Case #2: Consolidated Company
Use Case Example
A solid business that provides personalized wellness services, such as massage therapy and yoga classes, wants to improve internal communication and employee engagement while expanding its client base.
They want to use MailPoet to create a monthly newsletter that provides updates on business news, upcoming events, and employee achievements.
- Get the first sale from hesitant customers.
- Keep customers engaged for recurring business.
- Resurrecting inactive customers.
If you want to take your consolidated company online, you can use MailPoet to create captivating email campaigns, manage subscribers effortlessly, and easily analyse campaign performance.
If you offer services that can be booked individually, consider also using WooCommerce Bookings to allow clients to book appointments or reserve spots in classes directly from your website. This will elevate your online presence and amplify your business.
Another recommendation that integrates with MailPoet and can boost your website is the WooCommerce Subscriptions. Give the users an option to pay online for their services (e.g., monthly yoga classes, massage therapy sessions) and generate consistent revenue by offering a more convenient way to make the payments in advance.
1. Import existing subscribers
Suppose you have previously collected your customers’ email addresses and asked them for consent to send marketing emails. In that case, you can export your subscribers from your existing email platform or spreadsheet and upload them into MailPoet. Clean your list before importing it to remove invalid and non-existent email addresses and fix any typos. If you have never asked these customers if they would agree to receive marketing emails from you, send an email from your email client inviting them to subscribe to your list through a form on your website.
2. Create a form and expand your audience
You should create a subscription form to collect new subscribers on our website. Consider placing pop-up or fixed bar forms on key pages, such as your homepage and blog posts, to maximize visibility and conversions.
You should give your subscribers options to be added to separate lists based on the type of information you will be sending to them. To start, you can have a primary company-wide list for general updates and important announcements and lists for individual content types based on the subscriber’s interest (e.g. Yoga Classes, Gym, Promotions).
It’s possible to create different forms for each list and place them on posts from specific categories. For example, if someone is reading a Yoga post on the site and wants to subscribe to receive similar posts, the form associated with the “Yoga” list will be displayed there.
Share the benefits of subscribing to your newsletter on your website, social media channels, and other marketing materials – always ensuring you’re setting the right expectations for your future subscribers about how often they will receive emails from you and what to expect from your newsletter’s content.
You can also leverage partnerships and collaborations with other businesses or influencers in your industry to co-create content or offer joint promotions. This can help you reach new audiences and increase your subscriber base.
Marketing email strategy
Get the first sale from hesitant customers
Use MailPoet to send out a series of informative emails that showcase your expertise and build trust. When customers perceive a company as knowledgeable and experienced in their industry, they are more likely to trust its products or services and purchase.
You can use MailPoet’s Automation feature for new subscribers, which would be triggered to run after a subscriber signs up for your mailing list. You can space the emails out a bit, for example, sending an email when they first sign up, adding a delay of 3 days to send the next one, and then adding another delay of 7 days before sending a third email.
You could include a mix of content for each email introducing your company, its values, and what they can expect from your newsletters. You can also share the following:
- Tips and advice from certified professionals showcasing your company’s expertise in your field;
- Testimonials and success stories from satisfied customers;
- Invitations to free workshops or events where potential clients can experience the services firsthand and get to know your physical space;
- Links to informative blog posts and videos on the company’s website;
- Invitations to join loyalty programs.
You can make your campaigns more personal by using shortcodes to include subscribers’ names or other relevant details. Personalization helps establish a connection with your audience and boosts engagement.
Keep customers engaged for recurring business
Provide valuable content while maintaining regular communication and offering personalized experiences. These can be a combination of newsletters that are manually drafted and sent out at a regular frequency and Post Notifications to send out posts that are published on the site automatically.
For example, you can set up Post Notification Emails for each list at the beginning of each month and keep them informed about upcoming events and the latest news/products (e.g., new classes, workshops). This way, you can encourage them to try new services and increase their overall spending with your business.
You can also send a monthly standard newsletter for each list with special offers or promotions tailored to their interests (e.g., discounts on massage therapy sessions or yoga classes) and educational content related to their preferred services (e.g., how-to articles, tips, or videos).
If you’re using WooCommerce Subscriptions, create a segment for subscribers with an active subscription. This allows you to send targeted campaigns to existing paid customers, such as personalized offers for renewal, upsell opportunities, and invitations to join loyalty programs or referral schemes.
The number of newsletters you send will depend on how many lists you have created and the frequency you choose to communicate with each audience. For example, if you have three lists and decide to send a monthly newsletter to each segment, you would send three different newsletters per month.
To avoid overwhelming your team or diluting your messaging, consider focusing on key segments or combining similar interests (e.g., yoga and meditation) into broader categories.
Resurrecting Inactive Customers
Segment your email list to identify customers who last purchased a while ago (e.g. 45 days) but are still engaging with your newsletters.
[screenshot of the segment filtering users with a relatively high engagement score in the past 60 days and no purchases in the past 45 days]
Create a special standard newsletter with a subject line that grabs the attention of your dormant customers and encourages them to open the email. Examples: “Long time no shop! Here’s a little something to welcome you back.”, “We’ve missed you! Let’s make your return extra rewarding.”.
In this email, briefly highlight any new products, services, or updates they may have missed. Avoid being too sales-oriented and focus on building a connection with your audience to encourage their return.
You can also offer a limited-time discount, gift, or exclusive promotion to encourage your less-engaged customers to return. Make sure the offer is attractive and clearly presented in the email.
Monitor and iterate
Continuously monitor your campaign performance and make data-driven decisions to refine your strategies. Regularly review your metrics, test new ideas, and learn from your successes and failures to achieve your goals with MailPoet.
Monitoring email performance helps you determine which campaigns resonate with your audience and drive desired actions, such as purchases or sign-ups. Analyzing email metrics allows you to identify areas for improvement, refine your content and design, and tailor future campaigns to be more effective.
To use the Engagement and WooCommerce cookies to get more accurate stats, enable the “Full” option in MailPoet’s Advanced Settings “Engagement analytics tracking”.
MailPoet provides detailed statistics for each campaign and per subscriber as part of our Premium features in the paid plans.
You can use the stats to compare the performance of different email campaigns and segments and identify trends, patterns, and areas for improvement.
Another effective way to monitor newsletters is by leveraging the power of Google Analytics. By integrating Google Analytics with your newsletter campaign, you can gain valuable insights into subscriber behaviour, campaign success, and user engagement. This is also part of the premium features available in our paid subscriptions.
Adjust your strategies
Based on your analysis, if your email performance isn’t meeting the expectations you’ve set for your business, consider making adjustments:
- Review your content and subject lines: Improve the relevance and quality of your content to increase open and click rates. You can experiment with different topics, formats, and styles to see what resonates with your audience. Test various subject lines to determine which ones lead to higher open rates.
- Consider different sending times and frequencies: Experiment with different sending frequencies or segment your audience using other options relevant to your business/target audience.
- Segmentation: Use subscriber data to create targeted segments and send more personalized content. This can lead to higher engagement and conversion rates.
- Ask for feedback: Encourage your subscribers and clients to provide feedback on your services, content, and offers. Use their insights to improve your business and further establish trust.