Have you ever wondered what is the most powerful tool you have to connect with your buyers?
It’s the simplest, easiest, most direct form of communication – email.
Stats say, 77% of online users prefer to get promotions via emails (permission-based), as compared to text messages, phone calls, or social media. (WordStream)
Your mailing list might be small, yet it is a proven fact that emails lead to sales, effective customer lifecycle management, upselling, and quicker purchases.
Also, email marketing is not expensive. The costs begin to show when you’re using a paid marketing automation tool to do the job. However, a lot of free alternatives are available that can get the job done for your WordPress product website. But that’s for later to discuss.
First, let’s see how exactly can email marketing increase your WordPress product Sales.
1. Emails help you spread the word about updates, promotions and offers
Releasing a new update for your WordPress plugin or theme? Drop an email to your users to notify them about it. You can talk about why did you decide to update the product, all the exciting new features that will be introduced as a part of the update, and how you implemented the various suggestions you received from customers.
This goes a long way in building the trust customers have in your brand or product, because they understand that you care. They know that you are concerned about the problems they face with the product and are doing something to fix it. They see that you’re working to improve their experience and that creates customer loyalty.
Another way to add value for your customers is by informing them of running promotions and offers. You can promote the products that you think are potential suggestions for your customer.
Letting your customers know of the ongoing discounts can make them enter a new buying cycle for a different product. Fun fact – the new cycle will be a lot shorter than before, as the customer is now already convinced of your brand value. So, they know the product is useful for them, they trust your brand; all that is left is the last step of buying the product, which your email prompts them to do with the promotional offer!
The cost of acquiring a new customer is five times the cost of retaining an existing customer. Imagine if you were able to retain a significant percentage of your existing customers and turn them into repeat buyers. This customer is now on the path towards becoming a brand loyalist, recommending your products to his friends and colleagues.
All because of one short email.
2. Emails are Essential for Customer Lifecycle Management
Customer lifecycle management is all about valuing and nurturing your customer at every stage of their interaction with your brand.
The journey begins when a customer gets introduced to a product or the brand, gets to know more, considers buying the product, and then makes the purchase.
Begin Phase 2. Support comes in, along with the promotion of other products. Slowly, gradually, the customer goes on to become a brand loyalist and later, an advocate of the brand.
Email is a major channel that plays an active role in all these stages of the customer lifecycle. Each email is an opportunity to maintain a good relationship with a customer and transform it into a long-lasting one.
This is the email that goes to a new subscriber. A person can become a subscriber by subscribing to your Blog or responding to a content offer like an infographic or e-book. Another case is when the customer makes a purchase for the first time.
In both cases, welcome emails are sent to the new user.
Typically, the email content can be different in both scenarios.
For a Blog subscriber, you can share more articles in the email, for example, the most popular articles of your blog. Or you can stick to the category the reader has shown interest in and send more articles in the same genre.
For a new customer, you can send links to product documentation and other relevant links like support, contact details, etc. If there are educational or informative content pieces available for the purchased product, you can share the same in the welcome email.
Welcome emails are extremely effective in bringing sales. They are attributed with 320% more revenue compared to other promotional emails (on a per-email basis).
They say the first impression is the last impression. Make sure you create the right one by sending important and helpful content to the new user and giving them a warm welcome!
Remember that time Amazon offered you a deal on the t-shirt you bought? Add a hoodie and you get 50% off on the order. That’s cross-selling.
A similar technique can be executed through email. After a customer has made a purchase, you can combine a few relevant product suggestions personalized for that customer, in the order confirmation email.
Or if you offer customization services, you can introduce the same in the follow-up email order confirmation.
Email is a sensitive channel and being too promotional can have a bad impact on the customer’s image of the brand. Therefore, keeping promotions to a minimum is important. Also, promotions should be necessarily helpful for the customer. The product suggestions should be personalized for the customer so that the email doesn’t come across as generic.
Nurturing and Support Emails
Emails are extensively used to respond to customers’ queries and concerns. As soon as a customer makes a support or inquiry request, an auto-generated email is sent to the customer to convey the message that the request has been received and is being worked upon. This reassures the customer that help is on the way.
Timely and helpful support communication is one of the most important factors that help in retaining a customer. Good support directly leads to more future sales as the customer’s trust in the brand increases.
Abandoned Cart Emails
Emails also play a role in pushing a customer to finish an unfinished purchase. A lot of times, customers add products to cart, to make the final decision later. And by the time the day is done, they’ve forgotten all about it.
Sending an email at this point, to remind the customer that there are items in their cart, can work wonders.
However, deciding how many times you remind them is tricky. If you’re automating the email process, then it’s important that customers don’t get irritated by repeated reminders. In fact, constantly sending them updates about their cart can do more damage than good! So, be careful with abandoned cart emails.
One way of converting customers who are on the fence about buying is by offering some discounts for the cart items. But this should be done towards the end of your email sequence, as one last effort to nudge them into buying the product.
Segmenting your users is a great way of knowing how far you can push them into buying. Emails campaigns based on segmentation are known to get 14.32% more open rates than non-segmented email campaigns (Wordstream). Something to ponder upon while writing your emails, eh?
3. The Role of Emails in Branding
Emails give you ample options and space to do some branding work.
Create a nice, clean template that matches your website design and colors. This helps imprint your brand as a whole in the customer’s memory.
Your brand logo and tagline can be inserted in email header images that further improve brand identification. The footer space can be used to promote a new product or an event you are planning. For example, if you’re planning to conduct a web-seminar, you can insert the notification of the same in the spaces for branding.
Or, you can promote the ongoing content offers. For example, you can promote an infographic or e-book to increase the downloads of these content pieces, which in turn increases brand awareness.
Emails are extended branding spaces. If designed in line with your company’s branding, emails don’t make customers anxious as they feel comfortable to interact with the emails.
Email Marketing for WordPress – The Final Word
Emails are known to bring in $38 for every dollar spent. That is an absolutely spectacular rate of return on investment!
And marketers around the world have realized this. Projected stats show that the U.S. alone will spend over $350 million on email advertising in 2019. The potential of the channel is massive, even considering newer channels like social media coming into the picture.
I understand that setting up a comprehensive email strategy to cover maximum ground can take some time and is a trial-and-error approach, but it has unmatched returns, both in bringing revenue and nurturing customers. So, go ahead and transform your email marketing strategy to rake in more sales for your WordPress products!
Don’t forget to share your thoughts on email marketing in the comments below! What are the strategies you have implemented? Any email-marketing anecdotes you’d like to share with us?