This blog post was first published on my other website, bethsaidaromelus.com. A blog called, “Grow Your Online Store with Email.”
You in danger, GURL!
You’re making too many rookie mistakes with your email marketing.
It’s ok because you’re not an online marketer. But you can’t keep making them when you’re losing money.
In my experience as a marketer and an observer, there is a pattern of missteps when online retailers send their emails or become upset when they don’t see their sales grow.
And I understand their pain. Some of their problems are simple, but most are complex.
Fortunately for you, I have addressed the five common reasons why email isn’t growing your sales:
Your emails are too ugly!
Would you buy from a website that is outdated, unattractive, and takes too long to load?
Then why would a subscriber buy from an email that’s the same way?
In your potential customer’s inbox, you’re competing with so many businesses who are selling similar products as you. The best way to stand out from the crowd is with a great subject line and email design.
To send better-looking emails, I recommend you not using your email provider’s templates. They’re boring and lacks complex customization.
Hire a graphic or email designer that knows Photoshop and basic HTML coding (like me lol).
This person will work with you to design beautiful emails that reflect your brand’s personality and increases click rates.
You’re not sending the right emails!
Most E-Commerce businesses only send one kind of email: a sales promotional email
Don’t get me wrong, this email is necessary.
But there are so many other emails you can send that will grow your sales. For example:
Unlike a sales promotion, these emails are sent when a customer does a particular action or asks for a specific offer on your online store. I call these personalized or triggered emails.
According to Experian, “Personalized promotional emails had 29% higher unique open rates and 41% more unique click-through rates in 2013”.
If you want to earn more with email marketing, then you have to send more diverse emails.
You don’t have the right technology!
I just told you about the different types of emails you should be sending. However, you will not be able to send them if you don’t have the right technology for them.
Most email marketing clients are not capable of sending different emails.
You need specialized e-commerce marketing software that integrates with your online store. They’re complicated and pricey, girlfriend.
But luckily, they’re not impossible. With the right help, you can learn how to manage these tools.
My first recommendation is Klaviyo. This email provider is built for online stores. It uses web tracking to send trigger emails whenever a visitor is on a page or hasn’t finished an action. Like, leaving a product in their cart.
Next, I recommend Mailchimp + Ecommerce 360 integration. Mailchimp offers a few features for online business, but your website and store needs to be compatible with their plugins.
If none of these choices work for you, then you need to buy email marketing plugins from Codecayon.com.
A past client of mine had serious problems integrating to both Klaviyo and Mailchimp. So I picked email specific plugins to put on her website to get the results she wanted.
So please contact your web designer, graphic designer, or whoever is in charge of your email marketing, to look at these recommendations.
Your website is the problem!
I know I keep saying that email marketing is your secret sales growth hack. But it’s not enough.
Understand that email marketing attracts subscribers or potential customers to your website. Your website is the main channel that will turn subscribers into paying customers.
So if you’re site is fucked up, then kiss goodbye to your sales goals.
But how do you know when something’s wrong?
By looking at your online shopping or sales funnel.
But how do you do that?
The answer is Google Analytics.
Google Analytics allows you to create and monitor your online shopping funnel.
It will tell you on what page or stage that people are no longer engaging or are leaving your store before making a purchase.
You need to make the buying process as quick and easy as possible. And Google Analytics will tell you where it’s not working.
I’m gonna be real with you. This is a complex issue. I recommend you contacting a Google Analytics specialist or getting one of your team members certified in it. Ask your web designer if they are an expert in Ecommerce Google Analytics.
OR sign up to my newsletter and get notified when I offer my free Google Analytics consultation.
You’re too impatient!
Here’s the sad truth about online marketing: It’s not a fast process.
It’ll take weeks and maybe months before you get your first sale from email marketing.
Email is a relationship building tool. And with every relationship, it takes time and commitment to get a return from it.
You’ll need to keep providing incredible value until a customer decides to buy.
So don’t feel bad or insecure that you’re not swimming in cash.
Commit to sending and testing emails to find out what your subscribers want. Then overtime, a big percentage of your sales will come from them.
But Don’t Forget...
I hope you take my advice seriously. Because these are the most common problems, I have dealt with in my past clients.
Some of the tips are pretty advanced and complicated. But it doesn’t have to be when you have the right people on your team.
To learn more about how you can better solve these problems, please sign up to my weekly newsletter.
Soon I will be sending information explaining Google Analytics, A/B testing, and other eCommerce email marketing shit. lol