Archive for November, 2017

Emails: an Effective, Low Cost Tool to Engage Potential and Current Customers plus Build Sales

November 11, 2017

Learning profitable customer insights are an added bonus to any effective email program. Sometimes what doesn’t happen can speak volumes while forging profitable connections with your customers.

Here are some tips for making your Email campaign work:

Manage and grow your subscriber list properly and legally: The list quality is more important than its quantity; it is better to have 500 loyal subscribers than a 5,000 cold email list.  Today, most email providers require each person on your list to have a demonstrable relationship with your brand.  To ensure list success: review and clean your list(s) consistently; and ensure that every email sent has a clear option to ‘unsubscribe’ and is adhering to CAN-SPAM and other legal requirements.

Segment your list(s): Email marketing has become about personalization.  A personalization strategy known as segmentation is when large email lists are chopped up into small lists based upon common characteristics. To stick out from the crowd, create emails that are tailored, as much as possible, to each customer’s specific needs. To segment your list: develop 2-5 archetypical customer personas; map out what unique value your brand provides to each; place each subscriber into smaller lists based on your archetypical customer personas; create unique campaigns for each segmented group, and cater towards each segment with a message addressing their specific needs.  Each campaign doesn’t need to be entirely unique; often segmented campaigns re-use 80% of the email and simply adjust subject lines and sections of body copy.

Mix promotion with high value content: The hard sell doesn’t sell. Try to infuse each email with free value on top of your promotional purpose. This technique improves subscriber retention and is an opportunity to reinforce your brand’s values.

Automate: Email marketing can be labor intensive, requiring creativity, time and meticulous review. Take full advantage of all the automation capabilities that your email service provides, such as: trigger emails, or an email which automatically fires when a user completes a certain action such as abandoning an eCommerce cart; automated scheduling, or the ability to pre-load and schedule campaigns far in advance or when it is statistically the best time to send; and personalized messages, or the ability to automatically send personalized emails such as long-term prospect follow-up, product recommendations based on prior purchases, greetings, etc.

Monitor analytics and continuously improve: track what numbers matter most to your business (click-thru-rates, conversions, sales, etc.) and try to improve with each campaign.  Learn what messages different segments are responding to, and then use actionable data to enhance each campaign and your business.

Best email marketing campaigns:

Email marketing is one of the most effective tools for strengthen your relationship with prospects and customers to increase retention, repeat sales and referrals.  Through using your own list of prospects and customers, you will build rapport with your target audience.  Other benefits include: with your prospects pre-sold on doing business with you results in a reduced sales cycle, less cost per sale, which leads to more profit; generation of leads and sales on demand by running email promotions to any segment of your list whenever you want; and you will build a strong relationship with your customers to fend off competitors.

Here are 5 email types of email promotions for your business to use:

Warm-up Campaign: sent to your list of prospects and customers that you have never formally sent an email newsletter to stay in touch.  The Warm-up campaign is geared toward warming up your “cold” list.  It is essential to do this campaign before you try to use one of the other campaigns, unless you’ve continually stayed in touch with your list.  The goal is to reintroduce your business, not to sell anything at this time.  In the email, provide context as to why you’re reaching out, and explain how you will be following up with even more valuable emails in the future.  To engage your audience, a tactic is to run a survey to gain feedback from your audience.

It is critically important to build your relationship with your contacts and customers. If you do not first have a relationship, then none of the following campaigns will work for you.

Tee-up Campaign: is to ready leads for your sales team.  At any given time there are contacts on your email list who are ready to buy and you want to make it as easy as possible for them to self-identify. The Tee-up campaign doesn’t directly ask for the sale.  Instead, the email is positioned to help anyone who is in need for your product or service. A tactic is to email out the question, “Are you still looking for help with [your product or service]?”  ‘’Yes’ responses are a reengaged lead in your sales pipleline.

Flash Sale:  is an email touting a limited-time sale; it is familiar and popular with most people.  Again, you can literally generate sales on demand with the click of a button.  Just type up the terms of your sale, select the segment of your list you want to email, click send, and sit back as the orders come in.

Referral: is creating sales through non-competitive partnerships with local businesses.  Every contact on your email list needs additional products and services that your business does not provide.  For example, a fancy dress shop could form partnerships with an upscale shoe and jewelry stores, plus hair salon.  Once you establish your partnerships, then you can run a referral campaign to generate leads and sales for your partner.  This should be benefit everyone: you are helping your contacts get what they need, and your partners get a new marketing channel; plus depending on your partnership you could earn commissions or reciprocal promotions where your partners promote your business.

Launch: is a campaign for a new product or service launch.  The purpose is to build up excitement and anticipation for your offering in advance of the launch date.  To prepare, study marketing campaign of big movie releases and high-profile technology products, think of how best to build anticipation for your product of service.  Before launch day, send emails in waves to build up the value, explain the benefits, and lay out the details for exactly how and when to buy.  May this result in a line outside your door the day your sale starts.