LEADS, LOYALTY, AND THE SUCCESS OF EMAIL MARKETING
Picture this: your ideal customer stumbles onto your website, and they like what they see. So they scroll through your amazing content, choose a product, and happily make a purchase. And that, you think, is that.
But what if you could draw them back for more?
That’s where email marketing comes into play, and the statistics might surprise you. Let’s go over the basics of how to gain returning buyers and bring in new customers and keep them.
» MORE: Why Email Marketing Important?
It Starts With The Lead
A “lead” is someone who shares their contact information with you, for you to then send them exclusive information based on your brand—the goal: to generate and maintain a long list of loyal customers.
Before you start sending emails, you should know your target audience as well as you can. What’s their demographic? What are their likes, dislikes, even past purchases? What challenges are they trying to overcome? The more information you know about a lead, the more you understand them, and the better you can tailor your message to keep them engaged.
After this, you should know what it is you’re offering and why it has value to them. What makes your business unique? How are you different from your competitors? How will you reach your customers’ needs?
Once these questions are answered, it’s time to allow customers to subscribe.
The easiest way is through the checkout process—as they are already providing their email, all you have to do is offer a small check box that automatically adds their email to your list.
What’s more?
Another option is adding a “Subscribe” button on your website. And, this is most effective when strategically placed on the page whenever you think the reader is ready to engage with your brand.
A popup form certainly grabs attention but should be used carefully or run the risk of being annoying. It should appear after a person has already spent a certain amount of time on your site, and it doesn’t hurt to throw in a lead magnet like a free trial period for first-time subscribers.
Leads can even be gathered the “good old-fashioned” way—live and in person. Are you good at networking and collecting business cards? Use that contact information!
Do you have a brick-and-mortar business? Ask customers during checkout if they’d like to join your mailing list.
Don’t discount social media—it plays a massive role in how the public sees your brand. Promoting yourself on multiple platforms will help you grow two things: email leads and social media followers; two birds, one stone.
» MORE: How Effective Is Email Marketing?
Three Steps To Loyalty
To maintain this precious list, you’ll eventually have to write an email or two. The idea is to give them continued engagement to remind them of all of your amazing products. Subscriptions are like being part of a club, and who doesn’t want exclusive access to their favorite brands? Show your customers that they’re getting something valuable that other people aren’t.
Now comes the part where you craft an email so enticing, so alluring, and outstanding that your lead will have no choice but to listen to what you have to say. Don’t worry—it’s easier than you think.
Step 1: Write the Email
First things first: the subject line. It’s the title of your email, and like all titles, it must be attention-grabbing, clear, and concise.
To avoid getting lost in a sea of others, make your subject line stand out visually. Use all caps, relevant keywords, curiosity hooks, even emojis to draw the eye toward your message. It should tie in to the body content of the email so they already have an idea of what they’re about to open. Make your point as quickly as possible—you only have a few seconds to grab their attention. Keep the word count low; simplicity is key.
Then comes the body of the email. To write a compelling message, you should first know your CTA: When the lead is done reading, what do you want them to do? Do you want them to click a link to your product? The body copy should showcase that item, maximize response, and remind the lead of the subscription’s value.
Do you want to introduce yourself, your company, and what you have to offer? Again, use your creative writing skills to tell a story or start a conversation that influences the lead’s emotions, which will build trust as they come to recognize your name.
And again, focus the content on what you’ve promised in the subject line. Remember, get to the point as soon as possible.
» MORE: How To Start With Email Marketing In 10 Easy Steps
Step 2: Spread the Word
A welcome sequence is a great way to introduce new leads to your business, an email a day for five days to start. In the beginning, when their interest is at its peak, use that momentum to stand out in an inbox. Show them what you have to offer, tell them your story, and give them an idea of what to expect next.
You want to keep your messaging as consistent and relevant as possible to build their trust. In the end, your name as the sender will become your biggest asset in getting them to open your emails because they believe in what you have to say.
You can also use this time to gather information from them for future use in segmenting your audience into specific marketable groups.
Step 3: Analyze the Data
Emails should also be used for data collection—ask for feedback and discover each varying characteristic of your customers and what they want from your business.
From this treasure trove of information, you can use audience segmentation for more individualized marketing and add that personal touch to your messages.
The last thing you want is for your content to be generic towards all of your leads, because the more you tailor your emails to separate groups, the more likely they buy what it is you’re selling them. It keeps you relevant to their needs and makes them feel seen and heard.
» MORE: Best Direct Email Marketing Software
Wrap It Up and Hit “Send”
Utilizing email marketing to grow your business is an invaluable tool for your business. It provides a way for your customers to get to know and love you while allowing you to learn from them how to sell your brand to a wide variety of people effectively. Your business is unique, so why not show everyone the value of staying connected and coming back for more?