In our latest SaleCycle Academy video, Hazel Burton looks at email acquisition… 


Video Transcription

Email marketing is a bit like a Hitchcock movie – it’s an oldie, but definitely a goodie!

In fact, the very first thing that 61% us do  in the morning is to check our phone for any emails or messages. Before even going to the bathroom!

According to Forrester, people are twice as likely to sign up for your email list as they are to interact with you on Facebook.

With so many emails landing in inboxes, how can retailers persuade their customers to open, read, and take an action? And not immediately hit that unsubscribe button so that you become the social equivalent of strangers on a train.

First of all, the one thing that all great emails have in common is that they solve a need.

So, always be adding value, and always ask yourself, ‘Is this an email I would enjoy reading?’.  It’s even more spellbinding if these emails are personalised, so the customer only sees items they’re really interested in.

You could also tempt visitors with special offers, such as money off their first purchase.

Good timing can also help. For example, a message on-site can prompt customers to sign up for emails. These messages can be timed to appear when customers have been inactive for a while, or are about to leave a site.

Context is also key. For example, visitors who have started to book flights but aren’t ready to buy can be prompted to submit their email to save the flight details for later.

It should also be nice and easy to sign up. Retailers might be tempted to collect as much information as they can from customers, but actually this can create a shadow of a doubt, and will put some people off.

Make email forms easy, with just a couple of questions, and more people will sign up.

And finally, as Hitchcock himself was fond of saying, there is something more important than logic: imagination.

A good dose of creativity goes a long way. Just ask Adidas who have some great gif game, which ensures their email marketing really stands out.  

So, to be successful in your email marketing, increase the relevance, make it personalised and simple, and think about using some really slick design capabilities. Your very own notorious mic drop moment will not be far away.