Placement / Planning / Metrics
Ask yourself, why are we sending these emails?
Is it for a sale?
To nurture the lead?
To drive website traffic?
To raise/maintain brand awareness?
You must quantify your ROI on your email campaigns! Find where you can get the biggest bang for your buck and then AUTOMATE. Take a careful look at your customer life cycle:
Attract
Acquire
Service
Retain
Refer
Consider reviewing / revising your life cycle emails and make sure you are doing the following:
- Keep it relevant + interesting for your subscribers: "teach me, don't sell me"
- Don't talk about your company through a megaphone- subscribers only care about their problems not yours!
- Consider how you handle yourself when the sale is not imminent- this is speaks volumes about your brand.
- Give guidance, share info, and always remain positive
- Make sure your thank you emails provide:
- Links to past content
- webinars
- video links
- Provide the shoppers / "kicking the tires" leads with access to plenty of relevant info- make them into educated buyers.
- Always offer links to unsubscribe or view your privacy policies
- Ask the lead to whitelist your sending address
- Show them what you will be sending and how often to set the expectations and BUILD TRUST
- Consider building a welcome campaign instead of just a single email (ex. 4 part series over 5 weeks)
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