Email marketing - a vital tool for nurturing and converting

Email marketing, when done right and strategically, can be extremely valuable for nurturing prospects and converting them into paying customers. But if you don’t know how to properly take advantage of this, you’re wasting time and money. You’re creating emails not geared towards generating revenue, and business growth.

To be successful in email marketing, you need a solid strategy. There’s a range of tools and platforms available. The key is working out what to use, where, how, and when to connect with your prospective and current consumers.

This article will give you the knowledge and skills to get it right every time. You’ll learn how to create an effective nurturing campaign that converts prospective clients.

Table of Contents

What’s The Problem?

This article is for you if you:

  • feel like you’ve been wasting time and money generating emails that failed to shift your business in the right direction
  • want to learn how to create value to generate loyal customers and business revenue
  • want to learn how to build customer relationships, hook your subscribers in and encourage them to become active clients
  • need to save time with powerful automations designed to nurture and convert your customers.

Why Does It Matter?

You can’t afford not to have a lead nurturing campaign. The number of active email users is forecasted to reach 4.3 billion in 2023.  No matter how small your business, you have the power to reach and nurture customers through email campaigns 24 hours a day, 365 days a year.

Effective lead nurturing works, and it’s a powerful way to move your leads through the sales funnel.

Consider the facts:

  • Targeted and segmented lead nurturing emails generate an 8% click-through rate compared with general email sends, which generate just a 3% click-through rate. (HubSpot).
  • Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost (Invespcro).
  • Email marketing generates $50 for every dollar spent (DMA).

These statistics should convince you that now it the time to start refining your email marketing tactics and nurture your contacts into buyers.

What’s The Solution?

It’s time to develop a low-cost, high-return email marketing strategy designed to nurture and convert.

People buy when they trust you, so your main job is to bring value into your emails, there’s no way around this.

Your new email marketing strategy needs to attract your prospect’s interest in your product or service, and nurture it over time until they become ready to buy.

 

Email marketing funnel

The basics concepts of the email marketing funnel

 

Step 1: Ensure Your email platform suits Your needs

  • Work out what you want to do, then make sure the email platform you are using lets you achieve your objectives.
  • Consider how it integrates with other digital platforms such as your website.
  • Look at automation, segmenting options, and the number of subscribers you will have, including cost.
  • Prepare now for future needs – moving email platforms can be very painful if your current platform can’t accommodate a larger subscriber list.

There is an abundance of email marketing platforms available, and choosing the right one can be crucial to the success of your campaigns. Not sure what platform is right for you, now and for the future? Our team can analyse your requirements and guide you on the best choice. Just contact us!

 

Step 2: Set up integrations

How you choose to integrate your marketing systems will depend on your strategy and the specific tools you want to use. It’s important to understand the capabilities of each system, and the pros and cons of connecting them for your business.

Email Marketing & CMS Integrations

Integrating with your CMS can include connecting with website forms, lead magnets, eCommerce cart, eCommerce checkout, and purchases.

One of the best ways to align your digital experience is a tight integration between your marketing email platform and web content management system.

For example, integrating Mailchimp with your WordPress website’s contact lead form can grow your email database. You can even pull in specific information from the form (like what services/products they are interested in) which you can then use to create segmented email campaigns.

Email Marketing & CRM Integrations

Integrating email marketing campaigns with your CRM solution lets you create more personalised campaigns using the data stored in the CRM. This in turn has the power to drive higher customer engagement and maximise the return on investment (ROI) from your marketing campaigns.

For example, Pardot for Salesforce lets you send emails to prospects at different stages of the sales cycle. This means you can nurture leads and close more deals by tailoring your communication to what each prospect would best respond to, without additional effort.

Email Marketing & Advertising Platform Integrations

Connecting your email software with platforms such as Facebook Ads and Google Ads has many benefits. For example, you can add a signup form to your Facebook Page so your visitors can subscribe to your email marketing via the social media platform. Lead magnet campaigns allow you to automatically add warm and hot prospects into your email database for ongoing nurturing.

 

Step 3: Set up audience segmentation

There’s no one-size-fits-all customer. Your leads are most likely at varied stages of interaction with your business, and at different points in the sales cycle. They may need different types of communication.

Early-stage buyers are not ready for an aggressive sales pitch. They are more likely to appreciate an industry-relevant case study. At the other end of the cycle, leads who are ready to buy will respond well to webinars or free trial offers to get them further involved with your company.

Your possible segmentation lists could include cold, warm, and hot leads, those interested in product A or B, customers with a high average lifetime value, or people who have bought something in the past 30 days.

 

Email List Segmentation Results

Results achieved from segmenting emails. Source: Hubspot

Step 4: Create Strategic email campaigns

This step is about nurturing leads through email marketing. You’ll learn some techniques for crafting and sending effective marketing emails.

Abandoned cart emails

There is no better way to recover abandoned carts than sending a timely series of relevant emails to your would-be customers.

Research shows that abandoned cart emails have an average open rate of 43% with roughly 10% of the people converting into customers. [Moosend]

Tactic for you: Set up an email series designed to send increasingly persuasive messaging over time, for example:

  1. Immediately – “did you forget to check out?”
  2. 1 day later – “others are interested in your cart items, buy now or miss out.”
  3. 2 days later – “10% off your cart, checkout now.”

