Email Marketing to Keep in Touch and Engage
Most of you who are reading this will have either a larg-ish social media following or direct access to a special kind of group. In other words, you personally know fans who in turn know who you are, and each wants to get in further contact with the other.
In this chapter, we’ll go over best practices for engaging your audience through email. As you probably know, emailing potential customers is a big responsibility. Unlike a Facebook Newsfeed or Internet web drivel, the email inbox is a personal space for direct conversations with buyers. It is also the most direct path to establishing a respectful and long-term relationship with buyers.
EMAIL MARKETING WITH TEESPRING
One of Teespring’s coolest features for creators is the opportunity to email all past buyers (given you’ve successfully sold items on the platform). This is a useful tool when you want to publicize new, but similar campaigns or relaunch an ended campaign. To send an email to your past buyers, just click “messages” in your seller dashboard.
You can create a list to email by grouping the buyers from multiple campaigns, or just email the buyers from an individual campaign.
Examples of ways to use Teespring's Buyer Message Tool
Publicizing a new product
If you want to publicize a new campaign to your old buyers, make sure you use a similar subject line to the original campaign so that the same people will be interested. Consider using Discount Codes to thank past buyers or incentvize purchases on a new campaign!
You should only re-launch old campaigns and email your buyers if you truly believe they will be interested in the same tee. Otherwise, you risk seeming spammy. If you do decide to re-launch an old campaign and message previous buyers, we encourage you to at least wait a minimum of three weeks after the end of the orginial campaign. This gives your customers time to wear their shirts around, pick up some compliments and generate buzz.
Mistakes to avoid
Avoid emailing the same buyer groups more than once a week with the same content. Make sure to use the buyer message template available; if you prefer to use the custom template try to include images and links to your campaign.
Use Buyer Messaging in conjunction with Discount Codes to increase sales on new campaigns.
list building and maintenance
If you don’t have a list of your potential customers’ emails and want to learn how to build one, you’ve come to the right place. If you do have a list, consider using an email marketing service to maintain and continue growing it. To learn more about email marketing services, skip to the next section.
How to Collect Subscribers
First, put together a list of contact information from people who want to hear from you. If your buyers already follow you on your social channels and enjoy your content, chances are they may want to hear from you on a more personal level—like via email.
Second, embed sign-up forms on your website or Facebook page. As you post content and drive traffic, your list will grow. Include a call-to-action (CTA) to drive sign-ups at the end of blog posts or in Facebook page posts.
Third, be sure to collect your subscribers’ names and email addresses so that you can pen a personalized introduction to all of them. If you are running a larger scale website, you can find a more detailed guide to building an audience here.
How to Segment
Segmenting, or divvying up, your list of customers based on specific criteria is a great way to send specific and relevant newsletters and product updates to your following. Segmentation can include city of residence, age, product interest, and other custom criteria. Relevant emails will perform far better than more general emails in terms of opens, clicks, and conversions—as well as boost customer loyalty.
The more emails you send, the more you’ll learn about your audience in terms of email behavior — e.g. message click-through rate, device preference, what subject lines generate more opens, what products generate the most clicks, etc.
How to Grow
If you distribute great content it's likely your subscribers will share and forward your content with others…driving more people to subscribe to your channels. Keep in mind that not every email you send has to promote a product; you can also send emails with information about campaign updates, interesting articles and funny images.
Brainstorm 5 topics for posts that could get users excited about hearing from you more. Write up your favorite one and post it!
email marketing Services
If your following is growing faster than you can manage, there are numerous email marketing services to help you maintain your email list, design your emails, send them, and keep track of their performance all in one place (of course, if your email list is still small, these services won’t be necessary). Some of the most popular email marketing platforms includes Mailchimp, Bronto, Streamsend, and Silverpop. Mailchimp is particularly user-friendly. Fees start to kick in based on the number of emails you send or by number of subscribers.
If you have a large enough email list, it is good practice to test and keep track of which subject lines, body copy and imagery perform best with your audience so you can always use the most effective ones.
Most email marketing platforms will have built-in dashboards and tools to help you do this. Check out Vero’s Conversion Funnel Image for more information.
When looking at email marketing, the most relevant metric you should be paying attention to is “unique opens.” This refers to how many distinct people viewed your email, and excludes the individuals who may be opening over and over again. To boost this finding, you can test your “from name,” your subject line title, and the first few words of your email. Remember: when testing, only change one variable at a time! Otherwise you won’t know which variable is causing changes to your metrics.
In addition to unique opens, you should also be looking at your “unique clicks”. To optimize for a higher number of clicks, you can try adjusting the placement, color and design of your CTA button. You can also alter how you display your product image. Your audience may react better to seeing the front and the back of your tee versus just the front, or seeing the shirt on a live model versus a flat design.
A campaign’s “conversion rate” is the number of people who buy in relation to the number of people who land on a page. This information can be extremely helpful for measuring the success of a given email campaign. If the conversion rate from an email is low, it could suggest that the information was misleading or that the readers were expecting to find something other than what they did. For more specific metrics, you can add Google Analytics UTM Paramaters to your in-email links to see how well different emails perform. For more information on how to do this, check out Vero’s guide here.
When you run your first email campaign, send two subject lines and see which has a higher ‘unique’ open rate. When you run your second email campaign, use your higher performing subject line and alter the body copy to try to boost your ‘unique’ click rate.