A common trap business owners easily fall into in email marketing is feeling like it’s all to do with discounts and deals. While sales and promotions are a great facet of email marketing, this is your friendly reminder that you can create value amongst your customers without giving them the best price on the market every time. How can you do this? Discover our top tips for adding value without slashing the price tag below.
Provide Early Access & Exclusive Content
Your customers joined your mailing list for one of a few reasons. They love your brand, wanted to be the first to find out more, or were intrigued enough to sign up for your welcome discount. Once they receive that initial deal from your brand, what else are you offering them as thanks for joining your list? Early access to new products and exclusive content (such as behind-the-scenes) can create a sense of importance among your customers, even when you’re sending your emails to thousands of people at once. It helps them feel like they’re a bigger part of your brand, which can, in turn, help them purchase and spend even when you don’t have a sale running.
Personalised Shopping Experiences
Klaviyo has several methods for personalising emails, dynamic product recommendations being one of the best. Instead of opting for a dynamic feed built on your best-selling products, try mapping a feed based on what a customer has previously purchased, added to their cart or looked at. This shows that your brand is attentive to their interests and can help them feel more engaged in your emails. Before long, they’ll build a more favourable opinion of your business for your ability to provide the curated content they want to see in their inbox.
You can also use show-hide blocks based on logic to ensure customers only receive content they are interested in, saving them time and adding an extra layer of value. Need help setting up this logic? We’re here to help.
Access To Free Resources
Free resources don’t only need to be PDFs or educational content. They can be anything!
For example, a fashion brand could provide a free sizing guide or colour swatch guide. Alternatively, a skincare brand could share resources on how to apply products for different skin types. Even resources you may not think hold significant value can be the turning point for a customer sitting on the fence about purchasing.
This is also a friendly reminder that your support as a business is also a resource in itself. So, communicate with your customers that you are readily available to chat and support them. Especially in your abandoned cart flow, where you can help them overcome any objections by answering their questions.
Customer Testimonials
Value looks different for all customers. For some, it’s the value of knowing that the product or service they’re selecting delivers on what it promises. Never underestimate the importance of adding testimonials in your emails. Just one or two underneath a product block can remove uncertainty and show your customers that you deliver on your unique selling proposition.
Host Competitions & Giveaways
Competitions and giveaways are a fantastic way to keep your customers engaged and get them to take favourable actions. For example, you can tell them everyone who spends $50 or more will go in the draw to win a free product hamper from your business.
If spending isn’t your key priority, you can direct these competitions to other elements, such as Instagram follows and survey completions. Knowing they have a chance to win, customers who enter will also be more attentive to your emails during this time, helping to boost open rates and click rates.
The Email By Design Team Can Support Your Value-Building
We love a sale as much as the next person, but we have also seen what happens when brands build an over-reliance on sales and promotions. Ready to break the mould and create value with your customers without a discount code? Book a free 15-minute consultation to discover how the Email By Design team can help make this a reality for you.
