{"id":1954,"date":"2017-10-25T12:00:46","date_gmt":"2017-10-25T10:00:46","guid":{"rendered":"https:\/\/getprintbox.com\/blog\/?p=1954"},"modified":"2024-05-13T09:39:59","modified_gmt":"2024-05-13T07:39:59","slug":"6-things-you-should-be-doing-with-your-photo-product-business-email-marketing","status":"publish","type":"post","link":"https:\/\/www.getprintbox.com\/blog\/6-things-you-should-be-doing-with-your-photo-product-business-email-marketing\/","title":{"rendered":"6 things you should be doing with your photo product business email marketing"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong>Newsletters are essential for any e-commerce business and, when selling photo products, this is no exception. So, what do you need to consider when planning for an effective newsletter strategy?<\/strong><\/p>\n<p><!--more--><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #21b573;color:#21b573\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #21b573;color:#21b573\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.getprintbox.com\/blog\/6-things-you-should-be-doing-with-your-photo-product-business-email-marketing\/#1_Create_A_Schedule\" title=\"1. Create A Schedule\">1. Create A Schedule<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.getprintbox.com\/blog\/6-things-you-should-be-doing-with-your-photo-product-business-email-marketing\/#2_Segment_Your_Mailing_List\" title=\"2. Segment Your Mailing List\">2. Segment Your Mailing List<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.getprintbox.com\/blog\/6-things-you-should-be-doing-with-your-photo-product-business-email-marketing\/#3_Make_A_Beautiful_Responsive_Design\" title=\"3. Make A Beautiful, Responsive Design\">3. Make A Beautiful, Responsive Design<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.getprintbox.com\/blog\/6-things-you-should-be-doing-with-your-photo-product-business-email-marketing\/#4_Personalize_Your_Message\" title=\"4. Personalize Your Message\">4. Personalize Your Message<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.getprintbox.com\/blog\/6-things-you-should-be-doing-with-your-photo-product-business-email-marketing\/#5_State_A_Clear_Call_To_Action\" title=\"5. State A Clear Call To Action\">5. State A Clear Call To Action<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.getprintbox.com\/blog\/6-things-you-should-be-doing-with-your-photo-product-business-email-marketing\/#6_AB_Test\" title=\"6. A\/B Test\">6. A\/B Test<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Create_A_Schedule\"><\/span><span style=\"color: #2fd28e;\">1. Create A Schedule<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">With email marketing, you definitely need to have a schedule in place. Ideally, you should plan this as much as 12 months in advance, as this will allow you to cater for <span style=\"color: #2fd28e;\"><a href=\"https:\/\/getprintbox.com\/blog\/seasonality-of-photo-products\/\">seasonal products &#8211; and photo products tend to be a significant part of this category<\/a><\/span> &#8211; in your campaigns.<\/p>\n<p style=\"text-align: justify;\">As far as how often you should be emailing, it\u2019s good to send a newsletter every week or two, to remind your customers that you still exist. Of course, you can increase this during gift-giving holidays, where your products may become more relevant (and you want to take the opportunity to increase sales).<\/p>\n<p style=\"text-align: justify;\">By planning ahead, you will know what you want to send out and when you need to do so. This way, you can be prepared ahead of time, rather than sending rushed, imperfect newsletters a day before major events, such as Black Friday. This also enables you to take your time with your newsletter, as there is always something that can go wrong, from sending an email with typos to broken links and even misleading information about special offers.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Segment_Your_Mailing_List\"><\/span><span style=\"color: #2fd28e;\">2. Segment Your Mailing List<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">Campaigns are often more effective when they are personalised, so don\u2019t just send one mass-campaign to all your customers: use mailing list segmentation to create personalised newsletters.<\/p>\n<p style=\"text-align: justify;\">This can be achieved by collecting data during registration at your e-commerce store, or other data, depending on where your email list came from.<\/p>\n<p style=\"text-align: justify;\">Good ideas for demographics include age and gender, but you should also consider previous purchases and the time that has passed since then. If you have the data available, you should also use their behaviour on your website.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Make_A_Beautiful_Responsive_Design\"><\/span><span style=\"color: #2fd28e;\">3. Make A Beautiful, Responsive Design<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">These days, the majority of e-commerce owners understand how important it is to have a responsive website design, adapting to mobile and tablet users. Yet, so many forget to apply this same attitude towards their newsletters.