While it is important to generate leads, it is more important to close as many of them as possible. Businesses often struggle with the idea of converting prospective leads. While there are many methods and tools to land customers, email marketing promotion remains at the helm of the practice as an evergreen approach.
A whopping 86% of professionals around the world still rely on Email as the leading medium for business communication. In addition, 59% of B2B marketers say that email remains to be the most effective channel for their businesses to as a source of revenue generation.
All this, and more, can only can only be possible with the right email marketing promotion strategy.
Here are 7 ways in which you can increase the lead conversion of your business with email marketing:
1. Create a Landing Page for the Campaign
Email marketing campaigns should be accompanied with dedicated landing pages. This should in turn be linked to the email content as the CTA. While it is popular to link email campaigns to website home pages or product/feature pages, the best bet is to create a landing page especially for the email campaign for the maximum amount of leads.
This is because a devoted page is more relevant to the campaign. It also makes it easy to analyse the incoming traffic and different the leads generated from the campaign as compared to other efforts. Additionally, you can also try to include a video describing the service/product.
2. Include and Encourage Social Sharing
Never forget about the company your customers keep. It is extremely likely for your target audience to spread awareness about campaign if it strikes the right chord with them, especially when the branding is done right. Recent studies show that emails with at least 3 social share buttons generate up to 55% more Click-through-rates (CTRs) than the ones lacking them. Moreover, sites and pages with Twitter buttons drive about 7 times more link mentions than the pages lacking them.
While it is important to include social media buttons in your Email Marketing Promotion campaigns, you should also make sure that they are included in a way that they do not compete with the actual CTAs.
3. Conduct A/B Testing for Optimum Email Marketing Promotion
You would never know which email is perfect until you start trying a bucket load of variations. While concepts might form in your head, leading you to be biased towards what you feel is right, reality may be quite different.
The best way to test the waters is by deploying variations of the same email and sending each version to a single section of your target audience. You can check varying offers and different ways to present those offers to efficiently take decisions and optimize your email as per the best conversion rate.
Examples of such offers might include testing the following:
- Placement of the offer on the landing page of the campaign
- Free shipping Vs % discount in the email body
- Pricing variations like INR 1000 Vs 999
- Size of the CTA offer
- Playing with the length of free trials
4. Personalization Your Emails
Gone are the days when you simply needed to get your hands on a list of email addresses, get in touch with email marketing agencies, craft out a creative email marketing promotion campaign and send out bulk emails and pray to God that a maximum number of people read it. This does not work today.
In a world where ignorance is hard to come by, your email readers must feel that the content was created keeping them in mind. No one likes to be addressed as a part of a crowd.
To implement this, you need to start gathering more information about your customers right from the time when they sign up. This information can then be utilized to curate an email that is as personalized as possible. This will surely give a boost to your campaign’s CTR and conversion rates.
5. Make the Headline Irresistible
You might have been overlooking this. Many marketers do. But ask yourself, what is the first thing that your readers see about your email? The headline of course. This makes it the most important element to optimize for a successful email marketing promotion campaign. Here are some pointers that you can take care of to come up with the perfect email headline:
- Make use of strong words. It doesn’t matter whether they are positive or negative if they entice the reader to click. For example, words like Awesome, Never, Amazing, etc.
- Never overuse sales oriented words. It gives out the aura of a spam.
- Try to ask interesting questions
- Keep the headline short. About half the traffic would come from mobile.
- Make the reader curious about the offering
- Make headings more appealing via emoji’s and symbols
6. Create Multiple Email Versions
This is not the same as personalization. The idea is to segment your email list into a bunch of small sections based on information about your customers like their age, sex and location. You can then send the emails accordingly by catering in, for example, the time at which they are receiving it. Additionally, a different version of the same email can be deployed based on the varying buying habits of different age groups.
Such segmentation will make the email even more personalized, thus increasing the amount of accumulated and converted leads. All you need to make sure is that the content should be as relevant to your readers as possible.
7. Refine your CTAs
It makes no sense to design your campaign with impeccable precision, only to include the CTA in a way that your readers cannot even find it. At the same time, making the CTA big and flashy also doesn’t work since it feels intrusive and spammy.
You need to hit a sweet spot here and this is only possible when you A/B test your emails. The best bet is to come up with an idea of 5-10 CTA types and test them with a sample of your email list to determine the best performing ones.
Email marketing promotion remains as one of the best methods to land new clients. It might change its form from time to time, but the basic idea remains the same – getting into the inbox of prospects and convince them to use your service/product. Whatever you do, make sure that you answer the needs of your customers.
Providing genuine value through the content of your emails will not only land you new clients, but also bring you repeat business since your customers know how to differentiate between empty vessels and talented packages.
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