How to Convert Leads at the Bottom of your Sales Funnel
Studies show that email marketing still converts, but many businesses are failing to convert prospects in their email sales funnel. These leads have already expressed an interest in your brand, so it’s not difficult to reach them.
Here’s an action plan to help you dive deeper and rise to the surface of your prospect’s inbox.
Your email is not personalized for the prospect.
The fix? Analyze the Conversion Path
Identify what motivated the client to join your email list in the first place and capitalize on that data.
Just as marketing strategies are built around buyer personas, it’s possible to segment your email list using persona data as well. Google Analytics can track new email subscribers, and tell you which landing pages are associated with new email subscribers. Already using Google Analytics? Log into your account, scroll down to the Goals section, and find out which landing pages are associated with email newsletter sign ups. Visit Analytics Help for more information on set-up and troubleshooting.
Use those landing page topics as the topic for your emails. While you can’t go back and get this information if conversion tracking was not set up, it’s never too late to start. Set it up, and use the information as a guide for the veteran subscribers. Once you’ve identified the most common topic that draws new subscribers in, focus on that topic to re-engage your email audience.
The next step? Create subject lines that are engaging and irresistible, centered on that very topic. Use tools like Keyword.io to expand on the subject, and offer readers engaging, helpful information that will encourage them to click through and take the next step toward becoming your client or customer.
Problem # 2
You’re sending emails at the wrong date and time.
The fix? Use the Data, Often.
Optimize emails for open rates, click throughs, and conversions.
Commit to sending emails only within those time frames that yield the most opens, click-throughs, and conversions. Every time a new email is sent, opens, clicks, and conversions should be analyzed. For example, does the beginning of the school year affect your open rate? Perhaps your prospects are getting an earlier start on their day, and your email timing will need an adjustment. Regular, consistent analysis can give your team the key takeaways needed for ongoing success.
Here’s a sample of email marketing tools that can help you manage this task:
- MailChimp offers a “send time optimization” feature, so you can implement and test using your list as a source of information.
- Customer.io gives a very granular report on the best days to send emails, and drills down into data such as the best day to send an educational email vs. an actionable email.
- If you’re looking for some alternative suggestions to the status quo, Vertical Response offers some thoughtful suggestions.
Problem # 3
You’re not giving them the right CTA.
The fix? Use the data.
Look at the sales and customer service cycle of your best clients. Did they speak with a salesperson prior to making a purchase? Did they download a free white paper? Did they take advantage of a free trial, and interact with your sales team? Once you’ve outlined the path of your most valued clients, duplicate that path in the form of CTA’s for your email subscribers.
Give them the right step in the conversion path, something more than “visit our website”. Give them the ability to set up an appointment with your team right in the email. Check out Assistant.io or TimeTrade.
Unsure of the right CTA? Research your testimonials. Which part of your service or product is often the subject of your client’s delight? Work that item into a juicy “subscribers only” offer that involves something for free, at a discount, or give them access to an exclusive beta launch.
After reading through these three main problems and their corresponding action plans, do you see a common theme?
Data is your friend, and you don’t have to be a data thief or ninja to get it. There is a lot of talk about “big data” and “data analysis tools” in the content marketing space right now. Don’t get distracted by the hype, you probably have access to all of the data within your current toolset. Capture the attention of prospects that have drifted away from interacting with your brand by using the valuable data that is available, and experience true conversion optimization within your email campaign.
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