effective email marketing for photo retailers
DESCRIPTION
Your current customers are the best source for increasing sales and profits. An email campaign provides regular contact that turns into customer loyalty and sales. Gary Pageau will present tips to help make your email marketing more effective.TRANSCRIPT
“Effective Email Marketing for Photo Retailers"
Sept. 16 2014
Credit: Andrew Genn
Credit: Andrew Genn
Source: Hubspot/Alchemy Worx
Source: Hubspot/Alchemy Worx
Source: Hubspot/Alchemy Worx
Source: Hubspot/Alchemy Worx
Source: KissMetrics
Source: KissMetrics
Source: KissMetrics
Source: KissMetrics
Source: MarketingSherpa
Source: MarketingSherpa
Email “parts”• Subject line
• Greeting
• Body copy
• Offer
• Call To Action (CTA)
“Dos”• Test formats and styles to make sure you are making them work for you
• It’s called A/B testing, and it’s a way to test subject lines (more on that later).
• Don’t load it with multiple subjects
• “Fall Colors” is good.
• Have a goal
• Drive traffic? Inform? Reminder? Build interaction?
• Segment your list
• Not all customers are the same, so don’t treat them that way. If they signup for workshop info, that’s not an invitation to get “dollar-off” deals.
• Interaction
• Encourage engagement with link to social media. coupon or offer.
CTA• A common mistake is to provide too many
activities or instructions. Instead, choose one main thing you would like your subscribers to do — sign up for workshop, enter a contest, know about a sale — and the rest of the CTAs are a “in case you have time.”
• Make it super simple for your subscribers to know what you want them to do -- and then do it.
Newsletter content• The content of your email newsletter should
be 90% educational and 10% promotional. If you’re exceeding that 10% limit, it’s time to reevaluate your newsletter strategy. (Source: Hubspot)
• Provide real news and information (both PRO and IPI can provide this).
• Avoid stock photos; showcase customer images.
• Keep it short
Subject lines
MyLabSubscribe to a report that gets emailed weekly, contains emails from online orders
1. In myLab, go to Store Management > Report subscriptions and add your email, you will get that report emailed every Sunday at 4:30pm ET. This report contains emails from orders placed online from the start of the site. In addition to just collecting these email for your next general mailing, it contains info which would let you…
i. Email non-members encouraging them to join
ii. Email those who have not ordered in the last year, or few months with a coupon
iii. Thank your high spenders iv. Send to those are members but have only
placed one order with an incentive v. Email those in your local area with in-store
offers
MyLab
Email Last Name
First Name
Address City State Zip Country Phone Member Order Count
Money Spent
Last Order Date
[email protected] Burton Katie 4555 S. 66th Ave
Buena Vista
ME 12547 US +1 (444) 555-5978
n 1 24 11/4/2013 12:00:00
AM
[email protected] Radazzo Nicole US y 2 23 11/26/2013 12:00:00
AM
MyLabRun a report, choose a date bracket if desired. There are many reports, including 5 with info to use in email campaigns
1. In myLab, go to Reports… with the info from the reports you coulda. Email those who have abandoned an orderb. Email to just membersc. Email to those who have ordered certain productsd. Email to those of a certain membership levele. Email kiosk users telling them of online site or appf. Email online users telling them about the app
2. Reports with email info are:a. Kiosk Customer Email Listb. Online Customer Email Listc. Online Customer Email List with Products Ordered
MyLab
Last Order Date
Email Last Name
First Name
Address
City
State
Zip
Country
Phone
Marketing Opt In
Member Last Login
Member Signup
Products Ordered Last Order
Products Ordered For All Time
9/15/2014 2:24:46 PM
Hechos
Mark Hechos
Joven
California
US
7654 +5 (444) 656-5565
TRUE
[1] 3x5 Print [1] 3x5 Print
9/15/2014 1:24:46 PM
Funke
Tobias
1st Mars
Alaska
US
99999
+1 (444) 838-3838
TRUE
[1] 11x8.5 - Custom Photo Cover
[1] 11x8.5 - Custom Photo Cover
9/15/2014 10:24:46 AM
Test Juri n/a n/a n/a US
n/a (111) 111-1111
TRUE
[2] 3x5 Print, [2] 4x6 Print, [1] 5x7 Print, [2] 6x8 Print
[2] 3x5 Print, [2] 4x6 Print, [1] 5x7 Print, [2] 6x8 Print
Next webinar
Oct. 21, 2014
Demystifying Online Payments
Questions• Downloads and content to be posted at
• www.lucidiom.com/marketing-tools