Did you know that it takes about 10 marketing-driven touchpoints for a lead to convert? Not all of these will be email, but perhaps the majority. Email marketing is an easy way to personally reach and message your customers.
If you have a lead magnet (freebie, video, special report) that’s getting a ton of leads in your sales funnel, but you’re struggling to convert, maybe your email sequence needs tweaking. And if all your leads are staying at the top of the funnel, an effective email campaign can move them down, so that customers are more likely to buy.
Here are 5 Email Marketing Strategies to Convert Customers
- The first thing you want to do is send customers what they signed up for. Whether it’s a whitepaper, PDF or a detailed infographic, make sure it’s valuable and interesting content that’s written to solve the subscribers’ problem. It also helps to include some sort of personalization in the initial email.
- Next, start the detailed tagging of your subscribers. If they click on a link in your email, set up your campaign to automatically tag their email address with that information. This way, you create marketing based on their interests and previous clicks.
- Your next email sequence should be personal. Send it a few days after the initial email, and talk about your company and what you do. Include your brand story or at least a personal anecdote that gives you authority as an expert. Whatever you send, make sure it’s authentic, giving the reader a chance to like know and trust you.
- Two or three days later, send the next email. In this message, you might offer links to articles, blogs or other resources that relate to the item in the first email. Again offer value. You aren’t selling anything. You’re still building trust.
- Lastly, in the final sequence, send an offer. It doesn’t have to be a hard sell. In fact, if it looks like a personal note, that’s even better. Tell your customers how you think your product or service can help them. You can also offer an introductory rate, a one-time discount or an obligation-free trial.
Of course, you can take it to the next step and get really fancy with drip campaigns by using behavioral mapping tools, which send people different emails depending on actions they take on previous ones, but it’s not necessary, especially if you’re short on time and cash. This is where tagging, which was mentioned earlier, comes into play.
If you’re looking to keep your marketing campaigns simple and straightforward, you might send occasional emails — like weekly tips or information about events or specials you’re running. Continue to provide value. Don’t drop into someone’s inbox daily though because 26 percent of users unsubscribe when emails are sent too frequently.
In the end, there are few ways to optimize this experience to encourage your potential customers to convert.
- Create compelling but short subject lines. Less than 30 characters is ideal, so that the entire text fits on mobile, which is where 70 percent of people check their emails. This is 32 characters, just FYI.
- Take advantage of tags. Use them to tag interests, demographics, purchase history — everything you possibly can — to create messaging that’s more personalized to your audience. This identifies where they are in the funnel or buying process.
- Have a clear call-to-action (CTA) on all emails. Determine a goal for everything you send out, even on “resource” emails and newsletters. Tell them what action you want them to take, and make the button easy to find.
- Finally, lead your customers to a specific landing page with the information they clicked to see. Include another call-to-action here. “Always Be Closing”, but not in the used-car-salesman way you’re thinking. You want your prospects and customers to have an option to buy everywhere they go.
In the end, you won’t have to “sell” anyone. Your subscribers will get to like, know and trust you, so when they’re ready to buy, you will be their number one choice.
If you need help converting your leads, the best thing to do is to identify the missing link. Reach out and let’s set up a Zoom call. It’s a waste of time, energy, and resources to get leads then see them disappear.