Why Email Marketing is Important
Do you have an email list? Are you actively engaging with them? Some may think that using email as a sales tool is dead but it does work. In fact, it's a great way to nurture your leads.
Read on to learn about the tips and steps you need to learn to start a successful email marketing campaign and also a success story of how one business added $10,000 monthly to their revenue stream by using email marketing.
Email Marketing Tips & Steps
The first thing is to choose a platform that is suitable for your business and your budget.
There are free versions of email marketing tools like Hubspot or Mailchimp where you can send up to 2000 emails per month for free. But as you start growing your email marketing list, you're gonna start paying for it. Once you choose the right platform, then you want to make sure that you understand who you are marketing.
This leads to the next step: know your audience. Once you know who your audience is, then you want to segment your list.
If you are a shoe store that is selling athletic shoes to men, flip-flops to young women, and toddler shoes to parents, those are three very different segments. Therefore, you need three very different messaging on your email campaigns. Be as specific as you can be to each of your segments. That's what you're looking for from an email marketing standpoint.
Next is, match your messaging. And that includes customizing your landing pages. Let's say parents are looking at the toddler shoes for their kids. If they are reading an email about that, don't send them to the homepage of your website. You have to send them to a landing page that has more information about toddler shoes. If you do send them to your home page you're going to lose them and you're not going to get them to complete that call to action that you're looking for. So make sure you are customizing your landing pages.
Be consistent with your emails. If you're depending on the value of how beneficial your messaging is to your audience you can do it a few times a week. Some people like to start with once every two weeks. Once they get the data back and analyze what messaging is more engaging, then they can start doing it more frequently before they lose all their list from unsubscribes and hard bounces. Make sure you are consistent so that they can start expecting when they get information from you.
It’s important to analyze your data and follow up for email marketing. If you're not following up and you're not analyzing the success of your email marketing campaigns, then you're not going to get better and you're not going to get anything out of it.
Keep growing your contact list by having a growth plan whether that's going to conferences, purchasing lists, or using databases like Lead411 or ZoomInfo.
And lastly, be patient! None of this happens overnight.
Email Marketing Analytics
Every modern email marketing platform these days have measurable key performance indicators or KPIs. Use it to understand whether you're succeeding in your campaigns or not. It also helps you to understand whether you're getting an ROI from your email marketing campaigns.
KPIs for Email Marketing
If you have low open rates then you want to work on your subject lines. if you have high open rates but low click rates then you want to work on the content of your email. Once people are engaged by your subject lines, they're opening your emails. But once they look through your content they're not interested enough to click through and get more information.
So work where needed based on your KPIs because numbers don’t lie. Once you get that data, use it to your advantage by sending it to your sales team.
Send List of Clicks to Sales Team
- Find a list of people who clicked
- Send the list to your sales team
- Call these hot leads ASAP
- Conversion rates will increase
In the click rate section of your emails, click on the actual number or on the percentage and it will give you a list of everybody who actually clicked on your emails. There are also heat maps on the back ends of these marketing platforms where you can see which link they actually clicked on. You can send this list to your sales team because these are hot leads. They are actually engaged enough with your content that they're clicking through to your website or video or blog or wherever you sent them to.
At this point, you have some icebreaker to talk about because you know which content they were actually engaged with. Your conversion rates will soar because you are being very targeted with your cold calling which isn't cold anymore it's actually hot calling.
Effective Email Marketing Success Story
Desirae shares with us the success story from one of her clients, Insta-Answer. A virtual answering service, family-owned company that’s been around for 50 years.
They started last August when they built two of their websites. They didn't do much marketing in the past, but now they wanted to invest in email marketing and that's how they found Clairant Services. They eventually invest about $500 a month.
Desirae did two industry-focused emails a week, two videos a week, one blog a week, and social media posts every day. That also includes any and all website updates in terms of content videos blogging all that kind of stuff that includes growing their list on Lead411.
Insta-Answer also has started going to trade shows to increase their list as well. They started with about 2000 contacts but fast forward today they have around 10,000. Clairant Services linked those emails to their videos, to their blogs on their websites, and to promotions. They also customize their landing pages.
At about the five to six-month mark, they started breaking even with their revenue coming in. Now they have 20 accounts that are linked specifically back to Desirae’s email marketing campaigns and they're bringing in $10,000 a month revenue and now they're doubling their investment and since it's a subscription model that's just going to grow over time.
A year later after availing of the email marketing services that Desirae offered, they’re now starting to really reap those benefits.
Be patient with your marketing investments because it takes time to set in and kick in and for things to actually give you a return on your investment.
ABOUT DESIRAE HALUK
Clairant Services, LLC Provides simplified Marketing for small businesses and startups. Desirae helps companies establish their brand, discover who they are, and what they offer. Praised for its data-driven approach to marketing strategy and rapid growth for a new company at the 2021 MARsum USA conference in Las Vegas and recognized as the Top New Jersey SEO Company by DesignRush.
Get to know Desirae Haluk more!
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