8 Steps to Drive More Sales With Email Marketing
Why do companies build lists and send emails? For the majority of businesses, it comes down to one thing: getting more sales! This blog is all about not only how to drive more sales with email marketing, but how to increase sign ups as well!
Step 1: Get clear on your target audience
Taking a ‘shotgun’ approach to your marketing (aka. writing for anyone who will read it) will result in low interest and low sales. In order to make more sales, you have to know EXACTLY who you are selling to.
For example, if you’re creating a new service to help CEOs of startups improve sign ups, you need to find a way to speak with CEOs of startups directly, or other consultants who have their ear.
If you’re marketing online courses to help young college graduates increase their chances in the job market, you need to find a way to get in front of recent graduates and students who are about to graduate.
Step 2: Optimize your product and offer
It’s all about offering the right product, at the right price, to the right audience. It’s important to do your market research and test over time to make sure your product fits your market.
Here are some good questions to ask yourself:
- Do you have the right price point?
- Are you solving a real problem or need?
- Is this a product people really desire?
- Are people paying money for this in other places?
- Are you using the right wording on your ads, product pages and buttons?
Once you’re sure your offer converts, you can confidently throw traffic at you product or sign up pages, expecting it to drive sales.
Step 3: Build your list!
At the end of the day, email marketing is a numbers game. The more qualified people you have on your list, the higher your sales will be!
In order to build a list of people to sell to, you need to have compelling lead magnets to convince people to hand over their email address.
We’ve created a resource right here on how to create lead magnets.
Step 4: Drive relevant, targeted traffic
Now that we know who our audience is, have our lead magnets created and opt ins ready to go, we need to make sure high quality traffic is landing on those pages!
What qualifies as ‘high quality traffic’? Anyone in your target audience. It’s no use driving traffic to your site that has no interest in your product.
You need to drive traffic from targeted locations, where you know your target audience hangs out online. This could be groups, forums, SEO traffic, keyword searches or paid advertising campaigns based on interests and demographics.
When the traffic coming in is highly qualified, you will have a much higher chance of your emails connecting and your calls to action being followed through on.
Step 5: Offer value in your emails
Now we move on to the content of your emails!
When writing all your email communications, keep in mind that people’s time is incredibly valuable. Everyone is tuned into ‘WWI-FM’ (What’s In It For Me?) They don’t want to be hit with a sales pitch every time they open an email.
If all you do in your emails is sell, sooner or later people will just stop opening your emails. You need to train people that opening your emails is good, because every time they do they come away with something valuable.
As a general rule, try to give at least 5-10 times before you ask for anything in return (in this case, a sale, sign up or enquiry). Good ideas of giving include free reports, free trials, helpful tips on improving their business, relatable stories and killer content that improves their life and solves their problems.
We offer the ideal tool for creating and sending high converting email campaigns at Sendlane. You can sign up for a free 14 day trial here.
Step 6: Create a high quality auto-responder campaign
The most important campaign is the autoresponder you create to communicate with your new sign ups. This consists of a series of emails that will deliver value to your new subscribers piece by piece. This is the best time to talk with your new audience, as they have just expressed interest in your company and are eager to learn more.
The most important thing to do is to deliver on the promise of your lead magnet, then over-deliver, add more value and build a relationship, before finally delivering ‘the ask’.
NOTE: If you’re looking for help creating this, don’t worry – we have you covered! Check out our free resource for creating a 6-part email sequence for your new sign ups.
Step 7: Have a clear CTA and make offers!
One of the things that really kills an otherwise good email campaign is an unclear call to action.
Ask for what you want directly, and frame it clearly. If you’re looking to sign up new customers to your service, then build a simple, but value packed argument as to why you should then ask them to ‘Sign Up Now’.
If you are unclear about what you want your prospects to do, the chance of them doing it is low. Create a solid CTA, build the value around it and make the ask!
Step 8: Lifecycle marketing
It won’t always happen overnight.
Realize that it not only takes time to convert, but that customers may purchase several times over the course of their lifetime. Email marketing is the best relationship-building tool in your arsenal, so use it wisely over time to maximize the potential sales from each customer.
You need to be patient with your customers. If they don’t convert immediately on the first auto-responder campaign, don’t worry. Move them over to your weekly newsletters, continue to educate, entertain and make offers.
If customers do convert, move them over to a new list and treat them like royalty! These are your highest potential prospects for making repeat purchases or signing up for higher ticket services. Send emails to them providing even more value than before, and most importantly – continue to make offers!
Remember that not all list members are the same, so pay attention to how they behave, segment your lists and treat those segments differently to maximize the chances of them responding to your offers.
The art of driving sales from your email campaign is more than simply optimizing your email content! In order to really drive sales from your emails, you have to see the strategic position of your email marketing as part of your wider sales funnel.
To recap what we covered in this blog, you will need to:
- Get clear on your target audience
- Optimize your product and offer
- Build your list
- Drive relevant, targeted traffic
- Offer value in your emails
- Create a high quality auto-responder campaign
- Have a clear CTA and make offers
- Practice lifecycle marketing
And remember, when creating your email marketing campaigns, you’ll need a robust and effective email software solution. Ready to drive more sales with email marketing? Check out our packages and sign up for a free trial today!