Ultimately, email marketing is a way to generate leads for your business, however, in recent times with the large reach of marketing automation, up to 76% of leads generated by marketing never turn into sales. This is because these leads are not nurtured and the user loses interest and drops off. This poor performance in marketing and sales can be somewhat stemmed when you combine your email marketing with a proper lead nurturing strategy. Here are a few points to consider:
As with any strategy or campaign, you need to understand what it is you can get out of it. Typically, you want to focus on either generating revenue or building brand awareness and loyalty. With generating revenue, your goals will shift toward getting your end-user to buy or try a product. With a brand awareness or loyalty building campaign, you are trying to entice people to sign up, request a demo or interact with your business in some way – typically through content marketing.
Organize Your Email List
Segmenting your email list by company, job title and interest, among other things, will allow your marketing automation to be more effective, as its targeting can be fine-tuned to be more relevant and engaging to the audience.
Understand The Difference Between Leads And Subscribers
All new signups for your monthly newsletter or email blast should not automatically be treated as leads and have budget spent on them in your lead nurturing strategy. Focus your time and your budget on nurturing the qualified leads you have generated through your various targeted campaigns.