Email Marketing Lead Nurturing: This 1 Idea Will Salvage Your Sales
The first message was QWERTYIOP or something similar – Ray Tomlinson
Quoting Ray on the first email message he sent in 1971.
I wonder of Ray realized the importance his invention would have on the world? (probably not)
Email Marketing Lead Nurturing is the mainstay of Online marketing.
Or how mainstay email has become in life and business and everything online.
Banking, Social, Skype, trade shows, networking events, all play their part to with emial at the center.
But, email is the one channel you cannot live without.
@UrbanRenstrom Interesting perspective. Enjoyed it.
— High Volume Printing (@V0LUM3_PRINTING) May 17, 2015
Relationships is central to everthing including the ‘know, like and trust before I buy’ dance.
Yet, one email marketing number is more important than all others.
’65’
65 is the average number of business emails people get every day! Every day!
We all understand the email marketing dance steps – send, see > open > read > action (or send, ignore, delete).
It is during the ‘read / action’ phase relationship and trust building happens.
Email is perfect tool for the trust building phase. No I lie, meeting a person face to face, is the best method to build trust.
“People will do business & refer business to, those people they know, like and trust.” Bob Burg
What is The One Idea To Salvage Your Email Marketing Lead Nurturing?
Maddness! 65 email a day! Yep, and the 65 is an old numbers.
Here is where 65 comes into play. How often should you send emails to customers and prospects?
1 per week, 1 per month, 1 per quarter? Less? Maybe more than 1/week.
No right or wrong answer.
Email marketing has many moving parts – subject lines, length, images, and send frequency.
Email Marketing Lead Nurturing and The Sending Frequency
Begin by mapping your email nurturing process on top of your sales cycle then check for the overlap or a mismatch.
Consider a 4 month sales cycle and a monthly email nurturing process. The overlap 4 times. But, what happens if your prospect misses one email due to holidays, or sickness, or overload. Your relationship building chances by dropped by 1/4.
Ouch.
Is the simple solution to send more emails? Yes, but, the content of the message is important also. As is your marketing funnel.
Perhaps email is not the preferred channel? Maybe a combination of email and Facebook. Send your email, then create a Facebook ad to people who didnot open your email.
Create a Facebook advertising campaing targeting people on your email who did not open the email help?
Just saying.
Situations change, habits and tastes change and your marketing needs to evolve also.
Is your once a month lead nurturing process achieving your sales goals?
If not evaluation your lead nurturing process and adjust as needed.
“Don’t judge each day by the harvest you reap but by the seeds that you plant. Robert Louis Stevenson”
‘Ante Up’ – Email Marketing Lead Nurturing Takeaways
- Testing cleaver subject lines
- Offer valuable content
- Designed for mobile and tablet users
- Changing layouts
- Images
- Call to actions
- Landing pages
- Segmentation
- Personalization.
1-9 are the ‘table stakes’ for email marketing lead nurturing, the ante as it were.
The ‘ante’ is money you spend when you signed up to email marketing as a channel.
There is no ‘secret sauce formula’ for email marketing success. Only testing, testing and more testing. Situations change, habits shift and expectation of our customers grow. So your email marketing must also grow and evolve.
Cheating – stack the odds in your favour
We live in a multi-channel, ‘duel-device’, distraction filled world. Giving inherently useful and valuable content is the base line and foundation of all your email lead nurturing interactions.
I don’t have all the email marketing answers. I do observe and I have the ability to ask the right questions.
Ask question of your own email marketing team and their relationship building efforts. And see the fruits of your in the form of conversions and sales.
Email marketing, like all marketing channels are über important in our attention deficit and content overload social media world. Remember to always wash, rinse and repeat your processes.
Email is one channel of many for you to connect and build relationships with your prospects and customers.
Here is the is report containing the data and graph.
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