You know what your best sellers are. They’re the products that keep your site going, even during spending downswings. They’re the products everyone raves about. They’re the products you have a special relationship with.
Do your customers know what these products are?
As business owners, you almost become one with your products and your website. You know what sells itself and which products need extra oomph. It can be easy to forget that your customers don’t have this same level of understanding of your range. That’s why best-seller campaigns work so well.
Even when inserted once every few months into your campaign strategy, they highlight the products that are the true unsung heroes of your brand. They tell your newer customers why they simply must give them a try, and with that, they increase the chances of converting new customers into long-term, loyal ones.
How do you spotlight your best-sellers in an evergreen email, you may ask… We’ve detailed it below.
Show, Don’t Tell
You may be thinking, “We tell our customers that these are our best-sellers.”
That’s great!
However, many people will skim your copy, meaning this can be missed easily. Instead of just telling customers that these are your hero products, show them why. You can achieve this through lifestyle images, quotes from customers about the product or even thoughtfully designed infographics that point out benefits and features.
Just as you sold your products in the early days when you launched, return to the basics with these graphics. Remember that for some customers, this is the first time they’ve seen or heard of you. Don’t overcomplicate it. The clearer and cleaner, the better.
Highlight Customer Reviews
Customer reviews build instant trust with your network. This is because they provide proof that your product is as amazing as you say it is. They can also ease tension or hesitation points that may be limiting purchases.
Let’s take natural makeup products, for example. There is a stigma that these are not as effective as normal, chemical-based ones. A review that speaks about how good the coverage is or how amazing the colour is can help subdue these fears.
Listen to your customers' key hesitation points or even ask them in a survey. Use this information to diffuse their angst so they feel more comfortable taking the leap of faith.
Create a Sense of Urgency Without Being Pushy
While we’re sure your best sellers already sell fast, if you want them to move that little bit quicker, it’s critical to sell your scarcity. Tell your customers how quickly these products have sold out in the past (especially when on sale) and why they must shop while stocks are available. Remind your customers that wait times to restock can vary and that getting in now is their best chance to ensure they make it theirs.
This tactic doesn’t just work on new customers. If stock is starting to look a little low, you can also use it on existing purchasers. Tell them that stocking up now (if applicable) or buying another should be high on their to-do lists.
The Email By Design Team Can Amplify Your Best Sellers
Our team can help you set up campaigns that show the true value of your best-sellers, helping them drive your sales to new heights. Book your free consultation to get started.
