Email sales require a delicate balance of valuable information and sales pitches. If you fail to provide information subscribers can really use, they will opt-out of your list even before you have a chance to sell them anything. But, if you only provide valuable information, subscribers may stay on your bulk email list, but never make a purchase.
Understanding Subscriber Needs
The more you know about what subscribers are looking for, the easier it will be to sell to them later on. Subscribers of email content are usually looking for:
- Information about a particular subject
- Advice
- How-to/instructions
- Products/services that make their lives easier
- Entertainment
Since subscribers may be looking for one or all of the above, it's up to you to create a campaign that provides both general and specific information. For example, if you sell online marketing resources, providing helpful information about starting a marketing campaign, building a list, and reaching customers through social media along with the occasional sales letter promoting your materials will be much more effective than sending only sales letters with links to products or just information.
If selling more than one product, market each product separately. Don't send general email content encouraging people to visit your website to make a purchase. You need to get people excited about your products and convince them that these products will satisfy their needs. Highlight each product in a separate email.
Personalizing Email
A great way to find that balance between providing information and selling is to segment your list to create a more personalized experience for subscribers. After subscribers join your list, send a survey to learn more about why they signed up and what they need. Create two or three segments based on responses. Even if you only sell one product, you need to approach each subscriber differently to make a sale.
Send information each segment asked for. Send how-to videos to one segment and invite another to attend a webinar. People learn in different ways - some people are more visual, others learn by listening, while still others learn through participation.
Product Offers
Start sending product offers after sending two informational emails. Include a description of the product (benefits and features); along with any other information you have including product reviews or customer testimonials. You can offer a discount, but that's not really necessary. Continue this pattern of sending two informational emails and one sales pitch. Adjust as necessary to create the perfect balance.