Email is still the most effective online channel for lead generation. And there’s a lot to love about email: it’s cost effective, a natural fit for data segmenting and A/B testing, and easy to integrate with other marketing channels like direct mail.
If you want to make sure you’re getting the most bang for your lead-generating buck, why not give email marketing a fresh look? Below are four easy—and proven—email campaigns we think should be part of every marketing mix.
1. Welcome/Thank You Emails
Whether they’re signing up for your newsletter, have just downloaded a piece of content for the first time or made their first purchase with your company, a welcome/thank you email should be sent right away. These emails not only confirm the customer’s action, but they also set the tone for what it’s like to do business with your company.
Eighty percent (80%) of businesses are currently using this type of email, and for good reason: welcome/thank you emails enjoy some of the highest engagement, with average open rates of 50-60%.
Pro Tip: Use welcome/thank you emails to reinforce your brand and the unique value propositions your organization offers.
2. Abandoned Cart Emails
If you have e-commerce functionality as part of your website, you should be sending abandoned cart emails. Sent to customers who have added products to their cart but failed to check out, the goal of abandoned carts is to convert a likely purchaser into a buyer.
The metrics show it’s a highly effective tactic: on average, abandoned cart emails lead to a purchase 30% of the time. They can also provide insights into why a purchase wasn’t made (e.g., shipping charges were too high or product information was lacking). You can use this feedback to refine user experience and improve conversion rates.
Pro Tip: When sending abandoned cart emails, remind the recipient why you’re sending the email with language like “second chance” or “last chance”; create a sense of urgency and sweeten the deal by offering a discount; and offer suggestions of products similar to the ones they abandoned in the shopping cart.
3. Win-Back Emails
You’ve heard the adage about picking low-hanging fruit? That goes for potential customers too. It’s a lot easier—and more cost-effective—to win back a lapsed customer than it is to acquire a new one. They’ve purchased from you before, so they are familiar with your product or service—and you’re familiar with their buying behavior.
Set up win-back emails to trigger after set periods of inactivity. (This time period would vary depending on the type of service or product being offered.) Send increasingly attractive offers (free trials or discounts) to entice customers back or provide new or additional product information. Consider a discount ladder approach: e.g., if a customer hasn’t bought from you in 45 days, offer a 5% discount on their next purchase; after 60 days, offer 10%, etc.
Pro Tip: Win-back emails are a great way to build customer profiles. Use the emails to find out if they would like to receive more or fewer emails, what types of products and offers they’re interested in, and what communication channels they prefer—it may not be email!
4. Nurture/Drip Emails
Just because someone reached out to your company doesn’t mean they’re ready to buy. But you want to be their choice when they finally are. That’s where nurturing or drip email campaigns come into play.
By sending regular emails with relevant information your prospects can use, nurture emails not only help pull leads through the sales funnel but help guarantee you stay top of mind when they are ready to make a purchase.
With the help of marketing automation software, nurture/drip campaigns essentially manage themselves—blasting emails based on the triggers and cadence you set up.
Pro Tip: Nurture emails offer a great opportunity to repurpose some of your most popular content. Use blog posts, videos, e-books, case studies and other popular offers to engage and convert your audience.
The best email campaigns capitalize on your strengths. Consider what has engaged customers about your product or service in the past—and use it to build loyalty going forward.
Ready to create email campaigns that entice prospects, convert customers and grow your business? Download our FREE e-book and get our 30 Greatest Lead Generating Tips, Tricks & Ideas today!