For those of you who could not make the Webinar in conjunction with Brainstorm Digital last month, here is the full version for you to view.
Many people assumed after social media became all the rage that email was dead – but that just hasn’t been the case. On the contrary, email has proven to be not only resilient, but a very, very efficient way of communicating with leads, and actually turning them into customers. In a SmartInsights survey of 7,000 marketers late last year, email was rated far and away the most effective platform, followed by SEO, Adwords, and then social media.
The problem for many businesses, is that they simply don’t know how to take advantage of this enormous asset – their database of potential customers.
In this webinar we talk about the dual roles of personalisation and automation. Many companies are used to sending mass emails to their whole database, without recognising the differences between individual contacts. That's never going to be the most effective way to generate business over email, because people won't be receiving the most relevant emails to them. So ideally we want to find a way to make those emails as relevant and personal as possible. The problem is, how do you do that without it being a msassive time-drain on your company.
Luckily, with the technology we have at our fingertips today, it is possible to both take a personal approach and automate at the same time. In fact, automation – which sounds so mechanical and impersonal – is actually the key to making sure that your email marketing is personal.
You can make sure your contacts are receiving relevant messages at the right time, but you don’t have to be spending vast amounts of time making that happen.
With marketing automation, you can segment your lists and treat those segments differently, perhaps even down to the individual customer. Automation means that you can set up your email sequences so that when a customer or prospect takes a certain action, such as opening an email, or visiting a web page, that will trigger the next marketing message, which is specifically relevant to them.
Outlined in this webinar are key 5 Steps to converting your email leads into ongoing customers:
Step 1 Introduce yourself over a sequence of emails. Help people to feel comforable and actually want to receive your emails.
Step 2 Segment your subscribers - divide them up and send them different emails, so that they get a personalised experience.
Step 3 Help those who buy from you want to buy more
Step 4 Create Relationships
Step 5 Nurture your contacts in the long term.
Caroline is Marketing Director for