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Nurture Your Clients and Convert Prospects to Customers with Email Marketing

Updated on January 11, 2014

If rightly planned and executed, email marketing can be a powerful tool for building relationship with your clients and converting prospects into customers. If you already have a database of clients, they will welcome your emails.

According to a survey by Blue Kangaroo, a marketing research company, 40 per cent of consumers like to receive emails about their favorite brands and deals. This implies that when you send out newsletters to your clients and prospects about your offers, there are chances of getting positive response.

It’s about time you put email marketing into consideration if you’ve not implemented it in your marketing plan. Learn how to start an email marketing campaign by following the tips below.

How to Start Your Email Marketing Campaign

1. Convert Traffic to Subscribers

The first step to a successful email marketing campaign is to build a list of targeted audience. Ideal clients will respond to your newsletters. But the first step is to convert them into subscribers in order to have access to them. To achieve this, entice them with an offer that will compel them to sign up to your newsletter. The offer may be a free giveaway, a discount on your products or services, or an access to a special resource on your website. Another way is to promise to send them valuable content that they can use to improve their lives or businesses.

2. Develop Newsletter Writing Plan

Once your email marketing plan is in place, take the time to create your newsletter writing timeline. Decide whether you want to send out your newsletter on a daily, weekly or monthly basis. Also, come up with various topics you would like to talk about in your newsletters and what you want to achieve with each topic. If you have multiple content formats – videos, audios files, ebooks-- schedule the time you would like to send out a newsletter about each format.

Don’t forget to put holidays and festive periods into consideration when developing your newsletter plan. These periods are ideal for promotions and sales offers. You may blend this with your blogging schedules so that you can notify your subscribers immediately you update your blog.

3. Create a Welcome Autoresponder Email

A welcome autoresponder email is the first newsletter that a subscriber will receive after signing up to your newsletters. It’s appropriate to schedule this to deliver in their inboxes immediately after subscription. In your autoresponder email, remind your subscribers about the types of emails that they will be receiving from you either on a daily, weekly or monthly basis. Also, encourage them to whitelist your email address in order to prevent your newsletters from ending up in their junk boxes.

4. Split Your List

Your subscribers may not respond to your newsletters the same way. Some of them may buy your products or services after receiving a few of your newsletters. Others might still not be inclined to buy but may continue to read your emails.

When this occurs, divide your list into groups of buyers and prospects. It will allow you to send relevant emails to each segment. For example, you can send out newsletters to buyers about ways to utilize your products or services in order to get the most from them. And send prospects emails about tips and tricks that they can use to improve their lives or businesses. Also, send them case studies of your current clients and subtly introduce your products or services. This will make them see your offer as a potential solution to their problem and may be convinced to buy from you.

5. Track and Analyze Results

For any newsletter that you send out to your subscribers, it’s important that you track the response rate. The information will give you clues about open rate, click-throughs, and unsubscription rates, which you can use to improve your email campaign as time goes on. Most email marketing service providers offer performance tracking features in their services. Once you get the tracking information, strive to study and analyze it so that you can improve your plan.

7 Email Marketing Best Practices

Now that you know how to start an email marketing campaign, it’s crucial that you arm yourself with the right marketing practices that will help you achieve your objectives. Below are seven email marketing practices that you should implement in your program.

1. Define Your Readers

Before you write a newsletter, it’s essential that you define your target group first. This will allow you to send out relevant messages that get read. Ask yourself this question: What segment of your list do you want to send a campaign to? This will help you craft a newsletter that meets the needs of your target group and increase response.

2. Determine the Purpose of Your Newsletter

For example, if you decide to send out a newsletter to your current clients, the content could be about new innovation of your products or services, about a few added features that you’ve just integrated in your offer or an available update of your offering that will help them get the most from their purchase.

On the other hand, you might want to send out a newsletter to prospects that are yet to buy from you. The newsletter might be about promotion or discount of your products or services, or any useful information that will convince them to do business with you.

3. Keep it Short

People receive lots of emails in their inboxes and may be wary of the emails that they open. If you keep your emails short, concise and straight to the point, they’ll always be inclined to open them. If an email is too long, turn it to a blog post, and send out a short paragraph newsletter with a link pointing back to the article on your blog.

4. Provide Value First

Don’t send out emails only when you have something to sell. This may annoy your subscribers and prompt them to unsubscribe from your list. Strive to send them useful content including, industry news and information, useful tips and tricks, special offers and exclusive discounts or promotions. In addition, you can send them audio files and videos that you deem will be of benefit to them.

5. Offer Occasional Benefits for Being Subscribers

The fact that your subscribers have agreed to receive emails from you should not be taking for granted. Leverage this to nurture them in the best way that you can. Give them occasional benefits such as discounts, access to special content on your website, free gifts or bonuses. Or anything that you think they will appreciate.

6. Respond to Inquiries

Once in a while, some subscribers will want you to give them more information about specific newsletters, respond to their inquiries as soon as possible. It will help increase your brand’s credibility and strengthen your relationship with your subscribers.

7. Enable Unsubscribe Option

As time goes on, some of your subscribers may lose interest in reading your newsletters and might decide to unsubscribe from your list. Provide an option that gives them a way to opt-out of your list. But don’t let it bother you. They may not be ideal for your products or services.

Email marketing can be an effective marketing plan for your business. Like any other marketing initiative, it requires thorough planning and execution. Email marketing can also be a powerful tool for building relationship with your current clients and converting prospects into customers.


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