Email Marketing Turns Prospects into Clients

In Email Marketing, it is ALWAYS about Communication — the importance of building customer relationships through communication and nurturing your customers through time by learning and remembering their individual preferences and interests. The acquisition of customer information directly from customers through personal interaction is the key. Then you must keep in touch with your customers on a regular basis ensuring them their needs and success remains in the forefront of your mind.

Continual communication can be expensive and time consuming. It is said to take more than six contacts before you can turn a prospect into a customer. This is why email marketing is an essential part of any company’s marketing. Email marketing is affordable and has a significantly higher response rate than direct mail and banner ads. Email marketing is the most effective way to increase sales, drive traffic, and build customer loyalty.

With email marketing your communications can include newsletters, promotions, sale announcements, service updates, invitations, and much more.

Besides the aforementioned cost benefits consider the following:

Email is fast – an email marketing flier can be built up in hours and can be distributed instantly. You can choose the exact moment to send it. The relevance (in terms of your marketing strategy) of email marketing allows you to capitalize on events and the factors that may impact when your audiences wants to buy, be notified, etc.

Email allows you to test — email marketing is a wonderful way to test and get immediate answers.

Added value in exchange for more information — you can use email marketing to gather additional information from your audiences. Having them fill out a survey or a form are just a few examples of how to execute this tactic. You also can provide instant benefits for your readers when they click on an ad within your newsletter.

So considering all the advantages isn’t it time to start (or continue more effectively) your email marketing. You need to address and practice the following (if you are not already doing so):

Have an email form on your website — offer customers a way to register through your website. It is the best way to build your list. A registration form can be added to your website with ease. The placement of an email registration feature on your website has an impact on conversion rates. It should be prominently placed on your website. If your website uses a content management system then the newsletter registration feature should be included.

Begin marketing a newsletter — sending newsletters to your customers is an effective email marketing technique. The newsletter can be weekly, monthly or quarterly. A newsletter provides an excellent opportunity to communicate with your customers on regular basis and to market your products and services.

Here are some simple methods to improve awareness about your marketing newsletter or email list and encourage people to register:

Include a link to register for emails in all email correspondence.
Include information about your email newsletter in invoices and company documents.
Include an email registration link in a prominent place on your website.
Let your team know to inform customers about your marketing newsletter.
Create an incentive to subscribe to your email or company newsletters.

Follow the rules — it is imperative you respect customer’s privacy and take all the necessary steps to protect customer data collected by your email marketing campaigns. Do not share information without prior consent. Your email marketing list should be opt-in. When customers register their email address they are agreeing to receive marketing emails from you.

Send quality emails – do not send out a poorly designed marketing email to customers. You should plan your marketing campaign in advance. The content of the marketing should provide value to customers. It is fine to promote your products but you should offer a variety of information. A well balanced email is more likely to succeed than a purely promotional email. Therefore, always focus on quality over quantity.

Select suitable subjects for your emails — a quality subject line for your email is vital in deciding how many are opened and read.

Layout and Design — the layout should be organized and easy to read. The design should be clean and modest. Any images used should be optimized for fast loading time. Also remember the design should reflect your brand.

Call to action — an effective email should encourage users to take action. A call to action in your emails can improve the chances of conversion.

Additional activities you should be doing — cleaning your email marketing list, which means performing basic list hygiene tasks periodically. Test your email marketing campaign properly before you send them out, i.e. perform a spell check; make sure any links in the email are tracked and not broken; another good technique is to send a copy to yourself first. Finally, measure the performance of your email marketing campaigns — monitor delivery rates, response rates, click rates, find out how many were opened and how many links were clicked.

*Did You Know? The oldest known symbols created with the purpose of communication through time are the cave paintings, a form of rock art, dating to the Upper Paleolithic. The oldest known cave painting is that of the Chauvet Cave, dating to around 30,000 BC.

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