Email Marketing Automation: Fanning the Flame of Prospect Interest

June 15, 2015 by BizTraffic Team

matches on fireWhenever a website visitor reads a few blog posts, downloads an offer, or signs up for your email marketing newsletter, a spark of interest is instantly seen in your conversion metrics. For marketers and small business owners alike, seeing that visitor become a lead (and start the road to becoming a customer) is a nice win.

So how do you coax that lead down your funnel and turn that spark of interest into a burning desire for what you offer?

Email Marketing Automation. (In case the post title didn’t give it away.)

For the purposes of this post, we’ll focus on two ways of doing this: lead nurturing campaigns and thank you emails.

Lead Nurturing

We all know that one conversion doesn’t mean that a website visitor is ready to buy. Selling to them now will look too pushy, yet ignoring them lets them go cold.

The delicate dance that is lead nurturing allows you to stay top of mind without going over the top. You can offer prospects valuable information, increase your credibility, and let them get familiar with your company by sending them useful content and offers at regular intervals.

To do this you’ll need to:

  • Have email lists - Hopefully you have these from other conversions you’ve earned.

  • Decide on a flow - Figure out the theme, sequence, frequency, and the goals of each individual email and of the campaign as a whole.

  • Create content - Write your email content clearly and concisely, include images, and a CTA that will lead them back to your website.

  • Put the emails into your automation system - This will mean having email lists ready to go (see the first bullet point), putting all the email elements into a template, and scheduling them to send.

  • Track - After each email automatically sends at its appointed time, review the analytics and see how well you did on open rates, CTR, and the day and time you sent it.

The most helpful aspect of lead nurturing (at least in my humble opinion) is that it never needs to end. You can keep adding more emails to send, and more email addresses to start at the beginning of the campaign. 

If that doesn’t highlight power of this tool, thank you emails should convince you!

Thank You Emails

These are emails that are sent when a certain event takes place. When someone fills out a form, an email can be set up to shoot straight into their inbox telling them how much you appreciate that. Downloading an ebook can set in motion a message that thanks a lead for taking you up on your offer. You get the idea.

And they’re worth it: An analysis from Hubspot found that thank you emails generated a 42% open rate and a 14% CTR compared to the 12% open rate and 6% CTR of their normal marketing emails.

If the increased engagement isn’t enough, thank-you emails can:

  • Provide the opportunity to send a customized email CTA based on whatever action the recipient took.

  • Let your content reach more people when leads forward that email, which hopefully has a  link to getting the actual offer (highly recommended practice, by the way!)

  • Give you another avenue to gauge a lead’s interest, based on CTA clicks and other metrics.

So if I have convinced you that thank you emails are awesome, create one for every action a prospect can take. Remember to:

  • Sincerely thank them for taking action.

  • Highlight the value of the offer they signed up for.

  • Let them know what they should do next. (Download something else? Get a free consultation? This is where your customized CTA can help.)

  • Put in a link to the offer collateral so that they can share it or easily access it again.

  • Include your contact information.

Follow the steps above for the actual content creation, set it up in your automation platform and you’re ready to go!

While email automation requires some work, the benefits it offers far outweigh the cost of time spent setting it all up. You’ll help take leads another step down the funnel, get more insight into their interests, and light a fire under them to become a customer--all with simple emails.

 

Filed Under: email marketing, email marketing best practices, lead nurturing