Informative + Helpful = Stand-Out Messages That Sell

Which of the following grabs your attention and gets you more invested in a potential purchase?

EMAIL #1: Buy this shirt at 10% off today.

EMAIL #2: Did you know that this shirt is wrinkle-resistant and made from organic material by women in this remote village? 5% of all profits goes toward building schools there and by the way, today this product is 10% off. Watch this video now to see how they are made and hear what other customers have to say about them.

Of course I made all of that up, but I strongly believe when you market not just the PRICE of your products, but their benefits and background, that you elevate your brand and reputation and can potentially boost sales.

Beyond simply better explaining your products, there are other ways you can craft messages to be more beneficial:

1) Help customers solve problems. An email featuring "the 3 must-have versatile pieces for traveling" and examples of outfits you can make with them is way more compelling than announcing a sale on cardigans and khakis.

2) Offer getting-started or sampler kits to introduce new subscribers to your products. In other words, put some sample-sized products in specially-priced kit or put together a package that has everything someone needs to begin a hobby or project. For example, this could work well for a beer brewing supply company, a knitting store or even a company that sells products to reduce allergens in the home.

3) Highlight winners. Featuring your top 5 best-selling products and what customers have to say about them can be very powerful. Knowing what products are most popular or most highly-rated can motivate others to want them as well and can be beneficial if subscribers have no idea where or how to start experiencing your brand. Sephora consistently does a good job with these types of messages.

4) Inspire with tips, recommendations, trends. Check out these helpful emails from West Elm and Bed Bath & Beyond.

5) Make issues real. Explain why the subscriber should care. Tell stories. This Doctors Foster and Smith email (highlighted on the Retail Email Blog) uses the true tale of a German Shepherd to make it clear why pet owners should be concerned about heartworm disease and purchase medication to avoid it. They're not just saying "Buy heartworm meds," but rather "Here's what could happen to your beloved animal. This is why you should care about prevention."

6) Take potential customers behind the scenes. Use videos or images to illustrate how your product is produced, where it is produced, how it works or offer the history behind your brand or the product at hand. Let the principles behind your business shine.

How can you change your messages to be more helpful and inspire subscribers to care? All businesses have potential. Think outside of the box. If you are stuck, drop me a line and I will help you brainstorm a couple of ideas!

Kristen Gregory
EmailMarketing Strategist at Bronto
@kristengreg