Today’s Scenario: Your beauty brand has past customers, sales have increased with new customers, but you feel like there is a window of opportunity to convert past customers into regular purchasers.
The best way to gain retention with your customers is through an email marketing campaign. Remind your wonderful customers that your beauty brand still exists and, guess what, you have more products that they NEED to learn about and purchase! But how do you begin? Does your beauty brand need to have an email marketing strategy? The answer is simple: YES!! You absolutely do!
Studies done by DMA show that, when it comes to purchases made directly through receiving email correspondence, email marketing has the highest conversion rate at 66% compared to social and other forms of communication. That’s huge! Knowing some how-to tips on optimizing your email campaigns can make the difference between a weekly time waster, or a weekly revenue bringing exercise.
1.Keep it Short
The modern day attention span is greatly decreasing, likely due to technology at our fingertips as a huge part of our daily lives. The best way to communicate to your subscribers is to deliver one distinct message and QUICKLY.
According to the marketing Sherpa, the average amount of time spent reading an email from a subscribed list is less than 15-20 seconds. If you have multiple messages you are trying to convey in one email, chances are your reader won’t remember any of them.
Have one, short communicable message that will allow the lead to make a decision whether to act or say forget it.
For Example: The below image shows Bobbi Brown’s current offers, then cuts straight to the chase: Shop Bobbi’s NEW Retouching Collection to look naturally retouched. There are only a few lines of copy before the main “Shop Now” link. It’s short, sweet and tells the customer exactly what to do.
2. Spend Some Time on Your Subject Line
If your customers aren’t opening your emails to begin with, you will never see a correlation with increased sales. Studies show that individuals are more likely to click on an email subject line that is enticing, offers an incentive, or has a sense of urgency.
Go through your email history and see which subject lines made you want to open the email! You’d be surprised at which brands performed better and which did poorly based solely on the subject line. This could be very illuminating in terms of which direction you should be taking your copy.
For example: One of Ipsy’s email subject lines for the September’s glam bag was “Shhh…for your eyes only!” This communicates some form of exclusivity, and a sense of urgency to find out what kind of offer may be provided in the email. It certainly made me read the email!
3. Use A/B Testing to Measure Customer Engagement
Yes, doing any sort of A/B testing will be more work initially, however, after a couple times creating two different email’s in design/copy, you will have a distinct decision of what your consumer finds interesting… and it’s in THAT direction you go!
Figuring out your email marketing sweet spot is vital to increasing conversion rates and driving people to those landing pages you worked so hard on. A simple change in font or switching from passive to active voice in your subject line can affect your bottom line in ways you may not imagine. The goal here is to increase your brands sales though these emails, and learning what your customer responds best to is the ultimate way to know how to encourage her to make a purchase.
For Example: In Sephora’s below email copy, they have enlarged “FREE MYSTER GIFT” & italicized the 2nd letter of each word. Perhaps another campaign could be the same image & language without such a bold callout of the free mystery gift. By measuring the click-through-ratio, Sephora is able to determine the success of this imagery vs. a different option.
4. MOST IMPORTANTLY: Include a STRONG Call to Action
The Call to Action (CTA) is like going on a sales call and never asking for the sale! This is the most important part of any email you send out from your beauty business. An emails’ CTA needs to be relevant, simple and visible so your readers’ eyes go directly to it and know what will happen if they click the big, exciting button.
For Example: MAC Cosmetics includes a “Shop Now” button in the email below, so the customer knows that in order to purchase some of these amazing eyebrow cosmetics/tools, she needs to click the button.
Investing time and energy into creating an enticing, sales-increasing email campaign for your beauty brand is what will keep your customers loyal & coming back for more! Allo Beauty will develop individualized strategy, design & content for your beauty brand’s email marketing campaign to help drive sales & brand awareness.
To learn more about how Allo Beauty can help develop your E-Commerce Sales Strategy through email marketing and other essential tactics, click here.