Many say email is dead. I disagree. Email is probably more alive than ever before, and here’s why.
Email is, or should be, your key driving force to lead nurturing. This is how you move contacts down the funnel and continue to engage with them – building brand awareness and finally getting that sale.
I know what you’re thinking, ” That sounds all fine and dandy Stevie, but how do I DO that?”. Well, let me show you. In this article I’ll be diving into the specifics so you can learn more about:
- Organizing Your CRM
- Creating A Customer Journey
- Engaging With Your Audience
#Email isn’t dead! Here’s how you can create strategies that work:Tweet
Separate Your Audiences
I’m not going to beat around the bush with this one. If your contacts and CRM aren’t organized correctly, your email campaign isn’t going to work. Simple as that.
The reason is, you can’t just send out the same message to everyone. All your contacts are at different levels of the marketing and sales funnel, so you want to make sure you tailor the emails you send to each of those specific groups.
For example, a blog subscriber isn’t interested in taking a free demo. They don’t know enough about you. However, they might be interested in your free webinar or printable.
Ensure that, within your CRM, you know where people lie. Did they just subscribe? Are they interested leads? Maybe they’ve downloaded a case study and are ready to be walked through your services. Having a grasp on this and separating these individuals from each other is key to ensuring that your emails get opened, clicked, and generate conversions.
After you understand how your contacts should be classified and what you need to be sending them, it’s time to actually create the email. But, is the content you provide promoting the engagement you need? In order to be sure, this is what to keep in mind:
Tip: Need some inspiration? One of my favorite tools for browsing different emails is Really Good Emails. Go check ’em out!
A Catchy Subject Line
Here’s the thing, unlike other interactions, people have to open the email first in order for them to read it. What does that mean? The initial contact, through the subject line, has to peak their interest and curiosity. If it doesn’t stand out amoung the possible hundreds of other emails they have, it’s going straight in the trash folder.
Counteract this by getting them involved first thing. Ask questions, name the thing you’re offering, tell them what to do. Make them want to click and see what else you have to say.
Content that Connects
You’ve heard me ramble on before. “Content, content, content!” But seriously guys, it’s so important to nail!
The content within your email needs to get them to read and eventually take action (more on that later). That includes both written copy and images. Here’s the thing though, you have to understand what to include and when.
Every audience is different. Some like photos, some don’t. Some like long text, others prefer to get to the point. But it doesn’t have to be a guessing game. Want to know why? Because you are in that same industry. More likely than not, you’ve been in your customer’s shoes before, and you know what they like. So, why not use that to your advantage? Then, as you build an audience and collect email data, start A/B testing to perfect your strategy.
Hook, line, and sinker! Just kidding, I don’t know how to fish. But what I do know is how to get your email contacts to convert. Three words – Call to Action.
Your imagery and content can be on point, but no one will convert if you don’t tell them what to do.
That sounds silly, they should already know to just contact you, right? Wrong.
Leads don’t want to take an extra step in order to get in contact with you, or download your awesome white-paper. They want a one-click-and-done approach. Or, at most, to put in some info and have you call them. Why should they have to pick up the phone and give you a ring? Hint: they shouldn’t.
Instead, make the next step you want them to take simple and easy. Provide a link or a button, or even put the form right there in the email so they don’t have to go anywhere else. The more precise your action, the more willing they are to take it. And, we all know what that means *whispers: “More sales!”*.
I make this all seem pretty easy. But look, I get that it’s not. It takes testing and adjusting and more testing and so on to really get everything perfect. And then, the intention of your audience changes and you have to start all over again. But, that’s not a bad thing. You should always be looking at how you can perfect your systems.
Email isn’t dead, you just have to implement it right.