Last updated on October 23rd, 2024 at 09:54 pm
Email marketing is a popular digital marketing channel for direct communication with prospects and customers. It actually works 40 times better than Social Media for customer Acquisition.
Sending emails forces users to take action. An email will sit in the recipient’s inbox until it’s either read, deleted or archived.
Email marketing is so much more than writing a captivating subject line or body. If you really want it to work, you need to think about the entire customer journey.
Where exactly are you sending the receiver and what actions do you want them to take?
I sure hope it’s not to your “Home Page” or any other generic page on your website. The best strategy is to create custom landing pages for all your email campaigns.
The goal is to create a lasting impression that converts leads into customers.
Get Started with our B2B Email Marketing Services today!
According to HubSpot, four out of 5 marketers say they’d rather give up on Social Media Marketing than Email Marketing. And I completely agree.
To get started, you’ll have to Invest in Email Marketing Software.
So here’s how I do it.
Market research is essential for understanding consumer wants, needs and beliefs. Peter Drucker believed market research to be the quintessence of marketing. He emphasized the importance of aligning customer needs with business practices.
As a digital consultant, I focus on assessing each company’s online presence to identify GAPS my services can address.
For instance, if I’m offering SEO services, I analyze each company and its competitors using Semrush to evaluate their need for SEO improvements. This approach ensures that I don’t waste time sending emails to those that already have an SEO on their team.
By conducting detailed market research, I not only increase the relevance of my proposals, but also demonstrate a deep understanding of each company’s unique digital challenges and how best to solve them.
Choosing a niche not only positions you as an expert, but also allows you to target a more specific audience and offer services, products and content that they actually need.
Without comprehensive market research, you risk going by a “generic approach”. This will not yield any qualified Leads.
Your content marketing and copy are a reflection of your niche.
The way I write to Environmentally friendly companies is different from the way I write to SaaS companies despite me offering them the same services. I do this because they don’t operate in the same markets.
As a Digital Consultant, I approach niche selection by industry, business needs, geographical location “country” and by their native language.
Once you’ve done the market research and selected the niche, use LinkedIn and Facebook to search for companies filtering by industry and location.
Look out for those with websites and then do a deep dive. Whatever the service, your leverage is identifying the problem they have and how you’re going to fix it.
While this approach will take a considerable amount of time, it will improve the chances of you getting more high quality leads. Manually sift through social media pages across platforms to assess activity.
Once I’ve compiled my list, I run it through “Bouncer” an affordable email verification tool, to ensure the addresses are valid and active thus minimizing bounce rates.
Overtime, a high bounce rate will negatively affect your domain’s authority. An indicator of this is when the sender tells you to first go through your spasm folder to view their email.
Tips to keep your emails from going to spasm.
Taking the time to validate each email improves campaign effectiveness and overall ROI.
Businesses with a clear value proposition are more likely to attract new customers, as it effectively communicates their differentiation and benefits from competitors.
This plays a crucial role in the sales funnel, serving as a bridge between email marketing efforts for lead generation and sales.
To optimize its effectiveness, I conduct A/B testing by dividing my audience into smaller, distinct groups, allowing for precise targeting. By analyzing how different segments interact with the proposal “usually a power point”, I can gather actionable insights that inform future iterations.
Businesses employing segmentation in their A/B testing see a significant improvement in engagement rates and conversion outcomes, as they are able to deliver experiences that are relevant and compelling to each audience segment.
As part of my email marketing campaign, I also create landing pages. The primary objective of these landing pages is to showcase my website design and graphic skills while optimizing for conversions.
Each landing page is tailored to a specific niche, featuring focused messaging that resonates with the target audience without reiterating the value proposition outlined in my proposal.
For instance, if I’m aiming to attract clients in the healthcare sector, I would design a landing page themed around hospitals, complete with compelling visuals and relevant copy that gets users clicking the right call-to-action (CTA).
The leads will usually start by viewing the proposal and then proceed to schedule a meeting with me.
The 30-minute meeting marks the start of the lead nurturing process.
It is crucial to engage directly with decision makers, as they hold the authority to move things forward. LinkedIn is a great platform for building rapport with these individuals but don’t immediately push your services upon first contact.
Instead build a relationship with them and let them discover what you do without feeling pressured. Take the go with the flow approach.
If your offering is good, you’ll get them.
By sharing just enough to sort out qualified leads, you ensure that those who are serious will come back when they realize they need you to get the job done.
Be sure not to give away too much information before anything is solid. Always protect your work and know that you deserve to be properly compensated.
Email Marketing remains one of the most powerful tools for lead generation and customer Acquisition.
A well-planned email marketing campaign can deliver results far beyond those of social media.
By being intentional about who you target and personalizing your outreach, you can build more meaningful relationships with decision makers.
Don’t send emails to a demographic that spends most of their time on Social Media.
And don’t send long emails to the demographic that does check their email often. If you must attach a file, “it should be clickable and brief” so that it can be viewed on any device.
Ntinda-Kampala, Uganda.
info@ckmarketingsales.com
+256 757560358
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