In episode 11 of the "Der Conversion-Hacker Podcast" Jörg Dennis Krüger explains why newsletters are so valuable and why e-mails are particularly important. 50.000 euros turnover with a newsletter are possible!
TRANSLATION OF THIS SEQUENCE OF THE PODCAST
And today I'm going to cover one of my favorite conversion hacking topics, namely emails, newsletters and so on. There are always shop operators and it's the vast majority of shop operators I talk to, then I'll ask again, tell me, what are you currently doing with your e-mail addresses, what are you doing with e-mail marketing ? And then comes along: “Yes, not much, Ah too little, Ah yes, actually nothing at all”. What the hack? What the fuck? How come? Especially in e-commerce but in general: newsletters are awesome! E-mail is one of the most important means of communication, e-mails are very important, it's more like a letter and not just a short text message and there are now hardly any other communication channels apart from e-mails to regularly communicate with my customers communicate. WhatsApp doesn't really exist anymore, maybe I can do Facebook Messenger, but e-mail is great and I have to do e-mail. And e-mail means sales, you can't even imagine that.
I had a customer who never really sent e-mails either, and when he did, he sent rather bad e-mail newsletters, and with him we worked out a concept for how to send proper e-mail newsletters. So we said, okay come on, what time do your people look at the whole thing, we agreed on Sunday morning with him, just private customers Sunday at the breakfast table, he said and yes, sounds logical, so we'll just send it out and then thought what can you do? Beautiful products, inspiring, from time to time a voucher, but very short, for a certain product category, to really get the customers to use their Sunday to take a closer look at the whole topic. It's about a hobby topic, free time, hobby, outdoor topic. And then we made the concept and yes, it's okay, I'll do the newsletter, we did two or three iterations until the newsletter was ready, he sent the newsletter and will call on Monday or on Sunday, directly Mail forwarded and says: "Woah, 50.000 euros in sales, can't be true!"
Yes, just add 50.000 euros in sales from a single newsletter! Of course, if I'm angry, I'd rather have agreed on some kind of profit deal, revenue-share deal and not a normal settlement. Fuck, well, never mind! I very rarely do revenue share, because it's very difficult to estimate, it's very difficult to measure, but well, never mind. If you have an idea, please let us know. But yes, that brings a lot and since then he has been doing it regularly and kills two birds with one stone. Suddenly he becomes a valuable supplier of information for his customers because he keeps giving them tips; with its products of course. Hey, it's autumn now, now you need these products to take care of your hobby things and so on. Hey, now it's spring, now you need this. Hey, it's summer now you need this. Hey, remember here, hey, remember.
Yes, of course, by chance there are the products in the shop and by chance there are of course the products that you should perhaps buy right now, then with a small voucher. Best of all, of course, a little in advance, so if I say: You need this in spring, then of course I'll make the voucher in February so that people notice in March that they really need it, then they don't get a discount anymore, they get the newsletter have also ordered and received it, then you really have a real advantage and I make the sales where I would normally not make them with these products. I can control that a bit via the newsletter. And I just have a crazy audience when I just look how big such a newsletter grows, there are enough shops that have two, five, ten, 15.000 people on the newsletter and they are not just any people .
Ok, if you generated the address via a competition, then of course you can leave it. if you have at least generated the addresses via a pop-up where people could request a voucher, then you can probably do a lot with them. If you can generally write to customers who have already bought something, that's of course awesome, depending on how many you have there. But that's just a really interested target group, I can't buy them otherwise, I can maybe try to target them via Facebook, Instagram and so on, but actually I can't buy them and they are really interested and I can contact them directly send the information to her e-mail inbox. Then I should do it accordingly! Because there is real turnover in it, let's think about a newsletter like this has an opening rate, if I do it reasonably well, sometimes of at least 20 percent. So you should actually get a 20 percent opening rate.
