Email Marketing Strategies for Print on Demand: 8 Tips From Printful

For every dollar a company spends on email
marketing, it makes $44 in return. If you’re not currently on top of your email
marketing game, you should be. So stay tuned for these 8 tips to improve
your email marketing skills for print on demand. Hey, it’s Nora from Printful’s Marketing
Team. Email is alive and stronger than ever with
about 99% of people checking their email every day. On top of that, 66% of people say that email
marketing directly affects what they choose to buy so it’s no wonder most marketers
say that email is their biggest return on investment. From writing subject lines that stand out
to using segmenting your lists, we’ve got some email marketing tips that will make you
want to click open and save as important. Before we jump in, make sure you subscribe
to our channel and tap on the bell icon to get notified about our latest videos. That way, you can get updated about the latest
marketing and ecommerce tips. Email marketing is possible whether you sell
products from your website or in a marketplace like Amazon. If you sell on a marketplace, include a link
to your subscription page on your seller page so customers can click the link and sign up
for your emails. If you sell from your own domain, use a form
on your homepage to collect email addresses. Offer quality content To get started in email marketing, you need
a list of email addresses from customers. You can capture email addresses by using a
pop-up on the landing page of your website or by using chatbots. But one of the most effective ways to collect
email addresses is to reward people for subscribing to your list by offering them a piece of content
known as a Lead Magnet. A lead magnet or a freebie is a piece of evergreen
content that is valuable to your audience. It could be as easy as a percent or dollar
amount off of their purchase or the promise of latest news and exclusive deals. Your lead magnet could also be a checklist,
ebook, webinar, or online course related to what you specialize in. On the Printful blog, we wrote a post about
holiday marketing for ecommerce. At the end of the article, we offered our
readers a chance to download our detailed holiday planning checklist. They just have to put in their email address
to subscribe to our blog newsletter, then the checklist is sent to them. It’s a great technique to capture email
addresses! Set up an autoresponder through an email software
like ConstantContact or MailChimp, that way as soon as someone provides their email address,
they get the lead magnet delivered to them immediately. When capturing email addresses, include an
opt-in button so that subscribers agree to receiving your newsletter. A double opt-in form is best to protect against
spam-traps. You’re also legally required to include
an opt-out button at the bottom of your emails. It’s generally a good practice as well to
let your subscribers know what they’ll be receiving and how often they’ll be receiving
it. Write catchy subject lines People only take about 3-4 seconds to decide
if they want to open your email. A good subject line will improve your open
rate. An open rate is the number of people who opened
the email over the number of people it was delivered to. An average open rate is about 20% so if your
rate is between 15–25%, you’re doing well. To achieve a high open rate, your subject
line should be accurate and clear. Avoid subject lines that say things like:
“You’re a winner.” 69% of emails marked as spam are labeled as
junk based on the subject line alone, so make sure your subject line gives a good idea about
what’s in the body of the email. Your subject line should also be short and
to the point. Under 50 characters is an ideal length for
a subject line so that mobile users scanning their inbox can read the subject line in full. As for the content of your subject line, make
sure your subject lines use at least one of four key emotions: urgency, curiosity, excitement,
and joy. Urgency causes a customer to act fast, curiosity
gets them to click in order to learn more , excitement triggers them to be interested
in the content, and joy makes them feel good about what they’re about to read. For subject lines that drive results, use
emojis sparingly and smartly, write numbers with digits, use the imperative tense and
be careful about humor as it could fall flat. Create email series Unsure of what types of emails you should
send? Start out with a welcome or onboarding series
where you thank subscribers for signing up. Tell them about your products and services
and offer them a discount or a voucher just for signing up. A good welcome email introduces customers
to the newsletter and gives them helpful next tips to get them started with the store or
service. From there, you can send promotional emails,
telling them about new products or deals you currently offer. Try out some trigger-based campaigns. Set up a system that automatically sends emails
based on the actions or inactions that your customers take. If you’ve already set up an online store,
you may have had some issues with cart abandonment, when a customer puts some products in their
cart but doesn’t follow through with the purchase. Customers abandon their carts for many reasons:
they were just browsing, they had an issue with shipping, they wanted to compare prices
or they experienced a technical issue. Combat this by sending out cart abandonment
emails where you remind them of what they’ve left in their cart and suggest alternative
products in addition to what they left. Remind customers when the prices your prices
have dropped or when various products come back in stock. You can also start an upselling series where
you tell your customers about products that are more expensive than the products they
have ordered in the past. Start a cross-selling series where you sell
your customers a product relevant to their purchase history. If your customer has ordered a hoodie, let
them know about the launch of your sweatshirt line. Include style and gift guides and tell them
about industry trends. Then spruce up your transactional emails. Transactional emails have an open rate of
40-50% so consider making them a little more interesting by including a discount code or
providing your customers space to give feedback. You can then use these reviews as social proof
in your marketing and even integrate them into your emails. 97% of consumers say that good reviews factor
into what products they buy. Sell your product just by showing how much
other people liked it. Write copy that pops Your email copy should pop off the screen
and keep the reader’s attention. When it comes to content, storytelling can
be an effective way of illustrating a point. Write about your origin story or offer the
reason why you’re bringing in a new product or integration. You can talk about how a your brand or a customer
