Though email marketing has taken a backseat to more “modern” forms of digital promotion, it’s still an effective marketing tool. Despite the age of this technology, businesses still use email to connect with audiences. With it, they turn leads into sales. They use it to engage followers with promotions, news and other relevant information. Nurturing leads with email marketing is hugely underestimated as a sales tool.
The value that email marketing has above all else, however, is in the opportunity that it provides. You can connect with potential buyers who visited your site and left. You can target qualified leads with email marketing and get another opportunity to earn their business.
Nurturing leads with email marketing isn’t easy, though. It requires a targeted campaign with personalized communication. You’ll need appropriate timing and strategic promotions that won’t overwhelm your new leads.
Why Email Marketing?
No matter what you’ve heard, email marketing is quite effective in a modern digital marketing strategy.
More than 80 percent of B2B and B2C companies use email marketing as part of their marketing strategy.
Email opens on mobile devices is around 55 percent.
Marketers have experienced revenue increases of 760 percent from email marketing campaigns.
Email content is six times more likely to get a click than social media content.
Facebook and Twitter are falling behind email for gaining new customers.
Email ROI is 30 percent, compared to direct mail at 7 percent.
6 out of 10 employees recognize the importance of email in their work.
Email for Effective Communication
Email may not be the newest thing, but it’s still relevant in our everyday lives. Social media isn’t actually used by everyone. With social media, messages can get lost in the shuffle. Unlike social media, email is almost guaranteed to reach its recipient.
Better yet, email has an incredible reach and costs nearly nothing to send. This is so unlike paid advertising or other forms of digital marketing.
Email to Reconnect with Leads
Emails allow you to connect with your leads in a way that nothing else can. A visitor can go to your site and not buy a product. But if he subscribes to your newsletter, you have a pre-qualified lead. You know this person is interested in what you have to offer. When that happens, half of the marketing legwork is done for you. You’re more likely to put your energy into a lead that will convert.
Now, instead of losing the lead entirely, you can use email to redirect your marketing. You can nurture the lead into a paying customer.
Email to Personalize a Message
Aside from email’s ability to reach the intended audience, it also allows you to personalize your message. It enables you to increase the chance of engagement. Personalized emails are more likely to be opened. Also, they have higher click-through rates as well. You will have a better chance of getting something for your efforts.
Personalizing an email isn’t difficult, but it’s an area in which many businesses fail. Something as simple as using the person’s name and your own name, instead of your business name, can elevate your email above the rest.
Email to Segment Leads for Better Relevance
For more effective email marketing, divide the leads into segments based on different personas. First, you need information about your buyer’s demographics, shopping behavior, employment, location, buyer journey stage and problems. Armed with those, you can separate them into segments and tailor your content to their needs.
Here are some ways to customize your emails with segmentation:
Change the language for demographics.
Use customized offers for different buying habits.
Tailor content and topics for different demographics, problems and stages in the buying journey.
Release sales in specific locations.
Offer products or services based on past purchases.
Email for Variety
Email marketing includes many different types of emails that serve different purposes. The emails you send to a longtime customer are going to be different than those you send to a new lead, and rightfully so. Having a blanket email ruins any attempt at personalization and has the potential to scare off a new lead.
In the early stages of the business relationship, you want to send emails that focus on information about your industry, business, products or services or expertise. Subsequent emails can work on the problem the lead may have. Or, it can address one that’s common for your existing customers, and how you can help.
These early emails are an important part of building the relationship. Don’t skip or rush them. After you’ve nurtured the relationship, you can carefully suggest the solution your business offers. Focus more on education and information than overt sales tactics.
Finally, you’re in a position to send offers or reviews and testimonials from satisfied customers to promote yourself. This may seem like a long process, but by taking the time to nurture the relationship before jumping into sales emails will more likely convert your lead.
Email for Promotional Content
After building loyalty and trust with your lead, you can start promoting your products or services in a non-threatening way. This can be with a featured product, exclusive offer or promotion that’s relevant to the lead. If you’re not forceful about it, your lead will not have the motivation to act.
That said, promotional emails still need a few things to be successful. An obvious and compelling call-to-action is necessary for a conversion. You want to have a landing page that’s related to the content in the email. Otherwise, you may not get your lead to act.
It’s also worth noting that the landing page, though not part of your email campaign itself, is a vital aspect of email marketing. No matter how well you develop your emails, it’s all lost if your prospect hits a landing page that isn’t optimized for conversions. Ideally, your landing page needs a clear call-to-action, intriguing headlines, attention-grabbing graphics and other proven methods for conversion.
Together, email and your landing page should streamline the process and guide your lead right through the sales funnel.
Ready, Set, Start!
Email has been around for many decades. Even though it fell out of favor briefly during the rise of other digital marketing options, email is now on the verge of a comeback. Now, businesses are beginning to see how email can redirect website visitors and get them to convert. They are realizing how it builds relationships and how it helps you build trust and loyalty with your customers.
Part of what makes nurturing leads with email marketing so effective is the ability to personalize the content and message according to detailed personas. However, it’s important to use it correctly. A general email campaign won’t do anything for your business. Be sure to put the time and effort into your campaign to maximize your chances for conversion.
Email marketing is rising faster than ever. It is providing opportunities that businesses have never had before, so what are you waiting for?
Clarence Fisher has spent more than a decade in the Internet marketing trenches honing his online marketing skills. After helping national companies go from concept to millions of dollars in revenues, he decided to focus his Internet marketing powers on helping local business owners achieve their goals. Clarence has a keen eye for finding out what works in a marketplace and positioning his clients’ companies to dominate their markets.
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