The low-hanging fruit approach my clients use to get higher email conversions

Many brands overcomplicate their email conversions.

In reality, there's a simple way to see more of them, and more easily.

(This shift in thinking is especially important if you love seeing significant “quick wins” along the way with your emails, and at the same time, deeply believe in long-term relationship building.)

Trigger events.

No, not that kind, don’t worry.

We’re talking about low-hanging fruit that is happening every year, events that are happening in your customers/clients lives regardless of your brand, and you can (read: absolutely, 100% need to) address.

It’s when your clients/customers have rising needs throughout the year, or have higher levels of intent to buy, so they are more likely to spend money with you (if you do it right).

Here are some examples of trigger events and how you can make the most of them:

eCommerce Trigger Events

• Know that your customers are going to wait and spend their hard-earned money during Black Friday? Start prepping and testing (internally) during the summer months, and start marketing (externally) slowly from late September onwards.

• Your customers are refreshing their wardrobes before the new season? Start preparing your campaigns about a quarter earlier, and start teasing & marketing a month before the season is here (at least!).

• Do you see a surge in traffic to your website every year before spring, because you sell eco-friendlier cleaning products? Send highly-targeted emails for completely new subscribers & existing subscribers who never purchased your products before with an incentive to get more products in hands before the cleaning madness begins.

B2B Trigger Events

• Providing services to companies that plan and approve their budgets in August? Plan to nurture your subscribers so that by July (or earlier) they’ll know they need to put hiring you into their new year’s budget.

• Selling products to companies whose sale cycle circulates around the school year? Plan your nurture & sales emails around the big events there: first day of school, half-term, summer vacations, etc.

• Producing merch for companies that have their big, annual event every June? Make sure to strategically nurture the decision makers in those companies before they decide on which merch producer to work with.

Map out the “trigger events” for your customers.

Think of when throughout the year your clients/customers realize that they need your products/services more, and plan your emails around those.

When your subscribers’ intent is already high, they’re more likely to engage with and buy from your emails - resulting in a higher email conversion rate.

Every other content you want to promote or share will fit around those big trigger events.

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Not sure how to do it yourself?

I can help you identify those key moments and plan a “low-hanging fruit” email strategy with them in mind. Schedule a consultation here.