If you've been collecting email subscribers for your shop or if you watch one of
my other videos about how important it is to have an email list.
The next thing you are probably wondering about is how to actually sell your
products to your email list.
This is the age old question and I think a lot of people struggle with this
because they don't know what to say,
what to write in their emails and they're afraid of being annoying, right?
Does any of that sound familiar?
So in this video I'm going to share with you how to sell to your email list with
more ease and actually make sales at the same time.
20% of my sales come from my email list and that may not sound like a lot to
you,
but that's actually a huge percentage and you want to spend your time focusing
on building and maintaining your email list.
The first thing I've got for you is to get into using more autoresponders.
Then broadcast emails.
Most creatives I know who struggle to do email marketing is spending 100% of
their time on broadcast emails.
Autoresponders are much more powerful than broadcast because,
and you might like hearing this,
you can just write the email once and it will be valuable to your business,
not just the one time you send it,
but also in the future when you've gotten new subscribers joining your email
list.
That's the major difference between broadcast and autoresponder emails.
Broadcast emails usually get sent to your entire list on a specific time,
so if you send a broadcast on Monday next week,
anyone who joins your email list on Tuesday or Wednesday or anytime after Monday
of next week will not benefit from that email,
which I think is such a huge waste because you've spent all your time creating
the email and now you can't use it again whenever it makes sense.
I'm a huge fan of reusing and repurposing content in your business and this is
one of those times when you do this, you not only save time,
but the emails you create are allowed to have greater ROI for you over time and
you're building assets for your business that pays you back over and over again.
So autoresponders are emails that automatically gets sent to your subscribers
and you can set what order those emails get sent out. And when, for example,
you can have a series of emails that get sent to people who just joined your
email list but haven't bought before.
You can send one email 10 minutes after they joined your email list.
You can send another email a week later and another email two weeks later
depending on what email service you use.
You can have pretty good control over the timing of your emails.
So now you know the value of autoresponders and why you should be using them
more often in your business.
You're probably wondering what to write in your emails.
So you might have heard me talk about this in my previous videos.
I talk about the know, like and trust concept.
This is a marketing concept that basically means people need to know you,
like you and trust you before they decide to buy your stuff.
So think of no like and trust as three separate categories of content to get
someone to know you. Think about more awareness type of content. Like,
who are you? What is your brand? What do you sell? Right?
Very introductory things.
But it's important that you don't glaze over this because people don't know who
you are or if they're unclear about what you sell,
which believe me happens more often than not with us creators,
folks starting businesses, they're never ever going to buy from you.
And then the next category, the like category,
how do you get people to like you? Well,
you can talk more deeply about your business and why you do what you do.
Some of you have really amazing stories,
like maybe you make dark colors and the reason you started was because you had
trouble finding cute dog collar designs in shops.
So you decide to make your own.
You can talk about your dogs and what they mean to you and how each dog has
maybe a different story.
Maybe you rescued them and if you donate part of your sales to charity,
talk about that and why that charity means something to you.
All of these things and story,
most importantly is what people connect to at an emotional level.
And as long as you keep your stories in a positive note or end on a strong
positive ending, people will for sure not just like you,
but also fall in love with you.
Then the last category is trust.
How do you get people to trust you? Because think about it.
Write your a business online.
It's a tall order to expect a total stranger to buy from you if they haven't,
if they don't trust you first, right?
People trust online based on several things. First,
social proof.
If you have any past customers who've bought from you before and have said good
things about your products,
then you want to put those customer testimonials in an email to share with your
email list. Second, authority and credibility.
If you've won any awards or have educational or work experience in the field
that you're in, talk about that.
Or if your products have been in magazines or blogs or influencers or
celebrities, talk about that. Both of these things are so,
so powerful and if you're starting from scratch and you don't have any of those
things,
then the third thing you can try is by talking about your returns,
exchanges and satisfaction policies.
I highly recommend that you have generous policies in place and I know that some
of you might be hesitant to do this because you're concerned people will take
advantage of that, right? Practically speaking,
I had that fear too, but after running my business for over a decade,
it is actually really rare that this happens,
so my recommendation is don't spend too much time worrying about something
that's going to almost never happen, and if it does happen,
it's a very small percentage in a way.
If you weigh the pros and cons of having generous return and satisfaction
policies,
you stand to gain so much more by having sales because people feel comfortable
and taken care of when they shop from you.
Put yourself in your customer's shoes, right?
If they've never heard of your shop before and you don't have a lot.
If any customer feedback or press mentions,
they might love your products but hesitate buy because they can't see or feel
touch or smell your products or even talk to you.
