How to drive hot leads to your website

What is email marketing?

Email marketing allows you to slide into your target audiences’ inbox (DMs, make way!), with a targeted message related to your brand, product or services. It is a valuable part of a customer retention strategy and when used with a website that is built to convert leads, can help grow your business.

Is email marketing not dead?

You might have heard the whispers that email marketing is dead, but that couldn’t be any further from the truth. In fact, email is an integral part of most people’s lives, with 4 billion daily users (and growing), and it remains one of the most cost-effective ways to reach your audience and generate hot leads through your website.

So what has that got to do with hot leads?

By reducing the cold emailing (thank you GDPR), and concentrating on those warm leads (e.g past customers, expressions of interest, signups), your content has the power to address a pain point or inspire a potential lead into becoming a new or returning customer. Acquiring a new customer can be up to 5x more expensive than retaining or getting a return customer - it definitely makes sense to generate leads this way!

Here are our top 4 reasons why you should start email marketing

Create personalised experiences

Today’s savvy consumers expect more personalised experiences, this could take the shape of targeted email campaigns that offer your customers product recommendations or discounts based on their purchase history or the product life cycle (think getting a new face cream offer 20 days after you bought your last one when you might be starting to run low), or something as simple as addressing them by their first name (it’s nice to feel known, right?) in the subject line and/or body of the email. They will be more likely to click to your website if it is something they are interested in. 

High Return On Investment

You might want to sit down for this one… email marketing offers a 122% return on investment, making it a valuable method of marketing. That’s reason enough to get started! This may be in large part due to the fact you are marketing to people who already have experience of your business and that have previously used your service or bought your products. Getting these leads to your website is half the battle.

Create automations

An email automations is a series of emails that are triggered once the receipient takes action (signs up, opens a specific link (or doesn’t, makes a purchase, after a specified period of time). Once email automations are set-up, it enables you to communicate with your audience no matter the time and witho

An email automation is a series of emails that are triggered once the recipient takes action, things like:

• signs up
• opens a specific link (or doesn’t)
• makes a purchase
• after a specified period of time etc. 

Once email automations are set up, it enables you to communicate with your audience no matter the time and without you having to employ effort, freeing up your time to focus on whatever else needs to be done.

Keeping In Touch

What if your business is service-based and not product-based, does it still work? 100%! If you provide a service and could turn one-off customers into repeat customers or clients, this can be transformative. It is important to make sure that your customers don’t only hear from you when it’s renewal time or they need to buy something.

Instead send them updates, changes to guidelines, information on your business or advice they might find helpful etc. Make sure that whenever they think about your industry - you are the company they think of.

What about tracking?

Email marketing platforms allow you to see how many people open your email, click on specific links, unsubscribe from your mailing list and more.

This information is beneficial when you want to see how successful particular campaigns are, and to test how well particular email elements work, such as different subject lines (you can also use A/B testing for this).

By diving into the clicks, you can segment users who have clicked on certain links and taken a particular action, for example, this could put the user into an email automation whereby they receive a series of emails to nurture them and guide them down the purchasing funnel. Combine that with the Google Analytics integration on your site… you’ll have all the data you need.

So, should I start email marketing?

With email marketing growing in popularity through its personalisation, high return on investment and the ability to create automations, this could be a key way to drive new ‘warm traffic’ to your website to convert them into leads. To learn more, we’re more than happy to put you in touch with some local experts.

If this is something you’re interested in doing but don’t have the know-how, time or skill set, let us know and we’ll happily make introductions to the Erudite team who can help you up your email marketing game!