Technology has offered a lot of marketing innovation these days. From the rise of different social media platforms to influencer marketing, business owners and digital marketers have a lot to choose from to market their brands, products, and services.
However, there is one of the many digital marketing strategies that still stands strong despite being in the market for an extended period – email marketing. A lot of people have used email marketing for several years and even decades already. The first email marketing blast was sent around 1978, making the first official email marketing to circulate four decades ago.
While some may revert now to some of the newest digital marketing methods, many marketers continue to leverage in email marketing to grow their business. Practitioners have even reported that among all the digital marketing strategies they are using, email marketing proves to be effective with the highest return of investment.
In 2019, there are about 3.9 billion email users around the world, which is estimated to increase to 4.3 billion is 2023. With the number of users these days, there are approximately 293.6 billion emails received and sent daily in 2019.
The number of potential leads in this strategy is enormous. This reason is why you should still consider email marketing a part of your marketing strategy. But how can you turn these leads into sales with your email marketing tactics? Here are some of the ways how to do it.
Ways to Turn Leads into Sales Using Email Marketing
- Personalized Your Approach
When one of your friends sent you a greeting for a special occasion, but you have learned that it was also received by most of your common friends, surely, you will not feel special. You will just simply ignore the message or will not give it too much importance. This concept is similar to the way your audience might feel whenever they receive a generic email.
One of the best strategies to have your recipient clicking on every email that you sent is personalization. When you do a personalization tactic in your campaign, you listen to what you’re your audience wants or need and submit a personalized content that provides answers to what they are looking for.
When you create content that realizes your recipients’ references, they will relate to you and establish a connection with you, which you can bank on to turn them into a paying consumer.
- Work on Your Email Header
An average person who works at the office receives about 121 emails per day. However, when you sent an email marketing campaign, you only get a few seconds of your receivers’ time to get them interested. Thus, you need to make sure that your header is worth catching their attention.
The email headers will be the first thing a receiver will notice when they open an email. If it is something that will not spark their interest, it is good as a foregone. Create a banner that has a clear and strong statement. Make your logo in the forefront so your loyal customers can easily recognize you.
- Create Compelling Contents
If you have the same catchphrase for your email marketing over the decade, today is the time to change your approach. If the sales-y content worked for you a few years back, this time, people will likely ignore it. What your audience likes to receive these days are those that offer value to them and contain useful information. Your content must be informative, catchy, and engaging.
If you want to go the extra mile, create a content plan to send to your subscription list. This plan is consists of several emails that can excite readers with what you offer. You can start with an informative email that will introduce your brand to your recipients, followed by an email that reflects the possible problem your audience is experiencing or have experienced in the past. After you present a problem, you can then send an email containing a viable solution to their underlying issue. At this stage, you may have already captured their attention and are already looking forward to your next email. This part is where you can already do the promotional email that offers an exclusive discount that will be hard for them to refuse.
While this may take a while and may require a bit of work from your end, it will surely give you a chance to convert your leads into your email subscription list.
- Think Mobile
Many people today rely heavily on their mobile devices while some are already doing work like sending and receiving emails on their smartphones.
This trend should be kept in mind every time you do your email marketing campaigns. Optimizing your email content for mobile is essential to make sure that you reach this growing market. Do a necessary test email to make sure it is mobile responsive.
- Do Segmentation
Aside from sending personalized content, you can also do email segmentation to tailor fit your content.
Divide your subscribers according to their persona, demographic, habits, interest, age, gender, and more. Doing segmentation will help you create email content that will be more suited to their personality and preferences.
When you use tools to automate your email marketing campaign, always make sure that you do a proper email segmentation. Sending an email to a person who is not interested in it will decrease your open rate. According to experts, doing segmentation with your email can improve your open rate, grow your email reputation, and you’ll get better results.
- Use Call To Action Buttons
When you send an email to your customers, you must have a goal in mind. Do you want them to create a purchase? Do you want to start a connection with them? Do you want to nurture them first so you’ll turn them into loyal customers? Or do you want to connect with them on social media to deepen your relationship?
Whatever your goal is, it will only materialize when you encourage your audience to do so. Call To Action (CTA) is a vital piece of your email marketing. It ignites your readers’ interest to spring into action and can become a gateway to spur up sales.
CTA should stand out in your email content and should glare out to your customers. In this way, they cannot simply ignore it.
As you develop CTA, place yourself in your reader’s shoes. It will be more useful to use the first-person voice instead of the second-person point of view. In this way, it gives the reader or your audience the impression that they are in control of what will happen, which adds to the level of personalization. Instead of using “Learn More “, why not use “I Want To Know More” or aside from using the words “Reserve Yours Now”, use instead “Reserve My Spot Now”. The choice of words that you use can make a big difference in your sales conversion.
Final Thoughts
Email Marketing is undeniably one of the best strategies you can still leverage these days. It has proven to a compelling choice in garnering prospects, and converting these leads into sales.
While you can always rely on email marketing to help augment the sales that you want, you have to remember that it is not a walk in the park. You still have to exert your effort and do your part to make this strategy work for you.
