The use of email marketing for sales has the potential to increase the conversion rates of companies, whether they are e-commerces, physical stores or even service companies looking for new customers.
Email marketing can be used as part of an Inbound Marketing and Outbound Marketing strategy and its versatility is one of the reasons for being among the highest return on investment strategies in the market, reaching figures of US$38 for every US$1 invested.
However, to achieve results like this, it is essential that your company has a complete action plan, which considers the multiple possibilities of using email marketing for sales.
Below, we list the main sales email marketing tips and we hope that with them you can have a more satisfactory return on your company’s conversion rates. Check out!
8 Ways How To Use Email Marketing For Sales
1. Never forget the persona you are dealing with
From the first contact via email, it is essential that you keep in mind the persona you are dealing with.
Without a doubt, the definition of a company’s persona is one of the most important steps for all marketing actions to have a satisfactory result, even before converting a visitor into a lead.
Understanding who your company’s buyer persona is will help you identify your needs and interests, helping you to create content that sparks interest.
2. Evaluate the purchase journey step
In addition to understanding your company’s ideal customer profile, it is also important to understand that each lead will be at one stage of the purchase journey.
To understand what is the step of each one considers the channel through which he converted, becoming a lead.
The content present in this type of channel helps a lot to understand the stage of the customer journey that this consumer is in and will help you to offer other materials that are in line with that stage.
To dig deeper into this topic, we encourage you to read the article, “The conversion funnel involves much more than sending emails: see how to do a thorough job”.
By understanding which step of each lead, you have more information about which types of emails to send, identifying the best time to send promotional emails, for example.
3. Send targeted and personalized emails
When personalization strategies are used, marketers report seeing an average 20% increase in sales.
In this sense, email marketing is one of the channels that best allow this type of communication, especially when a company uses the appropriate marketing automation tools.
Personalized messages have 29% higher open rates and 41% higher click-through rates.
Therefore, investing in contact segmentation is an efficient strategy for those who want to use email marketing for sales.
Use demographic, behaviour and interest targeting to make your strategies more effective.
4. Create efficient nutrition flows
Creating email streams is the best strategy to build a relationship with your leads and increase your chances of having your emails opened.
Communication with the customer is not built with the triggering of a single material, on the contrary, it must be created from a flow of messages, personalized and segmented, that are in accordance with the lead’s behavior in relation to previous materials sent and to the its history with your company (from previous purchases to downloads and more).
The nutrition flow is built from behavioural rules, for example, when a customer opens a promotional email that offers a type of shampoo, for example, the next email he will receive will be an “x” email. If this lead does not open the first email, in the next step of the flow it will receive the email “y”.
With a marketing automation tool, your company will only need to create this flow once, within the system. As leads reach your contact base, the tool does the rest of the work automatically.
5. Follow copywriting techniques
Copywriting is a type of persuasive writing, which aims to convince the reader to do something, be it click on a CTA, take advantage of an offer, download material, share a link, etc.
Investing in copywriting techniques when writing the content of your email, from the subject, is essential to win the lead and convince him to act.
If you still don’t know much about how to apply copywriting in your marketing actions, it’s worth checking out the video below with effective and practical tips.
6. Actions for inactive customers
An email marketing strategy for sales is a good way to reactivate customers who have stopped connecting with the company.
Inactive customers, even if they haven’t engaged for some time, have already had a relationship with your company and are at much more advanced stages than new visitors who arrive at your base.
Build customer loyalty is about 5 times cheaper than winning over a new customer, so investing in actions to bring them back is a good strategy, which will contribute to marketing ROI and sales conversion rates.
To get deeper into this strategy, we recommend that you access the article “ E-mail to inactive customers: 5 tips to create a template” and follow the tips.
7. Enable emails for abandoned carts
This is a specific email marketing strategy for e-commerce.
In Brazil, the average shopping cart abandonment rate is 82%. This means that for every 10 carts assembled, 8 are abandoned.
Creating specific communication with these users is critical to trying to convert those users who have come this far in the purchase process.
There are many reasons for abandoning carts and it is interesting that you try to understand what they are so that you can act assertively in optimizing this stage of the sale.
However, part of the consumers create their carts and leave in search of facilities. In fact, 23% of online consumers purposely abandon their shopping carts, expecting to receive emails with coupons and discounts. Of these, 45% expect to receive a free shipping offer.
That’s why investing in email marketing actions for sales can help boost conversion rates.
8. Use marketing automation tool for campaign management
44% of leads make at least one purchase a year based on an email
promotional, therefore, learning how to use email marketing for sales is an important task for any company looking to increase business results.
However, it is not always simple to put all this into practice, so before we share the last tip of this post, we suggest that you also know a complete guide, “ E-mail marketing: Complete guide to starting applying today ”. Totally free, with tips, data and relevant information to create a campaign from scratch.
Within this guide, you will also discover the central role of the marketing automation tool in creating effective email marketing campaigns for sales.
In addition to automating a series of repetitive activities such as triggering a welcome email for a lead that has converted into a landing page, for example, the marketing automation software also allows other actions to be performed such as:
- creation of nutrition flow by email marketing,
- email marketing tool for creating campaigns and automation;
- management and segmentation of contacts registered in the tool;
- lead tracking and lead scoring to assist in the Inbound Marketing strategy;
- creation of landing pages (no codes needed) to capture entries;
- scheduling and monitoring of posts on social networks;
- unified reports that help with decision making;
- and more!
Interested? Please contact the team of lahar and see how our marketing automation software can help your brand to achieve even better results with email marketing and other strategies.