Generating Leads With Email Marketing
Email marketing continues to be an integral and effective ingredient of the marketing mix. However, email marketers compete for visibility in a sea of spam, so what can businesses do to capitalize?
Target:
Identifying your most valuable prospects is of primary importance. If you have a sizeable opt-in database, that’s a great start, because these contacts have already shown interest in your offering. Where many companies miss the mark, it crafting the same message or offer for everyone.
Segment, Segment, Segment!
Your contact database should include attributes to define a customer’s interests or purchase history. For instance, if John Smith ordered a pair of baseball cleats and a batting glove, and lives in Florida, you may think twice about sending him an offer for snow skis. Although he may travel to ski, the likelihood of John jumping on the offer is quite low.
Instead, if you plan to run an offer on ski equipment, target customers or potential customers who live in cold climates, have previously purchased ski equipment, or items related to skiing, such as ski pants, goggles, gloves, etc.
The Offer
When contemplating your next email offer, it’s best to elicit a visual response followed by a visceral response.
Potential customers do not have the time or inclination to solve math problems!
Here are examples of what not to do!
- Buy 1 Get 50% Off a Second Item
- 25% Off 1 Item, 50% Off Two Items or More
- SAVE $25.00 on every $50.00 purchase, First 1000 Orders Only
Discounts should be clear.
- Skis – now $350.00! Save $125.00, today only.
- Purchase 1 pair of snow goggles and get 1 free! Offer ends….
- John! We wanted you to be the first to know our annual super discount day is this Friday! Unbelievable prices on hundreds of items. We’ll send you a reminder Friday morning!
Encourage them to act quickly by stating a limited time offer. You’ve piqued their interest, now on to the ad itself.
The Ad
Limit extraneous text, since you have less than 30 seconds to grab their attention. The offer should be front and center! Don’t forget to include your phone number, email link, and Website address. Doing so ensures buyers can interact with you in the fashion they are most comfortable. For every 100 people who prefer to communicate by phone, another 100 prefer to reach out by email or live chat messaging; so don’t assume…. TEST!
The Landing Page
Nothing kills a sale or the acquisition of a new client faster than taking potential customers/clients to a landing page that doesn’t contain offer details. Rather than develop offer-specific landing pages, some companies attempt to save on cost by driving potential customers to the homepage. Yes, they save on development costs, but fail to consider the potential loss of sales.
Include customer feedback, product reviews, and cross promote by including photos of related items. Don’t forget to remind them to order, and include the offer expiration date!
The InterCon Group has developed hundreds of successful email campaigns. We can help you as well!
Call us today at 440.514.3666 or complete our online form, to begin the conversation!
