eCommerce Email Marketing: Making the sales pitch
Make Your First Sales Pitch
So, you made a great landing page, got a bunch of emails, and finally went through the informative stage to the conversion stage with high-quality emails to intrigue and captivate customers. What’s next? Is it finally time to do some selling? Yes, this is the selling stage! You have finally made it to the last step, the step where sales pitches and product descriptions come out.
First Things First
If you have done the first few steps correctly, you will have captured the interest of quite a few of your email subscribers who trust your brand and want to see what you have to offer. They want to see your products and invest their time and money with you. That is because they trust you as an expert in the industry and want to continue their relationship with your company.
You have caused your customers to think about their problems and posed your products or services as a possible solution. You had educated customers about things they might have never even thought about before and positioned your products as the next step in their journey. You have prepared them for this stage, to allow a relationship to grow before you are trying to throw sales in the customer's face.
Sending Products to a Customer’s Email
The products and sales pitches that you send to each customer’s inbox should be specific to that customer. If they signed up for your email course, send products that are relative to that course. If they downloaded a free guide of some kind, send them the products that fit best with that guide. If they signed up on Facebook, send them emails of the latest sale that you advertised on Facebook.
Further Tailor the Experience
If you separate your customers into categories like this, you can further tailor their experience to make it feel like you have read their minds. Customers love being offered a product that is specific to what they signed up for. It makes them feel like the company truly cares about them. This is something that ups the trust factor.
If you are sending them all of the products that you have available, even if it doesn’t apply to their interests, will start to seem spammy and annoying. You will have lower open rates and much lower conversion rates than if you personalize the email to the customer’s interests.
Strategy is Key
These next few emails should also be placed strategically depending on if you want to make one large sale or offer several products that fit their needs. You can send individual products and services and then provide one large package at the end or build up steam to one substantial offer by elaborating on the details of the offering over several emails.
Create a Sense of Urgency
You can also drive customers to action by sending time-sensitive offers. These can be coupons on a product to a flash sale of one of your courses. Just be sure to keep it relevant. Offer a discounted price along with a time restraint, such as 12- or 24-hours.
Sweeten the Deal
Sweetening the pot by adding free deals with a purchase can be a great converter as well. As we've said in past posts, customers love free stuff! You could offer small give-away products in a buy one get one sale, or you could offer digital products. These can be a free download, free mini-course, or even a free video describing the features of the product and how to use it properly. Use your imagination, and the possibilities are endless.
This again creates value for the customer. Getting a discounted rate is very attractive to prospective customers. This also urges them to take action because they want to buy from you, but people don’t like to give their money to just anyone. By providing a discount, you are offering the perfect opportunity for them to save money, which is a win in their mind. Therefore, they will feel the urgency and make their first purchase.
Using Landing Pages
Landing pages work by only offering the customer one option to purchase. Many times people can get overwhelmed by various products and pages on a traditional website. This can lead to some customers simply leaving your site. By sending customers to a landing page, you know they are going to purchase the product that you are advertising, and you know that it will be simple for the customers to do that.
Landing pages are great for this type of promotion. By sending customers to the featured product’s landing page, the customer can purchase it instantly and easily, without getting lost following a link to a website. Landing pages can also make the sale seem more urgent.
Conversions at Last!
After you have described your products and services to your ideal client and created urgency to make the first purchase, you will likely have at least some conversion. How many you have will depend on how well you followed the email funnel strategy steps. Additionally, how well you wrote your content and how well you worded your sales pitches will affect as well.
Continue Working on Your Strategy
Make sure that as you continue to make more email funnels that you continue to follow the steps of the email marketing funnel. Take care to make content informative and helpful to the customers, in the beginning, to build trust by not immediately advertising products and services. Finally, pitch to customers using creative content and retain customers by continuing to provide value to the customer.
Now that you have your first email funnel strategy in place and being automated, you should celebrate! That is a great achievement and will surely help your conversions. Next, you will need to retain these new customers! Having repeat business is not only a sure way to get a steady stream of revenue, but can also offer free advertising by word-of-mouth.