5 Ways to Practice More Profitable Email Marketing
If you've read any inbound marketing blog within the past few years, you've certainly seen one phrase overused to the point of exhaustion; inbound marketing best practices.
But like most clichés, it certainly has its merit for being used and spoken so frequently. However, while it's all well and good to be in the know of certain inbound marketing best practices, it's also nice to know just how to execute these to your own marketing in order to see the results you need.
So I've taken the time today to highlight email marketing, in an effort to details some of those best practices in order to ensure you're practicing a more profitable email marketing campaign.
5 Tips a More Profitable Email Marketing Campaign
1. Send Out a Collection of your Blogs/Content
In an era where online shopping in research actually rivals in-store shopping, the importance of driving traffic to your website cannot be overstated. In fact, think of every website visitor much as you would an actual customer walking through the doors. Once they're in, you're obviously in a far better position to acquire a customer.
As a result, the first step in any sales funnel is to drive traffic to your website in order to fill up that funnel. And in a time where content and blogging is king, nothing is more effective at driving traffic to your website than blogs and resourceful content. In fact, Google's latest algorithm changes value fresh, original content when ranking websites. So if you're looking to rank higher, content is how you'll get there.
Make it a habit of sharing your most recent or popular blog posts with your mailing list in order to drive them back to the website, and hopefully, re-convert and effectively move further down the sales funnel! Make these emails fun, include images to accompany each blog title as well as a short description or excerpt of each. If you're in need of quick traffic boost, this will certainly help to get you to where you need to be.
2. Offers and Educational/Resourceful Content
You know those killer offers you're featuring on your website? Whether it's a free ebook, a 20% off coupon, or a free consultation, these are not only effective at generating new leads, but also enticing your current leads to re-convert and move further down the sales funnel. (Music to your sales teams' ears.)
Here's where email segmentation plays an important role, as you can actually send more targeted emails by only sending certain offers to leads who have already taken interest in a similar offer on your site.
Think of it this way, if you were a mechanic, you wouldn't send an email promoting a tire rotation to a lead who has downloaded or clicked on offers on buying new tires. Instead, using tools like HubSpot's marketing software, you can refine your email marketing in order to send more relevant offers to your leads, resulting in higher email open and click rates.
3. Thank You/Confirmation Email
So a website visitor has downloaded one of your offers. Great! Your job is done now, right? Simply wait for them to re-convert?
In fact, the process of pushing them further down the sales funnel should begin immediately. Once they've downloaded an offer, you can automate a thank you/confirmation email that contains the link to the offer they've downloaded, as well as feature another, more advanced offer to hopefully entice them to check out once they've finished with their initial download.
4. Product or Service Feedback
As any business will tell you, client/customer retention is just as important as acquiring a customer in the first place.
The most effective way of retaining your customers is through communication. Sending emails asking for product or service feedback not only shows that you care about their experience, but that you're also committed to ensuring they remain happy and satisfied with your service.
It also provides them a forum to communicate their feelings, as there's nothing worse than when an unhappy customer feels they have no place to turn. And what usually happens then is a complaint in a more public setting, such as social media.
5. Exclusive Offers to Current Customers
Customers who have already purchased your product or service should feel valued and appreciated. Segment a list of all of your customers and send them exclusive offers or content periodically, as this will help to push them down the sales funnel and encourage a future sale.
Customers you've already profited from should never be pushed to the back burner in favor of generating new customers. There's just as much value to be had from your current customers as there is new ones. Not only could they buy from you again, but they can also refer others and speak highly of your product or service.
Transform your Email Marketing Campaign
Is your email marketing campaign lying dormant? It's time to breathe some life into it. Contact IMPACT and learn how we can get you started!
About John Bonini
As the Marketing Director of IMPACT from 2013-May 2015, John lead the IMPACT marketing team. He also wrote for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. In his free time, John enjoys playing guitar, high-fives, and anything with marinara sauce.