2014年4月4日 星期五

How does Email Marketing create new quality leads?

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Reaching more quality leads must be the aim of many email marketers. Thru email marketing, word-of-mouth marketing and more and more quality leads can be approached effectively by sending personalized and relevant email. However, many email marketers fail to grow their customer base and create new leads even they spend a lot purchasing or renting data list from vendors.

The reason is obvious. Users in the data purchased may not be your targeted customers and they may be even totally not interested in your business field. Just imagine, will you listen to an unfamiliar brand and even believe in it? I just ignore all the brands I do not know before. According to Forrester Research, only 20% of consumers will listen to what a brand says, no matter they know the brand or not. They just regard saying from a brand as advertisement. Trust and loyalty are necessary before asking the customers to talk with you.

Word-of-mouth Marketing via Email Marketing
On the other hand, 70% of consumers believe in what their friends or relatives suggest. Rather than spending on buying data, retaining loyal customers is much more worthy due to their leads generation power. Loyal customers grow your list effectively. While new prospects are introduced by their friends, who the prospects trust more and who are also your loyal customers, it is easier to maintain lasting and valuable relationship with new prospects.

So, how to let customers promote your brand to their friends? As mentioned in previous blog, email marketing can grow list and generate leads effectively, depending on how you connect with your audience. Via email marketing, sending personalized valuable email and listening to customers can effectively raise customer loyalty which converts customers into your promoters. 

Email Marketing Loyalty Program Cycle

 1. Connection  


To start with, connect your new customers by welcome email and reward your existing customers.


 2. Segmentation & Target  


Before releasing campaign, segment your existing list and group the new customers according to their particulars. It is vital to segment and target your list so that you can prepare personalized and relevant email to audience.

Start segmentation & target here >>


 3. Design to Engage  


Then, deign a compelling email with valuable content to engage your audience. Customer engagement is one of the keys to customer loyalty. Do give your readers what is promised when they subscribe your email. Provide relevant content to right audience is a must in email marketing. Not only promote your products, give readers valuable message what they really want with a casual and friendly tone. It would be great to design your email based on particulars of your list.

Get tip on creating catchy subject line >>

Furthermore, responsive design is necessary to engage users as well, as 61% of consumers now interact with email on mobile. You won’t want to lose them.

Why should I retain mobile users? >>
How to create mobile-friendly email? >>


 4. Measurement  


After releasing campaign, don’t forget to measure your email marketing performance. By measuring your audience’s activities, you will understand them more and will be able to segment them more accurately. This means you will be able to create a more relevant and personalized email to engage your readers which in turn boosting customer loyalty.

How does measurement work? >>


 5. List Maintenance 


Remember to handle any hard bounce and unsubscription. Remove them to maintain your list healthy as well as your sender reputation. If you skip this step, your email may be sent into SPAM folder and fail to reach potential leads. So make sure you have managed bounce back well. Most importantly, you won’t want to spend on invalid users, right?

Get rid of being reported as SPAM >>
5 factors affecting sender reputation >>


Just keep boosting customer loyalty and engaging customers via email marketing. Remember never advertise in email. Rather than that, let the customers know your brand, like it, and love it at the end. Finally, you will achieve word-of-mouth marketing, the most effective marketing which will create lots of quality leads.

Stay tuned with more Email Marketing tips from UFOSend >>

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