Contents
What is a selling email?
A selling email is a type of email marketing whose goal is to offer the purchase of a product or service. Companies often use various marketing techniques such as providing discounts, running promotions, creating personalized offers, and informing customers about new products. For example, Lego uses bright visual content and incorporates hyperlinks into every image, allowing users to easily navigate to their website by simply clicking on the picture.
What is the purpose of a selling email?
Selling emails are addressed to both current and potential customers, representing individualized commercial offers sent to individuals or groups. The main tasks of such emails include:
- Motivation to purchase: If a subscriber visits the website and makes a purchase, the goal is achieved.
- Customer retention: Selling emails help retain customers who might otherwise switch to competitors or completely abandon the product.
- Increasing loyalty: This is achieved through loyalty bonuses, personalized offers, and ongoing engagement with the subscriber.
- Increasing average order value: Using cross-selling techniques, such as offering phone cases or headphones alongside players.
To achieve these goals, it often requires not just one but a whole series of emails that gradually lead the subscriber to the desired action. Creating a sequence of selling emails can be done using mailing services.
How to create a selling email?
To create an effective email, follow this step-by-step plan:
- Define the goal: Decide whether you want to quickly sell off stock, introduce a new product, or draw customers to a special sale.
- Select the audience: Do not send the same email to everyone. Segment your customer base by gender, age, location, interests, or activity.
- Come up with offers: Create eye-catching promotional offers that demonstrate key benefits, and conduct split testing to choose the best option.
- Design the emails: Pay attention to visualization, design, and call-to-action buttons. Ensure that all links work and images are clickable. Develop a responsive design for mobile devices.
- Send and analyze: After sending, track email open rates and clicks. Use resend strategies to re-send the email to those who did not open it, with a new subject line to increase the open rate.
Ideally, you should be able to track the conversion of your recipients into sales. For this, it is convenient to use end-to-end analytics, and if it's not available, use UTM tags or create discount promo codes specifically for the email recipients.
Important elements of a selling email
When creating a selling email, pay attention to the following key elements:
- Subject line: If it does not catch the subscriber's attention, the email will remain unread.
- Offer: This is the essence of your proposal, which should be clear and understandable to the reader.
- Benefit: Clearly communicate the advantages of your offer, indicating the old price or showing how much the user can save.
- Calls to action (CTA): Each email should contain creative and clear calls to action, placed in the text and on buttons.
For example, the publishing house "МИФ" often uses original phrases and expressions, making their emails more appealing and encouraging users to click and learn more.