To be sustainable, a business need to make sales. To make these sales, they need to attract people who are interested in what they have to offer. There are several ways in which leads can be generated. We covered some methods in Lead Generation 101: All You Need is a Vision and Visual Content. Some leads are hot. This means that you don’t need to do much to convince them to buy from you. Some leads are lukewarm. They are interested, but need more convincing about your company and what you offer. The trick is converting these lukewarm leads to hot ones. Email marketing campaigns are the ideal way to do this.
One of the best ways to make lukewarm leads hot is by putting in place an email follow-up campaign. This reminds them of the benefit that you could bring to their lives, should they choose to purchase from you. This works because email marketing provides some of the best marketing ROI out there. Businesses are often able to earn approximately $44 for every dollar spent. Thus, it makes absolute sense for you to use this medium for your follow-up campaigns.
As with any digital marketing campaign, there are several best practices that you should be following:
Define Your Goals
You need to have a goal for your follow-up campaign. This streamlines it and makes sure that the aim of your campaign is achieved. If you know that you need to drive to a place you’ve never been before, you’ll plug the address into your GPS first. Having a goal for your follow-up campaign works in the same way as you putting the address into your GPS.
When setting goals, you need to ensure that they are specific, measurable, achievable, realistic and time-sensitive. Goals which have these characteristics deliver a sense of direction, purpose, a clear focus, and make importance clear.
Thus, when setting the goals for your follow-up email campaign, you need to answer the following questions:
What precisely do I want to accomplish with this campaign?
How am I going to measure the results of this campaign?
Will I be able to achieve the results that I am aiming for?
Are these aims realistic?
How long do I have to get these results?
Set a time limit for the goal that you want to achieve with your follow-up campaign. You need to know if you need to change your strategy if it’s not working. You won’t be able to judge how effective it is without some kind of time limit.
Speak a Language Your Leads Understand
All messaging that you put out – be it a follow-up campaign, a social media post or a point-of-sale advert – needs to be in keeping with your brand. For example, if you run a company that manufactures products that are targeted at teenagers, don’t make your brand voice incredibly formal as it’s very likely that your target market won’t be interested in what you’re selling because they think that the company is too ‘stuffy’.
When you put together your follow-up campaign, ensure that the language that you use in your emails is punchy and keep your content short. Remember that people don’t have a lot of time or interest in reading pages and pages of text – no matter how perfectly crafted your prose it.
As a rule of thumb, keep your emails at 250 – 300 words and if you have infographics or videos to showcase your company, include these. These visual mediums are more effective at getting your message across because a person reading your email can, at a glance, see what benefits they can get from buying from you and if these benefits respond to a particular need that they have.
Time Your Emails Strategically
The age of digital marketing has brought with it the ability for marketers to analyse the effectiveness of their campaigns. For instance, using an analytics tool such as Google Analytics helps you to see where people came from when visiting your website. You can also see which pages they visited most often.
With your email marketing campaigns, you’re also able to see who opened your emails and when most of these emails were opened. For your follow-up campaigns to have a higher chance of being read, use this historical data and send out your campaigns according to this schedule. As your lukewarm leads are likely to be very similar to those who are already on your email list, you can safely assume that these leads will also be receptive to emails at the same time as your existing clients are.
Choose the Right Tools for the Job
As we said in the previous paragraph, email clients can generate reports that can help you with other campaigns that you want to send out. There are a lot of programmes out there with different price tags attached. These are in line with privacy laws and are updated as and when these change. These all perform the same function but the user interface is different so choose one which you find easy to use and suits your budget.
Every digital marketer needs to include follow-up email marketing campaigns in their toolkit. An automated process, these campaigns help to increase conversions with very little manual intervention. While a follow-up campaign may be time-consuming to set up initially, the rewards that it brings will far outweigh this.