Warming Up Your Email Community For Selling Seasons
In today's competitive market, preparing your audience ahead of peak trade is crucial for success.
Here are four suggestions on how you can ensure your email community is engaged and ready to choose you over your competitors in the final quarter of the year.
Consistent Communication:
Consistency is key to maintaining a strong relationship with your audience. Start by ensuring you send regular communications now, rather than waiting until later in the year when you're primarily focused on sales. By keeping in touch consistently, you can significantly reduce the risk of high unsubscribe rates. When you communicate regularly, you stay top of mind, which is essential for brand recall. Also, frequent interactions help to prevent your emails from ending up in your audience's junk mail folder. Consider setting a schedule for your emails, whether it's weekly updates, bi-weekly newsletters, or monthly insights, to keep your audience engaged and informed.
Non-Selling Content:
One of the most effective ways to build trust and authenticity with your readers is by providing value without directly selling. Show up in their inbox with content that serves them, demonstrating that you are an ally rather than just a business entity. Understand what your audience is currently dealing with and identify how you can assist them. For instance, if your target customer is a mom preparing for the back-to-school season, think about the challenges she might face and offer content that supports her, such as "Top Tips for a Smooth School Transition" or "Essential Back-to-School Checklists." This approach not only builds a connection but also positions you as a helpful resource, making it more likely that they will choose to buy from you during peak trade.
Growing Your Audience:
Expanding your email list with potential shoppers is a strategic move that can pay off significantly in the long run. There are countless methods to build your email list, from social media promotions to partnerships with complementary brands. However, the key is to do it in a way that attracts the right audience for the products, collections, or services you intend to offer. While 10% off pop-ups on your website can be effective, they are often too generic. Instead, focus on understanding your ideal customer and tailor your approach to serve and support her in the present. For example, offer a valuable downloadable resource relevant to her current needs, knowing that you have the product she will want to buy later. This focused strategy not only grows your audience but also ensures that the subscribers you gain are genuinely interested in what you offer.
Automation Sequence:
Automation is a powerful tool that many brands underutilise. Establishing a "slow and steady" automation cadence for both organic and non-organic sign-ups is essential. A well-designed automation sequence should consist of 4-5 emails, where the initial emails focus on introducing your brand, sharing your story, and adding value without selling. Only in emails 4 and 5 should you begin actively promoting your products. This gradual approach allows your audience to become familiar with and fall in love with your brand, increasing the likelihood that they will feel compelled to make a purchase. Additionally, consider incorporating personalised elements into your automation sequence, such as addressing subscribers by their first name or tailoring content based on their past interactions with your brand, to enhance the connection and engagement.
By focusing on consistent communication, providing valuable non-selling content, strategically growing your audience, and implementing a thoughtful automation sequence, you can effectively warm up your audience before peak trade. These efforts not only prepare your audience for future purchases but also establish a strong foundation for long-term customer loyalty and brand advocacy.