Updated: Jun 27, 2020
Email marketing remains the most direct and effective way to communicate with leads and convert them into customers. If you manage to get a prospect to hand over their email address, you have a warmer lead than someone who has liked your Facebook page or followed you on Instagram. In fact, email marketing beats out any form of social media when it comes to conversions.
Getting new subscribers and building an email list is important, but many small businesses and eCommerce companies have no idea how to use email marketing to send leads along the marketing funnel and secure customer loyalty.
Read on to learn how you can send emails that convert subscribers into repeat customers.
A GUIDE TO EMAIL MARKETING TERMS
Before we get started with email marketing, here are some terms that you ought to familiarize yourself with.
Call to action: Something that prompts readers to take action e.g. find out more.
Click through rate: The number of people who click on a link featured in the body of your email.
Email list: An email list is a list of people who have handed over their email address to receive email campaigns from your business.
Email marketing automation: An email marketing automation is a process of utilizing technology to improve the effectiveness of your marketing. Email automation allows you to send time or action triggered emails to your email list.
Email service provider: An email service provider allows businesses to send email marketing campaigns to their email list.
Email Subject line: The email subject line is the text that people see before they open your email campaign.
Landing page: A landing page is a page designed to convert visitors into leads or customers.
Marketing channels: There are four types of marketing channels: direct selling; selling through intermediaries; dual distribution; reverse channels. Email marketing is ranked as the most effective marketing channel.
Open rate: The open rate is the percentage of people who receive your email and open it. The higher the open rate, the better.
Unsubscribe rate: The unsubscribe rate is the percentage of people who drop off your email list after receiving an email campaign.
HOW TO GET STARTED WITH EMAIL MARKETING WHEN ALL YOU HAVE IS AN EMAIL LIST
Clients often approach me asking me for tips on how to expand their email subscription list. The question I usually throw back at them is “well, what do you want to use your email subscription list for?” Surprisingly, most of them come back with a response that loosely translates to “errr… I don’t know. But it’s good to have subscribers right?”
Yes, it is good to have subscribers but the purpose of growing your email list is not just for the sake of boasting sign-ups. The whole point of having subscribers is so that there are people on the other end of your powerful email marketing strategy. Realistically, it is far more valuable to have 100 people receiving fantastic email campaigns each month than it is to have 1,000 people receiving nothing. If your new subscribers aren't receiving email campaigns that nurture the final stages of the marketing funnel, you might as well not have them.
At the end of the day, getting people to sign up to your email list is not a major challenge. All you have to do is offer people a free e-book or a discount code and they are willing to hand over their email address. The challenge is to continue to engage these subscribers by giving them something valuable that they only received because they signed up. If you can make email subscribers feel like they are part of an exclusive club that gets exclusive rewards, you will maximize your open rates, which in turn, will lead to higher conversion rates and more sales.
Here are some ideas on how you can use email marketing to transform your email list into loyal customers.
A Great Email Campaign Starts With An Enticing Subject Line. Without one, your open rates are bound to suffer.
The first challenge of marketing by email is to tempt your subscribers to open your email. Most people are subscribed to multiple mailing lists and have learned to automatically filter out anything that can be interpreted as spam. And that's only if their spam filters haven't already sent your campaign to the dreaded junk folder.
In many ways, subject lines are the most important part of an email campaign. If your subject line is spammy or boring, your open rate will suffer. No matter how great your campaign content is, if people aren't reading it, they aren't being persuaded to purchase from your brand.
There are multiple routes you can go down when thinking up subject lines. Some of the most popular approaches include:
FOMO (Fear of Missing Out)
(Check out the comprehensive list at Optinmonster.)
I have put FOMO at the top of the list as it is one of the most powerful psychological principals in marketing. If you are promoting a discount on a product, don't just let subscribers know that you are offering a discount. Instead, create a sense of urgency in the subject line. Use words like “exclusive” and “limited time only” to encourage your potential customers to act fast or risk missing out. Use your subject line to help your email subscribers feel like they are part of an exclusive group that has access to exclusive benefits. If they don't open your email, they aren't part of the club.