How to start eMail Marketing

How To Use Email To Boost Your Sales: Nine Pointers

Expert in sales, marketing, and branding. GoPromotional CEO, with a focus on internet company development, distributes promotional products.

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Every year, a new set of marketing and consumer outreach tools is introduced, but one tool has remained steadfastly at the heart of all company communication: email. In the commercial world, however, email marketing has evolved. The methods that elicit the finest answers from clients have changed over time.

Try out a few of these email methods and see what type of impact they have on your sales numbers.

1. Set up yearly reminders.

If you're a regular attendee at trade exhibitions, like my clients, or if you have a strong sales impact during holiday promotions, you should send out annual reminders to your clients during the right season. A customized reminder in August can make it simple for customers to reorder if they needed your goods last September. This is a task that can be handled by automation.

2. Include product-specific reminders.

Product status information should also be utilized by your automated email system. If a product is running short on stock or is about to be retired, make sure you send out notifications to promote those last few sales you need to unload. Carry out the same procedure for products that have been replenished or removed from backorder status, as well as when a new product has been added to an existing product category.

Customers who have previously purchased the product — in the case of disposable or perishable goods, things that are replaced yearly or on an otherwise regular schedule — as well as people who have made purchases in the same category as the new product you're listing — should receive product-specific reminders. Product-specific emails are also a good target for almost-customers who have added one of these products to their cart or indicated an interest in a quote.

3. Ask the boss to sign in.

It's usual for management to send a "thank you" email to the client after a successful purchase in high-dollar sales, where sales personnel are required to undertake hands-on customer interaction before, during, and after the point of sale. My company's automated follow-up emails are scheduled to arrive one week after products are received, and the letter is signed by our general manager. The tone is one of personal outreach; the boss is simply checking in to see whether things went well and is asking for comments and suggestions directly. This method helps you to get a head start on possible customer-sales rep difficulties, allowing management to intervene immediately if necessary and correct any concerns.

4. Recover sales that have stalled.

Another effective email tactic is sales recovery. Send an email to a customer after a length of time has passed if they have not responded to a quote or if there is some other communication failure between the customer and the sales professional. This email is sent from high management at my organization. This gives you the chance to hear from a potential customer who is having a personality or service conflict with a specific representative.

5. Conduct market research with clients.

Completing a customer satisfaction survey is a chore that no one enjoys. Even if it's a brief survey, your clients are busy people who may not want to devote time to a satisfaction survey for a product or service they've already decided to purchase. Our clients, on the other hand, are considerably more likely to reply to feedback requests if they are presented as single, precise cues, such as:

• Is there anything about this product that could be improved?

• What was your favorite feature of this product?

• What aspect of this product did you dislike the least?

Clients, in my experience, are much more likely to answer these questions than they are to fill out a survey that does not allow them to express themselves or requires too much of their time.

6. Use invoices and receipts as a marketing tool.

Your e-receipts and invoices are a great place to include information on similar products, special offers, coupons, and referral codes that can be shared with friends in exchange for a deal or discount on future purchases.

7. Create custom email groups for more precise client targeting.

You keep track of your customers and their purchases. If you're good at e-marketing, you undoubtedly have a social media relationship with them as well. Do some light research on your clients when putting together subgroups within your email mailing list, which are vital for ensuring that the proper letters go to the right people. This can help you find out who they are, what they like, how frequently they interact with you, and how you might be able to persuade them to spend.

8. Get rid of the "no-reply."

Is there anything more impersonal than an email asking you to ignore it? No-reply emails should be discarded. They irritate me; they're a holdover from the days of email and the equivalent of telling a valued customer, "You're not welcome." Allow for responses instead, and reply appropriately. Because so many of us are now accustomed to faceless, impersonal email addresses that ask us robotically not to engage, you might want to mention in your email template that you do take replies and that you will respond, since so many of us are now accustomed to faceless, impersonal email addresses that ask us robotically not to engage. This small tweak can give your organization a lot more vibrant and personal appearance.

9. Send a message.

Don't forget to have a decent list of general-purpose email content ready to go in between all of these focused emails, purchase follow-ups, and reminders. News about your company and sector, your view on current events, and even content related to other organizations with whom you may cooperate (who may be name-dropping you in their emails) are all viable ways to use email as a marketing tool.

Use email to remind your clients of your brand and what you have to offer in the same way you use your website's blog and social media.

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