You’ve probably heard of email marketing. Maybe you’ve even tried it. But have you ever thought about using it for product marketing?
What is product email marketing?
Well, it’s simply using email to promote a product or service. But that simple definition doesn’t do justice to the incredible power of product email marketing. When used effectively, it can be extremely powerful tool for a business. Why?
Because people love to receive emails. Especially when it comes to products and services they’re interested in.
If you’re looking to grow your business using online marketing and tools like email marketing, you’ve come to the right place. In this article, we’ll discuss how to get the best from product email marketing with ClickFunnels.
Why Use Email to Market a Product?
First, let’s discuss the purpose of marketing a product through email. When you get down to brass tacks, it’s all about sales. Specifically, closing sales and getting conversion. The purpose of marketing through email is to gain interest and gain trust from potential customers. This is much easier said than done, of course, but that’s the whole point of marketing. To get people to trust you enough to buy your product or service.
The Rise of the Product Email Marketing Industry
If you’re looking to get the best from product email marketing with ClickFunnels, it’s important to understand how the industry has evolved over the past 10 years.
Traditional marketing methods were, for the most part, focused on advertising. You’d have magazine spreads, newspaper ads, radio spots, and TV commercials. These methods worked, but they were often expensive and somewhat ineffective. Especially when you consider that people are much less likely to remember ads from years ago.
Then along came the digital age and the rise of the click-through. Suddenly, everyone wanted a piece of the action. If you could get someone’s attention with a clever headline and some well-placed graphics, you could entice them to click through and learn more.
The Three Types of Email Marketing
Based on the results of a recent survey from HubSpot, we know that people prefer to be contacted via email for marketing purposes. Specifically, the survey found that 83% of people prefer to receive marketing emails. Only 16% of respondents said they’d rather receive text messages.
So what is a marketer to do? Well, they can send text messages when they have new blog posts or when they have product announcements. But for the most part, they should try and go the extra mile and send emails. Why?
Email marketing falls into three distinct categories:
- Product-related emails
- Transactional emails
- Romantic-related emails
The first type — product-related emails — is, as the name would suggest, related to promoting a product. For example, if you’re an eCommerce store owner, you might send out an email about the new products you’ve listed for sale. Or if you’re a fashion brand, you might send out an email about the new styles you’ve added to your collection. In each case, you’re trying to get the reader to click on a link or a button to learn more about the product.
The second type of email — transactional — is used for ordering and confirming product or service purchases. For example, if you’re the owner of a retail store and a customer comes in and purchases a $150 dress, you might send them an email to let them know their order is being processed and to follow up once the order has been shipped. In this case, you’re using email to confirm an action the reader took (i.e., made a purchase).
Product Email Marketing Strategies
Now that you have an understanding of what product email marketing is and why you might want to try it, let’s discuss some of the best strategies for using this platform.
One of the crucial things you need to do if you want to get the best from product email marketing is to identify your audience. You can do this using a tool like Google Analytics. Simply sign up for a free account and place your email address in the “Sign-up for a Free Account” field. Then, from your dashboard, click on the “Behavior” button and you’ll see a map of your site. Use this map to identify which parts of your site get the most traffic (i.e., engagement) and which parts you might want to focus on improving.
Once you have your audience mapped out, you can start tailoring your email marketing strategy. To be effective as a marketer, you need to have a clear idea of your target audience. So, start by defining your target audience and thinking about how you can reach them. Are they already on your email list? Did they find you on Pinterest or Instagram? Do you have a Facebook page that you can use to your advantage?
Once you know who you’re trying to reach, you can craft a strategy. What do you want your reader to do? In the case of the retail store owner that we discussed earlier, the visitor came in and made a purchase. So the goal is to get them to make another. In the case of the fashion brand, the goal might be to get them to Like your page on Facebook or to follow you on Instagram.
Now, you don’t need to have all of these platforms (i.e., Facebook, Instagram, and Twitter), but it’s important to have at least one. When you have a platform, you have the opportunity to build a community. And, as we discussed earlier, people love to receive emails. So if you can get them to engage with you on social media, you can drive a massive chunk of website traffic and conversions (i.e., sales).
When it comes to email marketing, more is often better. A 2014 email marketing survey from Jumpset found that respondents said they’d prefer to receive 50-100 emails per day on average. And when it comes to getting the most out of your email marketing strategy, more is definitely better. As with any new marketing channel or platform, you need to keep your audience engaged and interested in your content. But that doesn’t mean you need to bombard your readers with useless information. Make sure you’ve got something valuable to say and that your messages aren’t too frequent or too frequent.
The Importance of Testing Email Campaigns
If you’re new to email marketing and you’ve never tested your campaigns, you might be tempted to send out your first email and see what happens. But that’s a bad idea. When you’re starting out, it’s important to test your campaigns to find out what works and what doesn’t work. You can’t make changes to your strategy without first testing it.
Testing is an important step in the iterative process. As a marketer, you’ll be in the habit of testing everything. From the type of content you’re using to the design of the email to the calls-to-action (i.e., the buttons or links in the email). When you test, you’re discovering whether or not your strategy is effective. You’re also finding out what works and what doesn’t work. Sometimes, what seems like a great idea at first can backfire in the form of a bad reaction from your audience.
How to Create a Product Email Marketing Strategy
Now that you have a basic understanding of what product email marketing is and why you might want to try it, let’s discuss some of the steps you can take to create an effective strategy.
As mentioned above, testing is important. Just because something is new doesn’t mean it’s going to work. There are a few components you can add to your strategy that will make it more effective. The first is a strong call to action. What do you want your reader to do? For example, in the case of the retail store, the visitor came in and made a purchase, so your call to action should be something like, “Stay connected for more great finds!”
The second component is a strong subject line. The subject line is the first line of the email, and it’s one of the most important parts of the email. You want to grab the reader’s attention with an interesting subject line. It should be short and snappy. You can also include a brief bio about the sender at the end of the email.
The last piece of advice we have is to keep it short and sweet. Email marketing isn’t the place to go into great detail about a product or service. You don’t want to overwhelm your reader with information.