You’ve already optimized your blog and lead-generating landing pages for more conversions. Additionally, your email list is full of subscribers, prospects who have shown interest in your business and what it has to offer. However, despite all this, many of them have not yet made the leap.5 email marketing techniques help you to reach your targeted clients.
Some may be interested in your product or your services, but they might need help or a reminder. That’s not a problem because after reading this post, you will have an arsenal of tactics that will help you drive those leads into your sales funnel and convert them into satisfied customers.
There are five email marketing techniques here.
So, you can use your email marketing campaigns to convert qualified email subscribers into customers.
1. Follow up curious potential customers by sending emails triggered ( emails triggered )
When potential customers interact with your campaigns, your brand is the first thing that comes to mind. So, you want to maintain that momentum.
A great way to do this is with a triggered email. This is an email that is automatically sent to a subscriber. If they abandon a cart, submit a subscription request, or interact with your company in any other way.
These emails catch the attention of your subscribers because they are relevant and timely. The click-through rate for triggered emails is 152% higher than for traditional emails. Also, non-stated fees are 50% higher.
They can also have a huge impact on conversions. According to specialized publications, the e-mails provoked are “responsible for hundreds of millions of dollars in Amazon’s annual sales.”
Use triggered emails to follow up on users who left your registration or payment process.
A common type of triggered email is “abandoned cart” when a potential customer starts to pay or fill out an enrollment form but doesn’t complete the conversion. If a potential customer signed up to your list or if you got their email in some other way, this is a perfect opportunity to ask what the problem was.
Here’s an example of an automated email received after declining to purchase software:
The example above illustrates some ways to get the most out of your triggered emails:
Make your potential customers more familiar with your brand by following up and mentioning their recent visit to your page.
Ask for customer feedback:
Was it a technical problem that prevented the conversion?
Did they have unanswered questions on your landing or product page?
(This feedback can help you fine-tune your landing page for more conversions.)
It includes a button with an obvious call to action that makes it easy for them to go back to the transaction if they decide they want to complete it.
Follow up on potential customers who have expressed some degree of interest. When the online gourmet cookie business SmileyCookie started using provoked emails. Then it was able to recoup 29% of the sales that they would otherwise have lost due to abandoned carts.
Not bad for an automated process that you only have to set up once. Additionally, triggered emails can help regain up to 29% of users who abandoned their carts.
2. Make your audience feel special through personalization
You can add a personal touch to your emails that is a great way to build rapport with them. In his book “The Six Principles of Influence”, Robert Cialdini states that:
“We are more likely to be influenced by the people we like. People can like us for different reasons. It could be that they look like us or are familiar to us, compliment us, or simply trust them.
Businesses that use sales agents in the community employ this principle with great success. People are more likely to buy from those who look like them, from friends, and from those they know and respect.
It’s no wonder then that personalized email campaigns show transaction rates and revenue per message six times higher than non-personalized emails.
One tactic to keep in mind in email marketing campaigns is to treat and make subscribers feel like they are part of an exclusive club.
Make your email subscribers feel special and they will thank you by completing the conversion.
3. Include a clear call to action that motivates people to click
Every email you send to your subscribers should have a clear objective.
Visit your website?
Participate in a sale?
Use a promo code?
Whatever the action it has to be very obvious to the subscriber.
The more obvious the call to action, the more likely your subscriber is to be driven through your sales funnel.
Here’s an example of a strong call to action included in an email:
Did you notice the minimalism of the design? Did you notice the clear and definitive call to action?
Deciding on an obvious call to action is not enough. You also need to perform an A / B test.
According to a study by Content Verve, a simple change to the text of an email call-to-action produced a 14.79% increase in conversions.
4. Link your call to action to a dedicated landing page
Having an eye-catching call-to-action is a great start, but if people click and land on a page that has nothing to do with what made them click, then you’ve wasted their time (and yours).
A dedicated landing page can help you keep going and deliver on what you promised.
Based on data consulted, Dell has created more than 1,000 landing pages for its email marketing and has seen an increase in conversions of up to 300% when testing landing pages against web pages.
Here’s an example of an email that leads to a dedicated landing page:
As it should be, the purpose of this email is clear. The minimalist design draws attention to the white paper image and the green call to action. Besides, the text explicitly explains what they offer and the benefits you will receive.
By clicking “Download Now” you go to the following dedicated landing page:
Maybe the call-to-action text could be improved, but the dedicated landing page confirms that you’ve made a “good click”.
This is what is done correctly on this page:
The image in the email is repeated on the page, confirming that you’ve made a “good click.”
The headline also repeats to remind you of what you are looking for.
The IBM logo is included to inject some social proof.
On the landing page, you may carry out only one action: Insert your details and click “Submit”.
Creating an effective landing page is all about thinking like a potential customer. If you visualize things from their perspective, you will create a better experience and landing pages that increase conversions.
Email messages used for marketing purposes should create perfect experiences for potential customers, before and after the click.
5. Offer a high-quality course to your email subscribers
No matter what your goal is, you always want to offer more value to your potential customers.
How to provide an exclusive course or webinar for new subscribers serves this purpose and also:
Provide an opportunity for you to establish yourself as an authority on a topic of your choosing.
It gives your business repeated advertising, increasing the likelihood of getting potential customers to complete the conversion.
It allows you to show more of what you have to offer before asking for a commitment at the end of the webinar or course.
Here’s another email example, this time from CopyBlogger:
Email marketing techniques -copy blogger-example
Even though this is a “softer” sales tactic than some of those mentioned above, it is still a good way to lay the foundation for a long-term relationship.
Create an ongoing design match between your course aesthetic and your sales landing page.
For example, match the color and fonts on the course materials to the color and fonts on the registration page. This promotes a more consistent user experience and can help increase your conversion rate.
For maximum impact, test and optimize everything.
Your email list is an invaluable resource for your email marketing techniques that allows you to get to know your potential customers intimately and to classify and nurture business contacts who show interest.
The fact that these subscribers have given you their email address already means that they are at least partially interested in what you have to offer. Continue to offer value and they may organically go down the sales funnel.
For maximum impact, don’t forget to test your hypotheses with some A / B tests.
What are you waiting for email marketing techniques?
Which of these tactics are you going to start with?