.
Once you have the value point set, you want to create a defining subject line that stands out from the rest.
In a world of junk emails, how can you get your email campaign to stand out?
Now that you have your value point, you want to show email users what they’ll gain by opening your email.
Examples like the ones mentioned above highlight the importance of giving instead of asking. Discount codes and contests easily create catchy subject lines as the value is obvious.
What about educational value points?
For emails with an educational value point, think of your subject line as a formula. Answer these questions to find your formula variables:
1.What is your consumer looking for?
Example: A better night’s sleep
2.Without your product, how can they get what they are looking for?
Example: Learning habits that help people get better sleep.
3.How can you craft this into a compelling subject line?
Choose 3-5 habits that can help people get better sleep. Depending on the number you’ll craft your subject line to look like this:
Scarcity is one of the largest marketing techniques used. Scarcity uses the idea of impulse to motivate consumers to buy a product. For example, Starbucks only has Pumpkin Spiced Lattes during the fall months. This isn’t due to a lack of their pumpkin spice. They use seasonal beverages to create scarcity. You can only get Pumpkin Spice Lattes during the autumn months, so you should get as many as you can while it’s around. Starbucks will send an email saying, “The Last Week of Pumpkin Spice is Here”, motivating coffee drinkers to come in and get as many pumpkin spice lattes as they can before the season ends.
A mattress company may have twenty king size mattresses in their warehouse but only offer a discount on five of them. Their subject line would read, “First 5 People To Buy a King Size Mattress In June Receive 10% Off”. This creates a scarcity in the amount of people who will get a discount and makes people impulse buy a mattress.
Email marketing campaigns with a low return of interest are likely missing these three driving factors. Using value, catchy subject lines and scarcity email campaigns can create high conversions and even bring in a 4,000% return of interest.
If your email campaign didn’t have the results you hoped for, let’s figure out what went wrong. Email me at kathryn@tangerineddm.com
At Tangerine Dreams we have worked with all types of companies to increase brand awareness and ultimately boost growth. No job is too small, so let us help take your business to the next level!
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