5 Important Email Tips for Converting Prospects to Customers

The harder you make it for your prospects to become customers, the fewer will. Most marketers agree that lead generation and lead conversion are the bedrocks of their efforts. As you scrutinize your internal process to convert prospects to customers, remember that, in order to consistently convert, you must at least

(Editor’s Note: This is a preview of Cyndie’s presentation on the upcoming webinar “Email for Customer Acquisition: 5 Great Ways to Expand Your List, and Your Profits!,” with Yeva Roberts of Standard Register, airing Jan. 28 at 2 p.m. EST. Register here to watch the rest live tomorrow, or catch it on-demand starting Jan. 29.)

The harder you make it for your prospects to become customers, the fewer will.

Most marketers agree that lead generation and lead conversion are the bedrocks of their efforts. As you scrutinize your internal process to convert prospects to customers, remember that, in order to consistently convert, you must at least:

  • Provide a clear, concise path to becoming a customer.
  • Enable your prospect to become a customer.
  • Resolve any concerns your prospect has about becoming a customer.

1. Be Timely, Relevant and Easy
Conversion begins at the moment of acquisition—waiting to engage is the kiss of death if you hope to hold the attention of your new prospect. We humans have very short memories—and attention spans—and marketers who allow the opportunity for one to forget a recent engagement will be saddled with lower retention and conversion rates over the customer’s lifecycle.

Your first touch to new prospects must be prompt and direct as you remind the recipient of how the relationship began and, ideally, lay out the path for becoming a highly valued customer. Using email, converting prospects to leads can be quite easy, and when you group likeminded prospects into segments, you can also create highly relevant content appropriate for this audience.

When relevant content is bolstered by personalization, your messaging can transcend a timid first step and become a flat stone skipping through sales ripples reducing necessary touches to a simple few.

Tracking clicked links and buttons within your email will enable you to appropriately respond to engagement with auto-responders recognizing specific engagement activities. Auto-responders are unique tools for reminding prospects they engaged with your brand and helping them resume the process if they’ve become distracted along the way.

2. Provide High-value Content
Inbound marketing represents one of the most successful approaches to converting prospects to leads, leads to subscribers, and subscribers to customers. Your content should be well-written and professionally designed while establishing your brand as an expert.

Your e-books, slide decks, videos, webcasts, demos and the like must be honest and forthright in order to establish your credibility, and should not shy away from areas where your competitors have you bested. Recognizing and addressing these areas will foster trust and help you to build upon these new, budding relationships.

When you post inbound content to your website, you will drive repeat visits; visits that naturally develop, deepen and nurture the relationship to the next stage.

Inbound content such as blogs, videos and online tools also extend the time of visit, and this is an important metric that contributes to your search-engine optimization effort.

Though content at your site is important for this reason and others, resist the urge to keep your content to yourself. Create partnerships with companies that will post your content or choose apps such as SlideShare, YouTube or edocr.com to syndicate your content beyond your own reach. Requiring a form submission to download your content will result in capturing some leads, but you will benefit far more from unrestricted content that is shared liberally.

3. Convey Urgency and Scarcity
Certainly not news to most seasoned marketers, urgency and exclusivity still motivate prospects to act more quickly. Procrastination is a sales killer, so text within your email reminding the recipient of how few widgets remain or how few days to buy the widget remains can dispel bouts of procrastination that grip many of us at one time or another.

Positioning your offer as time-sensitive, quantity-bound or event-based will boost your conversions, but lack of instructions for how to take advantage of your offer can easily negate the benefit gained.

4. Provide Instant Gratification
In email marketing, it’s key to first identify and then solve the customer’s problem—as quickly as possible. Your customers have come to expect and even demand instant gratification, not just in electronic platforms but physical as well. (It’s unbelievable that Amazon is currently testing same-day drone delivery and delivery before you’ve even ordered in order to meet such demands.) You must strive to deliver now.

In your emails, recognize that your clients want it now, and use words such as “instant,” “immediate,” and “now” as trigger words to put them in the buying mood. If your product doesn’t lend itself to being delivered via drone so they can get it now, offer an instant rebate or immediate download. By solving your customer’s problem more quickly than your competitor, you will be more likely to gain the coveted conversion.