 

Personalised product emails

Given how easy this is (with the right platforms), and the fact that you’re more likely to sell to existing customers than new prospects, personalised product emails are a no-brainer.

Tactic for you: Based on previous product views or orders suggest similar products in the form of cross-selling and up-selling. For example:

  • Up-sell by creating an email sequence to sell a larger version of your product or an extended plan.
  • Cross-sell by creating an email sequence promoting extra products that can improve the customer experience.

 

Customer re-engagement emails

An effective customer re-engagement strategy can skyrocket your business.

Tactics for you: Send email to customers who have not purchased in a certain amount of time and offer a gift or discount.

  • Use your personal email instead of company one to create a more personalised communication and introduce a special offer. “Hi, it’s Brenda from Bloom & Green, how does $20 towards your next bouquet sound?”
  • Send emails to newsletter subscribers who have not engaged with your emails to see if they want to be removed from the list. Give them options to engage on social media channels. “We’ve noticed you are not loving our emails so why not like us on Facebook instead?”

 

Welcome series

The “make a good first impression” principle holds true not only in face-to-face interviews, but in email communication as well. Welcome emails are the most common forms of trigger emails that create first-time impressions. It’s important to get them right.

The average open rate for a welcome email is 50%. That makes it 86% more effective than standard newsletters (Invesp).

Tactic for you: Use the welcome series as an opportunity to strategically move your newsletter subscribers through the sales funnel.

  • Objective 1 (email 1): Introduce yourself (and how you want to help the prospect – no hard sell here).
  • Objective 2 (email 2): Introduce your product or service (focusing on problems and solutions).
  • Objective 3 (email 3): Provide client testimonials and social proof.
  • Objective 4 (email 4): Offer low-commitment resources, such as a free PDF download.
  • Objective 5 (email 5): Offer medium-commitment resources, like a free demo or free consultation.

 

Personalised lead nurturing

According to Gleanster Research, only 25% of your leads are ready to buy, and that’s optimistic.

It’s crucial to invest your time and energy into trying to engage and ultimately convert leads that have real potential, and less time and energy in leads that are not really interested in your offer.

Tactic for you: Create automated email marketing campaigns based on audience segments. This might be cold leads, warm leads, hot leads, or those interested in service or product A/B/C, based on page views or conversion actions.

Structure these depending on where they are in the funnel and on how you can best progress them into customers. For example, if a customer has already shown interest in your product via a lead form, but your sales team can’t get hold of them, you could create an automated email triggered by each call attempt:

  1. 1st call – “Hi James, we have tried to contact you, let us know when it is convenient to call you back.”
  2. 2nd call – “Hi James, enrolments are closing soon, let us know if you have any questions.”
  3. 14 days later – “Last chance to register for your course, with a special 10% off your online course, book now before the offer expires”.

 

Case Study – the power of reminder emails

Munro’s had a long history of successfully conducting a series of live events targeted at Perth business owners. During the Covid-19 outbreak in 2020, we helped them to promote the Federal Government Job Keeper initiative with an online webinar designed to convert attendees into future clients.

We used email marketing to attract registrations, keep them eager to attend, and nurture them after the webinar was over. We implemented the following:

  • Email Munro’s database contacts to clearly outline what they would gain by attending.
  • Send two reminders, 1 day and 1 hour before the event started, maximising attendance rates.
  • Send an email during the webinar prompting the attendees to book a time to further discuss JobKeeper solutions with one of the presenters.
  • Offer all attendees a discounted rate to schedule a phone, video, or in-person consultation session.

Munro’s Accountants and Business Advisors

Fast Pivot Causes 300% Increase In Enquiries In Just 6 Days

View Case Study

Our Top Email Marketing Strategy Tips

  • Use customer data to personalise email messages. It all starts with your sign-up form so make sure you have relevant details and personalise your communication.
  • Use a real email address rather than something generic like donotreply@gmail.com, and real contact information within the email. This builds trust with your customers.
  • Segment your database to send targeted emails.
  • Create a responsive email design so to optimise user experience regardless of the screen they use.
  • Keep the subject line short and attention-grabbing, populate the pre-header instead of using the pre-filled ‘to view this email in your browser’.
  • Implement an email deliverability strategy and authenticate your email provider in your domain hosting.
  • Invest time in A/B testing your email templates – subject line, messaging, call to action, design, personalisation, landing page, target audience, sender name and email address.

Summary

Email marketing has evolved. It’s no longer as simple as sending the same email to all contacts. Today’s business owners and marketers need to connect with their target market in an extremely personalised method while keeping an eye on marketing spend.

Marketing professionals who can skilfully segment their audience as well as create trigger campaigns based on email automation will deliver returns and profits back to the business.

Are you achieving a high ROI from your email marketing campaigns? If the answer is NO book an email marketing audit and we’ll review your email performance in detail.

You will get a comprehensive list of recommendations and actionable items around what you need to be doing to attract, nurture, and convert through your email marketing.

And if you’re ready to jump in and get started with transforming your email marketing campaign, just contact us!

Let’s go.