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Email Marketing to Increase Your Businesses Leads and Sales

On June 14, 2019    /    Business, Facebook, News, Social Media
increasing leads and sales with email marketing


DOWNLOAD MP3 TO LISTEN ON THE GO: How to Use Email Marketing to Increase Your Leads & Sales – Navigator Marketing Dawn Larsen (click here)

Email Marketing and How to Use it to Grow Your Business

Today, we’re going to talk about why email marketing is so important for businesses and how email marketing helps businesses grow their profile leads and sales. Email marketing is more powerful than ever before for generating profile leads and sales. And a lot of times businesses will say, “Oh, I don’t have time for email, marketing or email marketing is too expensive for me”, and really, it is one of the most cost-effective ways to market and get your message out to the people who know, like and trust you. Having an email list, even a small as 100 people is easy to use to grow your business. So today we’re just going to talk about email marketing and how to use it to grow your business.

Email Marketing with A Monthly Newsletter

When people come to your website, there’s a lot of information for them. There’s maybe the top 10 questions that your prospects and your customers ask you most in business. And that’s a great way to help your customer is by giving them some information on a monthly basis. Be it a monthly newsletter and again creating that monthly newsletter is very low time-consuming. It doesn’t take a lot of time to send out or create a monthly email to go to your contact list. So we encourage the businesses that we work with to get consumers both at the point of sale or on their website to opt-in to receive a regular update from them.

Make Sure to Deliver Value in Exchange for Emails

Consumers are very savvy these days, and they want to make sure that they’re getting value when they actually give you their email address. So they want to make sure that you’re going to deliver some value to their inbox when they give you their email. It’s really important that you identify some of the key information they might get from you on a monthly basis.

Email Marketing Works for Your Business

On all of Navigator Marketing websites, there’s an opt-in and people get a monthly magazine that gives them some quick information about tools and techniques that are working for businesses right now and how to use them. They get some great takeaways. And the good thing is, it’s in their inbox. If they can’t look at it when they do receive it at the end of every month, then they have it there to refer back to. There are valuable tools and tips, and the great part is that our team has disseminated it down to some key information that business owners can use and need to know about so you could do the same thing.

The purpose of an email campaign is to attract people from the Internet and to get them to your website so that they can see what products and services you have and buy from you. Email marketing is a powerful tool to drive people both to your website and to your bricks and mortar store.

Email Marketing for Retail Stores, Car Dealerships

It doesn’t matter if you’re a retail store or you sell home decor and home products or you’re an HVAC retailer or Car Dealership. People are looking for some easy access to information. If you’re a Car Dealership, people could sign up to Hot Deal Alerts. Once a month, you send out the hot deals that you have on your car lot as well as you can send them information about financing. You can highlight a customer testimonial, and you can focus on a community group that you’re supporting that month. That is very valuable information, and it helps the prospect get to know, like and trust you.

Email marketing works for a retail store bringing in seasonal products during summertime. It’s getting to the camp season. You’ve got some featured home decor that people would be interested in. You post nine key photos of the new products you have and there are so many simple software solutions to do email campaigns that you could design it in a way that helps people really take the products that you have to decorate their homes. You could categorize your email into home decor that’s beige or home decor that’s teal or here’s a new look for your camp in the summer. Then, you highlight those photos.

The Best Email Marketing Software: Using Mailchimp

There’s a lot of different email software on the market. The one that I recommend to new business owners who are starting out or who have up to a list of 2,000 people is Mailchimp. It’s very user-friendly, meaning that you could use it without a lot of technical expertise. You can add your logo, and you could take pictures off your camera of your products and services, and you can upload those easily to Mailchimp. The great part about it is it allows new users to input up to 2,000 email contacts in the software solution before it starts charging you a monthly fee. So that’s the great part is that you get to practice email marketing with it. You get to grow your email marketing list.

Email Marketing Through the Year

I always break my marketing year up into months, and I make sure that our team is marketing a monthly message. We also have our season’s like Christmas and Valentine’s and July 1st weekend and Father’s Day and Black Friday. When you’re mapping out your marketing year, you want to make sure that you have some specific email marketing campaigns around those seasons. Black Friday is a big day for consumers to buy online. So you want to make sure that on Black Friday and Cyber Monday that you have an email going out 3 to 5 days prior to that date so that you can capitalize on this sales growth there. If you don’t see a huge increase in Black Friday sales, then using an email to a small database of 100 people can really make a difference for you.

