How to Use Email Marketing to Convert Leads Into Customers
When someone signs up for your newsletter, fills out a form on your site or downloads an ebook, it’s great that they’ve shown some interest in your business. However, that interest can only take you so far, and it’s not a true win until the person actually purchases your products or services.
As a result, it’s crucial to nurture your email leads with email marketing to convert them into customers. The best way to do this is with an automated email series that educates them about the specific problem they came to you with and why they need your help to solve it.
Email automation is the key to getting these emails out and in front of your subscribers at exactly the right time. A typical sequence might start with an educational series that is delivered weekly (e.g. a video course on how to do something, or a blog post with tips and advice) before moving into a more promotional email once a month. You can also contextualize your content based on what lead magnet they signed up for. If they downloaded a resource on SEO, your subsequent emails should be focused on SEO and content, not sales or operations.
In addition to the above, a successful email marketing program will also be targeted and personalized to your audience. Personalization can be achieved by addressing your recipients by name, highlighting their accomplishments and interests and making sure the content you send them is relevant to what they signed up for. For example, a funny joke might be a great CTA for one group, but may not resonate with another group.
Another way to get more quality from your leads is to offer them incentives. This can be done by offering a discount on your product or service, or through the use of a gated piece of content that requires them to provide their contact information in order to access it. In addition to boosting the value of your content, this strategy will also increase your response rate as it will be harder for people to ignore an offer they are interested in.
The most important part of your email sequence is the subject line. This is the first thing your subscribers will see and will determine whether or not they are going to open your email, let alone act on it. This is why it’s critical to test and optimize your subject lines until you find a perfect combination of words and phrases that grabs your target audience’s attention.
A good ESP will make this process much easier and more effective by providing you with a wealth of data regarding the actions your email recipients have taken. For instance, many of the top email marketing tools will automatically track when a subscriber leaves their cart on your website, books an appointment through your booking system or inquires for more information.
This will allow you to set up automated email campaigns that are atomically sent, ensuring that your leads receive relevant, timely and valuable content over the course of a few weeks, bringing them closer and closer to becoming a paying customer.
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