Email has existed for generations now, and with exciting new advances with search engines and social media marketing, we often forget how effective email marketing still is in when generating/nurturing new leads – if not delivering the highest ROI when done correctly.
After all, not everyone visiting your landing page or website will instantly convert. Most visitors want to perform some due diligence prior to purchase, gathering information on your product or service, seeking confirmation on the legitimacy of your brand. They may opt in to receive more information (such as a free e-book or online course) delivered to them via email. This prospect can now receive a multitude of valuable content, constantly reminding them of the value delivered with an eventual purchase. Once this research and brand validation has been secured, the prospect can either make a direct purchase, or put through an enquiry.
The above is a snapshot of an inbound marketing funnel with email marketing recapturing potentially lost leads. To handle this manually would be near impossible, which is why a common technique used by many successful marketers to improve conversion rates is email sequencing and automation.
Email Marketing Sequencing & Automation
An email sequence is a string of emails sent out to someone (such as a prospective client) after they trigger certain actions, encouraging them to complete certain objectives. Manually, this would mean dedicating time to reply to every email address on your list, and consistently emailing after that until they convert.
Instead, you can find excellent results building ready-made email sequences based on user behaviour, and utilising software to automatically send them out, enjoying 30% more opens and 50% more clickthroughs. This workflow would follow a process similar to:
- A trigger or action by the customer to commence the automated email sequence (i.e. enters email to receive free e-book)
- A set timeframe between the commencement of the email sequence, and then the next (i.e. 3-days after receiving the e-book, the customer will receive notification email for 25% discount until the end of month)
- Conditional rules to dictate the email sequence follow-up (i.e. if the customer responds by taking advantage of the discount, they will receive a ‘thank-you’ email; if not, they will receive a reminder to use the discount before the month ends)
This may sound tricky, but once mastered, it can be applied to a range of different marketing goals. What’s better, is that once created, you can leave the sequence to run, with every email looking as if just written by someone in your team, leaving you to sit back and analyse the results.
Email Conversion Rate Optimisation
Not everyone is a talented wordsmith, and many disheartened marketers have found carefully curated email sequencing fall flat in delivering healthy ROIs. To remedy this, one must engage in conversion rate optimisation (CRO), or the strategic process of refining your efforts that embrace user behaviour and promote more objective completions.
There’re no one-solution fits all to boost the CRO, as it will be a consistent try/fail/try/succeed process as markets shift and user behaviours change, but there are some good starting points to consider.
Abandoned Cart Messages
Around 70% of customers who add products to cart will leave without completing the purchase. This can be for a variety of reasons, such as concern of their available funds, or that they want to conduct further research. Abandoned cart email sequences are designed to remind prospects of the items they added, maybe an hour after they close their browser, with a follow-up a day later, and perhaps even a gentle incentive in the form of discounts or reward points a few days following that.
Articles, Blogs & Topic Series on Solutions to Problems
Everyone loves getting something for free, and if you have a well-segmented email list who would be warmed by such a strategy, then sending out articles and blogs in a running series can be an effective way to build authority. Those on your list will wait for the next instalment in the sequence detailing handy solutions to their problems, equating your brand with trust, and aiding them in deciding to move forward with your business.
Upgrade Content to the Next Level
Don’t go too text-heavy with your email content. Content with topical images accompanying the wordcount will receive 94% more views. Also, link a dedicated landing page to your email sequences to keep the attention of your audience on the content related to your objectives. If you send them back to your website’s home page, for example, they may be confused as to what their next steps should be and bounce right back off again.
Get busy creating your new email sequences to recapture all of the potential customers and clients you might be missing out on!