Welcome to the third and final installment of our email marketing blog series. Now that we’ve established what email marketing is, why it’s essential, and provided five steps to ensure its success, it’s time to leave you with four ideas to level up your email marketing game.
I’ve got the fundamentals down, what’s next?
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Perfect lead generation.
It’s important to understand the sources for all of your leads. By identifying where the most valuable leads come from and investing in generating and converting more of them, you can build a high-value lead generation machine. For one of our clients, we noticed that a specific blog was generating 2-3x their average page traffic. We turned that blog into a content offer which has generated over a thousand additional leads each month.
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Automate your marketing.
Pre-programmed email (and multi-channel) campaigns triggered by the behavior of prospects and current customers can help you nurture leads more efficiently. Gone are the days of manually sending a weekly or monthly email. Automation can help you quickly point audiences to an action and convert while their interest is hot.
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Test and optimize.
Once you’ve got tracking and measuring down, it’s time to start testing and optimizing to improve performance. The beauty of email marketing is that everything is traceable, and anything you can track can be improved! We run A/B tests every month in our email campaigns for clients, on everything from subject lines to landing page images and link text. Learn what drives the most clicks from your email to your landing pages, what length of email gets read the most, what call-to-action sends the most qualified people to your website. Then, once you know what works best, test again!
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Integrate your CRM data.
Integrating your CRM database (Salesforce, HubSpot, etc.) with your email marketing allows you to create highly customized emails to your audience. You can send recommendations for products or content that someone might be interested in based on behavioral history (think Amazon product recommendations) or a recap of someone’s relationship with your brand to inspire a connection (think Spotify’s annual recap). |
Whether you’re just getting started with email marketing or ready to build your first fully-integrated digital marketing campaign, we’re here to help! Get in touch with us anytime to start the conversation about how we can help you achieve your business goals
