It is important to be clear about what we mean by products with different purchase cycles. The purchase cycle is the purchasing process that a consumer goes through from the moment a need or interest appears until they find something that fits what they are looking for and consequently, make a purchase. Thus, the purchase cycle is divided into 4 phases :
CONSCIOUSNESS: A need is detected
EVALUATION: The different alternatives offered by the market are evaluated
DECISION: Taking into account the different alternatives, a criterion is formed that will govern the final decision.
PURCHASE: Final decision on what best suits the consumer's needs
However, the duration of the purchasing process is not the same for all products . When we talk about short purchasing cycles, we are referring to products where the evaluation and decision are rather quick, such as buying a pair of trousers. However, there are purchasing processes where the evaluation and decision take longer because they are decisions that affect the longer term. Such as buying a car, changing telephone company, etc.
Therefore, when we talk about products with short purchasing cycles, the pressure on consumers is concentrated at key moments and such continuous lead nurturing over a long period of time is not needed to convince consumers. So it is not surprising that in this sense the design of an email marketing campaign is influenced by the type of product that is intended to be communicated.
Below, we will focus on identifying some 7 tips for email marketing for products with short purchasing cycles :
1. Convey a brief and concise message
In this type of purchase, the consumer is looking for the essential information to decide whether what is shown is what will satisfy their most immediate needs. In other words, the information contained in this type of email must be to the point in order to facilitate the consumer's decision-making.
2. Make a simple and visual design
Just as users want content that helps them clarify their ideas and make purchasing decisions, they also want clean designs that help them understand that information quickly and in an orderly manner.
To do this, the email requires a simple and visual syria business email list design, easily recognizable by the user. In this case, a picture is worth a thousand words, and the less text there is, the more visual and attractive the email will be in the eyes of the consumer.
3. Create engaging content
Presenting a product through the experiences of other people can be a great technique. What they have bought, what their experience was like, why they would recommend the brand… Testimonials from other customers position your brand in a good light and convey confidence, which will help encourage interested consumers to make a purchase.
Another example could be humanising the products displayed in the email by providing “behind the scenes” information. Every product has the presence of a human being behind it who has made it possible for the product to reach our hands. Therefore, explain to the user those elements that go beyond the product itself, such as the manufacturing process, whether the brand collaborates with the environment, the work of the people behind it…
4. Clearly present the benefits of your products
Choose a maximum of 3 benefits and highlight them as much as possible in your emails. You can do this by emphasizing them in the content of the email but also through images or videos. If what you want to sell in your email is a pair of jeans, include a photograph of a person wearing those jeans so that the consumer can get an idea of what they will look like when worn. You can also use a GIF with different perspectives of the garment or a video with a catwalk to better represent the reality of your product.
5. Use discounts and promotions
Nothing encourages a purchase more than a discount or promotion. And even more so if you add a sense of urgency. Without a doubt, for this type of product, the use of promotions and discounts is non-negotiable. It is still an added value that can make you stand out from other alternatives on the market. In addition, the same promotion may create in consumers the need to purchase a product that they had not initially considered.
6. Include an easily identifiable Call to Action
Finally, as we mentioned in point number 2, the appearance of an email is very important when it comes to capturing the attention of users. When you are in front of people who only want to buy and get straight to the point, there is nothing better than a CTA that is appropriate to the content and located in the right place. In many cases, it can be decisive in users' decision making.
7. Facilitate the connection with the brand
Another way to make email marketing effective with this type of products is by allowing the user to contact the brand easily and quickly. Either by answering the same email, that is, not using “noreply” addresses, providing contact information or giving access to the brand’s social networks . In this way, if the user has any kind of question, they can quickly contact the brand and resolve any possible doubts they may have.
