eMail Marketing and Lead Nurturing

eMail marketing is probably one of online marketing's best-kept secrets.

We have a saying that goes along the lines of: "If you're not doing email marketing, you're leaving money on the table".

Have a look at an extract of this report from the Direct Marketing Association in the UK published in August 2015:

Extract DMA Email Report 2015

In case you can't see the image well enough, the main point is that for every £1 invested in email marketing, you'll get around £38. 

And the numbers are even better in the USA !

Why is eMail so Profitable?

Most businesses try to get close a sale as soon as possible.

After all, it's the most natural reaction for any business owner who has invested in a website and paying for advertising.

If you're selling something which has some kind of urgency behind it or you're offering a simple product or service, then there's a chance you'll make be able to make the sale quicker.

But the real truth is that not everyone is ready to buy what you've got RIGHT NOW.

And especially if you have a more complex product or service, there's a good chance that they need to get to know, like and trust you before they're ready to buy. 

If you think about, it makes perfect sense.

This is where email marketing comes in.

How eMail Marketing Works

The first job is actually to get the email address of your prospect. 

And the way you do that is to simply to offer something for free (on your website) in exchange for their email address.

If you're in the B2B market, white papers work very well. If you're selling something directly online, you could offer a discount voucher for their first order. 

And if you provide services, then offer some free but highly valuable information (in the form a short PDF guide).

If you're an accountant, provide a simple 7-step plan to save taxes.

If you own a Gym, provide a free work-out-at-home short video series.

It doesn't have to be complicated: it can even be as simple as a brochure.

As long as you're providing genuine and relevant value and, really helping your prospect out, you'll get people signing up.

And as soon as that happens, you'll have started probably the most valuable online asset that you can have: a list of prospects who have raised their hands and shown interest what you have to offer.

Your next step is to continue providing value with more relevant information and, of course, making actual offers (i.e. the bit where you get paid!). 

So going to back to our example of accountancy: make an offer to do a tax-savings review with a 30% discount for a limited time.

And don't forget that once you have their email address, you can still keep in touch with them. In other words, you can nurture a relationship with them simply by trying to be helpful (formally, this is known as "lead nurturing").

Just because they don't buy now doesn't mean they won't be happy to buy from you in the future. 

What This Means for Your Business

For companies who undertake a well-planned email campaign using a mix of lead-nurturing and promotional offers, email will almost always provide the highest return on investment and generate repeat purchases from customers. 

With email marketing campaigns, you can improve your brand's communications, make personalised offers to segments of your email lists, reduce the buying-cycle and if you are selling products directly online via an eCommerce site, recapture lost sales to those who abandoned the cart early.

How can we help You?

In Conversion Makers, we design customised email marketing services and specifically adapted to each of our client's needs.

We offer a complete service including simple newsletters right through to more complex behavioural-based campaigns.

We also provide all the necessary technical services by capturing customer details from web forms, designing specific email-based conversion funnels, A/B/n testing and customised segmentation where necessary. 

All service levels including detailed analytical reporting and results analysis.

If you're interested in using email marketing to bring a direct impact on your online marketing results, please contact us by clicking on the button below and briefly let us know what you're looking for. 

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