Planning and executing an effective email campaign connects your brand with potential customers, drives sales, and increases customer retention. In this article, you’ll find our best tips for building a quality email list, creating memorable subject lines, personalizing sales emails, and analyzing and optimizing data for best-ever sales.
But first, how important is email as a marketing tool?
- Email is a part of our daily routine. According to recent data, a whopping 99% of those surveyed checked their email every single day, with 58% those respondents checking their email before social media as part of their morning routine.
- What generational divide? Email is viewed as the most personal way to communicate with a brand by shoppers in every age range: 60% of Gen Zers, 64% of Millennials, 72% of Gen Xers, and 74% of Baby Boomers.
- Email marketing has a good ROI. The average return on investment varies, but current statistics show that for every $1 invested in email marketing the business can expect to make between $38 and $70 in revenue.
Build a quality email list
Building a quality email list is one of the most important steps you can take as an ecommerce business owner. As they say in marketing, connections are everything. Curate a well-maintained list of customers (and would-be customers) by keeping the following in mind:
- Offer valuable content. In order to motivate customers to sign up for your newsletter, consider offering tutorials, quizzes, and other content your followers will enjoy and find educational.
- Use social media to collect email sign-ups. Leverage your following on social media by offering additional incentives to receive email marketing from your brand.
- Place email sign-up forms throughout your website. Always make use of a splash page before a potential customer even enters your site and consider adding additional sign-up forms on the sidebar, above the fold, and as a call-to-action on blog posts.
Craft compelling subject lines
A compelling subject line should engage the recipient while giving them a first impression of your brand; it can also give a sense of urgency about a specific sale or product.
When writing a subject line for a marketing email, focus on one of the following prompts:
- Pain points, also known as speaking about issues and emotions specific to the customer.
- 👉 “Get rid of dry skin forever.”
- Wordplay or use of puns, rhymes, alliteration, assonance, and double entendres.
- 👉 “Lash out in style with this season’s hottest mascara.”
- Instil FOMO with a subject line that creates a sense of urgency.
- 👉 “30% off all lipstick—today only!”
Whichever tactic you choose, remember that the object of an effective subject line is to make the email recipient curious enough about your brand that they click through to the intended website or sales event.
Create engaging email content
Congratulations! You’ve done the hard part—getting customers to open your email. Now it’s time to fill their inbox with engaging content. Here are some guidelines for creating highly readable marketing emails:
- Keep emails short and to-the-point. Studies show that emails with 20 lines of text (or about 200 words) have the highest click-through rates.
- Use ordinary language and vocabulary. The ideal marketing email should be written at a third-grade reading level and should be free-flowing and informal.
- End the email with a call-to-action or close. This could be a CTA for sales, information about your customers, giveaways, quizzes, and new posts on social media.
Need help drafting the perfect email marketing campaign? Check out OrderlyEmails, a powerful app that creates personalized emails in the form of templates for automated welcome emails, upsell emails, and other general email campaigns.
Personalize emails for better conversion rates
When it comes to creating a successful email marketing campaign for your beauty or skincare brand, personalization is key. Not only do personalized emails have an open rate of 29% (a percentage considered high in the marketing world), they also come with a click-through or conversion rate of 41%.
Add a personalized touch to marketing emails by implementing these marketing strategies:
- Instantly create a connection by including the recipient’s name in the email greeting.
- Use behavioural triggers, such as abandoned cart reminders or post-purchase check-ins to follow up with your customers.
- Note: Post-purchase check-ins are an ideal way to collect user-generated reviews for your website.
- Send out emails for birthdays and anniversaries, including special offers for the big day.
- Inform loyal customers of VIP access to sales and giveaways ahead of time.
Analyze and optimize conversion rates to see what works
You’ve built a quality email list, created engaging email content, written subject lines catered to your audience, and made sure all emails are personalized—now what?
It’s time to analyze conversion rates and optimize your email sales techniques based on the results. In other words, now you have the opportunity to find out what works—and what doesn’t—when it comes to marketing your beauty brand.
- Begin with a clear set of goals for your business. For example, you could choose to measure AOV (average order volume) or sign-ups.
- Perform basic A/B testing. A/B testing compares two versions of something to see which version performs better. Try testing email subject lines, writing voices, and calls-to-action to see which variables need tweaking.
- To optimize conversion rates, consider rewriting the content of newsletters with a lower click-through rate, taking steps to ensure your site is adapted to both mobile and desktop design, and keeping load times as fast as possible.
Conclusion
At Blanka, we take care of everything else so that you can focus on marketing your beauty and skincare brand. With hundreds of cruelty-free, vegan private label skincare and makeup products to choose from, our team of experts will support your beauty brand vision by storing inventory and providing drop shipping to customers worldwide.
Need some extra marketing support? Let the team of graphic designers at Blanka help with logo and insert card design as well as any other add-ons you might require.
