This month’s Lunch and Learn topic was ‘Email Marketing that gets results’. In the initial fifteen minutes, we touched on the latest trends in social media focusing a bit on the new features of Facebook. Facebook now allows you to schedule posts in advance. EdgeRank, the Facebook algorithm, gives less importance to posts coming from Hootsuite. Hence, it makes sense to schedule your posts directly on Facebook. The other important feature that Facebook launched is “promote”. This is a paid promotion for your posts and it has a wider reach than regular posts. We are doing an exclusive Lunch and Learn session to discuss the new Facebook features on July 10. Register here. Our classes often sell out – and we expect big demand for this one!
Moving on to the main topic, Email is the number one tool for business managers to generate leads and increase sales! Here’s why:
- Email marketing offers increased measurement & accountability
- It provides better customer engagement
- It has a relatively lower cost of customer acquisition
- It has better ability to gain customer insights
When it comes to email marketing some of the most frequently asked questions are:
- How often should I send an email?
- How long should my email be?
- Should my subject lines be descriptive or provocative?
- What time of day should I send my email?
Research has shown that the best time to send an email for B2B firms is at 9.30 am or between 1.30 pm-2.00 pm and for B2C companies, after 4.30 pm.
Types of Email
To a lot of people, the term “email marketing” automatically conjures images of an email intent on one thing – selling. In actual fact, there are a number of types of email communications you can pitch to your clients, some of which are not directly sales related but can certainly contribute to their bottom line in other ways. Emails can be effectively used to generate awareness, send an informational newsletter, or to simply thank your customers for their loyalty. Informational newsletters are a great way to add value to your customers’ business and improve your brand recall.
Most email software providers have this feature, but marketers often do not leverage it. A good way to use this feature is to craft a compelling story and send messages starting day zero by building on your story to finally but subtly make a sale.
The key is that content must progressively generate interest in the triggered campaign. An example of this would be how Boot Camp Digital uses the Autoresponder feature:
- First email message: Monthly reports
- Second email message: Who am I?
- Third email message: Tips on social media
- Fourth email message: Send a testimonial
- Fifth email message: Why a 2-day Boot Camp
Such campaigns are intended to push someone through a buying cycle. However, the content must be evergreen and should generate enough interest for the sale to happen.
Building email lists
Similarly, you can build the list from business cards you collect at Trade Shows, Webinars, Live Events, and so on. Always collect: online, offline, everywhere. Think of all your existing touch-points with current and potential customers.
Send a welcome note as soon as a customer registers with you. Follow-up with useful information, don’t just start selling right away. Start building a relationship.
CRM Tools/Email marketing software
When your customer registers on your website, the back-end can be linked your database/CRM system or email marketing software systems such as iContact or Infusionsoft, and these tools and systems will allow you to track when someone signs up with you. You can set up an Autoresponder with a welcome message that outlines what kind of information the customer can expect from you through email.
These software tools also help you segment your lists based on the data you have about your customers. Sending the right message to the right person at the right time is the key to success in email marketing.
Write a compelling email message
We covered a lot of ground during this power-packed session. Here are some quick tips you can follow while crafting your message:
- Define the purpose of your email campaign: Do you want the reader to sign up for a newsletter? Or is it to generate awareness about your products or services? Or is it to convert leads?
- Segment your target audience: Right message to the right person at the right time
- Establish a time table: Having a set schedule will help you track and measure results effectively
- Use a powerful subject line (covered in detail below)
- Use a strong call to action
- Be personable: Make email sound like a conversation. This is especially important for small and medium business owners
- Include an unsubscribe link
Tracking performance: A quick tip – ‘open rates’ are better indicators of how well your email campaign is doing. Always track your performance and make adjustments to your campaign.