One way to build a personal and meaningful relationship with leads and customers is through email marketing.
Email marketing is often an overlooked tool. However, when used correctly, it’s an effective way to cultivate conversions, increase revenue, and build brand awareness.
If you haven’t yet concentrated on building an email list, there are some quick and effective ways to make this happen.
Practical ways to build an email list:
Free content. You’ll hear it repeatedly – people love free range if you can offer them something in exchange for their email address.
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- Consider developing a webinar or writing an ebook that explicitly addresses a problem your potential customer is experiencing.
Weekly newsletter. Create a weekly newsletter that summarizes your best blog articles and social posts.
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- When your prospects sign up for your newsletter, they are interested in your content. So your weekly newsletter is a great way to keep in touch with them and stay relevant and at the forefront of their minds.
Once you have an email list, start writing an email sequence.
- An email sequence is a series of emails written to people in a particular place in your sales funnel. For example, you could have a welcome sequence, letting customers know what your products are, provide a link to your website, and maybe offer a coupon.
- Another marketing tool is the abandoned cart sequence. This sends an automated email to customers who put things in their shopping cart but leave the page without purchasing. Let them know the things they want are waiting for them.
- You can also send a newsletter informing customers of upcoming sales or promotions, new products, or other things happening with your company.
Analytics
As with anything in digital marketing, you’ll want to track your wins and losses to improve your process.
How to use analytics effectively:
Copywriting is key. Try to write emails that people want to read. Avoid making your emails long or heavy on text. Some people may read it and skim it. Be sure you write it for them.
Open rates. Create a punchy subject line. The open rate of your email is directly correlated to your subject line. Then, get the customer to open the email. If your emails aren’t being opened, your recipient could be missing out on valuable information!
Call to action. You must tell the customer what you want them to do. If you want them to shop for a sale, include a link to your product line. If you would like them to attend a webinar, have signup information easily accessible.
Harness the Power of Email
Email is an incredibly versatile tool in your marketing belt. You can use it to keep your products fresh in the minds of your customers or utilize it as content in your sales funnel.
Remember, when using these email techniques, be consistent – whether that means once a week or once a month. Consistency is key!
