No matter what is the size of a company, Email Marketing is, was and always be the most successful strategy to build the audience or getting leads. So to turn leads into clients, you have to use email marketing in a proper and wise way.
Email is the best channel to build the audience and also for digital marketing. It has been around since the 1970s, and even though it’s now everywhere, you might still be surprised to learn just how effective a marketing tool it is today. Even though it’s a 50-year-old technology, businesses are still using email to connect with followers, turn leads into clients, and engage audiences with news, promotions, information, and special deals.
If you use email marketing campaigns who have visited your website without converting, meaning you can target qualified leads through email to get a second chance at a conversion. However, to nurture a lead like this, it’s integral that you personalize and customize your communications, use the right types of emails at the right time, and use promotional emails strategically to avoid overwhelming leads that haven’t been fully cultivated.
Here are 4 never fading email marketing strategies that turn leads into clients.
Helps in connecting with leads.
Email marketing campaigns help in nurturing the visitor who is signed up for your newsletters but not buying anything. In this case, emails help in constructing the conversation between you and the visitor. You have the chances of getting to know what the visitor is looking for. And by further nurturing chances are converting that lead is more likely to pay off.
Instead of assuming the lead is gone when the prospect leaves your site, you can now use email to reach that prospect, nurture the lead, re-engage attention, and convert that visitor into a paying customer.
Segment leads into categories in order to nurture what they are interested in.
Not everyone is interested in every topic that your blog has. Visitors look for the content that is related or required to their niche. Use stats to track the behaviour of a visitor on what he is looking for.
Divide your leads into different segments based on their buyer personas, which include detailed information like demographics, employment, pain points, shopping habits, buyer journey stage, and more. Once you’ve segmented your recipients, you can suit the emails for the different segments to offer highly personalized and customized content. Send them emails regarding that topic when you published a new article or already published one.
Build a relationship with leads to get their attention.
The first email you send should provide the lead with information that relates to your business or your field, and that showcases your expertise in the area. The next email can highlight a problem that your prospect may be facing or a pain point that’s common among your customers. Only after sending these first few introductory emails can you start suggesting that your business may well be the solution they need, but while still being mostly educational. After that, you can include sale information and even deals in your emails, along with reviews or testimonials from other happy customers.
Although this may sound like a long and drawn out process, sending the right types of emails at the right time will help build a relationship with your prospects. Using informational emails instead of promotional ones will help prospects to see that you aren’t trying to sell to them, but rather there to help them solve a problem or make their lives better. This will build loyalty and get prospects familiar with your brand, and by the time you’re ready to start promoting your products or services, the prospect will be ready to listen.
Send Promotional Content to Encourage Conversions.
Once you’ve built a relationship with your prospects through a series of informational emails, you can actively start promoting your business, as long as you’re not pushy about it. One good way to do this is to include a featured product in the email that’s tailored to prospects based on their segment. You can also include personalized sales and deals, exclusive offers, insider information, and other data or promotional material that will tempt your prospects to click through and convert.
There are two very important things to remember when you use email in a promotional manner: the call to action and the landing page. Including a clear and compelling call to action in the email is essential to get prospects to click through. Also, the email must link to a customized landing page that specifically relates to the content of the email; otherwise the prospect may become confused and bounce. For example, if the email you sent was promoting a special product that you’ve just launched, the landing page should relate to that product.
A note about landing pages: The landing page is a crucial part of your email marketing efforts because, without it, you won’t get any conversions. When prospects click through, they shouldn’t be routed to some random page, but rather to a landing page that’s been built and optimized for conversions. This includes having a clear call to action on the landing page, having compelling headlines, using images and video to capture attention, and using other best practices for conversion rate optimization. A/B testing is a great way to make sure that all the elements on both your email and your landing page are performing optimally, and this two-pronged approach with email marketing and a landing page is the best way to ensure that you’re successful in increasing conversions.
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