Your email newsletter is a highly effective tool for sharing information with clients and prospects, but you also need to integrate a strategy for converting viable email leads into new business.
Miss this vital step, and your email marketing will stagnate. Since we’re all checking our email every day, it only makes sense to leverage one of the most cost-effective and useful channels for reaching and converting prospects.
Here are seven simple steps to mine more leads from your email marketing:
1. Consistently deliver your email newsletter on a predictable schedule.
Warm up your prospects and remind your clients you’re there. A consistent content marketing strategy will yield measurable results, and email is the perfect vehicle for delivering trackable content to your contacts on a regular basis. Hit your readers’ inboxes on a consistent schedule, and you’ll always be positioned as an expert in your field.
Most digital marketing platforms allow you to set and schedule content far in advance. Some platforms will even do the hard work for you by automatically setting professionally written content into a regular distribution schedule. Resources like these help you stay on track with a consistent messaging strategy.
2. Incorporate engaging content that solves your readers’ problems.
Getting in front of your clients and prospects in their inbox isn’t always enough. Include engaging topics of interest to your target audience in your communications to reap consistent open rates. If your clients and prospects know they can count on you for consistent email newsletter communications that are filled with useful content, you’re far more likely to build the type of digital rapport that leads to conversion.
Don’t be self-promoting, instead be a problem-solver. Take the needs of your readers into account when positioning content in your newsletters. Incorporate content that takes a problem versus solution approach. Point them in the direction of new tactics they can try and services you can provide for them. If you deliver solutions to common issues, you’ll help your readers while also driving leads to your doorstep. It’s a win-win scenario.
3. Track click activity on key articles.
An email newsletter program may be an engaging and effective means of reaching new prospects and nurturing clients, but is your firm truly mining the leads generated by your email program?
In order to get the most out of your email communications, you must track who is clicking on key content. Set alerts in your newsletter platform that alert your rainmakers via email (some platforms even offer text alerts) when this click activity occurs. If real-time click alerts are too overwhelming for your staff, group them into a “daily digest” format to list daily leads in a single grouping.
4. Call or email those who have clicked through to read your lead-generating content.
Be sure to contact readers soon after they click on key content that has been created to generate leads. If you miss the window for follow-up, your leads may forget they read your article. Set a goal to respond to leads within one week of interaction.
5. Track your phone calls, emails and interactions within your CRM or email newsletter platform.
Make sure you’re recording leads and interactions from your email newsletter program in your CRM. Some newsletter platforms also have built-in CRM functions that can help you record, track and manage follow-up conversations with your prospects and clients seeking additional services.
6. Review your metrics on a regular basis to track your efforts.
Keep an eye on the metrics and reports generated by your email marketing efforts. Implement a regimented weekly system for monitoring your email lead reports. Ensure that no leads slip through the cracks by identifying those who have not been followed up on within the span of a business week. Establish accountability practices and goals for your team to keep them motivated.
Follow this tried-and-true method of leveraging email newsletters to generate consistent leads for your business. When it comes time for your next launch, simply repeat these seven steps. Your readers will love your responsiveness, and you’ll love the increase in leads generated by your efforts.