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Email Marketing – Get Leads & Keep Them Engaged

In today’s digital business world, customer engagement is paramount if you expect to have any degree of marketing success. There are several different ways to capture the attention of your prospects, but perhaps the most effective is with email marketing. Email marketing consistently delivers the highest ROI for online marketers and typically gets 40x the results of social when it comes to new customer acquisition.  

That being said, there are some best practices when it comes to customer engagement with email marketing, and they are important to follow to get the results you need.

Get to Know Your Audience

Before you do anything, you need to know all about the people you want to sign up for your email list. Any business that needs online marketing help in Innisfil is instructed to create a detailed customer persona, so they have a blueprint to follow when crafting all of their marketing materials. Information like age, gender, occupation, salary, hobbies, interests, and the problems they are looking to solve are all-important.

Create a Great Lead Magnet

Once you know who you are trying to reach, you’ll need to create a lead magnet. A lead magnet refers to a free report, checklist, how-to guide, or plan that your prospects will get in return for giving you their email address. Your lead magnet doesn’t need to be long, but it should offer information that your prospect will find useful.

Get the Word Out

If your goal is to build an email list, you need to let people know about it. Luckily, you have many opportunities to do that online with blog posts, press releases, social media posts, and paid advertising. Facebook advertising is particularly effective when it comes to customer engagement and building a receptive email list.

Set Up an Autoresponder

There are several different email marketing providers to choose from, and each has their own benefits, but the ability to schedule posts is one feature that is key. Once you get people to sign up for your list, you need to send regular emails to keep them engaged and interested in your company. With an autoresponder, as soon as they give you their email address, they are in the sequence and will receive all of your messages at the predetermined dates and times.

Create Effective Subject Lines

Of course, just because they are getting emails now doesn’t mean they will open any of them. No matter what type of email you are sending, your subject line acts like the headline of an ad or article and must be engaging. When you seek out email marketing help, a lot of time will be spent crafting your subject lines to boost engagement and reduce the dreaded unsubscribe.

Nurture Your List

Perhaps your greatest responsibility when it comes to maintaining an active email list is to nurture it like you would a special relationship because that’s what it is. It’s important to serve before you sell and to think ‘solutions’ and not ‘sales’ when creating new emails. No one wants to be sold to every time they receive an email, so be sure to mix up the emails and include lots of useful information that will enhance their lives but aren’t tied to sales in any way.

You may also want to consider segmenting your list based on factors like geography, demographics, the reasons why they joined your list, purchase history, browsing behaviour, and so on. That will allow you to laser target messages so that every person is getting exactly what they need.

Measure Your Metrics

Although not directly related to customer engagement, testing and measuring will always be recommended when you get online marketing help. Innisfil businesses need to know stats like open rates and click rates to determine if their campaigns are successful or not. You should also optimize your campaigns for mobile to take advantage of this growing trend.  

If you’ve been thinking of starting an email marketing campaign and want to learn more about customer engagement and digital marketing as a whole, read some of our past blogs and sign up for our newsletter for info about the next workshops.

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