Email marketing is still one of the most effective channels to nurture prospects due to its low cost, and the willingness of buyers to receive email from companies with whom they already have some kind of relationship. According to DemandGen Report, nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. The following lead nurturing best practices will help you build relationships with your prospects:
- Get their permission. Before sending marketing messages to your prospects, be sure to ask for their explicit permission, preferably via double opt-in, so they do not see it as unsolicited email or spam. This shows respect by giving your prospects a choice, which will set the tone for relationship building and partnership. The success of your email marketing campaign depends on this more than anything else.
- Automate your lead nurture strategy. Implement automatically triggered campaigns (a series of automated emails called a “drip” campaign) that deliver consistent brand messages at specified time intervals and when leads reach certain milestones. Drip marketing is a strategy that will help you keep your company fresh in your recipients’ minds until they’re ready to buy. Over time, as prospects respond, you’ll learn more about their needs and interests.
The managing of customers in your database is of equal if not greater importance than the management of the products and services you generate. Careful monitoring and review of the relationship fostered between you and your customers plays a critical role in retaining their business. Consider how wants and needs might differ among them, and how those differences might influence their purchasing patterns and behaviors. Over time, it becomes apparent that some customers are more valuable than others and purchase more often and make larger purchases (and by that same logic, it may be revealed that other customers may not be worth quite as much as the attention they have been receiving thus far). So it’s important for companies to understand the needs of customers within different profitability tiers and adjust their service levels accordingly.
Targeting tactics should be a key component of your marketing strategy
Behavioral targeting starts with understanding who your target audience is, what they’re interested in and what their needs are. Crafting your email with their needs in mind will help keep them engaged.
Identifying a target market’s pain points and recognizing differences between groups of customers, is at the heart of marketing. What you think is relevant and what a prospect or customer finds relevant may be two different things.
Moving into the New Year, marketers will need to make better use of customer data to engage and drive more relevant communications. By gathering insight about customers, marketers can begin to have more meaningful interactions through rich and deep customer intelligence.
Business intelligence data offers immense opportunity to better serve and engage customers. Expanding the customer profile with a combination of transactional and behavioral interaction data collected across multiple channels, empowers marketers to create highly targeted automated messaging. Start by tracking behavioral interactions, such as purchase history, clicks in your emails, and website activity. Use this data to segment your list and create actionable offers that are more integrated, personalized, and relevant across all your marketing activities.
Email marketing is an excellent tool for hoteliers to stay in touch with their guests and prospects. Travel related email campaigns retain a loyal audience and create direct revenue opportunities with past, present, and future customers. In this five part blog series we will address common challenges hoteliers face and explore how email marketing is the most effective solution to meet these challenges.
Today’s blog post highlights how transactional or “service” emails can be turned into revenue opportunities. Whether you are new to email marketing or are looking to refine your email campaigns, learn how you can use email to drive action and increase profits.
If you don’t have the time or resources to launch your email marketing campaign, despite the positive impact it could have on your business, you should take note of a new service being offered by email service provider, Net Atlantic. Today Net Atlantic announced they are now offering an email marketing deployment service.
A team of Email Campaign Specialists will handle the necessary steps to get your email marketing campaigns delivered to your intended recipients. You collect your subscriber’s email addresses and design your campaign’s creative then send both to your Email Campaign Specialists and you are done.
Before your mailing is deployed you will receive a test mailing to review. After you have approved the mailing it will be scheduled to send at your specified time. Once the mailing has sent, and tracking statistics have been collected, a summary report will be sent to you so you can analyze your results.
Don’t have the time or resources to design your own compelling campaign or have questions about achieving the best results? Creative and Consulting Teams can handle that for you as well.
Net Atlantic’s team will serve as an extension of your marketing department; saving you time and resources. For more information about email marketing services contact an Account Executive at (877) 263-8285.
As a marketer, you understand the importance of generating a steady stream of prospects so your sales funnel doesn’t dry up. Finding resources to generate high quality leads is a never-ending challenge, so it’s important to keep those newly acquired prospects interested and engaged with your product or service, so they don’t leak out of the funnel. Every sales funnel leaks at some point or another. For example, it’s easy for trade show leads to leak out of the sales funnel simply because there are too many leads to follow up in a timely manner. Plugging leaks in your sales funnel can prevent you from losing leads to your competitors and significantly impact your bottom line.