Cracking the Code: Using Email Marketing to Get More Business

With advertisers and promoters constantly barraging inboxes with messages, what can you do to separate yourself from the masses?

Here are several tips to ensure your messages will be received: 

Send Messages at the Right Time

Emails are a great way to touch base with a contact at any stage of the buyer’s journey; however, sending the wrong email at the wrong time can be detrimental to a lead. Tailoring your message to fit the needs of the buyer makes sense. Sending leads content that aligns with your sales workflow and their position in the buyer’s journey means they are much more likely to read your content or respond to your message.

But this process can be easy to overlook when you’re planning your email strategy.

Utilizing an email marketing tool, like Mailchimp or in marketing automation software Hubspot, to schedule specific drip emails can be a solution to this problem. For example, it would be a good idea to send a welcome email after someone signs up for you mailing list simply saying hello and telling them what kind of emails they will be receiving. From that point, setting up drip messages with more middle of the funnel content would be a good way to see what kind of content they’re interested in.

Certain automation software allow you to see what emails people are opening, and what links they’re viewing. If you utilize this information, it’ll be much easier to learn more about your customer and close a lead based off the information that you’ve gained through your drip campaign. 

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Personalize Messages

It may seem tempting to send the same template to thousands of potential customers just because of the ease of use, but many people may find this extremely impersonal and send that message straight to the trash. People are, after all, deathly allergic to sales emails.

Instead, take the time to personalize your message for higher qualified leads. If you managed to build a rapport with them, make sure to mention key points from earlier conversations. Just by personalizing the email a tiny bit can make it seem like it’s from you, as opposed to an automated message. For example, if you’re trying to reengage a customer after a period of inactivity, it might be smart to look at their history with your company and see what they were shopping for or the type of content they were looking at.

Another simple way to make your messages seem more personalized is to simply write them like you’re speaking to a friend. Use language that you would use when casually discussing a topic, as opposed to common industry jargon. Another tip is to send the email from a specific person from your company, as opposed to just from your company as an entity. Responding to an individual is much more personable than responding to a faceless organization. 

Optimize your Emails for Mobile Viewing

Smartphones are a part of everyday life now, and it only makes sense that more and more people will be accessing their email via mobile. In fact, approximately 74% of smartphone owners user their mobile device to check their emails

If you’re using an email template, make sure that the design is responsive to any device. While it may look great on desktop computer, it could look disorganized and completely rearranged on mobile. Always use clear and concise messaging. Most people want to be able to skim their message quickly to figure out what exactly they need to respond to. Making sure the text you’re using is legible and easy to read is also a key part of email design. You don’t want your fonts to be overbearing or too tiny, or else it could end up straight in the trash bin.

Nurture Leads

Follow-up is one of the most important uses for email in marketing. Your lead may not be ready to make a purchase right away, but touching base with them every so often will keep you and your company at the top of their mind for when they are ready to make a purchase. While doing this, make sure to share offers to content or landing pages, and to hyperlink relevant text.

There are hundreds of different ways to nurture leads. This can range from sharing discounts, to offering educational content. With more content always readily available from past blogs, going back and sharing old posts is a great way to observe and maintain a steady stream of activity between your lead and your content. Always remember that lead nurturing is a smaller part of a big picture, and you should always have an established goal for each message that you send.

Key Takeaways

There are thousands of reasons out of your control that can make an email successful or unsuccessful. Trying to control a few of them is the key to connecting with a contact. Linking back to your goal is the easiest way to ensure that your messaging stays consistent throughout the entire campaign.


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About the Author:

Sarah Laoyan
Sarah Laoyan

Sarah is the Marketing Coordinator at 41 Orange. She recently graduated from San Diego State University with a degree in Journalism, with an emphasis in advertising.