3 Effective Email Marketing Strategies, Backed by Science
Here’s how it works today.
People ignore everything.
Everything that seems to be another commercial or sales pitch anyway.
And even if your interruption is interesting to some people, you’ll never please everybody, especially in today’s marketing climate.
Here’s the modern email marketing reality:
► People hate being sold to.
► They won’t read, watch, or listen to ANY marketing message unless it’s a) hand-tailored to their personality, wants or needs, or b) makes them feel good.
► They don’t care about you or your marketing goals.
In light of that nasty dose of reality, I’d like to point you to what I consider is the only right direction:
Targeted, trackable digital marketing.
Like we covered last week:
Targeted to people who want what you’re selling. Trackable so you know which efforts are paying off and which aren’t.
This week is a continuation of last week’s digital marketing guide.
Did you miss last week? We covered two of the heaviest hitters in today’s market: Facebook and Adwords.
If you’re keen on avoiding obsoletion and dominating your market, this is the guide you’ve been looking for:
This special focus on email marketing is the final chapter to the guide, and arguably the most important.
Let’s start with the building blocks.
The Email Marketing EcoSystem
I think Smart Insights did a pretty good job here. It usually takes between 7 and 13 touches to generate a sale, and this image does a good job showing that.
Notice the RACE acronym:
Every dime you squeeze out of your email list will be because of at least one of those phases.
Here’s another important visual for you, from DMA.
The main thing you’ll want to focus on here, is Interest and Desire.
Timing is everything. You need to know when a person on your list has reached the interest point, and when they’ve hit the desire point.
Once you’ve figured that out, you have to:
- Plug the pipeline at the interest point and before, and
- Open it up wide at the desire point.
Next comes the methods.
#1 Targeting and Retargeting With Email
You have to learn the rules of the game. And then, you have to play better than anyone else. -Einstein
Let’s start with Facebook and Adwords Ads. I know, you’re probably thinking, “wait, I thought this was an email marketing guide” – don’t worry. It is.
But you’re hyper-targeting your Ads to the people on your email list.
That’s right. The list of people who have been loyally following your blog, updates, promotions and more.
You know how it takes a specific number of “touches” for your prospect to become a customer, right?
Well, think about how many touches the active people on your email list have from you.
For many of them, all it’ll take is an ad or two, and you’ve got them. Here’s how to hyper-target your ads with your email list:
#2 Email Hot Potato
Once you complete that first part, the rest is a breeze. You just have to hand off your hot leads to sales.
The most difficult part is knowing when your leads are ready. The tool we recommend for this is Saleswing, but look into it, because something else could be a better fit for you.
Here’s how this works.
Step #1: Gather your warm leads at the end of every week (If you don’t have a tool like Saleswing to show you which people are ready to sell to, use the next method below).
Step #2: Feed them to your sales people and watch your revenue grow.
Simple as that.
Using the Saleswing method:
The Princeton Review pocketed an extra $170,000 of revenue in only 1.5 months.
A company called ActiveTrail boosted their sales by a whopping 20%.
Expo-Genie got 30% more opportunities and a 25% increase in sales.
Believe me, it works. But does it work for you? There’s only one way to find out.
#3 The Open Sesame Email Strategy
This is an even easier method. You can use this method to warm up for that first one if you want. Or do all of the above. Can’t hurt, right?
Step #1: Send out a promotional email.
Step #2: Gather the list of people who opened your email more than once, clicked a link, or opened an attachment in your email. As your list grows, you can bump it up to twice or more, to grow your close rate.
Step #3: Just like before, feed them to your sales people and watch those sales pile up!
Using this method:
Reps who called a prospect after the prospect opened an email, clicked a link, or opened an attachment connected with that prospect 34% of the time.
Acquia improved reps’ call connection rate by 29% with Yesware’s insights. (Source: Predictable Revenue)
Best Practices For Email Marketing
Don’t over-promote. And by that I mean, don’t promote at all if you can help it. Once or twice every few months, no problem.
Personalize at every stage of the sales funnel.
Simple, no frills. Basic is best, as weird as that seems.
Integrate your emails with offline events.
The Only Email Nurture Series You’ll Ever Need
Email marketing is extremely cost efficient but getting permission to market to someone and keeping them is difficult. In the “newsletter” you must give away high value items… something people really want. Each item given away resonated with a different target audience. Our wide variety of giveaway’s included a lawnmower, a Tiffany’s gift card, a swing set, toolbox, trampoline, washer and dryer set. The giveaway was smack-dab in the center of every branded e-newsletter, and was followed by the company’s promotional material.
The link to the giveaway was through Survey Monkey and it was simple: Name. Phone. Email. And one question. The question would be something like “What is the age of your A/C?” The beauty of this giveaway is that it was shared often on social media. Every time someone shared it, the email capture grew and the newsletter list grew too – Dynamite! This campaign costs $12,000 per year for the giveaways excluding an email program like Mailchimp.
For email marketing, you just need to do it.
You need to get in the game and hone your email marketing strategy to match.
Remember, marketing – like everything – is in a perpetual state of change. If you’re unable to change with it, you’ll get left behind. But be the first to adopt successful digital marketing strategies, and you’ll be the one leaving everybody else behind.
Don’t bring a knife to a gunfight. Bring the most advanced weapons, this guide being one of them.
(If I were you, I’d bookmark this page so you can come back to it whenever you need to.)
Good luck to you and I’ll see you in the next one.