Making the most out of your contact list is key for business profitability. Today we will go through 7 different strategies to help you earn money through your newsletters. Our goal is to suggest some ideas for your deliveries, whether they’re sporadic or weekly/monthly. Try and test them when you want to recommend products, reactivate dormant customers, retrieve abandoned carts, promote your best sellers, etc.
Don’t forget that all these strategies can be put into action using the templates on your Connectif account. You can also design your own workflows! And, if you’re not using Connectif for your marketing automation strategy, what are you waiting for? Request a demo here.
Segment before planning your deliveries
Sending emails to a contact list is a marketing action that is within everyone’s reach. Having said that, maximizing your deliveries entails a little more than that. You’ll need good judgment and a strategy. So first you’ll usually have to segment your audience based on key parameters to make a difference.
Aside from bulk campaigns, any other email marketing action will require a client analysis (profile and origin) so that you can group your customers based on similar characteristics. This will allow you to adjust your marketing strategy better and to improve your impact.
In addition, keep in mind that you can opt for an advanced segmentation method as RFM in order to group your clients based on their recency, frequency and monetary value. RFM analysis is one of the most effective techniques to identify high-value customers in your client pool and to increase conversion rates. If you want to learn how to easily estimate your RFM score to improve your marketing and sales numbers, take a look at this other blog article: What Are RFM Scores and How To Calculate Them.
If you are a Connectif client, there are more options at your disposal. Keep in mind that you can segment to the max in our platform using our Dynamic Plus Segment. This feature allows you to combine multiple segmentation criteria at once. Then you can choose the audience segment that meets the specific criteria you’re looking for (e.g., female clients that completed their last purchase of X type of products 6 months ago).
Once you’ve decided how to segment your audience, choose the type of delivery and message you’re going to use keeping the following goals in mind:
- Recruitment
- Reactivation
- Building loyalty
Here at Connectif, we regularly work with over 1,000 eCommerce sites from all over the world. This has allowed us to gather the expertise to identify the most successful strategies to turn newsletters into sources of income. We’ve chosen 7 highly effective strategies that you can apply to your business right now.
You can find them down below. These strategies are not mutually exclusive. In fact, you can run them all at once using automated workflows if that’s what you want. Some of them are email campaigns with regular frequency while others are sporadic. Choose whatever works best for you depending on your site’s features and needs!
1. RFM segmentation campaign
Goal:
To maximize your RFM segmentation strategy by personalizing it depending on your clients’ spot in the RFM ranking.
How does it work?
This workflow sends out an email with different strategies depending on the RFM segment the client is in. For instance, Champions and Loyal customers get an email with products with a higher price tag than the most expensive item they last purchased (upselling strategy). The customers from the next segment get complementary products (cross-selling strategy), while clients from the third tier get the top products of the month.
2. Monthly retrieval of abandoned carts
Goal:
To retrieve the shopping carts abandoned during the previous month on the first day of the next month.
Many clients add products to their carts but leave the site without completing a purchase. By activating a monthly cart retrieval strategy, you’ll be able to regain some of the purchases that weren’t processed during the previous month and increase your income.
How does it work?
This automated workflow allows you to send a monthly abandoned cart email reminder by checking the last incomplete purchase left by the user during the previous month. Then it sends an email to the customer with the items they left in their cart, encouraging them to finish their purchase.
3. Seasonal customer reactivation
Goal:
To reactivate customers whose last purchase was completed in the first month of the previous year. E.g.: delivering a marketing message on the 1/1/2023 to those who made their last purchase in January 2022.
If you motivate your seasonal clients (who haven’t bought your products in almost a year) to make a new purchase with a coupon code during a specific season, there will be a higher chance that they buy again.
How does it work?
We suggest sending a reactivation email using an automated workflow that will go over the latest cart purchased by the user on a monthly basis. If the workflow identifies the customer as someone who hasn’t bought anything in nearly a year, an email with the latest items they purchased will be sent, including similar products and a coupon code.
4. Weekly recommendations campaign
Goal:
To boost conversions and engagement through a weekly newsletter that includes personalized recommendations.
How does it work?
Scheduling a weekly automated email with recommended products is a very effective newsletter concept. These products will be linked to items recently seen by the user. You can learn how to activate this simple but successful strategy in the workflow below.
5. Instant reactivation of dormant customers
Goal:
To send a personalized email to contacts who have been inactive and haven’t completed a purchase for a while to restore their motivation to do so.
Keep in mind that leaving a contact inactive for too long could lead to eventually losing it. That’s why we recommend putting automated reactivation strategies into motion to impact customers who have seemingly lost interest in your products. There is a chance that they might come back when you offer them interesting personalized recommendations.
How does it work?
The workflow below showcases a strategic proposal based on delivering recommendations to newsletter contacts that have been inactive (haven’t checked products on the site) for more than 90 days. The final goal is getting their attention back and encouraging them to shop again.
6. Optimized email marketing campaign
Goal:
To improve email deliverability by dividing the newsletter cycle into 4 stages. The goal is to impact the clients with a higher email opening rate first.
Email is a key element to communicate with the users of your eCommerce site. If applied well, email marketing strategies can definitely boost sales and web traffic. Sending emails in batches depending on the opening rate will take you closer to these goals, as it improves deliverability.
How does it work?
This workflow allows you to put a batch delivery strategy into action by checking the segment a certain contact belongs to. If the contact belongs to one of the first segments below, an email is immediately sent. If that’s not the case, the system waits 15 minutes before checking if the user belongs to the next segment. You can add the number of wait times, checks and deliveries you need depending on your segmentation strategy.
7. Monthly top products campaign
Goal:
To get engagement and boost sales by scheduling a monthly email update that includes the site’s best sellers and latest sale trends.
How does it work?
Our suggestion is opting for a best sellers automated campaign + latest trends to your subscribers using a workflow that sends an email to your contact list.
We hope that these 7 newsletter suggestions can help you make the most out of your core audiences and boost your site’s results. If you have any questions or are interested in getting to know different workflows or exploring more ideas that can be easily attainable using Connectif, you can request your demo here.