As with urgency and scarcity, it’s imperative that you are clear on what steps must be taken in order to achieve instant gratification.

5. Test, Track and Tweak
Don’t guess at what it takes to reduce clicks and shorten your sales cycle, nor should you be a focus group of one. While your opinion about what works and what does not is important, you are not the customer. Use your opinion and expertise as the starting point for testing, but analytics must be used to prove or disprove your educated guesses.

As you begin to understand areas or components slowing your conversions, consider paths that provide information in a more compact and effective manner. Videos are a great solution and a preferred vehicle for many, but podcasts, self-running demos and other online options are also ideal for replacing overhead-heavy meetings, site visits and other person-to-person events.

There are myriad sales-funnel processes, but all can benefit from trusting relationships and consistent experiences. Your blast, drip and nurture emails should be professional, branded and graduated in order to nudge your constituents along. It’s important to remind your prospects why they should choose you—both explicitly and obscurely.

Introducing ‘The Integrated Email’ Blog by Debra Ellis

Why is email marketing so effective? Is it the one-to-one communication, ability to connect with customers and prospects on the go, or the provision of instant gratification with one-click shopping? The answer depends on the company and the customer relationship, but there is one universal truth: The combination of interactive communication with self-service solutions makes email the most versatile tool in a marketing workshop.

Why is email marketing so effective? Is it the one-to-one communication, ability to connect with customers and prospects on the go, or the provision of instant gratification with one-click shopping? The answer depends on the company and the customer relationship, but there is one universal truth: The combination of interactive communication with self-service solutions makes email the most versatile tool in a marketing workshop.

My experience with email marketing began shortly after Hotmail launched the first Web-based email service in 1996. A client had compiled approximately 11,000 customer email addresses and wondered what we could do with them. Our first test was a 25 percent discount on any order placed that day. A text-only message was sent using the mail merge functionality in Excel and Outlook. It took over two hours to send all the emails.

Those two hours were quite exciting. We had two computers in close proximity so we could watch the progress of the outgoing emails and monitor sales on the website. Within minutes of starting the email transmissions, orders started flowing in. By the end of the day, more than 1900 orders were received. A handful of people asked to be excluded from future mailings. Over 200 people responded with personal notes. Some were grateful for the discount. Others apologized for not placing an order and asked to receive more emails.

Things are much different today. The novelty of receiving a personalized message from a company is long gone. Spam filters make getting emails delivered a near impossible mission. And the competition for recipients’ attention is at an all-time high. Even so, email marketing remains one of most effective marketing and service vehicles available.

The emails that deliver the best return on investment are the ones that are integrated with the other marketing channels to provide information and service to the recipients. They create a connection between company and customer that motivates people to respond. A successful email marketing strategy builds loyalty while increasing sales.

Many email campaigns today are little more than a systematic generation of one promotional email after another. Discount emails are relatively easy to create and deliver sales with each send, making them a quick way to inject some life into lagging sales. The simplicity of sale marketing combined with solid response rates creates an environment where marketers are reluctant to move beyond the easy, low-hanging fruit.

In addition to generating sales, discount marketing also trains people to always look for the best price before buying the company’s products and services. It is not a sustainable strategy because there will always be another company that can offer lower prices and lure customers away. A better plan is to develop an integrated email marketing strategy that educates and encourages people to develop a relationship with the company. This requires more effort, but it delivers loyalty and long-term results.

Every email that a customer or prospect receives is an opportunity for the company to establish itself as the best service provider and solidify the relationship. Best practices include:

  • Using a valid return email address so the recipient can respond with one click.
  • Sending branded emails that identify your company at first glance.
  • Mixing educational emails that provide “how to” information for products and services with new product launches and promotional messages.
  • Transactional emails that communicate shipping information and challenges so customers aren’t left wondering, “Where is my order?”
  • Highly targeted and personalized emails designed to engage customers and prospects at every point in their lifespan.

Finding the right combination of educational, event and promotional emails requires testing and measuring results for incremental improvements. The resources invested improve relationships, increase sales and create a sustainable marketing strategy.

Note: Over the next few months, we’ll feature winning and losing email marketing strategies and campaigns on this blog. If you would like to share your company’s killer emails, send them to Debra at dellis@wilsonellisconsulting.com.