Are you sending your email newsletters the right way?
96% of people who visit your ecommerce store aren’t ready to buy.
They visit your store and then they leave. Usually forever.
73% of people who have made a purchase from your online store won’t make a repeat purchase.
They’ll buy once and then you’ll never see them again.
Now imagine this…
Imagine you have a system in place that on a weekly basis does these two things:
- Turns people who visit your ecommerce store that aren’t ready to buy into paying customers.
- Turns people who have made a purchase from your online store who normally won’t make a repeat purchase into your best customers.
That’s what a good email newsletter can do for you ecommerce business.
The right and wrong way to send an effective email newsletter broadcast
The wrong way
Too many ecommerce businesses get this wrong.
It’s important that you get it right because if you don’t, it will cost you thousands of dollars in profit every month.
The wrong (and lazy) way to send an email newsletter is to blast out some sort of weekly discount or promotion.
That’s bad for many reasons:
- It cuts into your profits.
- It doesn’t educate or nurture your email list.
- It makes your future sales promotions less effective.
A weekly discount style newsletter will only leave you frustrated and upset at the results.
The right way
So how do you send a GOOD email newsletter?
All you have to do is educate your email list and the sales will follow.
The less you try to sell and the more you try to help and teach, the better results you’ll get.
How to sell more products by educating your email list
Start by thinking about your product, who it helps, what problems they have, and what you can teach them.
Then just write emails that teach your audience about your product, how to solve their problems, how to improve their lives, and so on.
For example let’s take the brand TUSHY who sells bidets and other bathroom products.
They could spam their email list with a new discount every week (bad) OR they could educate their email list (good).
They could teach their email list:
- How a bidet will change your life
- Why the rest of the world doesn’t use toilet paper
- Why toilet paper is bad for you
- How a bidet works and how to use it
- How bidets save your butt from infection and disease
- How wiping with toilet paper can kill you
These emails are going to stand out in an inbox (and not just because they’re about butts).
You’re giving your subscribers value, building trust, and after a few emails they’ll buy without a discount.
How to come up with topics to write about
I like to start with the problem the product solves or show the benefits of the product and go from there.
So let’s take the skincare brand YLLO as another example.
Their skincare products are unique because they use an ingredient called turmeric.
That’s great because then we can write about the uniqueness of their product in addition to the general benefits.
The first topics that’d come to my mind are:
- Why turmeric skincare products are the best
- How to fight acne with this weird little yellow root
- How to naturally fix your uneven skin tone
- How to get rid of scarring
- How to prevent facial hair growth
These are just a few of the things that their products do.
I haven’t even started going crazy with it yet.
You can branch out and talk about the skincare industry in general and topics like:
- What’s wrong with the skincare industry today
- The science of vegan skincare
- Why washing your face is bad
- Top 5 things that cause acne
The possibilities are endless.
Block out a morning to plan out topics for the next month or so.
Make a goal to come up with 10 topics.
Then you can get rid of the 2 worst topics and you’re left with 8 great topics—enough for 2 months of a weekly newsletter.
To get the ball rolling answer these questions:
What’s unique about your product?
What are the benefits of your product?
What problems do your products help solve?
Once your topics start flowing you can really just come up with an endless amount of them.
How to write your email newsletters
You’ve got your topic, now how do you write an email about it?
Here’s a framework I borrowed and tweaked that you can use.
1) Start with the pain.
Just describe the pain that your customer is experiencing.
If you’re selling a skincare product, your might say “your face is covered in acne” or something along those lines.
2) Make your customer dream of what it would be like to not have their problem anymore.
“Imagine if your face was blemish free and you didn’t have to wear any makeup.”
3) Present your product as the solution.
Back to the skincare example, you might describe some sort of face wash product that gets rid of acne here.
4) Go for the sale with your call-to-action.
It can be as simple as a buy now button or a link to purchase.
Keep in mind that my examples were very brief and you probably want to expand more on each of those sections.
With this framework you can crank out an effective email in record time.
How often should you send an email newsletter?
You should send an email newsletter once per week.
This is the ideal frequency to stay top of mind without burning out or being annoying.
When should you send an email newsletter?
The day of the week or time of day doesn’t really matter.
Do whatever works best for your brand.
If you need help getting started:
Mornings are a great time to send an email.
Tuesday, Wednesday, and Thursday are great days to send an email.
Experiment using different days and times to find what works best with your audience.
Closing thoughts on effective email newsletters
If your ecommerce business isn’t sending any newsletters or is just blasting out a discount once or twice per month you need to reconsider your strategy.
By sending out email newsletters that teach instead of sell, you’ll get more new and repeat customers, have happier customers, and a better ecommerce business overall.