You love your products! After all, you made or curated them. But even you may be bored with speaking about them all the time in your email marketing. Now, how do you think your customers feel if every email they receive is about your product features or is a hard sell? If your unsubscribe rates are a bit high, the answer is plainly and clearly in front of you! If they’re not, we will clarify. Too much of the same content can lead to disengagement, unsubscribes and even email avoidance.
So, how do you break the cycle?
Educational tips and tricks emails are one of our favourite ways. AND, when you implement them well, you can still insert your products without making your content feel too sales-heavy. Plus, there are countless ways you can add these to your email marketing strategy, some that are more product-heavy than others. They include:
Product Tips & Tricks
The easiest, and seemingly the most obvious, tip and tricks campaign to implement is a product tips and tricks campaign. This is great if you have products that can be utilised in many different ways, or that may have hidden features, to help people become more inclined to purchase. Let’s take a jar of honey, for example!
As a standard, honey is used in food and drinks. However, your honey may be great for face masks, making candles, bathing, or even washing your hair. Providing tips and tricks about your product's versatility can help reveal its true value. Suddenly, what may have appeared pricey or ‘more expensive’ to some becomes a more affordable avenue that they’re willing to connect with.
Industry-specific Tips & Tricks
Tips and tricks don’t need to revolve around your products or your collections at all. They can focus on your industry instead. Let’s say that you’re in the business of moisturisers. Instead of just speaking about the smells, feels and effects of your creams over and over again, branch out a little! Try emails, such as nighttime skincare routine tips and tricks, or even tips and tricks to prevent dry skin in summer.
Try to create industry-specific tips and tricks with a link back to your products. Even without mentioning your range specifically, these campaigns build need and desire in customers. They start to position your product as a need, rather than a want, making them more likely to purchase in future.
Lifestyle Tips & Tricks
Your demographic will house similar customers. Use this to your advantage to help keep them engaged when emailing them. For example, a brand selling baby clothes will likely be made up mainly of mums of young children or expecting families. They will have very different habits, hobbies and lifestyle patterns than, let’s say, a male teenager.
Deep dive into the types of things they want to know. For example, ‘how to help your little one wind down before bed.’ These topics don’t need to directly link to your product, but should have some resemblance to what you are selling. For example, a makeup brand shouldn’t be talking about breastfeeding. However, a children’s furniture brand could speak about enrichment activities for toddlers, as it’s within their niche.
These types of tips and tricks campaigns show that you are an expert beyond just what you sell, and they provide tangible solutions to real problems your demographic faces. They position your brand as a leader and help customers understand that your product is backed by experts. It makes potential buyers more confident in your brand and, importantly, can help sway their decision when the time comes.
Need more email campaign ideas?
At Email By Design, we know what sells. Need support piecing together a campaign strategy that is informative and sales-based? Book a free 15-minute consultation to get started today.
