Marketing has come a long way since the creation of televisions, radios, the internet and other modalities. Even so, 8 out of 10 veteran marketers would agree that the most excellent channel for marketing is still the use of emails. In contrast with the common belief that email marketing campaigns are easy to come by and forget, remember that you get the most out of what you put into your emails. With the right automated marketing tools, creating a solid marketing strategy that understands your customers’ needs and providing solutions is the most excellent way to make gains out of your business.
Here are 3 proven strategies that you should incorporate in your business to increase your gains:
1. Create personalized and segmented Emails for your leads
With the help of marketing automation like CRM Singapore or infusionsoft CRM, personalizing emails and segmenting them has been made easier. You can target your desired audience, and your leads will receive emails that are relevant to their needs. This will create positive results in your click-through rate with a significant increase. Most brands fail to value their customers. By as simply as personalizing your email greeting such as “Dear [First name of customer], they will feel a sense of importance from you, and it will increase your customer transaction six-folds. Another benefit of understanding your audience clearly is that it helps you customize a compelling Call to Action (CTA). Knowing how personal roles and organizations influence individuals, creating unique CTAs are easier, and you can even target multiple groups with one CTA.
- Demographics: This includes data like age, gender, status, job, income and other relevant information from your customers. Obtaining personal information will help you create customer avatars or buyer personas. They are representations of your customers and non-customers that help you understand why people would want to buy your products and why not. Knowing the different characteristics and attitudes of typical customers also help you improve your business strategies and market better.
- Click through rate (CTRs): It’s important to know which of your customer are active and those who aren’t. You will know which customers are engaged to your business because they regularly open the emails you send and purchase from you. On the other hand, you can invalidate inactive customers who haven’t opened a single email from you in months. When you’re launching a new product or service for example, you will know which audiences you should include in your emails. You can also try to re-engage inactive customers by creating campaigns that might catch their attention and interest.
- Location, Interests and life-cycle: Many businesses are only available locally. Targeting your audience in a specific location will help small business offer better campaigns that they could base on what’s happening around their communities. Their purchase history significantly impacts the recommendations and that emails that your customer receive. Knowing the buying interests of your customers helps you create personalized emails that more likely to drive them to engage in your business. Another excellent technique to get noticed by your customers is knowing what they need based on the lifecycle they are in. When you do, it’s easier to attract their interest and market your business. If you have a business selling cleaning products, for example, you know that married women around 30’s typically buy the type of products that you have. This allows you to speak to them at a more personal level and sound like you have the solution to their problems.
2. Send out scheduled marketing emails (Drip campaigns)
You can’t possibly turn a prospect into a customer right away. You will need to constantly remind of them your presence in the marketing world and interact with them 5 to 7 times to make a purchase. With drip campaigns or a set of emails sent out to prospects on a schedule, your business will surely get noticed. It has proven to have a conversion rate up to 98% turning your prospects into leads, then into customers, and ultimately, loyal and highly engaged customers.
Your drip campaigns are triggered by your customers’ behaviours. It records their activities such as a subscription to your page, video downloads or requests. This signals your drip campaign workflow to send out messages from time to time, following-up your prospects. Another triggered email could be a passive response from visitors. Your drip campaigns will work here as a tool to re-engage inactive prospects who haven’t logged in for a while to use your services or didn’t open the last few emails you’ve sent.
Plus, drip campaigns will help you assess where your customers and potential buyers are and move them through your sales funnel. It will build your brand as it spreads awareness about your business and gives information about your products or services. You can even reward loyal customers.
3. The Full-Funnel campaigns
Full-funnel campaigns have come a long way since the omnichannel marketing has made it complicated. The adaption to digital marketing strategies has shifted the focus of buyers spending on more valuable and profitable returns. It used to have a clear division from the top, middle and bottom part of the funnel where it simply meant your customers would go up the funnel after purchasing. But, the funnel evolution has now included pre and post-purchase phases in the customer lifecycle.
- Customer awareness : this is when your customers learn and engage in your business. So, it’s crucial for you to keep it simple and informative. It was also previously known as the “top” of the funnel.
- Customer engagement: this was formerly the middle phase and where the interest of your customers grow as they get educated about the benefits of your products or services. This is where customers usually abandon the process and where reengagement comes into play.
- Customer Purchase: Formerly the bottom phase where prospects are most likely to become customers and where you should make a sale from hard to resist offers such as a discount. While on this phase, your focus should be on trying to make a transaction as easy as possible through a compelling call to action (CTA).
- Customer retention, loyalty and growth: After a customer has purchased from you, your focus is to provide them with ways to maximize the use of your products and even sell related products (cross-selling and upselling). This will help you guarantee your customers will keep coming back for you.
- Customer advocacy: As you build strong relationships with your customers, they will love your business and become your greatest influencers. Here, you can assess which customers will most likely spread the word and offer referral programs to them, discounts and rewards for bringing in new customers to you.
New tactics and strategies are being developed, and you need to keep up with the fast-evolving world of digital marketing. It’s not enough for you to just send automated emails, but send ones that will click to your target audience. As competition continually grows stronger, standing out from everyone else is a challenge. The availability of various email marketing strategies like in Singapore has opened doors for marketers to outsell others. Find the right one for your business. Which one are you going to choose?