Despite the rise in video marketing consumers still LOVE to read email content.
Email gives you a special place in your audiences life. Think of how intimidate it is to pick up your phone, receive an email, and feel like the answer to your problems or a bit of encouragement is there from a trusted business.
The following statistic from Statista proves that email remains the King of Content…
“The global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027. ” (Statista, 2021)
With that being said, you stand to profit a whole lot of revenue in your company when you remain consistent with emails and tweak your strategy to best fit your customer base.
There are a few signs you can look out for to know when your emails are working and when they’re not.
Overall, the key to having success with email marketing is:
– Knowing the people on your list
– Cleaning your audience base (aka giving the opportunity for those who are no longer interested to leave)
– Using segmentation and funnels to nurture your audience where they are in the buyer’s journey.
Let’s jump on in!
How To Increase Your Email Conversions With Market Research
As a B2B business, you can increase your email marketing conversion rate by understanding your audience.
Since you sell a premium-priced offer, it goes without saying you don’t need hundreds of thousands of subscribers to meet your revenue goals.
This gives you the opportunity to personalize your emails, send surveys to further understand your audience, and give them links to your blogs, YouTube, or podcasts.
There’s a lot of work that goes into creating these top-of-funnel lead generation strategies but, when you do, you give your audience a chance to click on your links without always being sold to.
Now, when you go to sell they will feel ready to buy because your content already primed them and educated them on the problem you solve.
So, it’s important to understand what they need to learn from you in their various stages (every subscriber isn’t in the same stage of the buyer’s journey)
Email market research can be completed in a few ways:
– Surveys sent to your email list
– Segmenting your email list and asking questions directly
– A/B testing of subject lines and calls to action
Now, on to our next point – cleaning your email list.
Clean Your Email List and Get Rid of Those Who Aren’t Interested Anymore
Avoid freaking out when people unsubscribe. It doesn’t mean your business is failing, it doesn’t mean there is anything wrong with you or your marketing.
People will unsubscribe because they are no longer interested or decided to go a different route.
The quicker you understand this, the more you can focus on those who do matter, the people who love your content and still want to hear from you.
There’s this idea in sales and marketing that losing a lead is the worst thing ever.
Understand that people are free to make their own decisions and your offer might not be right for them.
That’s alright, keep marketing to your people – especially in high-ticket offers.
You only need a handful of people to meet your revenue goals compared to product-based companies that need a large audience to hit their revenue goals.
Focus on telling authentic stories, sharing your process, and treating the audience you do have as if they’re GOLD (because they are!)
At the beginning of your emails give an unsubscribe opportunity at least once per month, this way your list stays clean, and your open and conversion rates increase.
Sequences, Funnels, and Segmentation! Oh, My!
I know these terms sound complex and scary but they should excite you as a business owner.
Focusing your email efforts produces more revenue and engagement.
A sequence is simply a series of emails that are automated to produce results based on a specific product or teaching.
If you’re running a Welcome Sequence for those who join your list, that’s the mIN time when everyone would receive the sequence.
This is where segmenting comes in. You can segment your audience based on the specifics of your offer, and where they are in the buyer’s journey.
Now, a funnel is basically the same as a sequence, but it doesn’t start with email.
A funnel usually starts with ads or blogging, podcasting to bring in leads.
As they join your email list and opt-in to your email sequence they move down your marketing funnel.
Conclusion: Know Your People, Market Consistently and Test Your Audience
In conclusion, we need to sum up the main fact when learning how to increase your email conversions: everyone isn’t in the same space on your email list.
As a business, it’s your job to cater to their needs and meet them where they are.
Once you take these practical tips you’ll be equipped to connect to your audience authentically, enthuse theM with your offer, and make more sales!
*To learn more about getting all of the above done for your company email firstname.lastname@example.org