Yes, very well, maybe 15, more sometimes 30, 20 is a good mean. So, feel free to write in the comments on jdk./Podcast. There is an area for each episode where you can leave comments, you can write in the comments how correct so that I am up to you, whether you have 20 percent open rate or more or less, maybe I'm wrong and now have that wrong numbers in mind or something. And then of these 20 percent who open the newsletter, I don't know what, another 20 percent click into the shop, that is, 5 percent of the people I write now are in my shop and I sell them with a relative high probability what, they don't just happen, because I usually have my own very high conversion rate, probably again of 20 percent. And then you see that one percent of the people I write to become customers. I don't think that's so bad and that's a worst-case scenario.
I can turn one percent into customers with every newsletter, i.e. one percent of my reach, with each newsletter, i.e. turn new customers into repeat buyers again. If I have a really good offer, it quickly goes much higher. And then there is real, real money in there. But of course there are two questions that arise, the question is: How often can I send out such a newsletter? And: What exactly do I write in there? And I put these questions together quite deliberately because they give the same answer. The answer is relevance! If the newsletter is relevant, I can send it out as often as I want. Then I can blow out a newsletter twice a day if it is relevant.
So if I have sailors in the summer, or stand up paddlers or something like that, I can definitely send them a newsletter twice a day in the summer. If I add value with a weather report or something and say “Hey now you can” – “Hey now you can’t” and then tell them “Man is colder, but you also need that and the neodymium and the wetsuit” – not in winter so. I can't offer them any added value there, so I have to lower the frequency accordingly, so you have to look for something else that I can add value to. And that's just the trick: I have to add value to the newsletter. And if I can deliver added value, then I can send as many newsletters as I want, because then it's interesting for the user. Very easily. So if someone has something important to tell me, they can call me every five minutes, if they call me again five minutes later and tell me the same thing, I'll of course say "Hey dude, you just told me, I'm not interested.". according to relevance.
But – and here I am contradicting myself a little bit – telling the same thing can sometimes not be so bad, because many people don't read the newsletters. A lot of people send fewer newsletters because they say “Ah, I have no idea right now.
I don't know what we should do now”, or “Oh, that's so much effort to produce a new newsletter now”. Well, I've had very good experiences with simply sending the same newsletter again with different subject lines. A week later, two weeks later, maybe a bit updated, but actually just a different subject in particular, one or the other will perhaps notice "Oops, I've seen that before", but after a week nobody remembers it . And quite a lot will open the newsletter and will not have seen it yet, because they didn't open it the first time. With an opening rate of 1 percent, we have 20 percent who haven't seen the newsletter and the 80 percent who will then read it again will open will only have a small overlap with the first 29 percent. In this respect, you can simply send again and then use the relevant topic again accordingly, because a relevant topic does not become irrelevant as a result - well, except for the weather report - that I once talked about it. But on the contrary!
I can talk about a relevant topic several times, precisely because it is relevant. Even those who have seen it before may be very grateful because they are reminded of the topic and then say “Ah, that's right, there was something! I have to do that now!" I mean, classic advertising research says yes, I need seven to ten advertising media contacts so that the addressee, the potential customer, perceives it and reacts to it. In this respect, we are of course very much like knights of fortune with a newsletter anyway and hope that it hits the spot at the moment and it hits incredibly often, because the newsletter is read really well if it's done well. But if I send it again and send it again and send it again, you can really do it more often, then I just remind you and make sure that the action is really triggered without making a lot of work for me. So and now I've actually defined a complete email marketing concept for every damn online shop out there in ten minutes. Is not so difficult.
And there is an incredible amount of sales in it, if you already have some customers, with such a small e-mail marketing concept as I presented it in ten minutes, there are easily 100.000 euros in sales per year. And if the shop is a bit bigger, then there is a lot more sales in it. You just have to do it right and now also promote the right products, generate correct addresses again, whatever, there are many starting points. But you really have to do it, because simply leaving the e-mail addresses where they are has the big problem that the users simply do not receive the newsletter at all and are then perhaps a bit confused when they then receive newsletters all at once.
So just waiting and saying we'll do it at some point is really a problem because you minimize the value of the email addresses you have and of course that sucks. So you should start early enough, even if it's just a monthly newsletter. You keep reminding yourself. But actually you can address the customer at least once a week and say "Hey, there I am", but not just with a few products but always with a little added value. But as I said, it doesn't take that much effort to do it properly.
So, let's go! Make newsletter! Good luck and many conversions!