Email is King: Nurture & Convert Leads to Customers

Me: Do you leverage email marketing? “Yes! We send a monthly newsletter.” Me: Who do you send that to? “Everyone we have in our system.” Me: What information do you include in that newsletter? “Anything and everything we can think of to say.” Me: How well does that newsletter help to turn leads into customers? “I have no idea.”

A full email strategy includes: Automated Lead Nurture Emails Behavioral Triggered Emails Calendar-Based Emails

What is Lead Nurture Email Automation? Automated email marketing campaigns for the purpose of identifying, qualifying, and converting leads to customers. These campaigns are comprised of strategically positioned email communications created with the intent of propelling a lead within a specific segment of your audience through the purchase journey to ultimately result in your desired outcome.

What is Behavioral Triggered Email? These triggered emails are designed to meet your buyers where they are at the right time to drive micro-conversions. Behavioral email adopts a user-focused approach to sending email. It is the actions of your website visitors that dictate which emails they receive, not a decision made by the marketer. Actions taken by a lead that could be used as effective trigger points: Form submission Made a purchase Webpage view Gated content download Reading a blog post

What is Calendar-Based Email? Customers interact with brands who engage, inspire, and provide relevant content straight to their inbox. These communications are tailored to unique audiences and have very specific purposes. These emails allow you to leverage timely information about your audience, market, industry, and/or brand. Calendar-based emails could include: Event invitations Registration deadlines Customer anniversaries Customer birthdays Holidays

829’s Framework: Generate, Nurture, Convert Appeal Convert Engage Close Enchant

Lead Generation Visitor to Lead

Visitor to Lead (net new leads) Strategy behind lead generation is to provide thoughtful opportunities for web visitors to reveal themselves to us through providing their contact information in exchange for value. Tip: Crafting prospective buyer personas as well as having a solid understanding of your ideal customer profiles is key.

Lead Generation (net new leads) Visitor Lead Generation (net new leads) Lead Email sign-up forms Presented above the fold on relevant pages on the website Contains a field for the web visitor to provide their name & email address as well as additional fields customized to the information we’d ideally want to collect from a lead on the website

Lead Generation (net new leads) Visitor Lead Generation (net new leads) B) Pop-up web forms Presented on the highest viewed areas of the website Contains a field for the web visitor to provide their email address to receive a special offer, receive a discount, sign up for exclusive first-time tips, etc. Lead

Lead Generation (net new leads) Visitor Lead Generation (net new leads) Lead C) Custom landing pages Created for the purpose of driving online web traffic and social media audiences to view tailored information, special pricing customized to who they are Contain short form to learn more, contact us, etc.

Lead Generation (net new leads) Visitor Lead Generation (net new leads) D) Gated content Developed and strategically placed on the website and for use with social media audiences as additional ways for leads to identify themselves to us Downloadable PDF ebooks, guides, maps, packing lists, etc. Lead

Lead Nurturing Lead to Inquirer

Lead Lead to Inquirer Inquirer Once a lead has identified themselves and provided their email address for either a content download or to subscribe for email, we can begin nurturing them via email towards inquiring about booking/purchasing. Brand-boosting buzz Inspiring travel & adventure Differentiators and reasons to choose you Tailored specifically to the data we’ve captured about the lead in their form submission.

Email Marketing Automation Lead Email Marketing Automation Inquirer Lead Nurture Framework

Customer Promise Decider to Customer

Decider Decider to Customer Customer Now we have a new customer! We have the data surrounding their enrollment & can build an automated experience thanking them and continuing to stay in touch.

Decider to Customer Champion Example communications: How to prepare for their trip Helpful tips to best enjoy their trip Items to remember when packing Discount on their next trip Tailored specifically to the data we’ve captured about the customer in their form submission and the purchase data we’ve collected.

Email Best Practice 6 Tips to Remember

Have a goal for each email Determine a clear, realistic goal internally - because if you don’t know what the goal of the email is, the recipient won’t know either. Goals could include: Download a piece of content Contact a representative Redeem a promotional code Register for an event Tip: Ask yourself “when someone receives this email, I want them to take action _______”

Personalize each email Email personalization garners higher clickthrough rates, 26% higher to be exact! Personalization tactics could include: Including the recipient’s first name as in “Dear [First Name]” Including the recipient’s first name in the subject line Including the recipient’s company name *Any more personalization than the above tends to become creepy so keep it at this! Personalized “From” account so email is coming from an actual individual. Tips here include: Modifying the sender’s name to appear as “Kaitlyn Merola, 829 Studios <kmerola@829studios.com>” Avoid using a “from” email address that includes “noreply” as in “noreply@829studios.com”

Be thoughtful with subject lines Do not write clickbait subject lines. Ensure your subject lines are genuine and relevant to the content inside the email. By being straightforward with the subject line and following through within the email body, you can deliver on your promise and connect with an interested audience from the get-go. Tip: Read every subject line out loud to yourself. Would it be something you’d open? Important subject line tips include: Keep it between 40-60 characters Clear, crisp, genuine Limit the use of caps, special characters, etc.

Leverage preview text This line of text that appears right underneath/next to the subject line is a perfect way to hold the attention of the recipient. It’s simply another way to beckon the person to open the email! Important preview text tips include: Keep it between 75-100 characters First 5-8 words are most crucial Write in a way that provokes action

Provide compelling CTAs Arguably the most vital piece of an email is the CTA. A thoughtful call-to-action garners trust between the brand and the recipient and allows for quality conversions. Let the CTA take center stage, always: Place the CTA above the fold (it will receive 84% more attention!) Make the button visually appealing and enticing Keep the text within the CTA short and to-the-point Use an HTML button as opposed to an image button Tip: always provide an in-text link for the CTA as well!

Create an on-brand signature The signature in your emails is one last way, at the bottom of your email, to convey who you are and what your brand represents. It’s a virtual business card, so spice it up! Low cost, high return: Reinforces the brand Adds a personal touch

The proof is in the pudding Email marketing technology is used by 82% of B2B and B2C companies. – Ascend2 You are 6x more likely to get a click-through from an email campaign than you are from a tweet. - Campaign Monitor Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. – DMA 77% of ROI comes from segmented, targeted, and triggered campaigns. – DMA For every $1 spent, email marketing generates $38 in ROI. – Campaign Monitor The average order value of an email is at least three times higher than that of social media. – McKinsey

Thank You! Kaitlyn Merola kaitlyn@829llc.com