How to Grow Your Email Marketing List

Now, how do you get these emails from your clients? You should have on your website a subscription area or a signup area. It’s called an opt-in, and it’s where people opted to get information from you in exchange for their email. It’s a very simple tool to add to your website. If you are using something like Mailchimp then it provides you with the coding that you can add to your website simply without a coder. But if you have a programmer then it’s just a very simple 20-minute installation onto your website.

How to Capture Email Addresses on Your Website and In-Store

I always encourage people to have an opt-in in several parts of their website. Some Internet marketers prefer that they have a pop-up. That means you get on a website and this graphic shows up in front of your face. Those do work, but we do recommend that you allow the consumer at least 10 to 15 seconds on your website before you program this popup to come up. On our website, we have what we call is like a sort of a hello bar. It’s a bar along the bottom of our website that reminds people that we have an online magazine that people can subscribe to and so they can easily subscribe. As soon as they enter their email address, it is connected to the email subscription service that collects their email.

So we recommended on your home page and we recommended on your contact page. We recommend that on your social media profiles where it says subscribe that you have a link to your email opt-in and that you regularly promote that you have this lead magnet or this tip sheet that people can opt into. It is a very powerful tool.

If you’re a physical store, the best thing I suggest is having an iPad at the cash or asking people to offer them a discount. Sometimes, if you go to clothing stores, you’ll get a 20% discount if you’ve signed up for the email subscription. Giving your customer 20% off to get their permission for you to communicate with them is well worth it.

 

If you’re a homebuilder, this is where you showcase your latest home build and kind of go through a quick project overview of how your team took care of this project. If you’re a service provider be it a financial planner or insurance provider, this is a great opportunity to talk about different products and what they mean to different people. Email marketing is an educational tool. At certain times of the year, using email marketing as a sales tool is invaluable as well.

Email Marketing is Powerful

Now, Email is powerful. When you get those in your inbox, you say, “Well, maybe not everybody opens them”. But the email open rate is still very high, even currently in our culture. Remember too, even if they aren’t opening it the subject line reminds them of you. So make it a good one! Email is an invaluable asset to a business. It can be helpful during a slow time. You email your list about some incredible offers. When you have a special event, you want to email them and up-sell them on gift certificates or other products and services.

You have so much flexibility in an email solution. You could bundle products or you can say if you buy this product we’ll add this one in for a lesser price. It allows you some real estate where you can actually talk about your business a little bit in how it benefits the customer. You’re not talking about you, you’re talking about the benefits of your business.

Email Marketing Subject Lines to Avoid

The last thing I’m going to talk about with your email is the subject line. So there are some words that you don’t want to put in subject lines. This is because email spam filters will catch them and not allow them through. Check out this article for a list of them.

Using Emojis in Email Subject Lines

Using emojis in the subject line gets higher click-through rate into your email marketing. Sometimes I’ll put the emoji of eyeballs and say, Check this Out Our Latest Hot Deals. That really makes an email. The other important part is the preview text which is the first line you see of the email in your inbox. You can actually customize this with keywords that will further entice your subscribers to open. Make sure to make use of that real estate.

Resending Email Marketing Campaign to Those Who Didn’t Open It

After you send a campaign, the software will tell you who opened it and who did not. Then you can resend the email to those who didn’t. You just change the subject line to try and get them to open it as well. Different subject lines and times work for different segments of your audience. This a great way to get more engagement from your email marketing.

Using Email Marketing Subscriber List as a Custom Audience on Facebook & Instagram Advertising

This is something you probably didn’t know and it’s very powerful. You can take your email marketing list and download it. Then you can input that into Facebook or Instagram Advertising as a custom audience. Then you can target ads at those same people that subscribed to your list, without sending an email. Facebook finds them for you. These are already people who know, like and trust you. The ability to reach them on social media as well is amazing.

If you do an email campaign, drop me a link in the comments section. I’ll check it out and give you some feedback. I’d be happy to answer any questions you have on Email Marketing or suggestions for future blogs. Leave a comment or send me a message. Dawn Larsen dlarsen@navigatormarketing.ca 705 918 2090

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About the Author - Dawn Larsen

dawnAs the Director of Business, Internet & Social Media marketing, Dawn leads all consulting, marketing strategy and creative projects for Navigator marketing & Business Solutions. Dawn is an award-winning entrepreneur and marketing strategist specializing in custom WordPress web design, corporate marketing strategy and graphic design for business.

A leader in internet and social media marketing, Dawn has helped thousands of business owner and managers leverage the power of the Internet to generate increased profile, leads and sales. Dawn regularly speaks at conferences and workshops throughout North America, as well as being a regular on radio shows and business magazines.

Learn more and connect with Dawn:
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