Let’s face it, not all clients are ready to make a commitment the very first time they hear about your business. Statistically, in fact, more than half of prospective clients are guaranteed not to be ready to buy at the time of first contact. To help uncommitted customers move down your sales funnel, email marketing is a powerful tool, as long as it’s used correctly.
While all email marketing needs to be targeted to your particular audience, one of the best ways to involve the audience in the process is to feature them specifically. In your email, include stories about how customers have helped your business solve major problems, and provide hard evidence about how this is so.
Include customer interviews to portray your audience in a positive light, which will then entice prospective customers to become part of the process.
Part of personalizing an email marketing strategy is to prioritize retention over acquisition. Promotional emails are three to five times more effective when targeted at customers who already patronize a business.
This is because current customers are already familiar with your company and its services. By targeting loyal customers, you can find even more ways to personalize emails to increase repeat purchases.
Integrate social media into your emails just as you do on your website. Social media icons for your firm’s Twitter, Facebook, Pinterest and more have actually been shown to increase click-through rates by 115 percent—a pretty staggering statistic.
As Always, Content Rules All
Of course, your email marketing campaign is going to fall flat without high quality content. Studies show the formatting of your content is also a crucial part of targeted emails.
For instance, break up the email into easy to read chunks by using bulleted lists. In addition, avoid multiple calls to action, as they can be confusing and overwhelming. Focus instead on your main call to action to improve click-through rates.
There are a few tried and true types of email content that are all but guaranteed to show results. For example, “how to” articles, case studies, lists of best practices and strategies that solve customer problems are all excellent for email, just as they are for your company blog and landing pages.