Email nurturing

If you have an email database that isn’t generating you any money, then keep on reading.

In this article, we are going to summarise our expert email marketing must-knows and must-dos so that you too can start using your database to impact your bottom line – like a Living Online pro.

Get More Sales From Your Emails

The fundamentals for effective email marketing. How to turn your emails into revenue.

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Who benefits from email marketing?

Email marketing should be part of any digital marketing strategy of any business with an online presence.

Depending on your business type and business objectives, the content and frequency of your emails and their calls-to-action will vary.

If you own an e-commerce site, you want to consider using the following emails:

  • Abandoned cart reminders. You can schedule these to go out after 24 hours of cart inactivity.
  • New product releases, based on the product categories that users have previously shown an interest in.
  • Back-in-stock alerts, when a popular item is back online.

In fact, we often find that Email is one of the most successful revenue-generating channels for our e-commerce clients – with 20 to 30% of sales coming directly from email communication.

On the other hand, if you’re selling homes, a series of weekly emails addressing common questions, development features and updates, and potential pain points should be your bread and butter.

Five ways to make it email work for you

1. Grow Your Database

If you don’t have a database – aka a list of email addresses, then that’s where you need to start.

First and foremost, remember to ensure that your Privacy Policy clearly states that contact information can be used for marketing communication. Remember: we are not a law firm so this is not intended to be taken as legal advice of any kind. If unsure, please ask your lawyer.

Start by collating a list of emails addresses of leads and prospects and add them to your email marketing platform of choice.

Did you know that you can integrate the contact forms on your website with email marketing platforms? This means that every time a user sends a website enquiry, their details will be automatically added to your database. 🤯

If most of your email addresses are collected manually and the integration with the database cannot be automated, educate your staff on the importance of adding leads to a database and how to do it.

This comes in handy for users that prefer to email your info@ email address rather than using a contact form, or for those that leave their contact details on a piece of paper at a home open, for example.

2. Segment Your Lists

Not all leads are born equal, and that’s ok.

In fact, this opens lots of opportunities for your business, allowing it to send out personalised messages depending on who your leads are and where they are at in the conversion funnel.

To do this, you must categorise and segment your database into groups of prospects with similar attributes.

Have you ever wondered why you’re asked to answer questions like “What’s your buyer profile?” when you download a specs brochure for the house you really want to buy? The answer is database segmentation.

If you tick the First Home Buyers box, you will start receiving emails that speak to your individual buyer profile. For example, FHB grants and why the property is a good choice for first home buyers.

On the other hand, if you’re in the market for an investment property, you are more likely to receive cash flow analysis, a vacancy rate and rental profile of the area, and information about the longevity of your investment.

3. Create Valuable Content

The first rule of email marketing is you don’t talk about email marketing.

We’re kidding, it’s not that extreme. The main rule of email marketing is to only send emails if you actually have something to say.

Use the database segmentation analysis to really think about your prospects’ profile and what will be valuable to them.

What challenges do they face in the path to a conversion? What do they have in common and what makes them unique? What content will they find useful to finally make the purchase, or book a service?

  1. List out prospects’ profiles, based on your database segmentation.
  2. Break down the customer journey for each profile.
  3. Create content for each stage of the journey.
  4. Structure your email marketing campaigns accordingly.

For example, if you’re in the market for a rug and have subscribed to the newsletter, you might appreciate emails about sales, new collections, or a style guide to help you choose the right size and rug shape for your home.

Pro Tip! Remember to add unique calls-to-action to guide the prospects further down the conversion funnel!

4. Follow-Up

Keep front of mind with follow-ups frequent touch-points.

In this day and age, we all have busy lives and we are constantly subjected to ads and messages from brands, anywhere we are – on the train, when we watch TV, in the stool of a public toilet, and while we’re on the couch scrolling our phones.

Needless to say, competition is fierce, and your brand needs to find a way to break through and keep front of mind.

New product lines, a sale or offer, a client testimonial – don’t let prospects forget about you and how you can help them.

5. Be personal.

This goes beyond addressing your prospects by the first name in all your email communication.

If you know that a customer has just bought a couch from your e-store, send them product updates about pillows and coffee tables.

Segment your database as granularly as you can, to ensure that each email speaks to prospects based on which stage of the customer journey they are at.

Paradiso Property Development

201% Increase In High Quality Leads & 481% Increase In Conversion Rate

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Need Help?

Whether you have a database that you’re not using or would like to build one from the ground up, Living Online has the experience and expertise to help you speed up your sales cycle and acquire customers from your email list.

What are you waiting for?

Let’s get started.