Over the past few weeks, we’ve been talking about building a lead generation machine. A key marketing ingredient if you want to stop worrying about where your next customer will come from…
But here’s the thing…
Once you have those leads, they will expect you to sell them something.
There are different vehicles you can use, such as direct mail, email, on the phone or in person, to sell your products and services to these newly acquired leads. I hope that you are using them all.
However, today I want to talk about one specifically…
Selling through email.
Because if you aren’t using it—or if you aren’t making money from your emails, then you are leaving boatloads of money on the table.
Case in point, members of our Expert Advisory Board. The emails they’ve sent have generated millions and millions and millions in sales.
Email marketing can have a huge impact on your business. In fact, Ogilvy Inc. reports that people who subscribe to your email lists and receive email-marketing messages from your company will purchase 167 percent more than people in your marketing database who are not receiving your emails.
Here are three ways you can use email to increase your revenue:
1) Set up trigger campaigns to improve response.
On top of being cost-effective, email can help you reduce costs in other areas such as lost customer revenue. Set up a trigger campaign that automatically sends emails to welcome new subscribers, follow up on important dates, events, or campaigns or when a customer responds in a certain way or takes a certain action in your campaign.
For example, let’s say you send a postcard to your customers driving them to a landing page advertising an upcoming event. A portion of your customers won’t sign up on that first visit to your landing page. That means you need a way to drive them back to your page or you’ve short-changed your effort. (Especially since 80% of sales are made on or after the 5th contact.)
Setting up a trigger email campaign that has a sequence of messages that address different objections your prospect might have and then driving them back to your event landing page in the right frame of mind can significantly increase your response to that event. In fact, using this type of follow-up email sequence has been shown to double, triple and even quadruple your initial response.
2) Use email to get valuable information.
These days everybody is crunching numbers to ensure they are being extremely effective and efficient with their marketing dollars. And understandably so.
Some of the most valuable statistics are the response numbers that roll in after an email campaign is sent out.
Reviewing your numbers will help you spot effective offers, stand out content or subscribers who’d likely respond well to follow up.
Use this information to see what messages are working and incorporate them into your other marketing.
3) Use email to build brand loyalty.
In today’s down economy, it’s more important than ever to keep your customers happy and engaged. Consistent emails with interesting and relevant content give you an easy, friendly way to remind your subscribers why they love you.
Plus you can use your email to highlight your company’s best qualities, reward your most loyal customers, convert leads into customers and turn your one-time buyers into repeat customers.
Now that you know some ways you can use email to increase your profits, let me tell you how you can actually end up decreasing your profits with email.
To enjoy the same success as our Expert Advisory Board members, when you want to sell something to your email subscribers, you want to create emails that don’t diminish your reputation…
Because your subscribers are the people who volunteered their email address virtually saying…”Yes, I want to know more about your products and services.”
In other words, they are your best and most valuable prospects.
Unfortunately, many sales emails are so poorly written that they can actually make it more difficult to sell.
You see, marketers tend to view their subscriber list as “property” instead of the valuable asset it is. So they blast their list with emails not thinking about the massive competition for their customer’s attention.
Like you, they’ve signed up for all different kinds of e-newsletters. They may not be completely loyal or only slightly interested in what you offer. So if you aren’t taking care to write your sales emails in the right way, you can end up disappointing them and losing them forever.
A great example of this is from a friend of mine who told me she stopped shopping at one of her favorite clothing stores, Coldwater Creek.
When asked why she stopped shopping there, she told me it was because of the emails she received from them. Pressed further, she said that while she expected to receive emails selling her stuff, she didn’t expect that every email she received from them would be a discount sales flyer.
She told me she had always thought of them as more upscale than that and the emails changed her perception of them.
There are some important points you can take from this, the first of which is that she expected them to sell to her through email and the second is that the way they did it damaged their reputation.
So while a good marketing plan will continue to use a variety of marketing channels, using email is a cost-effective way to leverage your subscriber behavior and use the data to target consumers making your mailings more effective and, most importantly, more profitable.
Plus, it can be used as an influencer to drive more sales while reducing your operating costs.
But remember, the content has to be killer or you can damage your reputation and lose your customers, even loyal ones, forever.
NOTE: Want more insider information on how to leverage marketing and sales to improve your business? Click here to claim your special free bonus of $633.91 worth of marketing materials.