Is your email marketing campaign not producing the results you’d like? You’re not the only one. Many users of e-mail marketing services are running into several hurdles that these three critical steps are sure to overcome.
1. Saying Hello
After obtaining a customer’s email most marketers don’t send an introductory “Hello” email but rather wait for the next newsletter to roll out. This is a big mistake as the first 48 hours are crucial in client retention, as you will never have a second chance to make a first impression. Brian suggests that marketers touch base with their newly acquired follower just as a courtesy. Reach out and introduce your company, suggest a service, give them a preview of what’s to come in next month’s newsletter, etc. This will guarantee some type of engagement and make your new follower feel welcome.
2. Keep The Conversation Alive
So they signed up for your newsletter, you’ve touched based with them and you’ve received a reply. Now what? Keep the conversation going. If you know what your product does and how it creates value for the end-user then formulate a 2 or 3 step process that will guide your follower toward a purchase.
3. Follow Up on Abandoned Carts
The last and probably most important part of the process is the follow up. You have managed to guide your follower through the majority of the purchase process but right before they commit they abandon ship. It’s like running the yardage but not scoring a touchdown. If you notice this happen, try your best to follow up with them within 24 hours. Thank them for filling out the form/stopping by/adding items to their shopping cart/etc. and ask if they have any questions. Let them know that you are there to help by giving them a way to communicate with you should it be your blog or a direct line. Most of the time, you will find that the only thing stopping them from completing a purchase was a question they had. The follow up is key in converting those people that just need a light push in the right direction.
Associate Editor and Blogger, eConnect Email; Business Consultant, HMG Creative; Music junkie with a knack for Electronic Dance Music and Hip-Hop. MTV alum. Follow him on Twitter @ImDanielAlvarez