In the first two parts of this series on digital marketing, we discussed changes you can make to your website, and to the content you share online. Today, in part three, we’ll talk about nurturing leads through email campaigns.
Nurturing leads is an important step in the marketing process. Statistically, most visitors to your site will not eventually end up making a purchase, but of those who might, about half aren’t ready to buy right away. This is why it’s essential to develop those relationships, and make sure you’re giving your customers what they need in order to make an informed decision.
Here’s where email campaigns come into the picture. Staying in regular contact with your leads and letting them know that you have what they’re looking for can be the key to making sure that they come straight to you when they’re finally ready to buy. Here are a few key things to remember:
Strategize. The planning phase of an email campaign is arguably the most important. Email blasting is no longer an effective strategy, so you’ve got to be targeted and precise with your campaigns. This involves understanding your audience demographics, and showing each segment that you know which content is specifically relevant to them.
Coordinate. Email campaigns don’t work well in a vacuum, and should instead be one part of a larger coordinated plan that includes appropriate website content and social media channels. At any given moment, you want your leads to be reminded at every turn that you have something they need. Through targeting, your email campaigns are a great way to go deeper and personalize the info that you’re putting out in a more general way on social media and your website.
Test, test, test. It’s unlikely that your first couple of attempts at email campaigns are going to knock it out of the park. The idea is that you test some versions of your campaigns, see what works or doesn’t work with various segments of your audience, and then refine your approach before trying again. This testing process can be frustrating at times, but it’s incredibly rewarding (and profitable) when you finally make the changes that lead to increased sales.
Far from email being dead, it remains one of the best ways to speak directly to your customers and build your relationship with them. With an impressive %4400 ROI, it’s easy to see why it’s so important to keep that email communication line flowing. Any marketing tool that delivers such a high rate of return deserves your full effort and attention, so don’t be shy about diving in.
Next time, in the final segment of this series, we’re going to talk about retargeting your efforts through paid advertising.