How to Find and Interest Sellers and Buyers Using Email Marketing
Can you reach more buyers with email or social media? It’s a better question than you think.
When marketing through social media, you’re only reaching a small percentage of your followers. Organic reach has been declining on Facebook and Twitter for years, whereas email has remained one of the most effective lead generation strategies for decades.
If you’re just looking for some quick advice, here’s the three things that are killing your ability to reach and interest buyers and sellers using email.
1. You’re misinterpreting a group of individuals as a list of potential leads.
2. You’re thinking of email as a throw-until-something-sticks lead generation strategy.
3. You’re not improving on the messages you’re sending.
You’re misinterpreting a group of individuals as a list of potential leads.
Your email list isn’t really an email list. It’s a group of unrelated people with entirely different needs. You’ve just collected their contact information and grouped them together, in a list that only exists in your PC.
People differ from names on a list in crucial ways. People need to be engaged, naturally, in a way that considers how they think and what’s relevant to them. People are also different.
Every person can be distinguished from the general population in many ways, and it’s understanding those distinctions that will make your email marketing effective.
Here are some ways that you can use this understanding of your contacts as individuals to great effect.
- Customise your sign-up form.
- Create a strong welcome email.
- Notify users that their subscription is confirmed.
- Ask three important questions to help guide your tone when presenting your offer.
- What distinguishes this contact from the general population?
- How do they prefer to be communicated to?
- How important is your offer to this specific person?
Being able to treat your contacts as people requires that you know a little about them. You won’t be able to get a complete understanding of your contacts the first-time round, but you should be actively trying to learn more about them.
Email marketing, while cost-effective, depends on a healthy reputation and contact list, and losing either will very quickly devalue what could be a hugely valuable lead generation channel.
You’re thinking of email as a throw-until-something-sticks lead generation strategy.
Another consequence of seeing your contacts as a list of potential leads rather than actual people is forgetting about their whole customer experience.
You may only be thinking of one element of the marketing process, but your leads will be experiencing every aspect of it, as well as the elements of sales and support that form part of their customer journey.
Your leads will develop expectations as soon as they read your subject line, and you need to manage them.
- Plot out your prospects experience, from reading your email to speaking to you. Make sure that what you have in your head matches up with what they will actually experience.
- Allude to this process in your email body. For example, “Click More Information and I’ll get in touch with you personally within a day.”
- Do you have technological dependencies? Landing pages, cell-phone numbers, email addresses, links? If so, make sure they work!
As we’ve already said, email marketing depends on a healthy reputation. A throw-till-something-sticks strategy is likely to result in unsubscribes, which will undermine the value of your email strategy – and potentially have some impact on your brand reputation outside of email.
You’re not delivering and improving consistently high-quality messages.
Slapping your Facebook or SMS marketing messages into an email isn’t going to get you the kind of results email can deliver. Neither is sending out unoptimized messages to the same people every week.
Because email is so cheap it’s a great opportunity to test which subject lines, copy, tone and language works the best. Once you start measuring your results, you will be able to see what works best, start experimenting and continually improving on your emails until they deliver the results you want.
For a comprehensive, step-by-step explanation on how to test and improve your email strategy, check out our free guide below.
There’s a lot that goes into a successful email strategy. But by avoiding the above mistakes and following the advice we’ve set out, you’ll be protected from the mistakes that are killing your potential to succeed with email marketing.
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