Emails and newsletters have a 30-70 chance of generating leads. And they have a greater risk of ending up in spam folders or remaining unsent due to changes in email addresses.
You must understand that you are investing time and possibly a complete resource to share those newsletters. Or an entire resource focused on creating the content for the auto-generated emails.
Whichever the scenario, if your emails do not generate the desired outcome, there’s no point in opting for newsletters in the first place.
But, before discarding them as an essential tool for marketing, you need to understand –
Why are they not working? Or how can you improve the conversion rate of your emails?
Firstly, you should keep a close tab on your email database. Often subscribers change their email addresses or unsubscribe from your newsletter. So you have to keep adding more relevant addresses to the database to expect positive results from mass-sharing emails.
Secondly, you can make your existing subscribers do a bit of ‘sharing and promoting on your behalf. Yes, your existing leads can do email marketing for you. To help you better understand this statement, here’s an example –
KFC, the fast-food chain, sent an email two weeks before officially launching their new Double-Down Sandwich product. Let’s have a look at the email content here –
Subject – The KFC Double Down is accurate, no fooling
The Double Down is coming on April 12.
Give your friends a heads-up.
Surprisingly, this email campaign garnered an incredibly positive response from the customers compared to what the food chain had anticipated.
The company shared this small piece of information with its subscribers only. The sandwich’s pre-launch campaign was left in the hands of the subscribers and their contacts. But, the risk KFC took paid off well in numbers.
The email garnered “a 40% open rate, over 10,000 shares on Facebook, and 2,000 re-tweets on Twitter. The phrase “Double Down” quickly rose to #2 on Google’s Hot Search list and #3 on Yahoo’s Buzz Index, and several late-night talk shows mentioned the sandwich.”
Adding the ‘Facebook’ and ‘Twitter’ button enabled subscribers and their contacts to easily take the call-to-action and created the much-needed buzz days before the product was added to KFC’s menu.
This small yet compelling example shows how your existing leads and subscribers can work as an indirect email marketing tool.
How? Here’s a list of helpful tips to accomplish that!
Tip #1: Focus on Getting the Audience to Share
Yes, the success of your emails relies heavily on a few essential elements, like –
- How compelling and informative are the subject lines?
- How compelling and to the point is the message?
- How compelling is the image?
- How compelling is the CTA message?
We are not here to teach you how to write a selling email/newsletter. That is an entirely different topic for discussion. Instead, we are here to find out how you can optimally utilize your existing subscribers. Your existing clients can work silently as a marketing tool for your business.
You are probably aware of the ‘word-of-mouth’ marketing strategy. That relies on how well you have satisfied and served your existing customers. Happy customers will spread the word about your services to others in their contact list. We are trying to apply the same logic here too!
Your email recipients or subscribers can share your emails with others in their lists. How?
Take KFC’s example, for instance. See how the company has done the job so smoothly. The food chain has focused on getting email recipients to share the link through email or social media buttons promptly.
However, many companies commit the gravest blunder of randomly adding share buttons to their emails without informing the recipients what they should do with them.
The message could have been more straightforward, prompting less than a few to respond by sharing the link.
Have you seen what KFC did? The company added a small message above the share buttons – “Give your friends a heads up.“
That small message did the job and the result you saw earlier.
If you want your subscribers to do the same for you, you have to mention it in the email. How you do it – depends on your copywriting skills.
Tip #2: Create a Compelling CTA Message
A lot depends on the type of message you use in your email to compel your recipients to take necessary actions. As we mentioned earlier, your CTA message should be direct, precise, compelling, and to the point. Just like what KFC did with its emails.
Subject – Learn Spanish in 60 Days
It is TRUE!
You can master a new language in 60 days only.
Learn from Experts – Join Now!
[Facebook] [Twitter] [LinkedIn]
What do you think about this example? Yes, the newsletter asks you to take one CTA – ‘Join Now.’ But what are the two social media buttons at the bottom of the email?
Do we understand that the email asks recipients to share the message with others on Facebook and Twitter?
Your recipients can presume anything from seeing those buttons at the bottom of their laptop/mobile screen. Will they take action? They might join your course. But, they will never share the message with others.
How can you do that? Here’s a second example for you –
Subject: Cook with 3 Ingredients Daily – Learn from Masterchefs
Are You Spending Your Lockdown in the Kitchen?
You don’t have to anymore!
Cut Down Your Cooking Hours to 3
Cook Delicious Meals Using Ingredients 3
Learn from Master Chefs – Join Now!
Remember to Share the Trick with Your Friends.
[Share] [Facebook] [Twitter]
Here, your message clearly instructs recipients to share the email with friends and others on their social networks.
So you see, the message makes all the difference.
Tip #3: Understand What Your Audience Share
Your strategy might only work if you do your homework correctly. And, by homework, we didn’t mean you have to memorize your subscribers’ details. But what you can do is find out what your audience shares.
Yes, this information can be an added advantage for you to have while designing your emails. This is a time-consuming process, so don’t haste:
- You have to find out your audience across social media channels.
- You must understand what they share with others by joining their social media groups.
- Read their comments on posts to understand what excites them.
- What kind of posts and messages do they prefer or prompt them to share, comment, and like?
Apply the same to your email campaigns and offer what the audience wants, when, and how it wants it in an email.
#Tip 4: Use Social Influencers Wisely
If you have contact details of social influencers in your database, why not utilize them optimally?
If you want your company to gain the spotlight or your products to become the talk of the town, you have to identify and attract influencers who like to create a buzz in the market. Use them and incentivize them to your advantage.
These influencers will not only share your emails with others or across social media platforms, but they will also mention you in their vlogs/blogs/ and elsewhere. In addition, they will inspire their followers to do the same.
So you see how well they can work to generate more leads for your business.
The bottom line is….
Email marketing is a powerful tool to campaign for your product launch or generate leads. But, your emails need a wider audience to target. For example, one single email can target a minimum of 10 other potential leads.
How? The above points and examples will help you achieve that. Once you get the hang of creating a rippling effect with your single email, you will find that generating and converting leads into clients is not an arduous task.
All you need to do is get the job done and get it done correctly!
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