Email Marketing: 7 (Actionable) Tips To Turn Leads Into Customers For 2018

Email Marketing: 7 (Actionable) Tips To Turn Leads Into Customers For 2018


hi everyone david jackson here with
sling and stone marketing.com and in this video i’m going to give you seven
actionable steps you can use in your email marketing to turn leads into
customers. Specifically you’ll learn how to get your leads to engage with more of
your emails so they can get to know, like, and trust you and eventually buy from
you. So let’s jump right in. First up is to resend unopened emails. Yeah really.
There are a number of reasons your email didn’t get open but the most likely one
is that it got lost among all the other emails your prospect receives in a day.
While this tip may seem like it’s spammy it’s actually quite effective. Studies
have shown that resending an email a couple of days later to those that
didn’t open the first one dramatically improve open rates. Most
email providers have this feature and even allow you to change the subject
line on it so you can try something new like “Did you see this?” or simply add
“Resend” to the subject line. Second is to use numbers in your subject lines. People
get email every day and they usually scan through their inbox to see which
subject lines grab their attention and then decide which ones to open. The
Nielsen Norman group found that by using the digits of numbers instead of
spelling them out stops wandering eyes and grabs attention so if you had a
subject line like “five mistakes everyone makes when booking a vacation” it’s best
to use the number 5 rather than spelling it out. Words are basically
patterns of letters so when the actual number is used it’s like a pattern
interrupt and your brain just can’t ignore it.
However this doesn’t work well if you are using numbers in the millions or
billions. It’s too many zeros for the brain to take in quickly, so instead use
digits for the significant part of the number and the word “millions” or “billions” for the order of magnitude. So for example you would have 24 million
instead of 24,000,000 with these zeros after it. Thousands
would be the only exception because there are less zeros and it’s easier for
the brain to comprehend that. Next is to be more personable. People like to
interact and do business with people, not faceless companies and corporations.
You’ll get a far better rate of engagement when a person reading your
email feels like they are interacting with another person. A couple of ways to
go about doing this is to use your actual name in the “from” field for the
name and address. So having John Smith with an email address [email protected] looks a lot better than having ABC Plumbing with the email
address [email protected] Also when you write your emails make
sure you use the word “you” as if you are actually talking to them one-on-one. A
great exercise to help with this is to imagine you are writing an email to your
perfect ideal customer. And don’t overthink the words that you use. There
is no need to sound overly professional as if you are following an email script.
Let your personality come through and use the words you would use in
conversation. Number four is to provide value. If every time you send your list
an email and you are asking them to do something that will benefit you, then
that’s a quick way of getting unsubscribes and unopened emails. You
should only email your list when you have something valuable to say. It’s kind
of like the old saying if you don’t have anything nice to say don’t say anything at
all, but in this case we’re not talking about saying something nice but rather
providing value to the reader. Obviously you will need to sell something if you
are going to stay in business and that’s perfectly fine, but when it comes to
selling you should follow the 80/20 rule which is to give 80% value and have 20%
be selling. Remember that you want to give the value first. You can do this by
showing empathy with the problems and struggles that your reader might be
having. You can tell a story about a problem one of your
customers or clients went through and how you were able to help them overcome it. By providing value you can nurture your lead into becoming a customer. Some email service providers offer a feature called lead scoring where you can
determine a score based off of the email interaction of your list. Once a certain
score is achieved by a lead, then a sales email could automatically be sent out to
them because you know that they are a hot lead now. If your email provider
doesn’t offer a feature like this, I recommend you check the description for
a link to the email provider that I use. They allow you to have the lead scoring
feature on all of their plans. Even the free one. So moving on is number five
which is to have one clear action you want the reader to take. People need to
be told what to do next, you should never assume that they know
what the next step is. If you want them to set up an appointment with you, then
you need to tell them exactly how to do so. If you want them to read an article
that you think they would be interested in, then you should tell them. And when
you do this make sure to tell them why they should do it and how it would
benefit them to do so. You can use multiple links throughout
your email, but only where it makes sense, and those links should all point to the
same page. Doing this increases the chance of someone taking action and
clicking on one of those links. Next up is to segment your list. Successful email
marketing is all about delivering the right email to the right person at the
right time. Segmenting your list is the best way to make sure that you are
sending the right emails to the right people. For example let’s say you’re a
travel agent that specializes in vacations to Italy and someone joins
your mailing list. And one of the first emails you send has a link to
information about historical sites in Italy and the person clicks on the link
to read more. A couple of days later another email goes out to your list with
the link to an article that talks about the different wineries in Italy. And this
time the person doesn’t click or even open the email. From these two emails we know that this person is more interested in Italian history than in wine. Now your
email provider should have a way for you to create tags which you can attach to
people on your list, depending on the actions and the links that they click on.
In this case, a “history” tag could automatically be applied to this
person’s profile indicating that they are interested in history. By doing this, it segments them into a “history” group which could have a
sequence of emails sent out every couple of days that provides valuable
information about historical Italian sites. They will be more likely to open
and interact with your emails because you are sending them information about
topics that they are interested in. If your email provider doesn’t have a way
to tag people based on actions within your email, then I suggest that you click
on the link in the description to check out the email provider that I use. Lastly
is to optimize your emails for mobile viewing. 66% of email opens happen on smartphones and tablets. So if you are using one of those fancy newsletter
templates or if your email uses images, then you need to pay attention to this.
Make sure that you are using a responsive email template that will also
resize images. Most email providers should have a way for you to preview
what your email will look like on other devices, but just to be safe it’s best to
send yourself a test email and check it on your desktop tablet and smartphone to
make sure that there isn’t anything strange happening. I hope this video was
helpful for you and if you liked it please give it a thumbs up. If you want
to see more videos like this be sure to subscribe right now. Just click the
subscribe button and you’re all set. Now my question for you is which of these
tips are you going to implement first? Are you going to segment your list or
maybe provide more value to your readers? Let
me know by leaving a quick comment below. I thank you for taking your time to
watch this and I will see you in the next video

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