Take the Roadblocks Out of Your Customer Acquisition Strategy
You’ve probably heard that email remains one of the best ways to reach your target audience, but that doesn’t mean you should just send out blanket emails. Email marketing must be a part of a broader customer acquisition strategy that utilizes specific tools to personalize the message and nurture the lead toward conversion.
Take a look at these common email marketing mistakes:
Using a one-size-fits-all approach: If you’re simply writing a single, sales-y email and sending it out to all your contacts, don’t be surprised if your email marketing is not producing any leads. It’s important to be personal with your approach:
- Create some buyer personas. This creates a profile of what your ideal customer looks like, and you can create multiple buyer personas. Use the image of this customer as inspiration for your email subjects and the types of content you include. Get beyond their gender and age, and think about their job roles, the issues that make their job challenging, or what keeps them awake at night.
- Segment your contacts according to their place in the buy cycle. If you send an email intended to assist a customer with a purchase, but they’re still in the research phase, you’re likely to lose their attention. You’ve just shown them that you don’t know who they are or what they want, and most buyers are looking for a personalized experience.
Sending emails that are boring: Put yourself in the shoes of your potential buyer. Just like you, they’re fielding a lot of emails from companies, and they’ve got to be efficient at choosing whether to delete, save or respond to each email. If you send an email with a subject line that isn’t compelling, or that doesn’t deliver what the subject line promised, you could find yourself in the delete category.
Instead, use the approach of thinking, on behalf of your customer, “What’s in it for me?” If you use this thought to shape your email subject lines and content, you’ll be much more likely to grab their attention.
Using “quick question” or similar tricks in your subject line: Unless you really are sending a quick question to a close friend, this is not a good practice. Your target audience will more likely be irritated by this type of subject line. There’s no substitute for a truly clever subject line, so get brainstorming and come up with an email marketing strategy that supports your brand message and is likely to grab their attention with creative subject lines.
Contact our team at SJC Marketing to learn more about how to craft emails that take your potential customers through the process of a conversion. Let’s grab some coffee and talk.