Module 9 - Mailchimp Integration; Set up your blog; Email funnel and Newsletter Creation
We need to get those customers to our store, right? In this module I’ll first show you how to get folks to sign up for your list. Then we’ll look at setting up an email funnel to engage your subscribers and send them to your store.
Grow Your Email List
Your email list is one of the most important assets of your online business. These are your people, your tribe. These people already know and trust you. And it’s important to maintain that trust by never spamming your subscribers. You will also want to provide helpful information and tips, not just sell, sell, sell.
But what if you don’t have an email list? You need to grow one. Check out the info sheet below about how I grew my list to nearly 5,000 people. It didn’t happen overnight but on average, I have 1-2 new sign ups every day.
How I get Subscribers to My Email List
You can also give away something of value when someone subscribes to your list. Perhaps you have a great craft technique that uses one of your products. How about some interior design tips using your product? Or maybe a simple pattern for making a gift box for your product. Whatever the case may be, think of something of value that you can give your subscriber when they sign up for your newsletter.
Your Shopify store comes with a built-in newsletter widget. Just go to your store and set it up. Setup the newsletter widget. This will allow you to capture subscribers. Then check the video below regarding Mailchimp. Inside that video I show you how to import subscribers from your Shopify store to Mailchimp.
Integrate MailChimp with Shopify
Email Marketing
In marketing we are told to solve a problem for the customer, a pain point. But what if our products don’t solve a problem? What problem does a scarf solve? Maybe it’s a not a problem that you’re looking to solve but rather a feeling that you are looking to inspire in your customer. Think of the way that luxury cars are marketed. They are just cars - like a Volkswagen, but a Bentley costs ten times more. How is the Bentley solving a problem that the Volkswagen can’t solve? It’s not. It’s engendering a feeling that the Volkswagen can’t create. Luxury, elite status, wealth, etc., are feelings or attributes that come with the Bentley.
So now ask yourself, what feelings does your product inspire? If it’s not a necessity like socks, - then it must be a luxury item. Why does your customer need this? They probably don’t need it but they want it. Why? How will it make them feel? If you can address these issues in your emails then you have a chance of getting the email recipient to buy.
WRITE A KILLER SUBJECT LINE - This is your conversation starter. Don’t waste it! Talk to your customer, get into their mindset. And don’t sell in the subject line.
TELL A STORY - People relate to stories better than a sales pitch. Tell them how you came to open the store. Why you chose to create the products you have. Maybe a personal problem that led you to opening the store.
GET PERSONAL- This goes hand in hand with telling a story. People prefer to buy from people rather than brands. Be real, be a person. Talk about yourself and built a rapport with your customer.
ASK FOR THE SALE - Give a clear call to action and ask for the sale. Don’t bury the link to your store or make it so difficult to get to the store that your customer just gives up. Click here to get to my great store and buy cool stuff! Pretty much sums it up.
Setup an E-Mail Funnel
You may have visitors to your store that sign up for your newsletter but don’t purchase anything. It’s important to stay in contact with your potential customers, especially if they’ve opted in to your email list.
To do that we’re going to create an email funnel. An email funnel is a series of emails sent to your potential customers to
nurture the relationship
educate them about your product
nudge them towards the purchase
Each email has a specific goal. Space them about 2-3 days apart.
Email #1 is your Welcome Email. Thank the subscriber for signing up. And perhaps attach a freebie (if you offered a freebie for signing up). Let them know you’re available by (phone/email/chat) if they have any questions about your products - but don’t ask for a purchase, not just yet.
Hi Mary,
Thanks for signing up for my store newsletter. I’m so glad you joined my (group/gang/tribe/fam)! Attached is the (freebie/decorating tips/care instructions) that I promised. I hope you find it useful!
I’m always just a (phone call/email/chat box) away if you have any questions about my products.
Welcome to the (gang/fam/club)!
Sincerely,
Betty Lou Store Owner
Myawesomestore.com
Email #2 is your Check In - Value Added Email. Make sure they received the last email and the freebie. Do they have any questions about the freebie? Also give them something of value in this email. How about a link to a great blog post (see “Use The Blog” below) you wrote about something related to your product? Or tell a personal story. Is your product a backpack? Why not send them a list of the top ten National Parks and the best times to visit?
Hi Mary,
Just checking in to make sure you received the (freebie) that I attached to the last email. Do you have any questions about the (decorating tips/pet care ideas/travel accessories)?
Did you see my blog post on (traveling with your pet/hotels in san diego/food preserving tips)? I hope you find some useful info there!
Please feel free to contact me if you have any questions.
Cheers!
BettyLou Store Owner
Myawesomestore.com
Email #3 is your Ask for the Purchase Email. Finally, you have set the stage to ask for the sale. Your customer is ready to purchase something because they have followed you along on this journey. Give them a little something extra, too. Maybe a 10% discount code, a buy one get one 50% off code or an add on item. Make sure it’s a limited time offer and expires soon! And also make sure it applies only to them. No one wants a “special offer” that isn’t really special.
Dear Mary,
Have you seen my new (backpacks/earrings/book covers)? I’m super excited about this new design because ____________________.
Since you’re one of my VIP customers, here’s a discount code for (10% off/a free set of coasters/a teeshirt) with your purchase of one of my new (backpacks/earrings/book covers). Don’t wait too long to redeem it, though because it expires on ___________.
I’m just a (phone call/email) away if you have any questions.
Cheers!
BettyLou Store Owner
Myawesomestore.com
Use The Blog
Shopify themes come with a built-in blog. This is a great way to gain customers and subscribers at the same time. How can you tie your product in with an interesting article? Is your product made from cotton? What’s the history of cotton? Is your product a tote bag? Where did the term “tote bag” come from? Or perhaps you have an interesting collection of seashells and you have products with seashell pictures on them. Write stories about how your found the seashells. Did ecology inspire your product? Are your products made only in the USA? Why?
There are so many ways you can turn your products into stories. And stories sell. People love stories. Be personable and friendly and real and people will want to buy your products.
In every blog post you should include the link to your email list. And be sure to ask your readers to sign up. Always ask for the action or sale.
The next step is to post your blog on social media. But don’t post all of it. Just a few sentences. Then send your readers over to your store to read the rest. Tease them with a few good lines and soon you’ll have people jumping over to your store just to read your blog.
Setting Up Your Blog in Shopify
Your homework this week:
Set up the newsletter widget on your Shopify Store.
Set up your Mailchimp account.
Integrate your Shopify store with Mailchimp.
Set up the blog in your Shopify store. Write at least one article. It doesn’t have to be super long, 2-3 paragraphs are fine. Make it friendly and personable. Tie it into one of your products.
Read the Pre-Launch To Do List for next week.
Send me via email, 1-2 images of your products. If you don’t have any yet, find similar products and send me screen grabs or send me images of your artwork that you plan to put on products.