Should you be spending resource sending emails to potential clients?

When we talk about resources, we mean time spent on building a list, crafting emails and monitoring the results. Because resources when it comes to email marketing does not take a lot of money, it is still one of the cheapest ways to market online. We want to give you a quick overview of what you need to do, to kickstart your email marketing.

To take advantage of email marketing in your business, you need to start with the following:

First, build an email list. Building an email list of people and prospects that want to hear about your products and services starts with getting people to sign up. Most websites have a pop-up function that allows people to opt-in to receive a newsletter. But why would they want to sign up? This brings us to the second part.

Secondly, you need to offer something of value to your website visitors when they land on your website or your landing. Offer your prospect something they can use in their daily lives or business. These we call lead-magnets, an e-book that assists them to use your product or services, a free course to learn a new skill, in exchange for their email address. This will give your prospect an idea of the value you may be able to provide in the future through the newsletter sign-up. With the right amount of traffic to your website, your email list will grow significantly

Next, creating different segments once your prospects had signed on. This you based on the interests and engagement of your email subscribers. To ensure higher engagement create content that your segmented audience will find valuable. Your email marketing tool will allow you to segment your audience and will give statistics about how they engage with your content. Use these metrics to fine-tune and optimize your content. At York Designs we use MailChimp for our email marketing because it is relatively easy to use and affordable, they offer a freemium version if you're a start-up business.

What is important for you to track is how your email subscribers move through the customer value journey. That is, how they go from interest to engagement, to subscription, to ultimately conversion ( buying). You will need to build automated email sequences for pre-sales and post-sales. The last thing you want to do is, sending an email to someone who recently bought a particular product or service, the same email that initiated that purchase. What would be more suitable is an email about complementary products or services, such an email will increase conversion and gives the client the impression that you are personalizing to their particular needs. Look out for our blog on automation sequences for increased sales.

Email marketing is still an awesome way to engage clients and very cost-effective when it comes to conversions. So get started now.