Studies show that 91% of all consumers use email, and 73% of businesses use it as their primary form of communication — and for good reason. Over 25% of sales last year stemmed from email marketing efforts. An effective but simple way to increase brand awareness, sending out marketing emails allows you to stay in touch and on top of existing clients while also mining new businesses for potential leads.
But there’s a better way to go about this than blasting out the same formulaic message to everyone on your email list. Instead, segment your clients and prospects according to their stage in the sales cycle, and then craft an informative, engaging email that caters to each targeted persona. Emails should be used strategically and thoughtfully in order to connect with your targeted audience and convey valuable offers and services, establishing you as a leader in your field.
Below, we’ve outlined five of the most important types of email campaigns your industrial business should be making use of.
Initial contact with prospects typically finds them unready to do business. In fact, research shows that only 25% of leads are immediately sales-ready, while 50% of leads are qualified but not yet ready to buy. Nurturing, therefore, is critical for pushing your leads closer to the buying stage.
Welcome emails show better open and click-through rates when they offer a personal touch and introduce your organization without slathering on the sales pitch. Don’t introduce a new product or service before you’ve built a relationship. Simply work on giving off a good first impression — one that illustrates your industry knowledge and expertise — and pave the way for future contact.
Today, everyone and their grandmother sends out newsletters, so it’s important to stand out among the competition. Keep your tone authentic, and test out a couple of versions to see what resonates. Newsletters are great tools for educating customers and prospects about your business, as well as showcasing employee profiles, company passion projects, and sophisticated, relevant graphics. These go a long way toward cultivating loyal readers and keeping your business top of mind.
Newsletters also provide great opportunities to engage your client roster by highlighting a relevant industry problem and presenting a solution that ties in with your business offerings. In this way, you can create value for the reader while including a persuasive call to action — without sinking to the level of an obvious sales pitch.
Promotional Nurturing Email Campaigns
Promotional emails are a multifaceted beast. They can be designed to promote a number of things, from marketing materials, such as blog posts, webinars, and eBooks, to new or discounted service offerings. Or, if you’ve revamped your marketing strategy or created new content, a promotional email can serve to inform your customer base about what’s happening within your organization. You can even send out these emails using an automated system, cutting down on time and labor needs. Ideally, these promotional campaigns will present relevant, useful content through a series of related emails, thereby consistently engaging potential leads.
Be sure to create different types of promotional nurturing emails to suit the needs of your users based on where they are in the marketing funnel. This ensures you’re providing directly useful content to all prospects, at the right stage of their buying journey. The overall goal here is to guide them through the sales cycle in order to move them down the funnel and, ultimately, convert them into loyal customers.
Product Update Emails
Current customers require product and service updates for two reasons: Either there are changes in solutions you already provide for them or there are updated or upgraded solution offerings they haven’t yet considered. Either way, it’s a good idea to keep customers up to date on what you’re doing and how you’re doing it.
Just be careful not to send these types of emails too frequently; if you reach out too often, email providers may mark these messages as spam, effectively flushing you from customers’ contact lists. But if you’re just overflowing with exciting — and pertinent — product and service updates, consider bundling the information in single emails.
If metrics are showing that a portion of your subscribed client list has been inactive, it may be time to send out a re-engagement email in order to re-establish contact and good will. Asking for feedback is an excellent way to bring your business back to their minds, and if they respond, it’s a win-win; they’re again actively aware of your business, and you’ve got fresh feedback to work with for improving processes and marketing tactics.
And even if they wind up unsubscribing, there is a bright side: Your email engagement rates will improve overall, and your email reputation will see a boost among internet service providers (ISPs).
It isn’t enough to just send out generic email blasts. Instead, plan and form a thoughtful strategy to approach clients at different stages throughout the buying cycle, and cater to their needs at these specific stages. And keep in mind that they’re probably plowing through plenty of your competitors’ emails, so take the time to ensure you’re standing out from the crowd. Incorporating these five types of emails into your inbound marketing strategy will help you do just that.
Want more insight or guidance on effective email marketing campaigns? Get in touch with one of our sales reps today to discuss how Thomas Marketing Services can help you craft a customized email strategy based on your company’s specific needs.