Well, AndrewStartups is here to call bullshit on all of that. Email Marketing is still the undisputed king of conversions, not to mention brand loyalty and increased LTV behemoth. Here are three quick reasons why email marketing is one of the best methods for reaching your customers, and then I’m going to tell you how to do it right:
No. 1: It’s cheap
It costs virtually nothing to set up effective, high-converting email campaigns. No matter what stage startup you are, you’ve got time to invest. I like to call email marketing part of the “Marketing Foundation” you need to have in place before you launch paid user acquisition campaigns, and since it’s free, there’s no reason not to get it in place ASAP.
No 2: It’s an easy way to reach mobile users
One of the main reasons email marketing has incredible value is that it remains one of the easiest ways to reach mobile customers. From my own campaigns that I’ve run (high level) I never get as high of open rates for anything on mobile, as I do with Email. According to a report from the Pew Research Center, more than 50% of all US cell phone users access emails from their smartphones, and a study from Forrester Research revealed 42% of retailers’ emails were opened by customers on their smartphones. So, chances are mobile users will be your bread and butter for not only reading your emails, but also purchasing your product.
No 3: It’s easy to integrate into your overall marketing strategy
Email marketing is incredibly versatile – campaigns can be incredibly simple or very complex, but the bottom line is that email marketing can be used along with pretty much any other marketing tactic, which makes it an integral part of any marketing strategy. One example of this is to use a pop-up email grab on your landing page/website as part of your conversion optimization strategy for your paid ads. By grabbing emails, and converting people over time via good content and email marketing tactics, you can actually lower your CAC (customer acquisition cost) a lot vs. trying to optimize for sales on people’s first visits.
Now, the question remains, how do you build an effective email marketing funnel that actually converts? It’s simple really – you can get it done in just a few steps:
Get Familiar with the Buyer’s Journey
A successful email marketing plan should include content for all stages of the buyer’s journey – by tailoring your content to suit each stage, you improve the user experience and provide your target audience with relevant content:
Awareness The awareness stage cultivates awareness of your product or service, or even your brand. In this stage, your emails should offer educational content that demonstrates the value of your brand, establish you as a thought leader, and establish a baseline relationship with your customers.
After developing content for the Awareness stage, you’re ready to put together content for the Consideration stage. This is where the now newly intrigued customer is served up content supporting the value of your product, service, or brand – roll out blog posts, Webinars, case studies, etc. here to help customers gain further insight into how your product works, and why they can’t live without it.
This is the part where you convince your customers to make a purchase – create a sense of urgency with discounts, free shipping, or other incentives. Be sure to remove all barriers to purchasing, and consider adding CTA buttons within the email itself.
Once a customer makes a purchase, you’ve got to continue to nurture the relationship and keep your customers engaged with supportive content. This is a great step for upselling and introducing more educational content about the benefits of their recent purchase.
Last but not least, get your customer to promote your brand by becoming your brand’s evangelist. Social proof has a lot of weight these days, so in this step, you’ll want to offer referral incentives, offer rewards for customer reviews, etc.
Personalize, Personalize, Personalize!
You can call it ABM ( account-based marketing), you can call it “targeting” but it’s all based on one important factor: personalization.If you think you can just send a mass email out to your anonymous contact list and bring in leads who are ripe and ready to convert – think again!Personalization is critical for leading buyers through the various stages of the buyer’s journey. What’s personalization? Here are some examples:
Email based on behavior: Content based on pages they visited on your site
Email based on past purchases: Upsell based on customers’ past purchases; provide supportive, educational content about past purchases; and more.
Email based on birthday: offer product discounts on customer’s for birthday,
And don’t forget to add in the customer’s name in the salutation!
Lastly – Measure, Analyze, Optimize
After your email marketing campaign launches, it’s time to evaluate its effectiveness by measuring its results against your KPIs. Take a look at your conversion rates, click-through-rates, open rates, et al. at each stage of the funnel – where are they highest? Where are they lowest? Evaluate these metrics and improve.
And don’t forget to TEST. A/B test your landing pages, copy, and creative to consistently improve your conversion rate and turn a profit.
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