Email Segmenting for Boutique Growth
12m
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Boost Your Boutique with Emily Benson
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1:27.0 So when should you start an email list? Like Day one. Okay. If you don't have an email list or you only have a list of people who purchase from your boutique business, that's fine.
1:38.4 Even if it's 20 people on your list, even if it's five, get signed up with an email service and get going.
1:54.7 What are we doing with email? Why are we doing it? One, we're staying top of mind with customers.
2:01.5 Email has the highest return on investment, somewhere like 38 for every email you have, like you get in return every time you send an email.
2:20.0 Most people aren't going to unsubscribe. So don't feel ashamed or bad or whatever about sending emails.
2:26.8 They signed up with you. Okay. And you're just communicating with them. You're saying, Hey, this is what's going on in my store. This is what you should know about.
2:43.4 Now, how often should you be sending? I say at least once a week and please don't call this a newsletter.
3:15.5 Can't tell you how many emails I've gotten that have this title that I'm so excited about and then I open the email and it's like, it's not even in the email
3:24.2 I'm sure that increases their click rate, but it doesn't actually make me click. It makes me annoyed.
3:47.5 So at the baseline, we're sending one email a week. At the most, we're sending three to four
3:52.3 On a busy sale week, on a Black Friday weekend, like any big promotion weekends, we're probably sending a lot more
3:59.8 Also, what time of day is best? It doesn't matter. Test all the different times.
4:17.9 So even just that your name pops up, whether or not they open it, You're there, you're in their inbox. That's what's most important.
4:42.2 You want to make sure that you have a general list with everybody on it. Then you want to separate into three different categories.
4:48.4 You want abandoned cart emails. You want. customers like people that have actually bought because you're going to have people on your list that haven't bought. And that's going to be the third one never purchased or haven't purchased within the past 30 to 60, 90 days.
5:31.1 If they haven't purchased yet, the best way to communicate with them about you and, and warm them up to a purchase is going to be. Informative things. So how to shop with us? Why we started? Um, what are great styling tips?
5:50.6 It is part of your content strategy So you should and could have an email Sequence where when new people sign up for your list, they go through a sequence.
6:40.2 Next, we're going to talk about how to shop with you, uh, where can they shop, what nights do you launch, like what credit cards do you take, the questions that people have.
9:21.5 You release it to them and it's like everything's 5 off automatically applied. Something like that. That's going to give you number one, a quick boost in sales. Number two, an urgency to buy because their discount goes away at noon, let's say, right? And then when it's released to the public, it's a full price item.
10:16.6 Social media is great and we love it and it's great and it's going to get us out there. It's going to help build that email list.
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