By Rachael Everly
Reaching out to your potential customers via the right marketing and sales channel is the first step in an effective digital marketing strategy.
Not everyone you are targeting may necessarily be in the right frame of mind to buy your product, but that certainly does not mean you cannot convert that lead into a sales opportunity. The most important thing is to establish an effective communication channel – and the least expensive channel, as well as the one that requires minimum effort, is email funnels.
Your target market may be an amalgamation of different consumers, hence you should be careful when implementing your email campaign to narrow down your emails to personalised messages, not one email sent to all.
Below are some email campaign ideas to increase your business conversion rates:
- A warm welcome
When prospecting to potential clients, you begin with a clean slate. Work with the mindset that your target market knows nothing about your business so you must engage them with your brand by telling your business story. This helps prospects to develop an image of you that resonates on a personal level. Your email should introduce your brand to your target audience, explaining the purpose of your existence with a concrete reason to opt for your brand. Don’t forget a cordial thank you note to end your email, with an appealing limited time offer.
- Leading the way with lead generation
After establishing a strong brand image, direct your prospect towards a core offer. Whenever a potential customer responds to a lead magnet, follow up with an email to retain them. A first-time customer should be properly guided along the way so they feel comfortable about their purchase. Trust-building activities are of core importance at this point, so stimulate a need in the potential customer’s mind by explaining the problem you solve. Back your argument with proofs via social media platforms and provide incentives to drive sales.
- Presenting the sales pitch
Create urgency so customers are inclined towards making the sale. Present your audience with the perks of partnering with your brand or establishing professional relationships with you. Convince them of your competitive edge through proper reasoning, comparative analysis and positive feedback from former clients. Make a habit of sending follow-up emails querying whether they found a solution to their problem.
- Post-purchase customer service
Your work hasn’t ended with the customer purchasing your product or service as successful e-marketing is all about the round the clock services. Extend your goodwill with a thank you email for showing interest in your brand and making the purchase. Inquire about their experience with you via a survey so that you have an opportunity to enhance user experience. Try to market your brand via word-of-mouth and providing incentives to your customers to share your brand on social media. Retain your customer by introducing them to additional product lines you feel they might be interested in.
- Re-visit cold leads
Go back to the cold leads and try to re-market them with links to creative and engaging content showing what they are missing out on. You might also be interested in carrying out a survey to track down the underlying cause of their disengagement so you understand how you could be of more help to your target audience. You never know when they might be enticed back for your offer.
About the author
Rachael Everly is an undergraduate information and technology student who loves to write on topics related to business, finance, technology and education. Follow Rachael Everly.