When you’re using email marketing to target your audience, getting an email address is the first step. This is done either by placing an option on your site to opt-in or by specifically requiring an email address in exchange for a valuable content download that is free of charge. But once you have the email, what’s the best email marketing strategy to re-engage your leads and continue the customer relationship? Here are a few things you can do to keep communicating with your audience.
Steps To Include In Your Email Marketing Strategy:
Thank your email recipient for their action (download, signing up, etc). This helps establish a relationship with your audience and lets them know you're involved and don’t want to lose contact. You can also offer a link to access the download they should have gotten if it’s applicable, in case they didn’t.
Point them to other resources on your site. If you have a high quality and regularly updated blog on your site (and you should), this can be a good time to let them know and suggest subscribing to your blog. This is where having a helpful blog with relevant articles is really important and it works hand in hand with email marketing.
*example blog subscription button
Offer them something further down the funnel. Maybe your first offer was a general awareness type of offer, talking about a problem your audience is concerned about. Offer something now that says a little more specifically why your company is the solution and what you can offer. It’s always a good idea for your email marketing strategy to continue to nurture leads.
Offer deals, coupons, or discounts. This one is kind of a no-brainer and can be extremely effective, but a sale price can be very motivating and in some instances people who have signed up for your emails expect it! Personally, I have purchased items through email marketing from a specific company just because they offered me a discount as I was doing my research, and the deal was what I was looking for.
Be as targeted as possible. Segment your contacts out by where you know they are in the buyer’s journey. You can also segment by demographics, they type of company they work for, their role in the company, and behavioral analytics such as whether they opened your email, where they went on your site, etc.
According to HubSpot, emails sent to segmented lists receive 62% more clicks than emails sent to non-segmented lists. For example, if someone is looking for something that is strictly informational and they don’t need a product yet, don’t be too pushy by sending them coupon offers too early.
These are a few things you can do for your email marketing that can re-engage your leads. Email marketing can be very effective, but you have to make sure you are doing it right. If you would like to learn more about how our email marketing strategy here at Half a Bubble Out fits in with inbound marketing, download the free offer below:
Since 2002, Half a Bubble Out has been dedicated to providing marketing, advertising, and small business consulting that meet the needs of our clients. We specialize in powerfully telling stories through Inbound Marketing to grow your business filled with more passion and provision. Based in Chico California, we serve clients throughout Northern California and across the country to New York.