®
EMAILS INTO REVENUE
10
Tips to Generate Revenue Using
Email Marketing Automation
When it comes to generating revenue, no other business solution has the same return on investment
as email marketing automation. Email marketing automation allows users to target their readers
based on information collected, measure analytics and nourish ongoing customer relationships. Here
are 10 tips on how email automation can help contribute to your bottom line:
Lead nurturing
Leads often slip through the cracks over time, which results in a loss for you. Email
automation enables you to set up and track a drip campaign that will continuously reach
out to your leads. This will help keep your company top of mind and shows you are
available to help when needed. This nurturing process also helps to reinforce the need for
your product/service with your leads.
Reactivate old leads
Information that you obtained from your customers can be useful in reactivating old
leads. Specific buying information on your customers becomes very useful when the time
comes to reactivate these leads that have gone cold. If you have leads that have been
active in the past, but have not communicated in over six months, it may be time to renew
this relationship with a new offer or automated email campaign.
10 TIPS TO GENERATE REVENUE USING EMAIL MARKETING AUTOMATION
Generate more referrals
Another great way to apply marketing automation is to create specific email campaigns
with the purpose of generating more referrals. The best place to get referrals is from
satisfied customers. You might start by offering a customer satisfaction survey. Those
who respond positively to this survey can then be popped into an email drip referral
campaign.
Up-sell, cross-sell and re-sell
While developing new customers is important, there is also value in focusing on existing
customers to up-sell, cross-sell and re-sell. A “new customer” email campaign can be
created to thank customers for their business but also to extend a special offer of a new
product or service. These are important campaigns to consider. Your existing customers
are really just another specific type of lead that can generate more revenue for your
business.
Lead capture
Email marketing automation gives business owners the ability to place forms and landing
pages online which help collect prospect information that can be passed automatically
into an email marketing solution, such as Campaigner. When prospect information is
quickly passed into Campaigner, it allows you to begin emailing these prospects as soon
as you capture their information.
Segmentation
By separating leads into segments with similar interests, locations, etc., successful
email marketers can send more targeted messages to segmented groups. Segmentation
effectively increases opens and click through rates and, most importantly, generates
more revenue.
10 TIPS TO GENERATE REVENUE USING EMAIL MARKETING AUTOMATION
Use real-time triggers
When a customer opens or clicks on a specific link in your automated campaigns, have
your workflows set up so they receive a specialized email for taking that action. This will
increase engagement and provide your subscribers with exactly what they are looking
for.
Personalization
Personalization is used in almost every form of email marketing. With email marketing
automation, you can create detailed emails that speak directly to your readers. You
can set up your workflow to show the standard, which is their first name. However, you
can also set up your workflow to display a customer’s purchase history, webpages they
visited, birthdays, etc.
Work with your sales team
A big mistake that many email marketers make is not working with their sales team.
Sales and marketing go hand-in-hand, and when they don’t communicate, it can result in
your prospects and leads getting nurtured by both teams simultaneously. This will leave
prospects overwhelmed with multiple emails and phone calls from different sources,
asking them to take different and, often times, conflicting actions.
Be human
Just because you use email automation for your campaigns doesn’t mean you can’t show
off a little personal side. Prospects and customers like to receive emails from someone
just like them. Creating corporate, over the top emails with tech mumbo jumbo, can
confuse customers and even push them to unsubscribe. Keep it light and always be
sure to add a signature at the bottom of your campaign. This way, your prospects and
customers can put a face and name to the person sending the email to them.
CP-1-19/04/2017
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