Whether you started your career in marketing
before the email boom or in the internet era, you are sure to remember a time
when emails were the top marketing platform. It’s no secret that consumers’
inboxed are proliferated with the latest and greatest offers. As email
campaigns grew, laws were passed to limit them and give customers more control
over what lands in their inboxes.
This shift is great news for marketers, who now have added assurance that their email audience is interested in their content – or at least interested enough to not hit the unsubscribe button. Email marketing is a proven method for generating leads. In fact, email generates $38 for every $1 spent, which is a staggering 3,800% ROI, making it incredibly effective. (HubSpot)
In this post, we’ll discuss how Geraci Media
can help you get a slice of the pie and craft email campaigns that help you
meet your business goals.
Think deeply about how your customer will
perceive every component of your email. A good subject line is like a news
headline – it grabs your attention and makes you want to read more. Stick to a
simple design. A crisp, uncluttered email lets subscribers know how
professional you are. Most email campaign platforms offer well-designed
templates to help you get started.
Follow the inverted pyramid style of writing
that journalists use. Give readers the most important information first, and
then follow up with supporting details. Most people read email while they’re
commuting or at work, so give them content that is easy to digest.
Write with a purpose, and keep content concise.
Each email should have a goal, whether it’s to drive web traffic, educate, or
generate leads. Reveal your purpose upfront, direct copy towards the
call-to-action and make your emails easy for busy readers to scan. Choose large
fonts that are easy to read at any size,. Make sure your readers have the experience
your content in the same way, regardless of whether it is on their phones or on
You probably get leads from an array of
sources, including, blogs, events, salespeople, and referrals. Categorize your
leads and build custom campaigns based on what they’re looking for. Many
platforms allow you to build automated email chains that help move contacts
through the sales funnel.
blogs to generate leads
A great blog positions you as an industry
leader in your prospects’ eyes. Send your leads relevant articles to guide the
conversation forward and prep them for sales calls.
leads through the sales funnel
Nurture your warm leads as much as your cold
ones. Develop a special email to share when you’re moving emails from the cold
to the warm list. Include a thoughtful touch like a testimonial to establish
credibility. Follow the warm email up
with a second email asking if they’re still interested in what you have to
offer. Often times, including a sales offer or coupon can help give the lead a
little push to a sale.
Test, analyze, and try again
Don’t underestimate the power of A/B split testing. By testing your email campaigns, you can lower bounce rates, learn more about your customers, increase conversions, and reduce cost. The average email open rate is around 21%, while the average click rate hovers around 2.48% (MailChimp).
While it’s great to have these benchmarks, adjust your expectations based on your industry’s standard and your previous emails’ performance – don’t expect to see staggering results right away. Building an effective email marketing strategy takes time, combining proven methods with new ideas. Geraci Media can work with you to figure out what combination works best for you for maximum results.
Book a call with us to discover how we can help your company thrive!