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Drive In More Leads

    Picture of Jennelle McGrath
    By Jennelle McGrath in June, 2016 | 4 minute read

    Email Marketing

    How Email Marketing Can Earn You More Clients

    Your customers have a lot on their minds. Just because they've visited your website, doesn't mean they're thinking about contacting you to make a purchase. Use email marketing to stay in touch and get on top of their to-do list.


    Although social media has become a model marketing tool, don’t throw your email tools out just yet. By most measures, email is still far-and-away the most profitable approach to marketing. While this has many attributed causes, the big ones to note are email is more widely-used, more personal, and more direct. 

    So, are you trying to figure out how email marketing can earn you more clients? Try these specific types of email campaigns:

    Newsletters

    For years, newsletters have been the old standby of email marketing. With a monthly, weekly, or daily report of what’s new in your company, you’ll keep your business on your customers’ minds by simply keeping them updated. These emails are largely informational rather than real marketing material, but it still accomplishes the same goal.

    To kick your conversions into high-gear, consider adding attention-grabbing Calls to Action (or CTAs) inside of the body. Invitations to events, recommended blog posts, and subscriber discounts on your company’s products are effective. You want people to read your emails, but readers aren't necessarily clients.

    Conversion opportunities are a way that email marketing can earn you more clients.

    Events

    How many times have you opened Facebook to find 20 new event invitations? Facebook events have become as ubiquitous as spam. They often get ignored, or someone says they're "interested" in an event but never shows up.

    Promoting an upcoming event through email is much more effective. You’ve already groomed your audience. They’ve expressed enough interest in your company to solicit emails. As a result, they’ll be more likely to read about your event in an email than elsewhere.

    You’ll get a higher response rate and firmer answers from an email campaign promoting an event because your mailing list simply wants to hear about it.

    Confirmation Emails

    As the world around us becomes increasingly connected through the internet and its slightly more nebulous cousin, the Internet of Things, it’s become an expectation that whatever web- or mobile-based transaction we make should ping our inboxes with a digital receipt.

    While this seems like an inopportune place to market your company, the reality is these confirmation messages are prime email real estate.

    These types of emails can come in a variety of different flavors. Depending on what type you choose, this method of email marketing can earn you more clients. Whether it’s an actual, honest-to-goodness business transaction; a thank-you email; or a welcome message, you’ll be establishing a persona for your brand every time you send one out.

    The best part is most of these emails are automated, so it requires zero additional effort after the tools have been put in place.

    The guiding principle of each confirmation email variation is simplicity. Distraction, confusion or anxiety caused by your message’s layout will lead to unsubscribes. On the other hand, cleanliness, directness, and personality will solidify your relationship with your reader. This inevitably will lead to more repeat business and more satisfied customers.

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    Surveys

    Keeping a pulse on your readers’ interests and browsing habits are not only tantamount to a successful email campaign - they’re incredibly important to help your business flourish, too. Surveys are a great way to get direct feedback from your readers. They're also a way that data from email marketing can earn you more clients.

    Host surveys on your business’s website. For an easier route, host a survey on an external site. This approach has a number of benefits, including easy-to-use form construction and simple data aggregation. For those who like to be more in control of a survey’s contents, a survey hosted on your own domain offers you the most creative and analytical freedom in how you execute your survey.

    Single-Focus Content

    If you’re hosting a constantly-evolving and growing event, you’ll want to have a way of telling your registered attendees of whatever changes occur as they unfold. Updates like these are great ways to attract even more guests and publicity. This is the purpose of a Single-Focus Content message or a Dedicated Send.

    As a great example, Comic-Con guests who purchase tickets in advance often get these sorts of emails when a new celebrity or artist decides to attend the event. This creates more hype and encourages fans to share this news with others who may still be on-the-fence about attending.

    The Dedicated Sends that CC puts out are also used to upsell current registrants to VIP packages that enable the buyer to get a certain celebrity’s signature or attend a PR event in advance.

    Social Sharing

    To inspire a closer connection with their audience, some companies send out purely social messages. They often contain tips and tricks a subscriber may be interested in or even a funny video. This casts a much more personal, approachable light on the company. Furthermore, you can earn trust with your target audience by inspiring and entertaining them. They may even share your content.

    Who says watching cat videos on YouTube is a waste of time? You’re just prepping for your next Social Share email campaign - right?

    Condense Your Successes

    Keeping your momentum going is your top priority as an email marketer. To that end, you’ll want to keep a close eye on your email metrics (e.g., open rates, click-through rates, and unsubscribe rates). Google Analytics provides a great way to track all of these, plus more.

    With this tool, you’ll be able to tell which part of your email copy really sells, and what sections could do with some improvement.

    Most importantly, don’t worry about making mistakes. What matters is you learn to drop or improve the things that don’t work, then include every part of what does in your future content marketing.

    Email Marketing Can Earn You More Clients

    In conclusion, There’s no one correct way to do email marketing! Your audience is unique, so your approach will have to reflect that. Don’t be worried if only a few of these suggestions work for your business, or even if none of them do. If not a guide, this walkthrough provides an excellent source of brainstorming material. So, get out there and get emailing!


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