3 Ways to Use Email Marketing to Turn Leads into Customers

March 29, 2019

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The DatabaseUSA.com blog recently published an article on email marketing tips for businesses. Email marketing can often seem incredibly complicated, particularly with the regulations and obstacles of spamming. However, it is easy to avoid being labeled as a spammer if you follow particular email marketing rules. It is particularly necessary if you want your business to take advantage of the potential sales made from email. 80% of marketers believe that email marketing is one of their most effective strategies in improving sales through a digital marketing strategy.

Personalize and Segment Your Email List

Personalizing your emails in simple ways such as including each individual’s name through a particular formula can have a huge impact on the reach of your emails. Starting the emails with the first name instead of a generic greeting like “valued customer” can create a six-fold increase in conversions. Yet, despite understanding this, 70% of brands choose to keep their greetings generic.

It might be an important strategy to take the personalization a step further by integrating it into the call to action. The CTA is one of the most important parts of the sales process, and it can help buyers engage with the email, making them more likely to convert into paying customers.

There are a variety of different ways to segment the list. One of the first ways to segment your email list is through demographics. The demographics like job, age, and even gender can impact the message and direction of the email you want to send. For example, financial companies will send retirement messages to customers of appropriate age while they might send investing emails to their younger email subscribers. Click through rates are also an easy way to segment the list because it allows you to re-engage subscribers who are not clicking through your links while also allowing you to send campaigns that focus on converting the already engaged customers.

Drip Campaigns

Drip Campaigns are a great way for your company to send a sequence of emails after they take a particular action to help convert leads into customers and customers into highly engaged and loyal customers. Drip campaigns can even have a conversion rate of 98% if you use the proper sequence for qualified leads.

Drip campaigns allow companies to focus on responding to behavior triggers like downloading a lead magnet, new subscriptions, and even requests for demos. The action is recorded into your email system and will trigger your drip campaign over the next several weeks with follow-up messages.

You can even send a drip campaign if the customers are not opening your emails to re-engage them. Drip Campaigns help companies keep potential customers moving through the marketing and sales funnel. It also helps educate your potential customers on the benefits of your products and how you can help solve their particular problems. It also provides many of the multiple touches required before a potential client will buy while also providing your company with data about your leads.

Interactive Campaigns

Interactive campaigns are also a great way to get the attention of your customers in a world where they are inundated with constant alerts and beeps. Email marketing is all about providing engaging content to the consumer, and 93% of that content should both entertain and educate the buyer.

An interactive campaign provides infographics, video, surveys and quizzes, and even images. This provides customers with value that will make them more willing to share valuable information with the company. Emails do not need to be solely focused on sales. In fact, it is better if the company sends emails that simply provide information and value to the customer while mixing in the sales message to build trust with the audience.