07 Jul Email Marketing: Are you Sending The Right Messages?
You know that to help nurture all of the leads you’ve collected on your website that you need to establish an email marketing strategy. So, you set up an automated process, but nothing’s happening.
No one is opening the emails.
No one is replying to them.
No one is clicking on the links.
It happens more frequently than you might think. Email marketing is one of the most difficult aspects of marketing.
Email Marketing: Why it’s so hard
There are several reasons why email marketing is so difficult, but here are a few you need to be aware of:
- People receive tons of emails. Just think about your own inbox. How many messages are sitting there unopened? Probably a lot. And that doesn’t include the ones you automatically delete when you get them.
- List fatigue gets the best of most people. List fatigue happens when email recipients get too many emails from the same source, so they never open the emails. They either sit in an inbox or are deleted right away.
- Crafting compelling content is a real challenge. It’s not your fault. You spend lots of time thinking of great email subject lines, but it’s hard to pique interest in such a small space.
Even though email marketing is so difficult, it still provides you with a marketing advantage.
Crafting the right message
Your email message doesn’t stop with the subject line. It starts with the subject line. Rather than spending all of your time thinking of the perfect subject line, you need to think of every aspect of your email working together to tell a story.
The subject line is just the gateway to the rest of the message and content. When you write a great subject line, it lets people into the email by providing a preview of the rest of the message.
The body of the email is where the real work begins.
From headlines to images all the way to a CTA, you need to think through the entire message before you hit the schedule or send button.
Because your email marketing needs to be cohesive, writing a great subject line and an okay email body will only get you so far. 100 email opens and no clicks doesn’t necessarily get you anywhere.
The email subject line should preview the content inside of the email while incentivizing recipients to open the email. The body of the email should support whatever action you want recipients to take when they’re done reading it. Every component of your email should work together to deliver the right message.
Creating the right flow
You can’t send the right message without the right flow.
We aren’t talking about the flow of content within the email (though that is extremely important). We’re talking about the workflow of your email process.
If you’re trying to nurture leads through your sales funnel, then having a workflow and strategy in place before you generate leads is a must. Think about the different steps of your funnel and how you’ll help leads move through them.
Assigning an email to those different steps will help you create a touchpoint and reason for reaching out to the lead. Without that reason, you won’t be sending a message at all. You’ll just be wasting time and putting that lead off.
As you begin formulating this workflow, think about how many emails you need to move your lead from interested to purchasing. You also need to consider how much time there needs to be in between your emails.
Remember you want to avoid list fatigue, but you also don’t want to leave time gaps so big leads forget about you.
Implementing the right follow-up strategy
If you set up an automatic workflow, then you also need to have a follow-up strategy in place.
This strategy should be for the people who move out of your workflow because they are ready to purchase or because of another action that they took.
If someone makes a purchase before your automated workflow is over, then you need to make sure they are removed from the workflow. But, don’t just forget about them because they made a purchase.
They’re a customer now. So, your email marketing strategy changes. Send a thank you email to them. Send them additional products and services they might like. Ask for a referral or even a review.
Don’t let this person slip through the cracks. This is your opportunity to create a brand ambassador and lifelong customer.
Testing to understand what works
What it means is, you test and then you test some more. It’s a constantly changing and evolving area of marketing that takes time and patience.
Every email you send out is basically a hypothesis. It’s a test to see what works and what doesn’t work. You have to analyze your emails to understand what motivates recipients to open them, read them, and then click on something.
When you find something that works, don’t repeat it. There’s nothing worse than getting the same email over and over and over.
Learn from what works and doesn’t work and craft a new message based on that information.
Having trouble gaining traction with your email marketing? You need a strategic marketing team that can help you craft the right messages to send to your leads and customers.
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