came up with a solution to a problem and make sure to highlight how your product solved
an issue by emphasizing the journey and the resolution. It will help your customers see themselves
using your products. Then, consider writing a “Reason Why”
email explaining why you’re making a certain offer. For example, you could create an email celebrating
the anniversary of when they first started using their service and rewarding them for
their loyalty to the company by giving them $5 off their next purchase. You can also write “Human Connection”
stories where you tell short stories about life or business that your customer might
relate to. Just remember to relate it back to your products. Also remember to write your emails using your
brand’s style and language. If your brand is formal, write formally. If your brand is more casual and sarcastic,
make use of those dad jokes you’ve been saving or a rainy day. You’ll also want to keep the goal of the
email in mind. If you’re sending an email to fix a shipping
error, better keep it serious. But if the goal of the email is to roll out
an April Fool’s day deal, have fun with it! Use pre-existing content If you’re not sure about what to write,
you can recycle existing content and use it in emails. Have a new product that’s already up on
your website? Take out the most important parts of your
product launch from the copy that’s already up on your website and put them in the body
text of the email. Include a button that links to the product
so that interested readers can learn more. The same thing goes for if you release a seasonal
collection or have a holiday promotion. If you have a blog or a video presence, embed
those into your emails as well. Just by including the word “video” in
your subject line, your open rates can double. We at Printful send out email reminders every
time we release a new video so be sure to click the link in the description below to
get our videos straight to your inbox. You can also link to relevant content that
you didn’t create, as long as you include an thoughtful explanation as to why it’s
relevant to your audience. Doing this puts an original, personal twist
on content that already exists. Feel free to integrate your own social media
posts into your emails. If customers don’t already follow you on
social media, it’s a great way to showcase the content you post. And don’t forget to include social sharing
buttons! You can take this opportunity to cross-promote
your newsletter on social media as well. You can post screenshots or summaries of your
emails to let your customers know what they’re missing. Make your emails interactive From image carousels to videos and animations,
there are plenty of ways to make your email visually appealing. For example, you could play around with animated
gifs in the header or the footer of your email. Or you can integrate forms for customer ratings
and reviews. Few people want to go to an external link
to give feedback unless they had a terrible or exceptional experience. By integrating your forms and surveys, you
capture not only more data but also more accurate data from your customers. You can also gamify your emails by adding
in pop-quizzes, spin-to-wins or prize drawings. If incorporating trivia or scratch-offs into
your emails sounds like something you want to try, you don’t have to be a graphic designer
in order to use them. Privy is just one easy-to-use software you
can use to create interactive emails that include fun features such as pop-ups or spin-to-win
wheels. Zembula is another user-friendly platform
you can try as their creative and visually appealing templates do most of the work for
you. Segment your lists Segmentation is when you target people from
your email list based on criteria such as demographics or website activity. It means that people get more relevant emails
based on their preferences and actions. Marketers who use segmented campaigns see
much as a 760% increase in revenue. Base your segments on information such as
home address to include holiday shipping deadlines based on their location. Then target them so receive emails in their
native language, currency, and prices. Adjust your offers to the seasons in that
person’s country so that they get advertisements for bathing suits in the summer, whether that
means July in the U.S. or December in South Africa. However, avoid too much personalization in
your segments as it could come across as creepy. For example, you can state someone’s name
as long as you incorporate it into the email but using it as a hook might make them feel
uneasy. Be aware that 75% of people say personalized
content came across as “somewhat creepy” and 22% chose to look for “less creepy”
brands. A/B test Once you’ve segmented your audience, make
sure to A/B test to get to know your customers even better. That way you can send them emails you know
they’re going to engage with. You can test any part of your email, from
the sending time to the copy on the call-to-action button. A/B testing usually goes like this: 1. Decide which part of your campaign you want
to test 2. Choose your sample size 3. Build two different variations of the same
email, changing only one variable each time 4. Send half of your sample group one email and
the other half of your sample group the other email. 5. Send the best-performing campaign out to the
people who didn’t receive the test email Stuck on what to test? Start by figuring out what metric you’re
most interested in. If you want to improve open rates, test the
subject line. When testing subject lines, you can look at
what types of sentences, sentence lengths, symbols, tone, and emotions work best. You can also check out what days of the week
and times of the day get the highest click rates and open rates. If you want to improve your click rate, play
around with the copy or the call-to-action button. When it comes to copy, you can take a look
at headings, body and images. With your headings, test what length, structure
and tone work best. When it comes to your body text, you can look
at what tense readers prefer. Is the passive voice or the active voice better
for your audience? As for images, you can test the size, color
or type of photo that your audience prefers. Don’t forget to analyze your data after
you test it. Make a spreadsheet of your experiments, write
down what works, what doesn’t and build on it. That’s been our crash course on email marketing! Are you new to email marketing or are you
already a pro? Let us know in the comments below along with
some of your favorite email marketing strategies. Hey! I hope you enjoyed that video. Don’t forget to subscribe to never miss
out on our latest content. And check out other videos on our channel
to help your store become more successful.

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