Yippee! I’ve managed to get a contact through my email marketing. Now what?

Nowadays, the process of transforming a lead into a client is very different today when compared to ten years ago. A lot has changed since then, with the mighty appearance of social media networks and the rise of mobile devices.

But in marketing terms, there are many things that haven’t changed: email is still the king of the jungle. Many clients who make repeat purchases, do so because of email. They are reminded that the company still exists through this marketing channel.

According to “Email Trends and Benchmarks Report” by Epilson and the Email Institute, the email opening rate is almost 30% with respect to the first months of 2013, which represents almost a 4% rise in comparison to the first months of 2012.

Email opening rates will rise… and it’s all because of smart phones

Nevertheless, on the contrary to what some people think, the opening rate is rising. One of the reasons for this is mobile phone devices. Permission marketing techniques, or inbound marketing, have also changed the way in which we send emails to our potential clients.

Instead of simply sending an email offering a free consultation or a small discount, by sending educational content, such as a guide, report, or e-book, helps us to keep leads engaged with you until they are ready or capable of buying.

The same principle can be used when we want a user to subscribe to our list, in which we present some useful content (guide or other) in exchange for their data. But what comes after the initial engagement? The client or potential client may not know what to do next. It’s your responsibility to make sure that the lead is ready and capable when you offer them the chance to move further down your sales funnel.

Here are some tips help you guide your leads through this process instead of expecting them to know what to do:


Segmentation is important. Your subscribers expect you to send them relevant content. Create your segments, try to define your list by specific groups. A campaign sent to 400 people could have an opening rate of 15%, whilst one sent 4000 people could have one 1.5%.

It’s the same number of people but with less bored subscribers.

Don’t be afraid to send frequent emails

What is a lot for some people, can be a little for others. Lists that are more segmented can allow the opportunity to send more messages in less time.

One offer per email

If your segmented lists are small, and your emails frequent, you only need to feature one offer per email. Personalising a newsletter with several offers and potential actions for each segmented group can reduce the efficiency of offers in general, apart from possibly being a poor use of your time.

People get confused when they have too many options. Concentrate on just one.

Tell a story

When somebody signs up for your newsletter through one of your incentives (a guide, you remember, right?), you can carry on presenting them with information of their interest with emails that follow up and remind them that you and your company exist. But instead of just forcing offers on them, tell them a story.

It doesn’t necessarily have to be related to your industry or product/service, however if it is, it helps.

Ask the subscriber to do something

Always give the subscriber the opportunity to take some kind of action which also meets your objectives. What is your ultimate goal? That they buy your product? That they request your service? Lead the subscriber to take some form of action via the footer image on your email, or via a call to action with a link taking them to a page on your website.

If you don’t, you’re losing a good opportunity to convert and lead into a client, especially if they are ready and capable of buying.

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