In 2022, we signed a new B2C customer who needed help with email marketing. Initially, we wrote, designed, and scheduled emails for them, and the customer’s revenue from email marketing increased by 509.8% in just a few months.
But we knew there was an opportunity to improve. We wanted to grow their email list.
The idea to grow the email list was simple: Subscribe for emails and stand a chance to win a hamper filled with the company’s most popular products. We wanted to launch the campaign in-store and online.
Initially, the company chose to place posters with the details in their stores. The poster included a QR code that consumers could scan, taking them to the sign-up page. Once they filled in their details, they were part of the email subscriber list and entered into the giveaway.
We soon realised that the campaign wasn’t having the impact anticipated, quite possibly because the company chose to only pursue in–store sign-ups. Once again, we suggested moving the campaign online, particularly through social media, too.
The results were astounding! After the competition was introduced on social media, the email list grew by 52%.
In crafting a successful email list building campaign, understanding your customers is paramount. This understanding allows you to create incentives that resonate with them and design campaigns that cater to their preferences.
When we launched the email sign-up campaign for our client, we recognised that offering a chance to win a hamper was a powerful incentive. However, we needed to delve deeper into why this incentive appealed to their customers.
Through customer surveys and data analysis, we discovered that our client's customers were drawn to the excitement and anticipation of potentially winning a selection of the company's most popular products—the products they know and love.
With this insight, we refined the campaign to emphasise the excitement of winning and the value of the hamper. We highlighted the range of products included, emphasising their popularity and desirability.
Since launching the campaign, and with the email list growth of 52%, we've seen a staggering 117% increase in abandoned cart conversions. This translates to an extra €5.08 in the average order value for every email recipient! Nurturing these new subscribers with Welcome Series and Customer Thank You emails boosted the average order spend by another €1.68 per recipient. Email marketing is now driving 61.34% of their total email marketing revenue!
One of the key lessons we learned from our email sign-up campaign was the importance of meeting customers where they are. This means understanding where and how your customers spend their time and designing your campaign to reach them in those places.
Initially, our client believed that having the hamper promotion in-store would drive sign-ups, as it would allow customers to see the products firsthand and feel a personal connection to the brand. However, the engagement was lower than expected, indicating that customers were not spending as much time in-store as anticipated. Additionally, customers visiting stores may not feel that online ordering is right for them as they may prefer to shop in-store.
Upon reviewing the data, we discovered that our client's customers were more active on social media, particularly platforms like Instagram and Facebook. This insight led us to shift our focus to online promotion, including social media advertising and influencer partnerships.
The results were immediate and significant. By meeting customers where they were already spending their time, we saw a substantial increase in email sign-ups. It highlights the importance of understanding your customers' habits and preferences and adapting your strategies accordingly.
Identifying where your customers are engaging with your brand can be done through a variety of methods. Analysing website and social media analytics can provide valuable insights into where your customers are coming from and what content they are interacting with. Surveys and feedback forms can also help gather information about customer preferences and habits. Additionally, monitoring industry trends and competitor activity can give you a broader perspective on where your target audience is spending their time.
A compelling sign-up offer or incentive is crucial for attracting customers to subscribe to your email list. It should provide value to the customer and entice them to take action. Here are some popular strategies used for email list building:
Ultimately, the key to creating a compelling sign-up offer is to understand your customers' needs and preferences and tailor your offer to meet those needs. By providing value and incentives that resonate with your target audience, you can attract more subscribers to your email list.
Executing an email list building campaign involves several key steps, including launching the campaign, determining its duration, and measuring its success.
By following these steps, you can execute an effective email list building campaign that helps you grow your subscriber base and engage your audience effectively.
Nurturing the connection with your subscribers is crucial for turning email opens into meaningful actions, such as purchases. Here are some strategies to strengthen this connection and encourage engagement:
A welcome email flow is a series of emails sent to new subscribers to introduce them to your brand and encourage engagement. Use these emails to thank subscribers for signing up, provide them with valuable content, and guide them towards making a purchase.
For example, you can send a series of three emails over the course of a week. The first email can thank them for signing up and provide a brief introduction to your brand. The second email can highlight your best-selling products or services, and the third email can offer a special discount or promotion to incentivise their first purchase.
To encourage subscribers to start buying, focus on providing them with relevant and valuable content. Tailor your emails to their interests and preferences, and showcase your products or services in a compelling way. For instance, if you run a clothing store, you can send emails featuring new arrivals or styling tips based on their past purchases or browsing behaviour.
For subscribers who have signed up but no longer interact with your emails, consider running re-engagement campaigns. Send them targeted emails with special offers or content that may rekindle their interest in your brand. You can send a "We miss you" email with a discount code or a sneak peek of upcoming products to entice them to engage again.
Maintain regular communication with your subscribers to keep your brand top of mind. Send them relevant content, promotions, and updates to encourage them to stay engaged with your brand. You can send weekly newsletters with tips, industry news, and exclusive offers for subscribers.
A/B testing is a valuable strategy for optimising your email campaigns. Test different elements of your emails, such as subject lines, content, and calls to action, to see what resonates best with your audience.
For example, you can send two versions of an email with different subject lines to see which one gets a higher open rate. Use the results of these tests to refine your email campaigns and improve their effectiveness over time.
When you nurture the connection with your subscribers through personalised and engaging content, you encourage them to start buying from your brand and become loyal customers over time.
Are you looking to take your email marketing to the next level? Our team is here to help!
Whether you need assistance with email list building, crafting compelling campaigns, optimising your email strategy, or implementing best practices, we're ready to assist you.