In the field of digital marketing, email marketing still holds a primary position for converting leads to sales. You’ve done the hard part; which is getting their email address – now, offer them emails of value to keep their interest and build trust. Consider the following tips for nurturing and converting these leads into sales via email.
Understand segmentation. At its root, it's separating your email addresses into different sub-groups by the audience differences.
For example, you don’t need to talk about the benefits of the product to someone who’s already bought it! This wastes valuable time and effort – and you risk losing your readers. Instead, tell newcomers the best ways to use the product or service right away.
As a part of your segmentation practices, move new customers off your prospect list, to your customer nurture list. It’s two different types of audiences within your email list.
After you segment your audience, the next step is to plan how you approach the different groups. It’s pointless to try and close a sale if your prospective customer is still trying to understand the full benefits of the product/service. Fang Digital Marketing explains how to use your email list wisely and not waste your list. Take the time to craft convincing emails that attempt to build trust by presenting valuable information first – and then, you can move on to the conversion processes following the trust-building series of emails.
Automation can minimize the work you do without any compromise in quality. Even with an SMB (small to medium-sized business), you could have dozens of emails on your list. Ideally, the bigger the better, right? Trying to keep track of which part of the sales funnel each email is in would be a time-consuming nightmare for any sizable list.
Look for email service providers that have email automation capabilities, to send the right email to the right segmented list. This can provide a huge return on your time because all you have to do is set up the email sequence once, and then let it run without intervention.
At some stage in the process, your primary message should be helpful – not trying to sell something. One of the easiest ways to lose a prospective customer is to try and sell them something before you’ve met their immediate needs: education and interest. Answer your reader's questions before you dive deep into the sales funnel.
Most experts agree that the single most reliable way to gain and keep customers is through list-building. If you do it right, you have a collection of targeted traffic to market products and services for years to come! Using analytics is especially important. Keep track of which emails get the best responses, how customers react to your layout, design, and other on page elements. This can help you improve your future campaigns, which always leads to even more conversions.
For more information on the specifics of implementing an email nurturing campaign, drop our team a line – we’re always eager to help you explode your traffic and increase conversions.