So now you know what types of emails to write for each of these know,
like and trust categories.
You can start brainstorming and mapping out your autoresponder.
The goal here is to touch on each of these categories so that you're slowly
nudging the potential customer to buy big tip for you.
Not every email needs to be a sales email where you're saying explicitly buy my
stuff.
Some of these categories will naturally be less salesy than some others and that
is okay. Those emails may not directly translate into sales,
but they're hugely instrumental at building that relationship with your customer
so you're always moving the needle forward.
What's important is the overall whole customer journey that you're designing for
them. Hey, by the way,
if you're enjoying this video and you're finding it helpful,
please hit the like button.
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more people on YouTube.
Now let's talk about promos and sales because I know you're probably not a
stranger to writing these types of emails because it's like one of the first few
things people think about when they have to sit down and write out an email to
their subscribers.
It is definitely a good idea to do promotions and sales and offer coupon codes
from time to time.
The mistake I see most people make is not giving your promo or sale or coupon
code a deadline. Most people don't even have deadlines on their sales.
If you want people to take action and use your coupon codes,
you not only have to make your coupon code appealing,
like don't just give people a small discount,
make it something that's actually kind of exciting and also give them a
deadline. People need urgency and deadlines to do anything.
It's how humans work. Most of the time these days.
Give people 48 to 72 hours to use your coupon code.
That's a good start and you will see a higher conversion rate this way.
Speaking of coupon codes and on the flip side of the coin,
not every sales email you send out needs to be accompanied by a discount code.
I was actually surprised to see this,
but I occasionally send out emails that don't have discounts in them and the
actually do pretty well.
So here's an example of an email that's just talking about my make your own
earrings listing. This is not a new product,
but I've also just never really talked about it to my email list.
So you will see there is no discount code and this email made me $530 here's
another email example of me just talking about the last date to order before or
for Christmas delivery. There was no coupon code.
This email made me $540 both of these emails went out to about 1300 subscribers
for your reference. If you're curious to know,
I actually have about 20,000 people or so in my email list,
so these emails only went out to a small segment of my entire list.
Now I want you to compare those two emails with this one.
This is a buy one get one 50% off promo,
which is the same thing as 25% off the order.
This is a pretty good discount for me. I don't usually offer more than 25% off.
This email got $526 and was actually sent to 300 more people than the other two
emails you just saw. So not only did it bring in about the same amount of sales,
but overall performed a little bit worse considering it was sent to more people.
So the moral of the story here is you don't always have to include a discount
code in your emails.
Sometimes you can just talk or highlight a product and it doesn't even really
matter if this product isn't new in your shop.
The fact that you're emailing people and they're seeing your work means you're
keeping your brand front of mind so that when people are looking for your type
of product to buy, they'll think of you first instead of your competition.
If you learn one thing today,
it's that being consistently front of mind to your customers is what will help
you make those sales. Try to email your customers a few times a month.
You know with all the competition that's out there right now,
if you email once a month or once every two months,
that's no longer enough to be effective. However, having said that,
it's not just about frequency but also about sending relevant information to
your subscribers.
One other thing to help you be more consistent with your emails is knowing that
your emails don't have to be long or super wordy.
It especially if you sell a physical product,
most physical product shot emails that you you'll see out there are usually made
up of more pictures than words.
Just like in the examples I just showed you before.
This is something that trips a lot of people up because they feel writing isn't
their strong suit or they don't know what to write or they feel like why would
anyone care? But what I have to say, I'm not interesting, right?
Just make it easy for yourself.
Your emails can just have 50 to 100 words even if you're still struggling with
what to write in your emails. Here are a few ideas.
You can talk about new products or designs and if you don't have anything new
like me, just highlight or talk about old stuff.
Just because they're old to you doesn't mean they're old to your email
subscribers.
Show your process or a video or pictures of how your products are made and it
doesn't have to be specific,
but even just a high level overview of the basic three to five steps makes
people more informed about what goes into making your products and they'll
appreciate your work more and that way you don't have to give away any trade
secrets. I do have another great video that talks about video marketing.
So feel free to click on that link above my head. You can of course,
also email about promos or sales you're doing,
and it's also a good idea to email people. Any announcements you have,
like caught off dates for holiday orders.
Like I know the example I just showed you. Um,
talk about your press mentions for credibility and to put you in an
authoritative position. Right?
One tip I have is that if you have multiple press mentions,
don't put it all in one email. You can spread them out into separate emails.
Talk about your returns, exchanges, and satisfaction policies.
Talk about the benefits of your products,
why people should buy yours instead of the competitions.
While your product is different or unique.