<\/p>\n<p style=\"text-align: justify;\">According to Litmus\u2019 <a href=\"https:\/\/litmus.com\/blog\/email-client-market-share-trends-1h-2017\">\u201cEmail Client Market Shares Trends for 2017\u201d<\/a>, 51% of emails are now opened on a mobile device. Furthermore, virtually nobody will check out a newsletter on their desktop or laptop computer because they couldn\u2019t do so on their smartphone. In other words, if they can\u2019t access it on their phone, they won\u2019t read it at all.<\/p>\n<p style=\"text-align: justify;\">Fortunately, many newsletter apps have a preview mode included, allowing you to see how your newsletter will appear on both desktop and mobile screens. You should ensure your designs stay clean and simple, as any additional, unnecessary elements will only add to the loading times. This also includes images: they should be of a good quality, but with a minimal file size where possible.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Personalize_Your_Message\"><\/span><span style=\"color: #2fd28e;\">4. Personalize Your Message<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">As we mentioned earlier, personalized campaigns are essential &#8211; but there\u2019s more you can do. For a start you can do something as simple as adding your subscriber\u2019s name to the headline, such as <em>\u201cMariah, do you need a gift for Mother\u2019s day?\u201d<\/em>, as well as the body of the email itself.<\/p>\n<p style=\"text-align: justify;\">According to <a href=\"https:\/\/www.hubspot.com\/marketing-statistics\">Aberdeen Group<\/a>, personalizing your emails like this can improve click-through-rates by 14%, with conversion rates also rising by 10%.<\/p>\n<p style=\"text-align: justify;\">Don\u2019t leave it at this. Go a step further and prepare personalised campaigns based on your customer\u2019s previous purchases, or even products they viewed &#8211; you can use remarketing tools to capture this data. Then, for instance, prepare a campaign for previous buyers of family photobooks, asking if they have any new photos they would like to print in a new photobook. Similarly, you could target customers who purchased love-themed items on Valentine&#8217;s day the year before, to see if they need something this time as well.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_State_A_Clear_Call_To_Action\"><\/span><span style=\"color: #2fd28e;\">5. State A Clear Call To Action<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">Your emails need a CTA. Even the most beautiful and perfectly written newsletters &#8211; complete with clickable, compelling headlines &#8211; won\u2019t be enough if they don\u2019t transfer your recipients to your website to make a purchase.<\/p>\n<p style=\"text-align: justify;\">For each of your newsletters, you should ensure you only suggest one key action to your users. Furthermore, make the entire email &#8211; from the headline, through the body of text and images &#8211; suggest what it is you want the reader to do, whether it\u2019s making a purchase with a discount code, creating a photobook with some new templates or something else entirely. This consistency will make the CTA for powerful and effective.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_AB_Test\"><\/span><span style=\"color: #2fd28e;\">6. A\/B Test<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">It\u2019s rather unlikely that you\u2019ll capture lightning in a bottle with your first idea, headline or CTA. You\u2019re going to need to do a little testing with your audience.<\/p>\n<p style=\"text-align: justify;\">Fortunately, most mailing tools have A\/B testing features built-in. If they don\u2019t, you can easily create a manual test &#8211; just duplicate the created campaign and assign each a half of your mailing list, then apply different headlines, CTAs and other variable factors.<\/p>\n<p style=\"text-align: justify;\">However, remember that you should only test one thing at a time. This way, you will know exactly what caused the higher or lower opening rate.<\/p>\n<p style=\"text-align: justify;\">So, there you have it &#8211; 6 ways to make your campaigns more compelling, engaging and effective. Follow these tips and your newsletters can be much more successful for your photo product business!<\/p>\n","protected":false},"excerpt":{"rendered":"Newsletters are essential for any e-commerce business and, when selling photo products, this is no exception. So, what do you need to consider when planning for an effective newsletter strategy?","protected":false},"author":2,"featured_media":1956,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 things to do with email marketing | Printbox<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.getprintbox.com\/blog\/6-things-you-should-be-doing-with-your-photo-product-business-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 things to do with email marketing | Printbox\" \/>\n<meta property=\"og:description\" content=\"Newsletters are essential for any e-commerce business and, when selling photo products, this is no exception. 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