Email marketing has gained a name for itself as an instant and affordable business tool that delivers high returns on investment (ROI). Companies big and small are using it.
But are they using it correctly?
With the right kind of email marketing software you can manage your subscribers from being a lead you know nothing about to becoming a valued client.
There are four main phases before an email reader becomes a customer:
- The new subscriber: A new subscriber has just joined your mailing list. Introduce yourself to them and start educating them on your company, products and services over a period of time. The easiest and most effective way to do this is through autoresponders.
- The unsure subscriber: This email reader has been on the list for a while and might have opened a few emails but they aren’t showing any signs of interest yet. These individuals joined your mailing list for a reason. Continue sending them educational communication or specials and try to find what that reason is.
- The curios subscriber: This individual has been opening your emails regularly and clicking links on your email. They might even have tried a few of your free samples. Keep sending these kinds of subscribers the kind of emails you are currently sending, when the timing is right, they will buy.
- The interested subscriber: This subscriber opens your emails, clicks through to your website regularly and has requested some more information from your sales team. They are nearly convinced and just need a little encouragement to buy into your brand.
Once a subscriber/lead has bought a product or service from you, your work is done, right?
On the contrary, your work has just begun. Your customers are the most important part of your business and you need to treat them with respect. Follow-up with new and exciting offers you think they will benefit from and make them feel special.
Managing your list effectively will give you more control over your database and the overall benefits email marketing can provide your company.
